Designing a Trade Show Display from the Customer’s Perspective
If you attend trade shows to promote your business then the likelihood is that you have heard
tons of advice about how best to sell your products, services and brand. There is probably
one tip that you have not heard yet but is absolutely crucial if you want to make the most of
trade shows - to design your trade show display from the customer’s perspective.
Believe it or not, the vast majority of individual businesses fail to consider the customer when
they design their trade show displays. Putting yourself in your customer’s shoes is essential
if you are to give them what they want.
If you are to look at your booth design from a customer’s point of view then there are certain
fundamental elements that are a must:
What potential clients are looking for – when you have the answers you will be equipped to
tailor your display to suit their needs. If they are looking for something specific, such as the
latest software in a particular niche, then make sure that you are telling them exactly why your
product is the best.
The age range of your target market – consider what designs your target market would find
attractive. What techniques would they be drawn to and what features would they appreciate?
The potential customers’ background – are your potential customers from a big city, a
small town or a rural area? Believe it or not, this really matters, because they will be looking
for different things. You should look at where your customers are coming from and what they
like in order to tailor your booth to them.
A layout that is logical and easy on the eye – you have to make sure that your booth is
tidy, clean, attractive and easy to walk through but difficult to ignore.
Put yourself in their shoes - look at your display through the eyes of a customer and think
what would you like to see? Would you appreciate a technological display or a simpler one?
Is there anything that may be of particular interest to you? Ask existing customers what would
attract them to your booth and encourage them to speak to you. A fresh pair of eyes is always
a good idea.
As you can see, it really isn’t that difficult to design a trade show display from the customer’s
point of view but it is very important considering the advantage it can give you over the
competition. If you consider all of the aspects mentioned here from the customer’s
perspective then you cannot go wrong and will soon find sales and conversions increasing.