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First of all, when an exhibit is created, that means it will also beused as a temporary workspace for your booth staffers. Keep their needsin mind. Do you need to create an area for demos, presentations,conferences, and storage? You most probably will need an exhibit toallow for all that was mentioned plus you will need it to be easilyaccessible to customers. Booth sizes are important. Manycompanies use island exhibits for national shows, and then inlineexhibits for regional or vertical market shows. With the properplanning, exhibitors can design one large exhibit that can bereconfigured for smaller booth spaces. Not only will that save moneybut it will also present a more consistent look at all the shows. Thiswill brand the company and consumers will recognize the company just byseeing the design of the exhibit. Your objectives can dictatethe actual shape of your exhibit. If you want to generate a lot ofleads or sales, you then need an open, inviting space that allows easyentry for customers. However, if you're only looking to buildrelationships with a select number of key individuals, then you need anarea that is more enclosed, or perhaps an exhibit with conference roomswhere you can spend quality time closing sales. This is prime exampleof how two different objectives can bring about two radically differentexhibit designs. Once you know who your target audience is, itis much easier to begin the process of designing a custom exhibit tosuit your needs. You'll get to what matters by determining the benefitsyour clients are seeking and then what your key advantages are. Onceyou have that part decided upon, you then need to focus on what yourproducts are, moving to their features, then the benefits of thesefeatures, until you distill the message down to the key benefits thatdrive your buyers' purchasing decisions. First impressions arekey. Consider what you want your customers to remember. Do you wantthem to remember your new products? Your company's brand image? It isusually best to keep it simple. Think billboard, not bulletin board.It's better to go for impact -- less is definitely more at trade show. Remember that your exhibit conveys your company's personality. Theshapes, materials, surface treatments, colors, images, and eventypography you choose help convey your company image. Make sure youhave a solid idea of the image you want for your companys custom exhibit design before you begin.
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