经历过疫情的寒冬期，为了更好的与业务伙伴建立联系和开展业务，贸易展览逐渐在世界各地开展起来。但是各行各业的参展商们准备贸易展览可能是一个漫长而复杂的项目。根据参展商自身的的业务目标、规划和预算，将有多种选择，例如选择完整的定制展位、trade show booth 租赁展位还是模块化贸易展位。

那么贸易展览中的关键——贸易展位，它的挑选，对于初次参加展会和想改变以往参展方式的参展商们来说是非常重要的。

那么我们就面临了一些问题：什么样子的展示摊位称得上是好摊位？如何获得一个好的展示摊位？如何设计和规划自己的展示摊位？如何通过展示摊位在贸易展览上脱颖而出？

接下来是我对贸易展览的终极指南，可以帮助参展商们解决展位建设的问题。

  • 明确参展的目标和策略
  • 明确自己的参展预算
  • 寻找合适的贸易展示摊位供应商
  • 专注品牌和展示摊位相结合
  • 良好的展位空间和图形设计

明确参展的目标和策略

不同的参展商参展的目标和策略都各不相同，但大致方向基本一致，可以分为以下几类。

  • 开发新市场，寻求更多合作关系
  • 巩固回头客和培养潜在客户
  • 扩大交际范围，拓展潜在业务
  • 提升自身品牌影响力
  • 现场直接签署新的交易

参展商团队们需要在明确目标和策略的前提下开展业务，这样才能更好的吸引潜在的优质客户。不同的目标和策略，决定了参展商们对参展的预算的评估和计算，反之，预算也往往影响着展位的成品和效果。

明确自己的参展预算

参展商的参展预算，包括了整个活动的预算，所以，对于展示摊位在整个预算重所占的比例，需要参展商自己衡量和明确。

除了贸易展示摊位的一系列费用外，要充分考虑到一些附加的费用，包括

  • 展会主办方的附加费
  • 展会主办方指定搭建商的人工费
  • 展会停车费
  • Etc

参展商的负责人要保持理性的头脑，控制花费，要把有限的资金投入到有回报的事件上，投资回报率是非常重要的。

贸易展示摊位的挑选，避免不了要和展示摊位供应商打交道，而选择一个要长期信任的供应商并不是一件简单的事情。

寻找合适的贸易展示摊位供应商

展位的贸易展示摊位行业的竞争非常激烈，不论是供应商和搭建商，展会参展商们可能会耗费大量的时间去进行沟通和评估，最后进行选择设计。我曾经写过一篇文章，是关于知名供应商的排名，

  • The Top 10 Self-Build Exhibition Booth Suppliers inthe World

如果你对寻找合适的贸易展示摊位供应商感到头疼，可以在他们中间进行选择。

明确自己的挑选标准

每个参展供应商，都应该有一套自己的挑选标准，而对于贸易展示摊位供应商的挑选，应从这几个方面考虑。

  • 自己的展位空间大小
  • 自身对于贸易展示摊位的最高预算
  • 租赁展示摊位还是购买定制展示摊位
  • 贸易展示摊位种类的选择
  • 贸易展示摊位的可重复使用性
  • 贸易展示摊位供应商的附加服务

贸易展示摊位种类的选择

贸易展示摊位的种类，往往是根据摊位的大小和形状进行挑选，常见的展示摊位类型有以下几种。

  • Island Booths
  • Peninsula Booths
  • Corner Booths
  • Linear Booths or Inline Booths

Island Booths

Island booths have passages all around, making them open on all sides. With this setup, you have the advantage of facing customers from all four directions. Island booths are generally larger in size, often measuring at least 20×20 feet. However, it’s important to note that the cost for such booths tends to be higher. Consider selecting an island booth for your important shows where you want maximum visibility.

Peninsula Booths

Peninsula booths share a backwall with a neighboring booth and have three open sides. This means you will face customers from three directions. Similar to island booths, the cost for peninsula booths is generally higher. They are relatively large, typically measuring at least 10×20 feet. If you want good exposure and interaction from multiple angles, peninsula booths can be a suitable choice for your important shows.

Corner Booths

Corner booths have two neighboring booths sharing their back wall and one side wall. These booths have two open sides, allowing you to engage with customers from two directions. Compared to peninsula booths, corner booths usually have a lower cost. They are often the preferred choice for small businesses looking for an affordable option while still enjoying some exposure from multiple angles.

Linear Booths or Inline Booths

Linear booths, also known as inline booths, have three neighboring booths sharing their back wall and two side walls. They have only one open side, typically facing the front. Compared to corner booths, linear booths generally have a lower cost. They are commonly chosen by small businesses as a cost-effective option. Although they offer limited entrance points, they can still provide an opportunity to attract customers directly from the front.

贸易展示摊位的可重复使用性

对于经常参加展会的参展商们来说，这是一个不可忽视的重要条件，可重复使用性，可以节约大量的成本。

例如，购买展示摊位时的运输费用，再次购买展示摊位的费用，双方交涉产生的通讯费用等

贸易展示摊位供应商的附加服务

不同的贸易展示摊位供应商有着不同的营销策略，除了原本售卖的产品之外，许多供应商还提供着一些便利服务。

这些便利服务，大多都抓中了参展供应商的痛点，例如离展会近的供应商，会有减免运费的服务；没有具备设计能力的参展商，供应商团队还能提供相应基本的图片渲染，以供参展商选择，等等。

除此之外，售后的服务条款也是需要关注的，贸易摊位供应商是否有着良好的售后保障，是判定一个供应商实力的重要因数。

在激烈的竞争环境下，各式各样的的特别服务层出不穷，参展商们应该明确自己的目标，分辨出对自己有利的服务条款和产品型号，对号入座才能挑选到最佳的展示摊位。

专注品牌与展示摊位相结合

您的展位代表了您公司的形象。这是您企业的封面。如果人们发现它有吸引力并且与您的品牌一致，他们肯定会停下来了解更多信息。遵循这些特殊活动营销技巧，可以在贸易展会上脱颖而出

  • 有明显的公司标识
  • 有专业的沟通团队
  • 公司文化风格和展示摊位风格相统一
  • 良好的会场展示位置

公司文化风格和展示摊位风格相统一

这点在展会中是需要注意的，两者相统一，不仅能在众多类似的展示摊位中显示其独特性，而且还能体现企业文化和实力底蕴，能够大大的增加客户们的兴趣和信任，从而不断地发展成合作关系。

良好的会场展示位置

位置条件是决定客户流量的基础，当你的展示摊位处于人流量较大的区域时，自然而然就会有较多的客户前来询问。当然，这类是属于热门的展示区域，对应的是相对高昂的摊位费用，参展商们需要根据自身的情况来选择合适的参展位置。

当确定好展位的大小和位置，以及初步的设计理念后，所需要做的就是寻找专业的展位设计师设计和确定展位的空间和适配展示摊位的图形。

良好的展位空间和图形设计

展位空间设计

一个良好的展位空间设计，能够吸引客户的注意，抓住客户的眼球，那么我们就需要满足以下的几点需求

  • 独特的设计理念
  • 适宜的灯光氛围
  • 优秀的整体展现效果
  • 舒适的内部接待空间
  • Etc

独特的设计理念能在众多标准摊位中脱颖而出，是的参加展会的客户们眼前一亮，这是吸引客户的第一步。

一个良好的灯光氛围搭配，能使得贸易展示摊位的整体效果变的更加丰富和完善，同时也能让询问的客户有良好的的交流体验。

舒适的内部环境，是促进交易达成的关键，如果说外部环境的展现是客户对企业的第一印象，那么内部环境的接待和感受，则是客户感受企业的一个态度，好的内部空间环境，往往能够促进交易的达成。

图形设计

图形设计应用在贸易展示摊位的各种地方：背景墙，吊顶，接待台，灯箱等等。贸易展示摊位的空间设计可以说是给客户宏观的环境氛围体验，那么图形设计就是企业的微观内容展示。

而要做好图形设计，接下来的步骤需要牢记。

  • 确定自己的设计方向
  • 寻找专业的图形设计师
  • 成熟的打印工厂
  • Etc

一开始的设计方向非常重要，需要参展商和设计师有深入的沟通，图形的设计不仅要符合企业的文化还要符合基本的视觉感官，良好的颜色搭配不会让客户感觉到视觉疲劳。

成熟的打印工厂决定了画面的成品，优秀的打印工厂会根据设计师所提供的电子稿打印出高精度且无色差的画面，可以在展会上呈现完美的效果。

最后

展会的准备是个漫长的过程，但是我们要在充足的时间内做出正确的选择是不容易的。在我们熟悉和了解关于参加贸易展会的流程时，我们会有更多的选择方案，不会感到迷茫，挑选出合适自己的贸易展示摊位，并达到自己参加展会的目的和效果。

The Ultimate Guide To Trade Show Booth

After the cold winter of the epidemic, in order to better establish contact with business partners and conduct business, trade shows were gradually developed around the world. But preparing trade shows could be a long and complex project. Depending on the exhibitor’s own business objectives, planning and budget, there will be multiple choices, such as a complete customized booth, a rental booth or a modular trade booth.

So the key —— trade booth in the trade exhibition, its selection, is very important for the exhibitors who participate in the first time and want to change the previous way.

So we face some questions: what kind of a display booth is a good one? How to get a good display booth? How to design and plan your own display booth? How to stand out from the trade shows through the display booths?

Next up is my ultimate guide to trade shows, which can help exhibitors solve the problem of booth construction.

  • Clarify the goals and strategies of the exhibition
  • Clarify your own exhibition budget
  • Find the suitable trade display booth vendor
  • Focus on the brand and display booth combination
  • Good booth space and graphic design

Clarify the goals and strategies of the exhibition

Different exhibitors have different goals and strategies, but the general direction is basically the same, which can be divided into the following categories.

  • Develop new markets and seek more partnerships
  • Expand the scope of communication and expand the potential business
  • Enhance their own brand influence
  • Sign the new deals directly on site

Exhibitors teams need to develop business with clear goals and strategies, so as to better attract potential quality customers. 

Different goals and strategies determine the evaluation and calculation of the budget of the exhibitors. On the contrary, the budget often affects the finished product and effect of the booth.

Clarify your own exhibition budget

The exhibition budget of the exhibitors includes the budget of the whole event, so the proportion of the exhibition booth in the whole budget needs to be measured and clearly defined by the exhibitors themselves.

In addition to a range of fees for the trade display booth, including：

  • Surcharge for the exhibition organizer
  • The labor cost of the builder designated by the exhibition organizer
  • Exhibition parking fee
  • Etc

The person in charge of the exhibitor should keep a rational mind, control the cost, and put the limited funds into the return event, the return on investment is very important.

The selection of trade display booths cannot avoid dealing with the suppliers of display booths, and it is not easy to choose a supplier to be trusted for a long time

Find the suitable trade display booth vendor

The competition in the trade exhibition booth industry is very fierce, both suppliers and builders, the exhibition exhibitors may spend a lot of time to communicate and evaluate, and finally choose the design. I’ve written about a ranking well-known suppliers,

  • The Top 10 Self-Build Exhibition Booth Suppliers in the World

If you have a headache about finding the right trade display booth provider, choose among them.

Clarify your own selection criteria

Each participating supplier should have a set of their own selection criteria, and the selection of trade display booth suppliers should be considered from these aspects.

  • The size of your own booth space
  • The highest budget for the trade exhibition booth
  • Rent display booths or buy custom display booths
  • Selection of types of trade display booths
  • Reusability of trade display booths
  • Additional services from trade display booth vendors
Selection of types of trade display booths

The types of trade display booths are often selected according to the size and shape of the stalls. There are several common types of display stalls.

  • Island Booths
  • Peninsula Booths
  • Corner Booths
  • Linear Booths or Inline Booths

Island Booths

Island booths have passages all around, making them open on all sides. With this setup, you have the advantage of facing customers from all four directions. Island booths are generally larger in size, often measuring at least 20×20 feet. However, it’s important to note that the cost for such booths tends to be higher. Consider selecting an island booth for your important shows where you want maximum visibility.

Peninsula Booths

Peninsula booths share a backwall with a neighboring booth and have three open sides. This means you will face customers from three directions. Similar to island booths, the cost for peninsula booths is generally higher. They are relatively large, typically measuring at least 10×20 feet. If you want good exposure and interaction from multiple angles, peninsula booths can be a suitable choice for your important shows.

Corner Booths

Corner booths have two neighboring booths sharing their back wall and one side wall. These booths have two open sides, allowing you to engage with customers from two directions. Compared to peninsula booths, corner booths usually have a lower cost. They are often the preferred choice for small businesses looking for an affordable option while still enjoying some exposure from multiple angles.

Linear Booths or Inline Booths

Linear booths, also known as inline booths, have three neighboring booths sharing their back wall and two side walls. They have only one open side, typically facing the front. Compared to corner booths, linear booths generally have a lower cost. They are commonly chosen by small businesses as a cost-effective option. Although they offer limited entrance points, they can still provide an opportunity to attract customers directly from the front.

Reusability of trade show booths

For the exhibitors who often participate in the exhibition, this is an important condition that can not be ignored, reusable, can save a lot of costs.

For example, the transportation cost when buying the display booth, the cost of buying the display booth again, the communication cost generated by the negotiation between the two sides, etc

Additional services from trade display booth vendors

Different trade display stall suppliers have different marketing strategies. In addition to the products originally sold, many suppliers also provide some convenience services.

Most of these convenient services catch the pain points of participating suppliers, such as suppliers near the exhibition will have freight reduction services; for exhibitors without design ability, the supplier team can also provide corresponding basic picture rendering for exhibitors to choose, etc.

In addition, the after-sales service terms also need to be paid attention to. Whether the trade booth supplier has a good after-sales guarantee is an important factor to determine the strength of a supplier.

In the fierce competitive environment, all kinds of special services emerge in an endless stream. Exhibitors should make clear their goals, distinguish the favorable service terms and product models, and take the right seats to select the best display booth.

Focus on the brand and display booth combination

Your trade show booth represents the image of your company. This is the cover of your business. If people find it attractive and consistent with your brand, they will certainly stop for more information. Follow these special event marketing tips to stand out at the trade show

  • There is a distinct company logo
  • Have a professional communication team
  • The company culture style and the display booth style are unified
  • Good venue display location

The company culture style and the display booth style are unified

This needs to be paid attention to in the exhibition. The unity of the two can not only show its uniqueness in many similar exhibition booths, but also reflect the corporate culture and strength, which can greatly increase the interest and trust of customers, so as to continuously develop into a cooperative relationship.

Good venue display location

Location conditions are the basis that determines the flow of customers. When your display booth is in an area with a large flow of people, more customers will naturally come to ask. Of course, this kind is a popular display area, corresponding to the relatively high booth cost, exhibitors need to choose the appropriate exhibition location according to their own situation.

When the size and location of the booth are determined, as well as the preliminary design concept, what we need to do is to find professional booth designers to design and determine the space of the booth and fit the graphics of the booth.

Good booth space and graphic design

Trade show booth space design

A good booth space design, can attract the attention of customers, catch the attention of customers, so we need to meet the following needs

  • Unique design concept
  • Suitable lighting atmosphere
  • Excellent overall display effect
  • Comfortable interior reception space
  • Etc

The unique design concept can stand out from the many standard stalls, which is the customers attending the exhibition, which is the first step to attract customers.

A good lighting atmosphere collocation can make the overall effect of the trade exhibition booth more rich and perfect, at the same time can also let the customers have a good communication experience.

A comfortable internal environment is the key to promote the transaction. If the display of the external environment is the first impression of the enterprise, then the reception and feeling of the internal environment is an attitude of the customer to feel the enterprise. A good internal space environment can often promote the conclusion of the transaction.

Graphic Design

Graphic design is used in various places of trade exhibition booths: background wall, ceiling, reception desk, light box and so on. The space design of the trade exhibition booth can be said to give customers a macro environment and atmosphere experience, so the graphic design is the micro content display of the enterprise.

To design the graphics well, the next steps need to keep in mind.

  • Determine your own design direction
  • Find professional graphic designers
  • Mature printing factory
  • Etc

At the beginning, the design direction is very important, which requires in-depth communication between exhibitors and designers. The design of graphics should not only conform to the corporate culture but also conform to the basic visual sense. Good color matching will not make customers feel visual fatigue.

The mature printing factory determines the finished product of the picture. The excellent printing factory will print a high precision and print the picture without color difference according to the electronic draft provided by the designer, which can present a perfect effect in the exhibition.

In conclusion

The preparation for the exhibition is a long process, but it is not easy for us to make the right choice in enough time. When we are familiar with and understand the process of participating in the trade exhibition, we will have more choices and will not feel confused. We will choose a suitable trade exhibition booth and achieve the purpose and effect of participating in the exhibition.