displaying products in trade show booths

8 Tips to Better Display Products in Your Trade Show Booth

Do you have a physical B2B product to sell? Then chances are you will do very well displaying it at a trade show.

According to Exhibitor Magazine, about 80% of their exhibiting subscribers make physical products. That’s a big reason why manufacturers exhibit in the first place – to bring their products to show them to potential buyers.

And from the other side of the aisle, buyers go to trade shows because they want to get their hands on the real thing, see it in action, and compare multiple manufacturers at the same time.

The variety of products exhibitors bring into their trade show exhibits is as diverse as the over 10,000 trade shows held in North America. To design effective spaces to display your products, ask these questions:

  • How big — or small — are your products?
  • Do they sit on the floor, or go on shelves, racks, tables, or podiums?
  • Do they need to be secured or locked up?
  • Will you be demonstrating them?
  • How many do you need to bring?
  • Do you have a star or new product to emphasize?
  • Do your products need power? How much?
  • Do you have a non-physical service product to promote?

Your answers to those questions will help get you started.  To further improve your likelihood of success, here are 8 ideas we’ve learned helping hundreds of manufacturers bring their products to trade shows:

  1. Don’t bring too many products: An exhibit overflowing with products look like a flea market and builds a barricade that inhibits prospects from entering your booth. Think of it as a junk drawer – it gets so full you can’t open it, and when you do, you can’t find anything.  To avoid creating confusing clutter, consider bringing only your biggest sellers or your key new products.  This is proven advice shared by many exhibitors who increased their results after making the change.
  2. Demonstrate your products: A good product demo is extremely effective in stopping traffic, engaging prospects, and leaving a lasting impression. This is one of the hallmarks and advantages of trade shows over other media.  Invest considerable time in creating and practicing great demos for better trade show results, and then designing spaces for those demos in your booth.     Hayward Pools water demo trade show exhibit product display 2
  3. Support large products:  While large products often sit on the floor, you still need exhibit components, such as hanging signs, risers, and towers, to define your space and promote your brand. Often large products are well-served with kiosks next to them to describe their features and benefits. captiveaire nafem trade show exhibit 6 2
  4. Amplify small products: Bring your hard-to-see products to life with larger graphics showing them in use, or a demo that is filmed and projected onto larger monitors around the booth.
  5. Mount your products: Products that are heavy, valuable or that you want in a certain place with supporting graphics or to get at eye-level are often displayed better when mounted directly onto a wall. Often small-to-medium-sized products are mounted in an arrangement, but large products can even be wall-mounted, too, although they require greater structure to support them. Vantage product wall NAEC 2019 2
  6. Build a set: Create an environment similar to where the products will actually be used, whether it’s with the architecture of the booth, images on graphics, or additional props beyond your products that help signal to the buyer that they are “home.” An experiential vignette helps your audience see your product where it will be used most.
  7. Tell why you’re better: We’d all like to think our products sell themselves, and it’s tempting to think that once your products are on display, they will. Give yourself more visual proof by supporting your products with graphics that make your products’ benefit obvious.  Do your products last longer? Do more, faster? Cost less over time? Take less energy? Tell your products’ story with graphics and/or AV tech. ConMet product kiosk at NACV Show 2019 2
  8. Light your products: If your products are the star of your booth, then highlight them with extra lighting. It may be spot lights that put more attention on your products, uplighting on the shelves or display cases, or just a lot of light blasting your entire booth if most of your space is filled with products. product demo in trade show exhibit 2

If your product is a service, you may think that you are at a disadvantage, because you do not have a physical product to show and demonstrate. However, you can still use graphics and create experiences that vividly communicate what you do and why people should buy from you.

Holt would love to help you connect trade show visitors with your products through compelling exhibit design inspired by strategic thinking. Contact us to get started.