|There are hundreds of styles and types
of exhibits at tradeshows, but in my estimation you can reduce them to
just a handful of ‘kinds’ of exhibits. Do you recognize these?
- Super-Duper Over-the-Top Big Tent
Exhibit. You know these kind. This exhibit has a hanging sign, a
dozen or more people working the booth who are wearing matching tees
or tops, are handing out samples and generally trying to be the ‘big
dog’ in their niche. And with this kind or exhibit, they usually
- Large Format Well-Branded Exhibit.
Most likely an island, but you can tell in an instant who the
exhibitor is. Highly professional. The staff is smiling, greeting
everyone appropriately. Kicking ass and taking names.
- Something New. Often an inline
exhibit from a company that changes it up frequently. Some companies
take the same exhibit year after year after year. There are some
exhibitors, however, that bring a brand new look almost every year.
These are companies that are challenging their competitors and the
- Same Old Exhibit. Just referenced in
last paragraph. The company that doesn’t even bother to change their
sign from year to year even though a casual observer can tell they
should probably do some updating.
- The Kluge Exhibit. Creativity run
amok, where a (usually) small company has a couple of creative folks
who take bicycle parts, discarded barn wood or whatever and somehow
manage to come up with an exhibit that knocks your socks off. What
are they selling again?
- Basic. Lots of companies start here.
There’s not a lot of creativity, but simplicity is important and the
message is clear.
- The WTF exhibit. Poorly executed
graphics with unclear messaging, bored-looking staffers. It makes
you wonder WTF are they doing at the show?
Next time you walk the show floor, see
how many of each kind of exhibits you can identify! And if you can add
to our list, feel free to drop a comment!
© 2017 by Tim