When we think of small exhibitors, we think of the 10x10 in line booth with a table blocking the front, a portable pop-up exhibit and a graphic-centered under their name. Small exhibiting is any type of exhibiting up to 400 square feet. The major issue is that small exhibiting is not a microcosm of large exhibiting. It is different. It requires more aggressive “out-of-the-box” thinking. It means creative preshow promotions, attractive at-show promotions and a memorable post show marketing effort. Small exhibiting requires a design that renders every other exhibitor “second best” so that an event can be created in the mind of each visitor to achieve memorability.
Everyone at one time or another is a small exhibitor. Even the largest exhibitors attend regional, local, and vertical market events where they exhibit in smaller spaces. The mindset must be different. Here are three factors that make small exhibitors eclipse larger exhibitors.
1. You must out-think the larger exhibitors
2. Promotion is critical to generate mindshare
3. Your exhibit design must grab them and leave a lingering question
Most small exhibitors use a portable, modular or custom modular exhibit in their booth space.
The exhibit has two functions:
(1) to attract attention and give the overview story of who
they are, what they do and what is their offer to
the audience and
(2) to support the staff in communicating with visitors. The role of the exhibit and graphics is to attract the visitor’s eye and create memorability, by rendering
all other exhibits and graphics second best.
The key for a small exhibitor is FOCUS Focus on one or a few products or services Focus on one or few messages and sub messages.
Focus on the visitor communicate with them, show the benefits of your organizations’ products and services.
Under 400 square feet – almost half of
exhibitors in the US
1. It’s not a microcosm of large exhibiting
2. It requires out-thinking the larger exhibitors, not trying to outspend them
3. It requires creative, aggressive preshow promotion – no one knows your exhibiting until you tell them
4. And, no one knows how big you are until they get there, so your preshow positioning is critical
5. Aggressive execution – it is a 24 hour a day activity –everyplace you go is a selling opportunity
graphics have to scream who you are , what you do and what is your offer
to the audience – you
lightweight space age materials for exhibits and graphics that shift the
budget from nonproductive
message must be clear and memorable to
overcome the issue of size – size is the #1 factor in
9. Staff has to be prepared to work the event – there are less staff than in larger exhibits so they need to:
Be creative – take advantage of
low cost, high return
sponsorships, piggy-back with strategic partners on
Be responsive to attendee needs
everyone, have a system in place before leaving for the
© 2012 by Marc