Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

Booth Design

A Single Big Tradeshow is Still a Year-Round Event

I’m guilty of sometimes thinking that once a tradeshow is over for the year, it’s over. For a long time. Until next year! But that’s not really the case, no matter how much I’d like to be done!

As a tradeshow manager, or someone who attends or exhibits at tradeshows on a regular basis, it’s easy to compartmentalize each show:

“Got another show in two months, but it’s a small regional one. I can wait another couple of weeks to make sure I get it all together in time.”

“Well, that big expo is done! Don’t have to worry about that for another year! Or maybe ten months if I’m lucky.”

But now that the show is over, it’s a good time to start planning – or at least thinking about – the next time you’ll exhibit at the show. Look at your preparation time from how much of a splash you want to make, how much “new” stuff you’ll implement in your exhibit, and of course, budget. Budget drives everything. Almost.

If the biggest show of the year just ended, and you’re back in the office, you have another 11.5 months before you pack up and head to the airport again (and that doesn’t take into account another half-dozen smaller shows that may keep you on the road).

What now?

Relax for a Few Moments

Give yourself time to breath. There’s still follow-up and record-keeping to be done from the last show. File and share data such as photos, visitor comments, leads, etc. with the proper people. Go over the metrics you collected, identify important information that will help you make decisions for next year’s show. Whatever you chose to document, make sure it’s archived and available for your team to review, digest and understand. As they say, if you didn’t write it down or document it, it didn’t happen.

What’s New Next Year?

But before too much time passes, look at the show from a new angle: if you’re going to do something new, exciting and impactful (and why wouldn’t you?), you need time to brainstorm, plan, research, talk with partners such as exhibit houses, tech and AV vendors and more.

Most of your time will go into planning and design. Once the plan is set, the implementation starts. Depending on your plan, that could mean working with a designer or exhibit house to create a new exhibit from scratch, or it could mean adding some unique element to your current booth (like we did with our client Bob’s Red Mill when they wanted a 42” touchscreen with several videos that visitors can pull up with a touch of a finger).


Bob’s Red Mill’s exhibit alcove featuring 42″ touch screen with directional speakers

During the planning phase, you might be addressing the launch of new products, new branding, redefining your objectives and goals, and identifying how you’ll communicate your messaging, capture new leads and so on. It’s a long process, and you should give it the time it deserves.

Many companies approach a new exhibit project as just that: a new exhibit and nothing more. Which means they don’t give all of the other items enough time and space. The exhibit is not a standalone item; it’s integral to everything else that your company is doing for the show. New products require proper display space, adequate space for graphics, and perhaps space to sample or demo them.

Social Media

If you have a social media marketing director, make sure you bring her into the mix during the process. They can pass along photos and videos from the recent show and use them to build interest in next year’s show. During the lead-up to next year’s show, focus on building interest in the event, building interest in your appearance at the event, and finally on building interest in the products or services you’ll debut or feature. Yes, this deserves a much longer discussion, but don’t let this element slip away. Make sure, as a tradeshow manager, that you’re involved in the discussions on how this will unfold.

Booth Staff Training

This subject could be the topic of a complete book (maybe I’ll make this my next book!), but suffice it to say at this point that, all other things being equal, a well-trained dynamite booth staff will perform head and shoulders above a staff that isn’t properly trained. Your staff should be outgoing without being pushy, engaging without being trite. Know what questions work and what don’t. Always have a smile. Don’t take rejection personally. If you haven’t trained your booth for a while, consider how good of an investment it can be.

Get Everyone On Board

Before undertaking a new large project, make sure you are communicating properly with all of the various entities: management, marketing team, sales team, production team, outside vendors and partners. They should all be aware of the project from the beginning and what their potential part in the dance might be. Communicate often and do it well. It’s hard to over-state the importance of your ability to communicate!

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Tradeshow Tricks: How to Make Eye-Catching Signs and Brochures

This is a guest post by Tania Longeau of InkJet Superstores.

Setting up a booth at a trade show is a great way to build awareness of your brand and gain new leads. On the busy floor of a trade show, however, you only have 6 to 10 seconds to catch the attention of a passerby and draw them into your booth. You are lined up alongside several other businesses and, depending on the size of the show, you could have several thousand people walking past over the course of just a few days. If you want them to stop by your booth, you need eye-catching signage to draw them in.

Once you’ve gotten their attention, you need well-designed marketing materials like brochures, flyers, catalogs, and cards that they will take and look at again after the event. It sounds difficult, but learning how to make eye-catching signs, brochures, and other branding and marketing materials isn’t as hard as you might think. Keep reading to discover a few of our favorite trade show tricks.

Plan Ahead

Businessman Alan Lakein once said that “failing to plan is planning to fail,” and he was absolutely right. If you fail to do extensive planning prior to attending a trade show, you are very unlikely to have a particularly successful event. Goals and desired outcomes need to be established months before the date of the event to ensure that you have time to create everything you need.

Set SMART goals and come up with a solid plan of attack for meeting them. Think about what advertising and marketing materials you will need. Figure out whether you will make those materials in-house or have them printed elsewhere. If you plan on making them yourself, make sure you are stocked up on printer ink, paper, and other essential supplies. Trust us. Few things are worse than running out of ink at 11 p.m. the night before a trade show because you failed to plan and waited until the last minute!

Say it with an Image

When you only have a few brief seconds to grab someone’s attention, a sign or banner with lots of words just won’t do. A picture says a thousand words and, when you use images that are eye-catching, your signs will say a lot about your business, products, or services without needing to say a word. Keep the wording on your booth graphics short and to the point. Your signage should mostly consist of attention-grabbing images. Text should be kept to a minimum. On a busy trade show floor, very few people are going to stop and read an entire paragraph or a long list on a sign. Keep your message short and sweet.

Don’t Go Crazy with Fonts

You may love the look of the fancy font you use on your website or logo, but it may not be the best choice for creating trade show signage and displays. When you are designing signs, banners, and anything else that will be viewed from afar, choose fonts that are simple and easy to read. Remember that, on the trade show floor, your booth is competing for event attendees’ attention. If your advertisements aren’t easy to read, those attendees are just going to look elsewhere.

Be careful when choosing fonts for printed brochures, too. If most of your marketing materials currently exist online, adjustments may need to be made to ensure that they print well. Fonts and colors that look great on a computer screen or a smartphone might not look so good on paper, so be sure to do some experimentation to make sure everything is flawless.

Know When to Hire a Professional

There is a lot that you can do with the inkjet printer or laser printer in your office. Many of today’s higher-end models are capable of creating prints that rival professional quality, and you may be able to get away with printing many of your own signs, flyers, brochures, and pamphlets. It’s also important, though, to know when to hire a professional. Unless you have a high-quality inkjet printer that’s capable of printing large-format banners and other big displays, you should definitely work with a professional printing company. You only get one shot at making a good first impression, so the signage and displays you put up at your booth are extremely important.

Unless you have professional graphic design skill, working with an expert designer is a smart idea, too. A design may look awesome to you, but it may not actually be all that great. There is a lot more that goes into a successful design than just making it look pretty. A good designer can help you create brochures and signs that are eye-catching, tell your brand’s story, and evoke emotion. It takes a lot more than a copy of Photoshop to do all that!

In Conclusion

When you are attending a trade show, setting your booth apart from all of the other ones around you is extremely important. There will be hundreds or thousands of people passing by your booth over the course of a few short days, and you will only have a few seconds to grab each person’s attention. With eye-catching signs, banners, and displays, you can let event attendees know what your business is all about and encourage them to stop by. With eye-catching brochures and pamphlets, you can encourage them to pick up your marketing materials and check them out after the event. Keep the above listed tips in mind, and you will be well on your way to meeting your goals for the event!


Tania Longeau serves as the Head of Services for InkJet Superstore. Tania oversees a team of Operations and Customer Service Reps from the Los Angeles headquarters. Before joining InkJet Superstore, Tania was a team leader and supervisor working for one of the biggest mortgage and real estate companies in the country. Images are provided by the author via Shutterstock.

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Expo West ’19 Diary: Last Full Day of Exhibiting and Re-Cap

The exhibit halls at the Natural Products Expo West closed Saturday at 4 pm. By then, exhibitors were handing our their remaining samples, packing up things they could and getting ready to grab flights home. The last day of a big show like this one is always a bit different. Not as many attendees as the first couple of days (although still very busy), which left staffers with a little more time to chat in a relaxed mode.

Which is a great opportunity to meet people. Which I did. Even though I was pretty much dead on my feet by mid-day, I kept pushing through, knowing the end was in sight. I spent some of the day checking in with all of our clients that we had scheduled for dismantle the next day to make sure paperwork was all in place. Things don’t move in a tradeshow without the right paperwork!

Saturday started early by assisting in the dismantling of a new exhibit for a new client, Hop Tea, from Boulder, Colorado. They were set up in the hot new products section of the Hilton Ballroom, which meant that their exhibiting schedule ended a day earlier than the main halls in the convention center. I’m told they won a Nexty Award for new products, and their business – less than a year old – is off to a quick start. Glad to be able to be a part!

By the end of the day, I was done. Beat. Exhausted. So it was back to the Airbnb for a relaxing night, the only one of my 6-day trip. Friday night it was fun to spend nearly two hours at the Oregon Business gathering at McCormick and Schmick’s near the convention center. It’s a gathering that has happened for several years, and is designed to show off Oregon products from companies that may not necessarily be exhibiting at the show. Food and libations and good conversations flowed.

Hop Tea custom reclaimed barn wood exhibit, built by TimbrandMoss

Sunday morning it was the dismantling. I was overseeing the takedowns of five booths by Eagle Management, which has proven to be a good partner: resourceful, efficient and generally quick to get things done. My job was mainly to make sure things were happening in a timely manner, and taking care of the paperwork: shipping BOL’s, printing shipping labels, etc. I admit I find it fascinating to see the before and after (and the during) of big shows. Once the show is over, hundreds of union workers come in and dismantle things quickly. It’s a helluva sight, really. Even though our truck was in line to pick up crates by the check-in time of 8 am, they weren’t able to load freight and leave until after midnight. Crazy, I know. Yes, it’s a busy show and hundreds if not thousands of trucks are all in a queue awaiting their call.

Overall impressions this year? It seemed busier than last year, if that is possible. New Hope usually posts their press release with exhibitor and attendee numbers within a few days of show close, so it’ll be interesting to review this this week.

From the list of exhibitors I visited last year, 25-30% of them were not at this year’s show. Big shows like this are expensive, and not all companies are ready to hit the big time and try to connect with thousands of buyers, brokers and retailers. That doesn’t keep younger, smaller companies from trying, though. Often the difference between success and failure at this level is having and executing a good plan, no matter what type of exhibit you have.

Later in the week, I’ll post photos of our clients at this show. Meantime, here are a few more clicks from the last day or so of Expo West:

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There’s Always Another Tradeshow

When it comes to tradeshow exhibiting, is it wrong thing to think, “Well, there’s always next time!”?

Maybe your most recent tradeshow didn’t go as well as it could have. You didn’t meet all the people you had hoped to and didn’t bring home as many leads as you were thinking you should have. Your staff’s interactions with visitors weren’t as good as they could have been.

In other words, you’re thinking that it may have been a waste of time.

If you think that, spend some time to identify WHY it might have been a waste of time.

Was it the wrong show? Maybe your expectations of the show itself were unrealistic. The show organizers might not have been as clear as you’d have liked on the state of the show. They could have assumed more people would show up, but the audience just wasn’t there.

Was it the wrong audience? Each show has a specific audience. If the audience isn’t a good fit for your products or services, it could be that you didn’t assess the show well enough.

Do you have a great exhibit that invites people in?

Was your booth staff lacking in training? A well-trained booth staff can lift you above mediocre or average expectations. After all, they’re the front line in your interactions with the attendees. If the staff hasn’t been properly trained on that interaction, your results will reflect that.

Were your products or services either “blah” or not properly represented in your market? Your competition may have similar products and services, but if you staff was not fully engaged and the presentation of your products was indistinct, or fuzzy, or unclear, you won’t catch attendees’ eyes. Was your exhibit not up to the task? An old or poorly designed exhibit might save you money to ship and set up, and put off another capital investment, but if it doesn’t look good, or have the functional elements that you need to properly execute your tradeshow, it’ll cost you money in the long run, not save you money.

On the other hand, if you’re saying “Well, there’s always another tradeshow” and you’re at least modestly pleased with the results, take a hard look at what worked and what didn’t. Maybe your booth staff was good but could be better. That’s a pretty easy fix.

Or maybe your exhibit is decent, and only needs a few minor upgrades to make it really good. Another easy fix.

Other things to look at: pre-show marketing, post-show follow-up, cutting costs for shipping or logistics, and so on. Individually, they may not have a big impact, but executing each element better than last time can have a cumulative impact that’s hard to ignore.

At the end of the show, when everybody has had a chance to review from their perspective what worked and what didn’t, and why, do a debrief. But don’t wait too long – do it the first or second day you’re back in the office. That will give a little time for reflection from all participants, but not so much time that they’ll forget important feedback.

Based on what comes out of that debrief, make decisions that will better prepare you for the next show. Because there’s always another tradeshow.


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10 Reasons to Change Exhibit Houses

Most companies we work with at TradeshowGuy Exhibits work with one exhibit house for several years, and the urge to change doesn’t come around much. Maybe you’ve been comfortable or years, but something changes. Could be minor, could be major. But it does happen. People change, goals change, situations change. Changing vendors can be challenging and pose a set of challenges. Lots of people are uncomfortable with change and prefer to stick with something even though it’s a good idea to at least look around.

When doing your evaluation, look at all options. One option might mean staying with your current vendor. But when evaluating, make one list with those that are considered competent service providers and those that might be looked at as critical partners.

What reasons might you have – valid reasons – for shopping around for another exhibit house? Let’s take a look at some things that might come up.

Your needs and goals have changed. It may be that you’re working with an exhibit house that excels in smaller exhibits, such as inline modular booths, but you want something custom. Turns out that your current vendor may be able to do what you want, but it’s a stretch. Or perhaps you want more, such as a coordinated tradeshow marketing strategy with planning and execution, and all your current vendor does is design and fabricate exhibits.

Their designers aren’t thinking out of the box like you’d like. Exhibits can get really wild and weird, believe me. I’m sure you’ve seen them! But if the exhibit house you currently work with has a group of in-house designers that seem to stick with the tried-and-true, and never really show you something wacky, it might be time to find another designer. This doesn’t necessarily mean you need to move on from the same fabricator, it may just mean bringing in an outside designer.

Lack of Communication. Do you hear from your exhibit house only when you reach out to them for something? Or do they stay in communication frequently even though a show is not currently pending?

Problems with Delivery. In the tradeshow world, deadlines run the show. Does your exhibit house meet deadlines without breaking a sweat, or do you feel that they’re struggling – which means you’re anxious much of the time? The most reliable vendors can hit a bump in the road on occasion, but if that happens do they communicate that to you? Or is the failure to deliver consistently a trend in the wrong direction?

Change exhibit house

They take you for granted. Big exhibit houses are equipped to handle everything from small in-lines to gigantic island booths that spill out of a show’s floor, it seems. If you’re one of their small customers, it may be that they just assume you’re well-taken care of without really checking. Sometimes a lack of communication tells you that they have other priorities.

Poor Service. If a company really wants and values your business, you’ll see it in their service. There shouldn’t be invoice errors, lack of attention to detail, slow response time.

The person that’s handled your account has moved on. The new person doesn’t really “get” you. It may mean that you have to work to get to know them better. But as the account manager, that falls more heavily on them to retain the business than it does on you.

Personality clash. This could be anything (politics, religion, brusqueness, and so on). It may not mean it’s time to move on. It may just mean you need to deal with another person at the company.

Pricing. Not only what is the price, but what are you getting for the money? Some vendors are great at providing a basic service at a good price. Others may be more skilled with more resources who can creatively collaborate, but that may come at a cost you’re not quite ready for. An unexpected price increase may also spur a change. Price increase happen, everyone does it over time. But if a price increase is coming on things that you normally purchase from your exhibit house (graphics, labor for repairs and upgrades, etc.) and you aren’t informed ahead of time, that is not good business.

Culture. Maybe not as big a deal if you’re not actually working for a company, when it would be a really big deal. But sometimes that culture doesn’t transfer well and if it makes everyone uncomfortable and awkward, it might be time to move on.

There are a lot of reasons that companies are not a good fit. And there’s no wrong answers. There are a lot of exhibit houses out there vying for your business. We hate to turn business down, but it happens because for whatever reason, it’s not a good fit.

free tradeshow exhibit quotes
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What do Visitors See in Your Booth That Makes Them Stop – or Keep Walking?

When people walk by your booth, they make a subconscious (or unconscious) choice on whether or not to stop and visit. In an instant, that choice is made. Much of what they base that choice in never really registers as a solid thought, but the choice is made regardless. They stop to visit and check out your booth. Or they keep on going.

What makes them stop? What makes them keep walking? Let’s take a look.

Brand: if they know the brand, they already have an impression. They have an emotion tied to the brand. It may be positive or negative. Or it may be neutral. In any case, the brand itself is part of that judgment.

Size of booth/how many people are already there: if a couple of dozen people are crowded into an island booth and they are all engaged in comes activity, or they are all paying attention to a single activity such as a professional presenter, they may decide to join. Nothing draws a larger crowd like a small crowd.

attract or repel tradeshow visitors

Newness or uniqueness of exhibit: if they come around a corner and see something they’re not used to seeing, that may impact their decision on whether to stop. The exhibit itself can be a big part of that subconscious process. Newness counts to a degree. New graphics, clean look, something different than they’ve seen before.

What’s happening in the booth: something interactive, something hands-on can spur people to impulsively stop to find out more. VR headsets. Spinning wheel. Quiz. Anything that lets people get involved, even if only briefly.

Familiarity: of course, familiarity can count, too, especially if that familiarity is of a positive nature. If they’re familiar and fond of a brand, that can draw them in.

Cleanliness (or lack): clean floors, fresh and wrinkle-free graphics, garbage cans that aren’t overflowing all create a positive impression. Clutter, grimy, broken, old or frayed exhibit pieces can put people in the mind of being repelled. They may not even know why, but they’ll subconsciously steer clear of something that their mind recognizes as distasteful. Something that’s not clean can repel.

People: your booth staff is critical in getting tradeshow floorwalkers to stop or not. A well-trained staff knows how to ask a good opening question, and how to engage. A great staffer will override other flaws in your booth, such as an older exhibit, minor lack of cleanliness, unfamiliarity with your brand and so on.

With thousands of people walking the floor at a tradeshow, everything you do and everything that they can see in your booth space can influence their decision on whether or not they will stop. A small change can add up to a significant difference in your response rate. If you could increase your visitor rate by 20% just by having a clean booth, would that make a difference? If you could triple your leads by doubling the size of your booth space and installing a new exhibit, would that be worth it? I’ve seen it happen. Every little thing counts. So does every big thing. What is drawing visitors to your booth? And what is repelling them without you knowing? Take a closer look next time.


This blog post came thanks to an idea from Mel White at Classic Exhibits. Thanks!

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Planning Your Tradeshow Booth: The Ultimate Checklist

This is a guest post by Marla Bracco.

Preparing for a tradeshow takes time and effort, which you may already know if you’ve participated in a tradeshow in the past. That being said, it helps to have a checklist on hand to make sure you get everything just right before the big day.

Below we’ve outlined the ultimate tradeshow booth checklist for you to use before your next show to boost your efficiency and marketing ROI.

Tradeshow exhibition space

Research the exhibitor space and show beforehand.

Do you know where your booth is located at the event? If you have the opportunity to pick your spot, think about selecting an area near the entrance where you can meet and greet people as soon as they walk in. Once you have your booth location nailed down, don’t forget to promote it. Advertising your presence at the event can drive more foot traffic.

Plan out your booth ahead of time.

You and your team should have a good idea of what type of graphics you will be using and how the space will be set up before the event. Will you have a custom exhibit or table top with a table cover? Will you have a booth backdrop? What about signage? These are all factors you’ll want to consider beforehand.

In addition, don’t forget about your marketing collateral. Your marketing team should have informational materials to give out to those who come by your booth and want to learn more about your products and services. After deciding on the right pieces, feature pamphlets prominently in literature stands or on tabletops so potential customers can easily grab them.

Engage in pre-show promotion.

Emails, social media, and direct mail are all ways you can drive traffic to your booth when the big day comes. Think about creating a marketing campaign centered around the trade show to raise awareness of your presence at the event before it officially kicks off. You can also often promote your presence with the organizers of the show itself whether that be via email or an advertisement in the conference agenda.

Come up with a plan to drive traffic to your booth.

Think about creating a giveaway program to encourage attendees to stop by your booth. Consider a raffle where you give away a prize on display at the actual event. An acrylic locked box can be used to hold the prize safely until it’s time to award it to the raffle winner.

You may also want to use tradeshow banners to drive traffic to your booth. If you want to go the extra mile, think about hosting a small event at your booth, such as a coffee hour, for networking with people who stop by your area. Finally, don’t forget about offering freebies to those who come by your booth. Marketing materials, such as branded pens and keychains, can help you stick out in the mind of booth visitors long after they drop by your stand.

Create a plan for collecting leads.

Will your team have lead scanners or will you be simply collecting business cards? These are questions you’ll want to have answered before the big day. Think about using a tablet to collect attendee information with a form that connects directly to your CRM system to streamline the lead collection process. Tablet stands and holders can be beneficial at your booth for this reason.

Final Thoughts

While planning a tradeshow does require a certain amount of flexibility, having this checklist on hand can give you the best chance at making the most of your marketing opportunity. Follow these tips and you’re sure to be off to a good start for your next show.


Marla Bracco is the content marketing manager for shopPOPdisplays where she focuses on content strategy and search engine marketing, designed to help the organization shape their web content around digital marketing objectives and priorities.


7 Questions You’ll Never Ask Your Exhibit House

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Infographic: 9 Creative Tradeshow Exhibit Ideas

This is a guest post by Joe Robinson.

What’s the most memorable trade show exhibit you’ve ever seen?

I can recall two recent ones at a marketing conference that really stand out.

The first was a full on lounge with free coffee and breakfast, ample seating, and newspapers. It was a genius idea because it flowed so naturally from the event floor. I sat down and didn’t want to leave after a long day. I remember that.

The other one was an AWS exhibit by Amazon. Amazon not only dominated the floor with their main exhibit, but they had a second one with a full on classroom. Yes, this counts as an exhibit, and it was packed the brim the whole show.

Which exhibits do I not remember? Practically everything else.

The truth is, if you’re not one of the top displays at a show, you’re not going to be remembered months later.

Of course more goes into it than just the cosmetic design, but that’s where it begins. You can’t make your awesome connection with attendees, you can’t do the demos, and you can’t collect leads if you can’t even get people to pay attention.

This is especially true for up and coming businesses that don’t have the name to draw a crowd on it’s own.

The thing is, while cost is certainly a factor, many booths are boring due to corporate procedures and lack of time.

Your average event organizer is doing an awesome job – but quite frankly, just doesn’t have enough time.

Between scheduling staff, arranging flights, planning material for the show, and everything else, the trade show exhibit usually ends up being just good enough.

Let’s break out of that together. Starting now.

infographic - 9 creative tradeshow exhibit ideas
Tradeshow Exhibit Infographic: 9 Creative Booth Ideas


Joe is the marketing director of Coastal Creative – a San Diego-based design and printing company. He’s always on the look out for the next great marketing strategy – both online and offline. His favorite trade show tip is to make connections with celebrities in your industry that are hard to get ahold of online. Check out the original graphic here. 


 

7 Questions You’ll Never Ask Your Exhibit House

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NEW Gravitee One-Step Modular Lightbox

At TradeshowGuy Exhibits, we’ve had the pleasure of working with Classic Exhibits, one of the premier exhibit manufacturers in the country. Over the years, e’ve collaborated with them for a number of great custom builds, including the terrific 30×40 Bob’s Red Mill exhibit that still wows ’em at Natural Products Expo East and Expo West.

But just because they can build great custom designs doesn’t mean that they are not dedicating their creative energies to coming up with new things, like the Gravitee Modular System that doesn’t need any tools. None. Zip. Nada.

Their newest Gravitee creation is the One-Step Lightbox. the Gravitee lightbox attaches to other panels using no tools and no loose part connection. It’ll be available in both curved and flat options. There will be standard sizes, but yes, it’s something that you can customize to various sizes. Let’s take a look at Classic Exhibits’ video introduction, hosted by Kevin Carty:

For more information on Gravitee, click here. To find out more specifically about the Gravitee light box, and it’s soon-to-be announced release dates and pricing, fill out the forms on our contact page and we’ll get back to you!

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Exhibit vs. Booth vs. Stand

Where do you stand on the meanings of the terms exhibit vs. booth vs. stand? For years after my entry into the industry in 2002, I was under the impression that a booth was an exhibit and an exhibit was a booth. Since then my take on it has become a little more nuanced. I don’t think I heard the term stand for years.

exhibit vs booth vs stand

According to Exhibitor Magazine’s online glossary page, a booth is an “area made up of one or more standard units of exhibit space.” Given that a typical unit is 10′ x 10′, that could mean a booth could be any size: 10×10, 10×20, 30×40, etc.

Exhibit on the other hand, is oddly, not listed in the glossary. The specific term exhibit is a little harder to track down. Some glossaries don’t even list that single word as a descriptive term. Freeman’s listing mentions exhibit booth as an “individual display area constructed to display products or convey a message.” So we’re getting a little closer.

Pulling your hair out yet?

The Freeman listing for booth looks like this: “a display designed to showcase an exhibitor’s products, message and business ideas.” 

IExhibita.com has no listing for booth but says that an exhibit is “a display used to convey a message. A specific tool of the communications medium of exhibiting. Also EXHIBIT BOOTH.”

Insta Worldwide Group doesn’t have the single-word booth mentioned in their glossary, but they do say that a “Bis “the amount of floor space assigned to and occupied by an exhibitor.”

So what about the term stand? It’s common in Europe, and doesn’t get much mention in the USA. But does it mean booth as in floor space or exhibit as in the actual fabrication and elements sitting in the space?

Again with the hair-pulling. Oh, wait, I really don’t have much hair to pull.

Exhibitor Magazine says a stand is a European term for booth. The Insta Worldwide Group glossary says a stand is “an area made up of one or more standard units of exhibit space. In U.S.its called a booth.”

Now let’s add one more term to the mix: display. It’s not an uncommon word in the industry, and is often used interchangeably with exhibit, booth and stand. But if you look for a description of the single word term display, you won’t find much. Search for tradeshow display, however, and you’ll have hundreds of exhibit houses and brokers eager to sell you one.

So where do we stand? Oh, sorry. Where do we end up?

My two cents:

A booth is the space that an exhibitor rents from show organizers.

An exhibit is the actual thing that gets set up in the booth space.

A stand will only bite you in Europe so don’t worry about it in the USA.

A display, to my mind, is a smaller exhibit, perhaps an accessory such as a banner stand, or maybe a back wall. But you won’t go wrong if you say you want to set up a tradeshow display. Or a tradeshow exhibit. Or even if you want to set up a tradeshow booth. People will know what you’re talking about.

Unless they don’t. In which case send them a link to this post. Or wait, is this an article? Or a blog?

 

Pocket

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