Exhibiting at industry trade shows is a great way for a brand to connect with its existing customers and prospects in a face-to-face, meaningful way. They’re great for networking, showcasing existing products and demonstrating new ones, generating leads and making sales, and increasing brand awareness.
However, with trade shows becoming more popular and many brands fighting for your customer base’s attention, attracting attendees to your booth is becoming increasingly challenging. That’s where there’s value in working with the right trade show exhibit company. A good exhibit company will work to understand your goals and create a booth that can meet them – all while staying within your budget.
But how do you choose the right trade show exhibit company? Here’s a look at some of the key factors you’ll want to weigh when you begin the search process:
How to Choose the Right Trade Show Exhibit Company
So how do you choose the right trade show company for your next exhibit? Here’s an overview of some guidelines to follow as you’re making your decision between trade show exhibit companies:
Research Their Experience
First things first, you’ll want to do your homework as it pertains to the selection process. After all, you’re investing money into this endeavor – it’s only natural to want to get the most bang for your buck. Don’t be afraid to ask around with any trusted business peers to see if they’ve had success working with any trade show exhibit company.
So where do you start from there? Simply put, start by checking out their website and getting a feel for what they’re all about. You may even be able to see some examples of the work that they’ve done with other clients. Ask yourself this:
- Does their portfolio match the vibe that you’re looking for?
- Could you imagine your business as one of their target clients?
- If you were an attendee, could you see yourself stopping to check out any of the booth examples that are featured on their website?
As you progress further with any one particular company, don’t be afraid to ask for references or see if you can speak with any previous clients who used the trade show exhibit company. Also, be sure to inquire about how much relevant experience the company has working with others in your industry.
See if You Can Scout Any Examples
Deciding to work with an exhibit company is a big decision where you’re investing a lot of capital. Noting this, you don’t want to just decide after you browse a prospective website. Inquire with the prospective company if you can see any examples of booths they’ve created at any upcoming trade shows in your area. This can allow you to get a first-hand look at the booth live on the show floor.
Some things you’ll want to look for include:
- The overall quality of the booth. You don’t want it to look cheaply put together or flimsy.
- Speak with the company that hired them and get an idea of the creative process and how easy they were to work with. Inquire about the timeline of booth design, construction and whether the company was able to stay within the set budget.
- Observe how well the booth commands the attention of attendees.
If the exhibit company isn’t open to you seeing any live examples of their booths on the trade show floor, that could be a warning sign.
Make Sure Your Goals Align With Their Vision
Remember, you’re the customer when you work with a trade show exhibit company. That said, it should be you calling the shots and setting direction for how you want the booth to look and feel. Yes, your exhibit company partner can offer valuable insight and make recommendations, but at the end of the day, the booth needs to match your vision.
That said, make sure your goals also align with those of the exhibit trade show company that you’re electing to work with. Yes, the agency that you work with should have the experience of knowing what things work and what things don’t when it comes to designing an impactful trade show booth. However, the creative process and end goal needs to align with your vision as well as with your brand.
Don’t Forget About the Intangibles
Last but not least, you can’t downplay the importance of the intangibles when it comes to partnering with any trade show exhibit company. These may seem like little things, but they shouldn’t be afterthoughts. Some of the intangibles that you’ll want to be on the lookout for include:
- Communication preferences: How does the agency like to communicate throughout the creative process? How quickly will you be able to get in contact with them while the booth is being designed and built? What is their process for resolving any challenges that may arise throughout the partnership?
- What happens if there’s an issue with the booth during the trade show? Will someone be on call to assist with any troubleshooting?
- How is the booth getting to and from the trade show hall? What happens to the trade show booth after the show is over? Do you handle disassembly and can you help with any storage?
- How do you ensure that you stay within budget when designing and building the trade show booth?
It’s important to make sure that the agency you work with does more than just exceptional work, but that you’ll also be able to work successfully with their people and create a true partnership. If your company’s core values and communication preferences don’t align, it may be difficult to work with any agency partner.
Now’s the time to start looking at your calendar and seeing what trade shows you expect to be attending throughout the next calendar year. From here, follow the tips above to select the right trade show exhibit partner to make your booth – and your brand – stand out to attendees at the shows you’ll be at.
