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Answer These 4 Marketing Questions BEFORE Designing Your Trade Show Exhibit

We all love going to trade shows and seeing the beautiful and creative trade show exhibits on the floor. You may find yourself saying, “I like that!” or “I want us to do something like that.” But, what is it that you “like” about that particular booth? And more importantly, is that appropriate for you and your company?


When designing and creating a trade show display, four things need to be considered before you even think about submitting your ideas for creation. Understanding your objectives (or your clients’ objectives if you’re the designer), is a crucial part in the planning process. Here is a 4-step plan to outline the steps you should take when designing or tweaking your trade show booth:

1. Situation Analysis: WHO are you? Who is your company? This sounds like an obvious statement but there is real value here. It is crucial to understand who you are as a business; it’s like understanding your personality type. What are your values? What do you represent? What do you sell? Your display is your stage. On that stage you must be yourself and let your core purposes shine through. Understanding who you are as a company and what reputation you want to establish (or continue) is the groundwork for a great trade show display.

2. Know Your Objectives: WHAT are you trying to accomplish at the trade show or with your display? This question always returns blank stares and fumbling hands. For some reason, having an objective is the hardest yet simplest thing to define for a company. Having an objective means understanding what you want to get out of your event, which means understanding goals and planning ways to meet them. Before you can jump to the idea for your booth or design it, your trade show objectives need to be well-defined and have a plan of execution. This will play out in your exhibit design.

3. Strategy: HOW will you accomplish your goals? This is justified based on your needs as a company. To accomplish your goals, you need a plan of action. Strategy stems from your objectives and will help you to think through all the important pieces to make your final product come together.

4. Justified Result: WHY did you do what you did? After all is said and done, you should be able to look at your finished product and know that everything you did had a purpose. Every step in the process had a purpose. Every decision was thought out. That graphic is centered there because it plays into the contoured lines here, to give this effect. Most importantly, this conclusion is where you can round back to a new situation analysis and say you did this because this is now who you’ve become.

So what are your objectives? Are you exhibiting to the right audience? Remembering and implementing these 4 steps in your next trade show planning process will change the way you exhibit and give you the results you’ve been waiting for.

tsm.bookBy following the 4 steps above you will be on the path to success. Take it a step further and read the Trade Show Marketing Idea Kit to learn smart moves that will differentiate you from other exhibitors and help you define the objectives you need to succeed at your events.

About the Author

Kevin Jahr is a Creative Consultant and Sales Consultant for Skyline Displays Midwest in Burnsville, MN. His skills span simple consultation to heavily involved design completion. Kevin has over 20 years of experience in the trade show industry.

4 responses to “Answer These 4 Marketing Questions BEFORE Designing Your Trade Show Exhibit

  1. Thanks Kevin. You really have to think about the situation that your/the clients business is in and match your display objectives to that. Every company is in a little bit of a different position, so making the most of their scenario is key to trade show success.

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