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Making an Impact at IPPE 2020


IPPE can yield big results for your business with the right exhibit design and marketing strategy!

IPPE 2019 boasted the largest trade show floor in its history, surpassing 560,000 square feet of exhibiting space. Whether you have a 10×10 or large island exhibit, IPPE can yield big results for your business with the right exhibit design and trade show marketing strategy! Trade shows are crowded, noisy and full of exhibits from floor to ceiling. Therefore, you only have seconds to catch someone’s eye and draw them in to your space. So how do you make that happen if you are rethinking your booth design?

STAND OUT FROM THE CROWDAfter attending IPPE in 2017 and 2019, I noticed the emergence of engaging new trends. In the past, there was one predominant trend: a lot of stark looking exhibits featuring large pieces of equipment. However, this year at IPPE, exhibits were designed to create warmer, more inviting spaces. From bars to rustic wood tones, exhibits took on a more hospitable feel. The challenge of featuring large equipment hasn’t gone away, but what if you could bring less equipment by using interactive technology or 3D modeling to achieve the same thing? Skyline 360 | RFID Technology for Trade Show Exhibits

MARKETING STRATEGYThe goal within a large exhibit space is to create a tiered branding approach. An attendee approaching your space should instantly be able to tell who you are and what you do. This is the messaging you’ll see at the highest levels in an island space, such as overhead signs and towers. Your prospects can explore specific products and services inside the space, and most importantly, this is where they get to interact with you! In a small space, the mission is the same, just condensed into a smaller space.

DON’T FORGET…One pitfall I frequently see is clients investing in a beautiful new exhibit, yet forgetting to plan for some of the basics. On more than one occasion, we’ve had exhibits return to our warehouse with batches of lead cards scattered about. Don’t let all of your hard work and money go to waste! Set pre-show meetings, create social media campaigns and have a good system in place for lead qualification and follow up. Make sure everyone working in the booth space has a defined role and knows how to further your business goals. If you find yourself saying “I’m not really getting much out of trade shows anymore”, there’s usually a good reason for it and it’s usually something we can help you fix!

Exhibiting With Technology White Paper

This study is a deep dive into the current and expected future use of technology and digital content by trade show exhibitors. The goal of this report is to provide a snapshot of current technology and digital content usages, and most of all, provide exhibitors with insights as to the greatest benefits and pitfalls tech can bring to their trade show program.
There were 570 exhibitors who took the detailed survey we provided, sharing their perceptions and comments on a variety of tech-related subjects. Skyline Exhibits thanks the survey respondents for their time, honest opinions, and advice that allowed us to create this white paper.


About the Author

Deanna Sealey was a Senior Marketing Consultant at Skyline E3 in Lenexa, Kansas.

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