Trade Show Booth Design

NM Marketing Communications, Inc. works with clients to integrate their trade show booth design into their overall marketing communications program in order to take advantage of this cost-effective method for reaching customers. Effective trade show booth design incorporates many subtle details that are often overlooked by designers lacking a thorough understanding of how show traffic flows and what attendees actually focus on as they walk the exhibition aisles. 

Trade Show Booth Design:  For Cost-Effective Selling

The Center for Exhibition Industry Research (CEIR) calculates the average cost to close a sale beginning with a trade show lead at $705. That's significantly less than the $1,140 it costs to close leads from sources other than trade shows.

Trade shows are also less expensive than field sales calls for reaching potential customers. The national average cost of reaching a visitor at a trade show is $212. It costs $308 to visit a prospect in the field. A trade show booth design that can be used for several years and can serve multiple functions can significantly help you reduce your overall cost per sale.

To Shorten the Sales Cycle

An average of 1.6 personal follow-up sales visits are needed to close a sale originating from a trade show contact. Comparatively, 3.7 visits are required to close a non-show lead. Plus, more than 71% of trade show attendees can authorize or approve the purchase of products or services; and over 70% hold professional and managerial positions. An effective trade show booth design that attracts these types of new prospects can have a big impact on your bottom line.

Trade Show Booth Design:  To Meet Your Sales Objectives

Trade shows need to be part of your overall marketing plan, not a stand-alone venture. Within this context, you need to determine specific trade show objectives before committing to a booth design concept. These can include:

• Building name recognition
• Obtaining leads
• Developing new relationships
• Reinforcing existing relationships
• Taking orders

Practical Considerations for Long-Term Savings

We analyze your objectives before developing a design concept for the booth that will help achieve the results you expect.

We also help our clients evaluate the practical side of show participation and booth use, taking into account the frequency of show participation, the flexibility of the booth for reaching different audiences and ancillary costs beyond initial booth construction, such as shipping and set up.

For example, we redesigned the display for one client, enabling the company to more effectively depict its services, while at the same time reducing exhibition costs. The new design for their self-contained booth reduced the cost of shipping, labor and set up fees by approximately $10,000 per show.

If your company would like to receive the immediate and long-term benefits and savings from a strategic trade show booth design, call us at 847.657.6011 or send us an e-mail.

Top of page