When your company participates in a trade show, first impressions count for a great deal when it comes to attracting interested customers. You typically have only a brief length of time to catch possible buyers’ attention, so your booth’s signage is essential. The average trade show booth is approximately 10 feet wide, and the average person takes 8-10 seconds to walk past it. You have just that time window to stand out from the rest of the exhibitors.
Effective signage for your booth needs to be well-designed, readable, modern-looking and reflective of your approach to doing business. Trade shows are crowded and busy gatherings with a great deal of information for visitors to take in. Choices you make about your signage can make a difference in how many solid sales leads you generate from one trade show.
Possible signage designs are numerous, and some types of signs may fit better than others with your overall booth design. Trade show booth signs can vary by size, material, format and appropriate placement. You can add more variety and visual interest to your trade show booth by including signs that list your products’ main selling points, any trade-show-only special pricing you are offering or any new products you have launched recently.
Some Popular Types of Trade Show Signage
- Posters. These are typically some of the least expensive sign types, but price does not indicate a lack of effectiveness. You can have posters made with your company name and slogan, and most printing companies will scale each poster to measurements that you specify. Since your company name is one of the first things that trade show browsers look for, displaying it on a high quality poster in a prominent place at your booth will make a big difference.
- Vinyl banners. Custom signs printed on vinyl are quite durable and can last for a long time if stored properly. You can also order them in specific measurements, although most are available only in rectangular shapes. A vinyl banner with a catchy slogan about your business can give customers an immediate idea about which kinds of products or services you offer.
- PP and PVC banners. Both of these are fabricated from similar material; the main difference is that PVC is a bit thicker. Banners made from PP or PVC material often have shinier surface finishes than vinyl banners, and they are normally available with a few more choices for colors and graphics as well. Most of these banners are recommended for indoor use only, while vinyl ones can be used either indoors or outdoors.
- Flags. Signage screen-printed on fabric flags is one of the more creative options for advertising your business at trade shows. You are not limited to square or rectangle shapes when it comes to flags; they can be ordered in teardrop, triangular or even custom shapes that you design.
- Prints on foam boards. These are also economical sign choices that can increase customer interest. Adding some fold-out foam boards printed with product features can be an excellent way to inform your visitors about how they could benefit from your services or products.
The Best Places at Trade Shows to Use Each Type of Signage
- Posters. Hanging an eye-catching poster on or just above your booth’s backdrop behind the display tables is one of the best options here. In this spot, it will be one of the first things that draw visitors’ eyes.
- Vinyl, PP and PVC banners. You have a bit more flexibility with these; they can be hung from the front edges of your display tables or attached to your backdrops in prominent spots.
- Flags. These can be hung from any of the same places as posters and banners at your booth. Some trade show organizers may also allow exhibitors to display advertising in an outdoor area of the convention hall, so taking advantage of this option is recommended if permitted.
- Prints on foam boards. Tabletop foam boards placed behind or alongside your sample products are the best choices with these types of signs. Having your product and selling points printed on a foam board will help to answer buyers’ initial questions before they speak with one of your salespeople. Including catchy phrases and calls to action on your foam boards will help to create a sense of urgency for buyers who do not want to miss out on the best deals at your booth.
Signage for your trade show booth is one of the most important decisions to make in terms of design. Potential customers naturally form their first mental impressions about your business from reading your signs and banners. Sign placement is essential for drawing in higher numbers of buyers, and good design principles also apply just as with the rest of your booth’s layout. Clear printing and easy-to-read fonts on your signs project a professional image, and sticking to the same color palette is the most visually appealing choice. It creates a sense of continuity for your customers and can help with their gaining confidence in your business.
