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Welcome to Skyline’s Trade Show Tips,
Last April we shared with you many of the exhibiting trends uncovered in our four 16-page Vertical Market White Papers.
The White Papers also reveal emerging exhibit design trends.
Read on to learn how your peers have changed their exhibit design objectives, messaging, and architecture to adapt to the trends in your overall industry.
Bill Dierberger – Vice President of Sales & Marketing
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Exhibit Design Trends in Your Industry
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As you may know, this year we commissioned Tradeshow Week to write four White Papers profiling the exhibition and event marketing trends and outlook of 4 industries that participate heavily in trade shows.
The 4 industries are:
Manufacturing & Industrial
Information Technology
Medical & Healthcare
Professional & Business Services
All 4 White Papers included intriguing insights into the exhibit design trends emerging in each industry. Some trends are unique to that industry, some trends span all 4.
Manufacturing & Industrial
Manufacturing and industrial exhibitors told Tradeshow Week they have changed their exhibit designs in the following ways:
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Click to get your 16-page Manufacturing & Industrial Industry White Paper.
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More Space: Larger spaces, or spaces less crowded by products, with more meeting spaces.
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Product Focus: Graphics focused on new products, and more product-oriented.
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Value Added: More solution or customization based messages.
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New Graphics & Technology: Greater use of video and computer demos; graphic images targeting specific vertical markets.
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Lighter Weight: Use of lightweight and portable exhibits to reduce shipping, drayage, and I&D costs.
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Versatility: Changeable exhibits to modify messages for different shows.
Also, 23% of manufacturing and industrial exhibitors also said they are displaying more high-end equipment in their booths.
Information Technology
Information technology exhibitors design their exhibits in an industry where cutting-edge is expected - not an option.
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Click to get your 16-page Information Technology Industry White Paper.
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Virtually all exhibitors in the IT sector use exhibits that allow flexibility and the ability to change out graphics easily to adapt to rapidly changing products or to target different vertical markets.
Displaying current products is still a mainstay in the booth, but exhibitor focus seems to be trending toward client contact.
Many booths are including meeting space or theater style demonstration areas.
Medical & Healthcare
One of the key influences on current booth design is the increased competition for face time with decision makers. Most exhibitors believe attendees are spending less time in the booth; so grabbing attention fast is paramount.
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Click to get your 16-page Medical & Healthcare Industry White Paper.
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Today’s climate calls for a targeted message, and for some that means even a new message is required for each show. Ninety-five percent of the medical exhibitors feel it is either “very important” or “moderately important” to use exhibit structures and properties that provide flexibility and ability to change out graphics or easily adapt for different booth sizes.
Bright colors and clear text with fewer words are designed to call attention to specialized products in the booth or to announce who an exhibitor’s specialized clientele includes. Exhibit marketers are looking at their booth as a whole, creating themes rather than standalone graphic cards.
In general the booths tend to have more open space than in the past. Most exhibitors describe the booths in today’s shows as larger, more high tech and upscale than in the past.
Professional & Business Services
Exhibitors in professional and business services are defining new ways to showcase their firm’s intangible assets to potential clients, and in some cases they are also integrating larger industry trends such as globalization, outsourcing and industry consolidation into their message.
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Click to get your 16-page Professional & Business Services Industry White Paper.
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Many professional and business services exhibitors are looking at their booth as a space to focus on meetings rather than selling products. This may create a fundamental shift in the design and features needed in the booth.
Internet connections and handouts are finding increased importance over product displays. The overall theme of professional and business services exhibitors is to bring their unique identity or brand to clients via face-to-face interaction with executives and staff.
Providing a simple message is paramount to exhibit marketers who are tasked with demonstrating their organization’s intangible assets. Exhibitors are turning to enhanced graphics with simple tag lines and well-trained booth staff to get their message across. The value proposition may not always be based on lowest price. Other considerations include expertise, track record and innovative solutions.
Exhibitors in professional and business services have been embracing lightweight custom, hybrid exhibits. The lighter materials and flexibility help resolve cost issues associated with drayage fees as well as storage issues. Flexible exhibit design also provides marketers with the opportunity to switch out graphics and update their company’s message from show to show. |
| Get Your Copy of the White Papers On 2007 Exhibition Trends For 4 Key Vertical Markets |
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.jpg) See how exhibitors like you are affected and adapting to trends such as globalization, outsourcing, new shows, attendee changes, and more. You’ll make more informed choices that improve your exhibit marketing.
Manufacturing & Industrial
Information Technology
Medical & Healthcare
Professional & Business Services
Click here to get your copy of the new 4 Vertical Market White Papers.
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Looking for More Booth Traffic? Try This
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Get your copy of Creating Effective Trade Show Promotions, a 76-page guide that takes you through the entire process from setting goals to execution to measuring results. This is the one indispensable tool you need to get the crowds into your booth.
Request yours today!
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