A manufacturing trade show exhibit, when constructed properly, can attract new sales contacts from the available trade show traffic. Conversely, a poor manufacturer trade show design can drive traffic away at a trade show. Then, the challenge is to design an exhibit that is not only effective but reaches the target sales demographic. Two ways to accomplish this are to understand both trade show best practices and how to attract the right target audience.

The components of an effective exhibit are the manufacturing trade show display board, display case, product, promotional material and the booth enclosure. You can assemble all these components separately but the best course may be to purchase pre-fabricated exhibits. However, before you begin the design process or spend any money, there are few items to consider:

1. Contact the officials that regulate the manufacturer trade show display board and design requirements.

2. Utilize exhibitor associations to locate manufacturing tradeshow booth consultants.

3. Subscribe to industry publications to obtain the latest manufacturer trade show design and information.

Action Steps
The best contacts and resources to help you get it done

Determine the demographics and regulations for each manufacturing trade show exhibit event

Since each trade show is unique, it is important to contact each one prior to attendance. That way you can design the manufacturing trade show exhibit to conform to their rules. In addition, the officials can provide demographic information on the potential customers that attend the events. You may find that a particular trade show does not contain your targeted consumers.

I recommend: Register for an exhibitor E-kit available at International Manufacturing Technology Show and request demographic information. Call or email the officials at the Assembly Technology Expo for trade information.

Locate manufacturing trade show exhibit professionals

The best way to locate exhibitors that specialize in manufacturing is to call the associations, which represent the most reputable exhibit designers in the market.

I recommend: Email the National Association of Exposition Managers to find manufacturing industry trade show consultants. Contact the National Association of Consumer Shows for information on exhibitors that specialize in consumer trade show rather then industry only shows.

Examine the latest manufacturer tradeshow display publications

Before you assemble the manufacturing trade show display case and exhibit, it is important that you understand where the industry is heading and the products they are using. The best way to do this is by subscribing to the manufacturing trade show booth publications.

I recommend: Subscribe to the Society of Manufacturing Engineers. Sign up for the free e-newsletters available at the Manufacturing Business Technology association website.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Remember that the manufacturer trade show booth or exhibit is only part of the process for selling your service or product to customers at the trade show. You also need to train your staff that operates these booths in order to maximize your viable sales contacts at the trade show.