Have you ever been fortunate enough to go and see a trade show? Have you gone to, say, one of the public ones, like E3 (electronic gaming expo, the kind of thing where they show off the video games they expect to be releasing in the United States over the next few fiscal quarters, as well as things that they hope to bring to the States for sale soon), or NAMM, a musician show (mostly guitars), or something similar? Maybe you work in a business where you do the work of going to see the trade shows yourself, trying to figure out, perhaps, what it is that you may be buying for your business in the near future and the like.
If you have been, you will see all sorts of displays, carefully crafted, for the people and the crowd, as well as for the market, that they will be displayed in. Some trade shows are open to the public, and this being the case, they are going to have many a trade show booth designed to be inviting, exciting, and attention grabbing. If, on the other hand, we’re talking about a trade show for people who are inside the industry, or who are going to be financially involved in the industry or reliant on it in some way for their livelihood, then we are going to be seeing, at their private trade shows, booths that are a lot less flashy, but no less informative (in fact, when industry insiders are your main target, you can be far more informative, because you can explain things in depth, or you can use the lingo of your trade, and they are going to be much more likely to understand it, which you can use to your advantage). The booths that you make in order to show your product off, for many people, are going to be the first experience that they have with your company, or with your business, and this being the case, you should invest some money in making sure that, for the people who are looking to buy from you, or will be interested in your product whenever it does hit the shelves, it’s a good one.
A good trade show display is essential in bringing in more money and more sales in the long run, too. You can’t just release a product out into the world without information, treating it as if it was already a full-grown product line that you could leave out there and expect people to see and say ‘oh yes, I’ve heard of this before, or rather, one of the earlier products in the line’. You have to market effectively for the product, and to spread the word about its availability. If you to fail to do so, you launch the product and you make pretty much nothing on it, and that’s one of the worst things that can happen to you, really, when it comes to your business. You need to be bringing in money constantly, including, yes, money from sales, and the trade show booth that you show off is going to be the best way to do it early on.
Then, of course, there’s the fact that people want to see a product working (don’t believe me? Watch those terrible made for TV ads. You may notice that they show the product working, because it makes it more attractive to the prospective buyer, and it also makes it a lot more likely that people will see some utility in the product). The best place to do so (and to do so in a controlled environment) is at a trade show, with the use of your trade show booths. Not only does it give you a chance to spread the word about what you have to offer throughout whatever market it is that you are a part of, but it also gives you a chance to do so in a setting where people will understand the significance of whatever you have to offer (or if it isn’t significant. Sometimes, the things you make just aren’t that important. It happens). The downside of this is that if you fail to deliver on what you said you were going to offer, you’re going to be in a lot of trouble, because your own industry will know what should be going on.
How you present your business and your products to the public does matter, so you should invest in a decent trade show experience no matter what you do and who you are. Investing in your trade show booth is a good way to start.