Creating a Successful Tradeshow Atmosphere.

Creating a Successful Tradeshow Atmosphere.


Article provided by Dan Clark, Design Director @ Skyline Dynovia.

Professionals attend tradeshows for two main reasons: Information and Relationships. Exhibits and events that successfully connect with attendees and convey the company’s message start with early planning, thoughtful process, and an experienced partner to guide the way. By focusing on a few important elements, exhibitors can capitalize on their exhibit investment and develop lasting relationships with expanded client bases.

Setting the Tone. Planning an exhibit or event starts with understanding its purpose. An exhibit can be used to tell a story, introduce a new product, or provide space for learning about existing products and services. Early in the process, decide on your goals for the exhibit and then match those goals with the right design and development partners.

Pre-Show Engagement. Drawing people to your exhibit or event starts months before the show. Many options exist for attracting people to your exhibit.

  • Promotions, giveaways, and contests draw people to the show, as well as your exhibit.
  • Pre-show mailers can get the word out and entice people to visit the show.
  • Social media offers powerful options. Pre-show, social media can be a powerful tool for drawing people to your event.

Visibility. The visibility of the exhibit should be thought through in multiple stages. The exhibit’s branding should be easily seen from a distance of 50 or more feet away. As an attendee approaches, large-scale graphics, recognizable branding, and dynamic exhibit structure should invite attendees inside for a compelling, memorable experience.

Design. The exhibit’s design elements create your company’s first impression and will affect how people are drawn to the space. The designer’s role is to integrate the client’s information, brand guidelines, and show and venue limitations into a compelling and inviting space in which attendees will be drawn to experience and engage with the company’s message or learn about its products and services. Attendees will stay in an exhibit for longer periods of time and learn more about the company when the exhibit successfully combines architecture, graphics, and media to create a complete experience.

Event Engagement. Keeping attendees interested can be a challenge. This requires that exhibitors keep their messages fresh and use less traditional forms of engagement. For example, companies use tactics like creating a coffee bar in the space to encourage visitors to be comfortable while spending time in the exhibit. Social media is another resource to leverage during the event. Social media-based sharable experiences can be an effective way to encourage potential customers to spread the word and advertise for your company. These shareable experiences also help to create a more captive audience by connecting with more attendees at one time. Additionally, consider incorporating a giveaway to build a buzz on the show floor. If the experience is engaging and entertaining for attendees, a company might find its presentation posted on popular social media channels, which translates to a bigger audience and longer exposure for the company’s event.

Customer Service. Tradeshows are about building relationships. With this in mind, exhibitors should ensure that every visitor to the exhibit is met with genuine hospitality from friendly, knowledgeable staff. Exhibit staff are the face of the company and every attendee should be made to feel like they are the company’s most important customer.

Low-Pressure Sales. A common trend is to treat the exhibit more like a retail space. Successful retail-oriented spaces incorporate user-friendly interfaces that allow for a self-guided tour at the user’s own pace. Exhibitors can deepen the customer experience by combining a relaxed approach with a well-trained staff to help answer questions. Exhibitors should ensure that the exhibit staff is well aware that high pressure sales on the show floor will only result in fewer customers and lower sales.

For attendees, a tradeshow can be an exciting and somewhat overwhelming experience. Because attendees will view dozens or even hundreds of exhibits, exhibitors must differentiate themselves from the rest of the herd. This is when all the planning and hard work are tested. Every single exhibitor is vying for interest, and each exhibit screams for attention using many methods of attracting people. By focusing on each of these items – Tone, Engagement, Design, and Customer Experience – a company can attract, engage, and retain customers, resulting in better marketplace visibility and ROI.

If you’d like to know more about what to expect from a superior design and development partner, feel free to email me at

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