Getting More Visitors with Event and Trade Show Signage

Trade shows are a big investment, both in terms of time and money. Attracting visitors to your stand, improving your business or brand profile, and winning more leads is usually the goal.

Using high quality marketing components such as signs and banners is often how you stand out. But when exhibiting at a busy trade show, how can you give a strong first impression and stand out to potential visitors?

In this article, we’ll explore how you can maximize your company’s appearance at trade shows using signage and discuss the various kinds of trade show displays and their benefits.

If you’re already familiar with the world of trade show displays stay tuned because we’ll also discuss the best strategies for creating interactive, irresistible displays.

What is trade show signage?

Trade show signage includes any visual elements and displays used to communicate branding or marketing to attendees. On exhibition stands, these signs are designed to attract attention and help the viewer quickly understand what you offer customers and why they should visit your booth.

When businesses set up trade show displays, they usually have at least a combination of the following objectives:

• Attract the attention of attendees and stand out among other exhibitors
• Convey helpful information about the company's brand and offerings
• Enhance the brand’s visibility and create a memorable experience
• Spur engagement with interactive elements like touchscreens
• Ultimately, drive traffic and guide attendees to the stand

Types of trade show displays and signage

There are different types of trade show displays, each with their own strength when it comes to conveying brand messages, attracting attention, and engaging attendees. These are usually split into two categories: static and digital signage. 

Static trade show signs

These are the classic print displays you’ll often see at every show. They include:

• Banner Stands and Backdrops
• Posters
• Table Covers
• Hanging Signs
• Pop-up Displays
• Literature Racks
• Ceiling Hangings
• Lighting Elements like spotlights or LED strips

Digital trade show signs

These use digital screens or monitors to display dynamic content, including videos, animations, and interactive elements. They may also include interactive displays like touchscreens and tablets that allow people to interact directly with the display. 

Some examples include:

• Digital Posters
• Video Walls
• Interactive Kiosks
• Interactive Touch Tablets
• Social Media Walls
• Interactive Product Demos

Most exhibits will incorporate a mixture of both screen based and static displays.

The impact of effective trade show signage

Displays can help your company draw attendees who are interested or curious. But they also have bigger benefits both in the short term and long term.

Lasting first impressions

A visually appealing booth in a sea of booths can make an incredible first impression among attendees that lingers long after the show. Statistics show that 38% of trade show attendees will visit a business' website after interacting with their display. (Event Marketer)

74% of attendees are also more likely to recognize your business after the event when they interact with a visually striking sign or interactive display. This makes your signage an excellent long term investment.

Increased visibility and brand recognition

Trade show environments can be busy and overwhelming, making it easier for your booth to blend into the background. That’s why effective signage is so important; it can act as a beacon, drawing attendees to your trade show booth. 

Add a visually engaging message, and you can ensure that your brand catches the eye among the sea of exhibits. The result? You’ll draw potential customers to explore your booth and provide a memorable experience.

Clear communication of key messages

Effective displays will help your organization communicate its key messages in a succinct manner. With dozens of booths to explore, attendees will have a limited time to absorb information, so you’re basically making it easy for them to understand your value proposition (high quality products at budget friendly prices, for example.)

There are many benefits to this direct and clear communication. Firstly, you’re more likely to attract your target audience. By having your messaging tailored to their preferences and interests, you basically announce who you serve and why they should come to your stand.

Secondly, attendees will know how you differ from your competition and can easily decide where to go for the solutions that your business provides.

Measurable Return on Investment (ROI)

Trade show displays can often add up to be a significant investment for companies, and if done right, they can help you accurately measure your ROI. Clear calls to actions like inviting attendees to sign up for newsletters or demos can contribute to a measurable database of potential leads.

Additionally, incorporating elements like QR codes or unique landing pages will let you to track the engagement your signage generated.

Why choose digital signage over static trade show displays?

Because static displays like banners and posters are familiar, making the switch to digital displays can be complicated. So, let’s look at why they are more than worth the effort.

1. Dynamic and interactive content

Digital displays allow you to integrate dynamic and visually engaging content like moving images, interactive elements, and multimedia presentations. All of these will capture the attention of trade show attendees in a way that static displays simply can’t.

2. Real-time updates and flexibility

Many companies use digital displays because they offer a lot of flexibility, allowing you to adapt and update content in real-time. This is particularly beneficial when you’re showcasing new products, promotions, or time-sensitive information during the event.

Even more, you can quickly respond to market trends, audience reactions, or emerging opportunities by adjusting your digital content on the fly. The payoff is that your messaging will remain relevant and impactful throughout the event.

3. Data capture and analytics

Digital displays allow you to capture data in different ways from using static displays. From QR codes to interactive feedback forms, your company can seamlessly collect attendee information and track engagements, turning your display into a powerful lead-generation tool.

4. Cost-efficiency in the long run

While the outlay for the digital display hardware can be higher than printing, the price of highly engaging content is tricky to measure.

Digital content is reusable across different events and platforms, which provides ongoing value. And unlike static displays that might become outdated quickly, digital displays offer versatility and adaptability over time.

Key components of successful trade show displays

Adopting digital alternatives often is simply the first step on the journey to a successful trade show signage campaign. Let’s take a look at the second step – optimizing your digital signage for success at trade shows. 

Define clear objectives

The first step in any campaign is always to clearly define the goals. Will lead generation be the focus? Or is your organization concerned with providing product demonstrations and brand awareness? 

Having specific goals will help in designing content that aligns with your overall strategy.

Craft a narrative

The best signage often captures attention by telling a story. Consider creating an engaging journey for visitors, perhaps with a series of roads and road signs for them to "travel" on or something else that ties in with your brand. 

Each step of the narrative can highlight something unique to your business, providing insights into your product and its real-world applications. 

Captivating content design

Using high-quality graphics, vibrant colors, and compelling visuals that align with your brand can help make digital display content immediately pop, grabbing attendees’ attention.

Plus, you may also want to maintain consistent branding elements, including logo placement, color schemes, and typography throughout. Why? It could reinforce brand identity and help with brand recall after the event.

Interactive features and engagement

Attention-grabbing signage often includes some features like touchscreens, monitor displays, and QR codes that encourage attendee engagement. Adding these to your digital signage can create a more immersive experience, allowing visitors to explore your products or services in-depth.

Digital signage also allows you to connect to your social media platforms. You can use this by displaying live social media feeds, encouraging hashtag usage, and showcasing user-generated content. The result will be real-time engagement that extends the reach of your brand beyond the physical booth.

Seamless integration with overall booth design

Coordinating your aesthetics can do wonders for your visibility at trade shows. It often begins with ensuring that your digital signage seamlessly integrates with the overall looks of your booth. The design, layout, and placement of digital displays should complement the physical elements of your booth so they can create a cohesive and visually appealing environment.

Businesses have also seen better results when digital displays are strategically placed within the booth layout to maximize visibility and engagement. You can boost results by considering sightlines, traffic flow, and the overall attendee experience when choosing places to display.

Irresistible gamification elements

Introducing gamification elements can take your digital signage one step further and make it even more enjoyable. This is backed up by findings because, according to Talentlms,​​ 78% of people report that gamification makes them more eager to work with a brand.

Games, quizzes, and contests related to your products or services can boost engagement and create a sense of excitement around your trade show booth.

Provide valuable information

Your company can use interactive displays to showcase demonstrations, both for digital products and tangible ones. These could allow attendees to virtually explore features, benefits, and use cases, immersing them in your offers. 

Educational elements are another easy win because they not only offer value to attendees, they also tie the experience to your brand. Your educational content could include infographics, videos, or interactive presentations that provide valuable information about your industry or solutions.

Testing and iteration

Exhibitors often have a long checklist to complete before a trade show; everything from ensuring the booth setup and cleaning to overall security. But we recommend adding one more item to the list: checking your interactive displays.

The goal is to ensure it’s properly set up, and to identify and address any technical glitches. Touchpoints, buttons, and interactive features all need to function seamlessly.

Iteration after the show is also important. You can collect data on booth visits, engagement levels, and lead generation and use the information to evaluate the effectiveness of your display.

Boost your trade show display performance with ScreenCloud

ScreenCloud can help your business launch a seamless digital signage campaign at trade shows. ScreenCloud also empowers you to create and manage content, broadcast on multiple screens, and even design interactive elements for optimum attendee engagement.

Try ScreenCloud for free today.