Advertising & Marketing

Why Marketing Professionals Learn About Exhibit Design

Trade shows are events that allow members of industries to gather in one place where they can discuss, demonstrate, and display products and services. Shows are powerful marketing tools that generate leads and direct sales. With these benefits in mind, marketing professionals often make it a point to learn about exhibit design. They stay current with changing technologies that can help them improve displays. Well-designed custom exhibits provide visitors with unique, entertaining experiences.

Trade Show Exhibits Are Marketing Assets

Despite the fact that tools like the Internet and email are very effective marketing tools, they are still not as powerful as face-to-face contact. Event exhibits allow the public and current customers to view companies’ newest products and trends. Employees who staff booths answer visitors’ questions, make suggestions, and even solve problems. Companies can also capture visitors contact information, which translates into hundreds or thousands of leads.

Exhibition Technology Is Constantly Changing

Marketing specialists continually educate themselves about event exhibits so they can incorporate the latest technology into their custom displays. A few years ago, an exhibit that included a video presentation was considered high tech. Most were simple booths that displayed products.

Today, companies can opt for fully wired displays that provide interactive and entertaining features. For example, some exhibitions offer virtual reality experiences that allow visitors to feel like they are entering and interacting with other environments. Many booths include charging stations for the public’s use. Exhibits might let attendees interact with artificial intelligence in the form of touch screens and chatbots.

Businesses Can Design Custom Exhibits

When marketing professionals understand how event show exhibits are designed, they can easily customize their displays. In addition to choosing the most appropriate technology, they understand how to stay on brand by choosing colors and fabrics that are consistent with their current marketing efforts. They can also work with exhibition designers to choose eye-catching and effective lighting.

Successful marketing managers often make a point of learning as much as possible about trade show exhibitions. That allows them to work with exhibition designers and coordinate technology, colors, fabrics, and lighting that will appeal to trade show visitors.