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January 3, 2011

Trade Shows Make a Comeback in 2011

In the last two years, trade shows took a hit. But 2011 looks promising as many companies pull themselves out of the recession. If you’re one of those companies that intend to spend some of your marketing budget on displaying at trade shows this year, look for these trends to help you attract more customers to your booth.

Technology is king.
These days, technology rules and tradeshow displays are no exception. Incorporate technology into your booth to attract attention. The good news is that technology is more durable than the plasma screens of yore. Touchscreens are one of the hottest trends and they give your visitors an interactive experience.

LED screens can also garner attention. At the Expo 2010 show in China, the State Grid Pavilion hosted a 49 x 46 foot LED display theatre named the “Magic Box.” Once people gathered in the box, the 112 LED panels morphed into one giant screen and attendees appeared to speed across the desert and leap onto Mount Everest. While the “Magic Box” is beyond budget for most, we can learn that creatively integrating technology could make your trade show booth the one everyone needs to see.

Green is here to stay.
For anyone who thought that going green was a fleeting fad, it’s still a trend in tradeshow displays. While having plants in your booth is a nice touch, people are expecting more from their companies. Visitors who are concerned for their carbon footprint will be looking for companies that share the same interest. Consider building an entire exhibit out of recycled materials or become a carbon-neutral company and promote your concern for the environment.

Pictures are stronger than words.
You have precious few seconds to capture the attention of a tradeshow attendee. Rather than litter your exhibit with all the words from your brochures, just show them through interesting displays. An exhibit designed by Triad Berlin Projektgesellschaft mbH, featured a ceiling-high cylinder swirling with water. On the cylinder were 40 faucets ranging in size to represent how much water a country such as China or America uses. Again, you may not be able to go to those lengths, but you can use interesting imaging to attract attention.

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