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Almost every industry has an annual trade show. Some are big, some are small, and some have never been heard of outside their niche industry. In every case, however, the displays at the trade show will determine what companies go home with new customers and good leads, and who goes home empty handed. The right trade show display will make you or break you. Your display doesn't only include your literature, logo and backdrop. It also includes where you are located on the show floor, and how large your booth is. Most organizations that put together these trade shows will allow you to rent what you need and bring and set up what you own. The basics of any booth or display are a banquet sized table, a tablecloth that reaches the floor, and a sign with your company name on it. All these can be made for the show at a small price or rented. Typically, medium and large sized companies hire professional show managers to organize all the details of each show they plan on attending during the year. Arrangements are normally made a year in advance. Frequently, arrangements for the following year are made while you are attending the current show. It is vital to secure what is considered prime floor space. Newcomers to a particular trade show find themselves at a disadvantage because the companies who come year after year usually are given the privilege of all prime space if they secure it early enough. Prime space is considered any booth that is located directly inside the front entrance or visible from the front entrance. A typical booth is 10 x 10 feet or 10 x 5 feet depending on the location. It's basically enough for one table, an overhead sign, your banner with company name, and maybe two chairs. If you have your own display set up, fine. Otherwise you can either rent what you need from the trade center, or in some cases, these items are provided as part of your show fee. Larger companies will always rent what is called a '10 booth' size ' usually the largest area available, and these are limited depending on where the show is held. If it's in a hotel, there is usually only one of these large spaces. In a regular convention hall like McCormick Place in Chicago, management usually allows multiples, depending on the companies. Whoever ends up with these focal points must be able to prove they have something important to show. For instance, a small accounting firm in Duluth MN might have the finances to afford one of these supersized areas, but is a small accounting firm going to draw customers from all over? No. In a case like this, they may not be given this type of space no matter what. Show management is looking for super displays, products that everyone will want or at least be able to buy, and a design that draws crowds. Surrounding booths are expected to pay a premium to be near these large areas. Your success depends on your display.
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