Many companies use trade show displays to launch new products. Whether it is the latest addition to a long-running line or an entirely new enterprise, there is hardly a better place to advertise and exhibit something newly produced. However, companies must be careful that a barrage of products does not overshadow this new addition, causing visitors to be overwhelmed and detracting from the impact of the new product.

Overcrowded Trade Show Displays Lose Impact

When designing a trade show booth, it is common to feel an impulse to highlight every item in your line at the same time. You want to place everything in a position of honor, have everything easily accessible to your visitors, and make it so that they see everything when they walk past. Unfortunately, this good intention leads to clutter rather than to comprehensive attraction from all the products. Instead of being able to see the one item in your line that piques their interest, potential leads just see a tangle of products that they can't sort through - and they walk away from your trade show booth.

Don't Crowd Your Trade Show Booth

The solution to this problem is easy to explain and difficult to execute, partly because it requires placing some items in a position of honor while relegating others to less exposure. To make this easier, consider whether you have one product that should receive special treatment. What have your recent advertisement campaigns promoted? If there is a new product being launched, then it should be the center of attention. Trade show displays can be a great place to debut something completely new; if you plan to debut a new product, try advertising its debut without giving detail. Visitors will flock to your exhibit, and many of them will turn into customers.

Using Positioning For Maximum Impact

Once you have decided what product will be placed in the most favorable position, you can follow some simple rules to ensure that all eyes will go to your chosen product. The basic idea is to have everything in your trade show booth pointing toward the product. If you have the item in a case, consider decorating the case such that there are lines pointing directly at the item. Or consider placing a large version of the item, or a photo of it, at the center of your exhibit sitting above the heads of people in the crowd. Place the item or photo on a contrasting background and add some kind of decoration that frames it. Keep the rest of your design relatively simple with a bare top line, and you'll get something that is sure to attract the eyes of the entire convention.

Choosing just one product to promote may be difficult. However, you will reap the rewards when visitors flock to your booth to admire it.