featured product displays

Attendees sprint down the trade show aisles, giving each exhibit a cursory scan as they pass. What are they looking for? The want to see what's new.

The question is, as they pass your exhibit can they tell what's new? Are you making it obvious enough that they can tell—with just a quick, second-long glance? And even better—if they can tell what's new, are you making your offerings so attractive that attendees can't help stopping to learn more?

Here are seven ways to make sure attendees at your shows notice what's new when they approach your trade show exhibit:

  1. Resist the urge to stuff every item you offer into the exhibit. Being selective about what you display—and how—will create an uncluttered exhibit. And the less you have to distract visitors, the more likely they will be to notice the things you do bring. (Empty space around your displays gives the displays more importance and visual weight—much like a mat around a painting does.)

Alternatives to displaying EVERYTHING include storing some products in drawers, using an electronic interface to display products and options that aren't physically present—or just leaving some of it home.

  1. Spell it out. Creating signage that calls out what's new is one of the simplest solutions you can employ.
new sign trade show exhibit

  1. Leverage lighting. Spot lighting from above—or accent lighting below both draw visitors' eyes exactly where you want them.
carpet new product highlight

  1. Put it on a pedestal. Even a small platform will indicate that a large item is important. In the case of a smaller item, display cases that elevate the item to eye level will do the trick.
  1. Employ a presenter. Add an audible cue that something is new by employing a professional presenter to articulate the benefits of your offering. The trick here is to focus the content and keep it short so visitors who stop by only for a minute hear your most important message.
new product display cases

  1. Reach out to attendees pre-show. Most attendees create a must-see list before they leave for your show. Use this to your advantage by reaching out by mail, email, phone or in person to issue an invitation.
  1. Host an unveiling. Create a mystery by shrouding your product and issue invitations to the in-exhibit unveiling. You just may find your exhibit standing room only-full!