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  • Writer's pictureExhibit Associates

2024: From the Client's Viewpoint

Designing Exhibits through the Client's Lens

Trade shows stand as pivotal moments for businesses to showcase their products, services, and brand identity to a captivated audience. Behind the glitz and glamour of these exhibitions lies the meticulous planning and execution that trade show managers undertake to ensure a successful display.

As exhibit designers, it's imperative to view projects through the lens of the client – the trade show manager – comprehending their top concerns and addressing them effectively. Let's delve into the three primary issues that dominate a trade show manager's mind when envisioning a new booth.

Visibility and Brand Representation: At the heart of every trade show exhibit lies the necessity to stand out. Trade show managers aim to create a booth that not only catches the eye but also resonates with the brand's identity. Designers must collaborate closely with trade show managers to infuse the booth design with brand-centric elements. Whether it's through interactive displays, innovative structures, or engaging narratives, the design should serve as a storytelling platform that embodies the brand's essence.

Functionality and Engagement: Beyond aesthetics, trade show managers prioritize functionality and visitor engagement. The booth should not only attract attention but also facilitate meaningful interactions with potential clients. Designers need to strike a balance between aesthetic appeal and practicality. Interactive elements, product showcases, and demo stations should be strategically placed, ensuring a smooth visitor journey through the booth.

Budget and ROI: Budget constraints often loom large in the minds of trade show managers. They aim to maximize the impact of their exhibit while staying within allocated financial boundaries. Achieving a compelling booth design that aligns with the brand's vision without overspending is a constant challenge. Demonstrating how the proposed design translates to tangible returns on investment (ROI) through increased brand visibility, lead generation, or enhanced customer engagement is vital in justifying the budget allocation.

Designing trade show exhibits necessitates a profound understanding of the trade show manager's perspective. We here at Exhibit Associates, by addressing their primary concerns of visibility, functionality, engagement, and budget, designers can create booths that not only captivate but also deliver tangible results, ensuring a fruitful partnership that yields success at every trade show event.


Exhibit Associates is an exhibit house. We focus on the design, build and management of trade show booths for our clients. Tradeshow Booths, Corporate Displays and Museum Exhibits are our capabilities.

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