10 Tips for Tabletop Exhibits

Mar 26, 2009

Usually overlooked and undervalued by the exhibit industry is the tabletop exhibit.  This pint-sized workhorse however, can deliver just as much ROI as a booth 10 times its size.  Here are 10 tips to help you make the most of your small but mighty tabletop exhibit.

1.  Select an image

Effective tabletop exhibits are little more than traveling graphic panels.  Thus, effective graphics are paramount to you shows success.  Above all, tabletop graphics must communicate who your company is and what it does at a glance.  If your graphics don’t pop and your message isn’t compelling, you’ve lost attendees before your opening line.  When it comes to images, bigger is better.  The best way to relay your message is with one large image.  If you simply must have additional smaller images to relate your message work them into your literature.

2.  Limit your text

If you message takes more than three seconds to read, you’ve got too much.  That means a tabletop graphic should feature roughly 6 to 10 words.  This text should complement the image to create a cohesive message.  Of course you have a lot to say about your company but, that information should be in your company brochure.  Hand these out to attendees and allow them to take this information with them.  In other words don’t cram a bunch of text into your exhibit – attendees can’t take that home.

3.  Select the proper font

Graphics text should be easy for attendees to read from the aisle.  Artsy fonts fight for attention against the image and distract the reader by pulling the eyes back and forth between the two.  When it comes to color selection, text color must provide a sharp contrast with the background in order to have an impact.

4.  Try different positions

A typical 10-foot pop-up is usually positioned at the back of a 10-by-10 space, providing more than 10 feet of separation between attendees and your text.  For your next show try placing your tabletop exhibit 3 to 4 feet from the aisle.  The closer it is to the aisle the easier it is for people to read.  Many people see the booth/aisle line as a psychological barrier preventing them from entering the space.  Moving the exhibit to the front of the space often eliminates this invisible barrier.  However, before you try this type of set-up at a show carefully consider your graphics, audience, and type of attendee interaction.  Remember, you don’t want to conduct business in the aisles.  Staffers and attendees need room to maneuver in the booth.

5.  Cut the clutter

When it comes to additional exhibit elements, if it doesn’t communicate your message, it’s got to go.  That means chairs, tables, and all other ancillary items.  The only item we would recommend adding is a literature rack.  Consider using a folding vertical literature stand that is light-weight and easy to transport.  Also, have staffers keep all their personal items (such as jackets, purses, cell phones, breathe mints) under the table.

6.  Light up your booth

Most exhibit halls will have adequate lighting however; if you want your graphics to really punch you’ll need direct lighting.  We recommend using two 50 or 100 watt halogen lights spaced 2 to 3 feet apart.

7.  Train your staff

Aside from your graphics, your staff is all you’ve got to communicate your message – which means they’re absolutely critical to your shows success.  Not only must you select staffers that understand your mission and its importance, but you must also teach them about everything from how to open a conversation and qualify leads, to how to set up and pack the exhibit.

8.  Don’t forget promotions

Similar to all other exhibits, tabletops are merely marketing vehicles, which means you still need to create pre, at, and post-show promotions and follow up on the leads.  Pre and post show marketing material should have the same graphics as your exhibit will have at your show.  Creating a cohesive look between these items will create brand recognition and help your clients and prospects find you at the show.  When it comes to pre- and post-show mailers, determine how many shows you’ll do each year and design one mailer for all of them.  This way, you’ll get a bulk rate for design and printing.  Then for each future event you can make different show specific stickers that list the show name, location and dates.  Even if you think give-a-ways are gimmicky, the fact is everyone enjoys getting something for nothing.  The only cautions are that the give-a-way should somehow relate to your company and message, and should match your company’s image and attendees’ expectations.

9.  Create an illusion

One way to create a bigger presence is to purchase a table skirt that matches the main color of your exhibit.  If you use a logo-imprinted table skirt the same color and style as your graphics, it creates the illusion of having a full 10-by-10 exhibit.  Rather than using show-provided skirts, which are often tattered and stained, a matching color skirt creates the illusion of a larger presence.  Another illusion to consider involves carpet color.  If you have a choice, match your exhibit carpet to the aisle carpet.  Matching aisle and booth carpet eliminates the psychological barrier that keeps attendees from entering your space.

10.  Consider add-ons.

Although we would urge you to simplify when it comes to add-on features, once in a great while, an additional feature may be warranted.  Headers (graphic panels positioned at the top of an exhibit) are a good idea, providing you don’t get too wordy, to add height to your exhibit and get your message overhead.  Flat Panel Monitors work well when you have a product that’s difficult to explain, or you’d simply like to add a bit of motion to your space.