Choosing the right signage for your trade show display

Photos courtesy PNH Solutions

By Courtney Bachar

Modern technology and social media may have changed the face of marketing over the last several years, but tradeshow events remain a highly important tool for promoting a business’ products or services.

Tradeshows provide a fantastic opportunity to get your business noticed and to engage with customers face-to-face. People who attend tradeshows are already there to learn about products and services; however, it is the display that will draw their attention to a particular company’s booth. Not only can an effective display build the brand and create sales opportunities, it can also help a business create a lasting impression for the customer long after the tradeshow ends.


A variety of signage options

From choosing eye-catching banners to selecting printed materials for customers to take away, planning the booth can be a daunting task. There are several things to consider in terms of what to use at a tradeshow event for promoting your business.

Hyundai used a variety of banners, wall, and floor graphics to design their space at the Electric Vehicle Show in Montreal and Quebec City.

A well-designed display will engage the target audience by using the right signage to tell the potential customer exactly what the business is about. There are many types of signage that can be used to help create your display, including banners, point-of-purchase (POP) displays, wall graphics, floor graphics, and table covers.

According to Westmount Signs, tradeshow banners are the easiest and most effective way to stand out from competitors at a tradeshow. A business only gets a split second to make a positive impression on the target audience, so it is important to make it count. When designing the booth, consider the space available and the decor you plan to incorporate. One might need a horizontal banner, retractable banner, tabletop banner, or all three. Printed materials and promotional items should also be part of the setup and are important to the overall experience of visitors to the booth. Items could include business cards, brochures, postcards, company-branded bags, coupons, t-shirts, stickers, or buttons.

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Retractable banners are the most portable tradeshow displays as they can be set up and taken down quickly. They can also vary in size and make for an excellent canvas for a business’ message. POP displays are some of the action-oriented types of signage on the market today. These graphics range in size and are found near products or services that you want to sell on the spot. A POP display can encourage attendees to take action by trying a device, signing up for a service, or even purchasing a product using the POP display.

Wall and floor graphics are a great way to enhance the background and use all the space available. Wall graphics can include photos of the newest products or services, along with the business’ logo to brand the space. Floor graphics can help with direction or provide additional information on a particular product or service.

Table covers accent the booth, turning a boring table into an exciting marketing tool. These covers can be made in on-brand colours and feature iconic graphics from the company. A table cover will make any tradeshow booth more visually appealing and increase brand awareness.

Hyundai’s booth setup at the trade show in Quebec City.

Katherine Hudon, marketing co-ordinator at PNH Solutions a signage company with offices in Montreal and Toronto, says signage is everything when it comes to standing out at a tradeshow event.

“It’s the first impression. It’s important that it’s done perfectly,” she says.

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