Strengthen your message and attract people to your stand

You know the feeling if you’ve ever set foot in a hall filled with participants. Signs are everywhere, each with a message to convey. The impressions pile up, and only a few messages truly capture your attention. If your setup and accompanying visuals fall among the mediocre, it simply won’t work. The competition is too fierce for mediocrity or half-hearted attempts at grabbing attention.

That’s why your booth setup needs clear, focused elements that cut through the noise—both visually and in messaging. The visual aspect should have a cohesive theme that makes sense. Show why you’re there—and what you have to offer.

“A good booth works like a good ad. There needs to be a clear message. You can have more than one, but ideally no more than a couple. The message should be instantly readable,” emphasizes Christian Guldager from Kursuslex.

You need to clarify your message well before the trade show. It requires brainstorming, internal discussions, and a dedicated effort leading up to the event. Everyone on your team should be aligned on the core message you’re bringing to the show, and this should be evident in your booth setup and visual elements. Otherwise, it’s a waste of money. Many companies overlook this strategy at trade shows, and it’s a significant oversight.

“Ninety percent of booths use the company name as the headline. But what does that communicate? Why should it matter to the attendee? Make the message clear instead of promoting the company name. That way, people know why they should stop at your booth,” says Christian Guldager.

A clear message and cohesive design can be combined in countless ways. This combination can extend across various objects and physical solutions. But regardless of the practical function of the items you bring, the message should always be the centerpiece.

A great example of a business owner who has spread his message at various sales events is Kristoffer Glerup, the force behind the beanbag giant SACKit. Over time, SACKit has expanded its product range significantly, but this doesn’t cloud their communication when they’re present at trade shows.

“We’ve started attending some events with individual products or multiple booths. Sometimes, this approach is better because we’ve realized that a wide range of products can overwhelm people. By segmenting them, there’s less for them to focus on, which makes it easier,” says Kristoffer Glerup.

SACKit has opted to use different thematic threads across multiple booths in some cases, showcasing products with clarity. They also ensure that the setup aligns with the focus of specific products.

“We use our inflatable setup for promoting our speakers. So, when we bring it, it’s with a clear focus on that part of our product line. There are different target groups, and it’s aimed specifically at one of them,” the SACKit director explains.

It’s all about identifying the message and putting it out there. And this approach isn’t limited to trade shows—there’s a wealth of exciting events held in open spaces every year.

What we learned

-Stand out from the mediocre—otherwise, you won’t get anywhere.

-Limit your visual efforts to one or a few key messages.

-Consider segmenting your products and working from multiple booths.

-Don’t use your company name as the headline on your trade show booth.

-Apply the same principles to outdoor events.

-Make contact—don’t just sit back and observe.