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Planning trade show schedules and exhibits often is one of the most complex and expensive undertakings for PR people.
But trade shows offer one of the best opportunities to show quantifiable results both with trade press and sales prospects.
Getting the most out of a show or series of shows usually requires the help of exhibit designers trained to design booths that attract attention, highlight company messages, and bring traffic in. Services Stretch Beyond Design In the last few years, design companies have evolved from services that design and construct booths, to specialists that take on the role of marketing consultant. Exhibit houses, for example, may help clients decide which trade shows to attend and also track show results, says Bob Shek, vice president of Accent Exhibits, Design and Displays, a full-service exhibit firm based in Baltimore.
Coupled with their growth in sophistication, exhibit companies also have become larger, often through acquisitions. "Larger {exhibit design} companies are buying out smaller ones and getting more locations" from which to serve customers, Shek says. "We are trying to provide a faster response to customers and a lot more services." What Grabs Attention Today The exhibit trend is toward...