Your Busiest Season Is the Best Time to Plan Your Trade Show Display.
The summer has officially arrived! The days are longer and visitors are starting to explore destinations. Bookings are full. Weekends are packed with events. Now is the ideal time to start planning your Fall or Winter trade shows. This may seem counterintuitive, why add to the chaos? As people are focused on the present, there is ample opportunity for you to plan for the future. You can book shows, order business cards or brochures, and avoid the hassle in the fall. A little planning now means no scrambling later.
Why Trade Shows Matter for Tourism Operators
The tourism industry relies heavily on planning, usually well in advance. Trade shows are the ideal location for booking ahead. They connect operators with travel planners, media, and tour organizers. By showing up to events, you show potential visitors that you care about their experience, and have the perfect opportunity to show why they should rely on you. A polished booth signals professionalism and builds confidence before someone ever visits.
What a Strong Trade Show Setup Looks Like
Showing up to trade shows is important, but so is having a professional and put together booth. Here are some important components of a strong booth:
Backdrops: Having a fabric backdrop behind your table creates a strong atmosphere. They are also great for photo opportunities.
Tabletop Displays: Having a table with relevant information or an eye-catching display will draw visitors in. This is also a smart set up for smaller or regional shows.
Supporting Materials: Roll-up or retractable banners are portable and easy to set up. Having print material, like brochures, rack cards, and business cards, tie the booth together. They are also excellent ways to get your information out there.
These assets are reusable across multiple events, making them an important long-term investment.
Design Tips That Work for Tourism Specifically
Remember visuals are a major factor in whether attendees remember a business after a show. Trade shows move fast. People are taking in a lot of information from many operators. Your display needs to communicate a place and feeling in seconds. Strong photography can capture the location, the feelings, and attract people.
Be sure to have consistency between your booth and your website, socials, and print media. Use the same colours and fonts throughout. Stick to similar imaging and character. Consistency builds trust.
Keep in mind that different shows may call for different messaging. Events like consumer travel expos are ideal for showcasing why people should visit you. Whereas industry trade shows are better for highlighting potential collaboration opportunities.
Why Summer Is the Right Time to Plan
It may seem counter-intuitive to prepare during your busiest season but there are definite advantages. During your peak season, your business is at the top of your mind. You can focus on figuring out what’s working and what’s missing in your brand.
Design and production take time. Starting in the summer means that they will be ready to go well before the fall. It’s also easier on cash flow to invest over June, July, and August. You avoid extra fees for rush jobs in October. You can also avoid scurrying to register for shows and hoping there are spots left. Starting early saves you time, money, and stress.
Questions to Ask Before You Start
Here are some things to either have figured out, or reflect on, to make the planning and prep easier:
Which shows are you planning to attend this fall or winter?
What messaging do these shows require?
What do you want someone to walk away knowing or feeling after visiting your booth?
What size are the booths at your target show(s)?
Is your branding current and consistent across materials?
Do you have high-resolution photography ready to use?
Who can you loop in to help you make the process easier or manageable?
Trade shows are excellent sources for finding customers and building relationships in the tourism community. Planning ahead is important, as is having a strong visual presence and brand. The summer months are busy, but a good time for planning booth displays and creating or refreshing branding materials. Start a conversation with your graphic designer or print supplier early. If you would like support with your print materials, book a discovery call with Loon in the Mist Creative today!