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Planning, preparing and executing a trade show takes tremendous time and effort. Gathering promotional materials, preparing samples and giveaways, training your team and designing your space are all-important elements to having a successful show. One area that is often not given the attention that it deserves is your trade show lighting.
Lighting is an important element at a trade show. Overlooking this key detail means that many businesses might miss the opportunity to create the right mood and communicate a certain message through the creative use of lighting to their attendees, industry leaders and potential sales leads. Creating the right first impression at a trade show is critical to the success of your business, which is why trade show lighting is so important.
Creating The Right First Impression
If you consider yourself an industry leader, you’ve probably already incorporated the latest high-tech digital accessories into your trade show booth, like video walls, high-definition displays or complex display graphics to wow attendees. Of course, when done correctly, technology and impressive graphics can help your business to make a good first impression and stand out from the other exhibitors. On the other hand, if it’s not done correctly, bad lighting can turn off attendees from wanting to check out your booth. Trade show lighting can often make a huge difference in taking your booth from ordinary to extraordinary, which makes a GREAT first impression to future potential customers!
Matching the correct lighting to the correct exhibit is part art and part science. Working with a technical event production company to bring your vision to life can help you to:
- Define your brand and overall corporate image.
- Draw in attendees and encourage them to purchase.
- Highlight products and important information.
- Provide a memorable experience for your visitors.
The right first impression can often be the difference between a mediocre trade show and a home run. Working with a technical event production company with the experience, knowledge and creativity to create the perfect aesthetic environment is a great way to make a memorable first impression.
The Benefits of Working With Professionals
Sales are based on connecting with your potential customer’s emotions. Perfectly executed lighting can not only attract attendees, it can help set the mood and put them into a relaxed and open state of mind. Technical event production professionals understand the technology available and will work with you to convey your creative vision.
By creating different lighting environments within your booth, you can combine large-scale lighting to highlight your entire exhibit, with subtle, inviting, intimate lighting that can highlight your products.
Your technical event production company will work with you to focus on the four areas of creative lighting that can set the stage for your booth. By incorporating their understanding of the technology available, they will work to incorporate:
- High Activity Lighting – Used to draw attention, high activity lighting can draw attendees to your booth, highlight a product or emphasize a special event or presentation.
- Case and Shelf Lighting – Much like a retail establishment, case and shelf lighting can spotlight and direct visitors to specific products or information in your booth.
- Accent Lighting – Accent lighting can show off special features in your booth or work with digital signage to communicate an important message. Today’s computerized lighting technology can create texture, shapes or even your project corporate logo.
- Ambient Lighting – Ambient lighting is a major component used within an exhibit or during an event to set a specific mood. Creative ambient lighting can keep your attendees focused during a presentation, put them at ease during your sales pitch or create intimate environments to draw visitors to a specific area of your booth.
Your technical event production company will have a large inventory of state of the art technology available for your event. Your lighting designer will draw upon their years of experience and creativity to create the perfect environment. They understand the importance of proper lighting to assist in the sale of products. Store or retail lighting has been a major part of store planning for years, and your display is basically a portable store. By using creative techniques, theatrical and tried and true retail lighting design in conjunction, you can achieve a dynamic environment that will perfectly highlight your product and work to create a strong brand identity.
Trade Show Lighting Matters!
Trade show lighting is one of the most important elements of your booth and a key merchandising tool. Proper and creative illumination can be the difference between an event with good results and an event with outstanding results! Proper use of color, texture and focus is an art. Working with a professional technical event production company and a lighting designer as a part of your team can turn your booth into a must see for everyone in attendance.
They will bring a level of professionalism, depth of knowledge, creativity, experience and expertise to the table to create the perfect environment. In today’s challenging business environment you need to stand out from your competitors. While technology and graphics are a start, trade show lighting is the element that can tie together all of the aesthetic elements of your booth and create a memorable experience for each and every visitor.
