A simple article that outlines some of the major reason to attend trade shows.  There are two nice things in the article of note: 

1. This is a great primer for an AE or a client to assess the measurable reasons why they attend a show.  It is sometimes hard to put a finger on it so this so this article can help you walk your client through what they are trying to do and measure at the show.
2. The last item, “Displays in addition to portfolio. Sometimes portfolios just don’t capture the essence of your work, whereas a display is more physical and tangible. Potential clients will be able to see and feel your product, which is always better than a photo or video.”,

I love the last one because it is a great way to explain to your client that it isn’t just the product that attracts people to the space.  The architecture, graphics and everything else in the booth that isn’t client product can tell a story.  Sure it can be a product story, but it can also tell the brand story.  Just looking at a product doesn’t tell the brand story. It may have colors and shapes that exude the brand, but until you use it over time you can’t hold it in your hand and feel dependability or strength. However, the graphics, media and architecture can tell this story.   And keep in mind, that doesn’t mean placing the words dependability and strength  in the graphics as text. I mean selecting colors, materials and shapes that echo the brand promise. 

Often this is more important than bringing product to the show since more and more often products are becoming services that you can’t actually hold in your hand.

One of the best examples of this is the original iPod design. The interface was simple and easy to use, but you couldn’t get that until you used the product.  So Apple designers took cues from another environment that we associate with clean and simple, the bathroom.  The white gloss echoes clean white tiles, the curved edges echo the shape of porcelain and the chrome echoes the fixtures.  So the simplicity of the interface is told through color, texture and shape.

Next time you sit down to design something, think about the metaphor that best describes the brand and work it into your concept. 

Thanks Chip