At most shows, you are paying for the “concrete,” which means you are responsible for the flooring to go on top. Unfortunately this is not always the first thing that is considered when designing your exhibit, yet it can have a strong impact on attendees, and therefore, your return on investment (ROI).
Stand Out! If all of your competitors and neighbors have the same carpet as you, what will make someone want to stop and walk in your space over theirs? By laying a different color carpet, you will naturally stand out. Carpeting can be dyed to your specific Pantone Matching System (PMS) color, which will keep your branding consistent, as well as make your flooring even more unique.
Direct Traffic! You probably have certain areas in your exhibit that you want to highlight such as a brand new product or an interactive demonstration. The best way to guide people to where you want them to go is with multiple carpet colors called “carpet Inlays.” People naturally follow a path every day – through a park, a shopping mall, or on the road to work – it’s no different at a trade show. Using different color flooring that is designed with intentional pathways, you are able to lead the attendees where you want them to go.
Branding! We like to think of the floor as the “5th wall” at the trade show. There’s no reason you shouldn’t take advantage of this space by branding it and including your marketing message.
Creativity! Flooring can tie together the look and feel of your exhibit. By dying carpet through dye sublimation, you can create eye-catching, vivid looks that extend your design from the very top of your exhibit to the flooring at the bottom. Some choose to continue images from the exhibit onto the flooring, making for a larger than life seamless look.
Mimic Reality! In certain circumstances, you need your exhibit to represent a real life situation. For example, we had a client whose products were used in hospitals, so they wanted their space to have a similar look and feel. The wood grain flooring was the essential piece to showcasing how their product would look in the real life setting. With a large variety of tile, hardwood, and carpet, you can undoubtedly match the look you desire, as your flooring is an essential piece for mimicking a specific environment.
Comfort! It you have plush carpet and include a thicker 1” padding under your flooring, people will notice. Not only will your staff appreciate it (after all, they may spend 8 hours or more in your space), but those who are walking the show floor will, too. After walking on concrete, a plush and soft floor is the perfect reprieve for tired feet. As a result, your guests may stay longer to talk!
Cost Effective! By purchasing your own floor, you save the cost of renting flooring at each show, and you are also helping to reduce waste (as rental flooring is often thrown away after each use).
Flooring is just as important as your exhibit. It reflects your branding and look, while also drawing people in. It is essential that you stand out on the competitive trade show floor, and taking advantage of this space will further enhance your presence.
Author:
Alison James, Event Marketer & Brand Enthusiast
Alison has been with Apple Rock for 12 years. She is not only an industry expert, but also an experienced brand ambassador for all her clients. When she is not working hard for her clients she is enjoying the thrills of parenthood, along with her husband, to their 14 month old son.