Exhibit Backwalls: Design with the Customer in Mind

With so many different styles to consider, choosing the perfect backwall for your exhibit is no easy task. And deciding on text and images can be even trickier. But when you design with the customer in mind, you'll be amazed at just how effortless trade show backwall design can be.

First, Set Your Goals

If you ever drop in to visit our showroom here at EXHIB-IT!, you'll likely hear our CEO suggesting that you "start with the end in mind" meaning you should design your trade show booth by first establishing your goals for the display. These goals are generally based on actions that you want booth visitors to take, as well as performance goals for your sales team. For example, your goals for your next trade show might include getting:

• "X" number of people to sign up for a follow-up consultation (or onsite demo or free trial, etc.)
• "X" number of people to view one of your live product demonstrations
• "X" number of people to try a free sample
• "X" number of people to attend your exclusive after-show cocktail party
• "X" number of people to complete your software assessment/survey
• "X" number of qualified leads to speak one-on-one with a salesperson

These are all excellent goals for you and your sales staff but they're just one side of the equation. To design a high-performing trade show display, you also have to consider the customers' needs, wants and pain points, and then acknowledge and address those items in your backwall or exhibit wall design. For prospective B2B customers visiting your booth, their goals will probably look something like this:

• I have a problem and I need a solution (time, money, etc.)
• I want to see what all the fuss is about regarding this new service
• I need to find a better way to accomplish "x"
• I want to know if this product would work for a company of my size
• I need to learn why my competitors all seem to be going this route
• I want someone to guide me through the upgrade/development process
• I'm getting pressure from my boss
• I don't have a lot of time

Good salespeople will of course address these issues with booth visitors as part of their lead qualifying efforts. But if you can also graphically demonstrate that you understand a prospect's wants and needs big, bold and right up-front then you'll be one step ahead of the game.

The backwall above boldly identifies the #1 benefit of doing business with the vendor by focusing on the customer's desire to go to market faster and beat the competition. Image courtesy of Noel Productions.

Next, Craft Engaging Backwall Messaging

The purpose of any trade show exhibit is fourfold: (1) IDENTIFY your brand; (2) CONNECT with prospective customers through imagery and verbalization of their needs, wants and pain points; (3) EXPLAIN why you believe your company offers the best solution; and (4) ILLUSTRATE how your product or service can make life easier. At a minimum, backwall messaging should accomplish at least two of these four goals while at the same time displaying clean, well-organized content. When in doubt, always err on the side of keeping things short and sweet to avoid overwhelming the reader with too much text. When executed properly, backwall messaging stirs emotion while creating curiosity and intrigue amongst passersby. But remember, it's not so much about YOU as it is about the CUSTOMER. Put yourself in their shoes and try to think about your product or service from their perspective.

The example above demonstrates just how easy it is to forge an emotional connection with prospects through the use of powerful graphics while also conveying a service solution with only minimal text. Image courtesy of Cold Fire Signs.

Using Backwalls to Educate and Engage

Exhibit backwalls and booth walls are not just for messaging and branding. They also offer the ideal location for customers to learn about your service or experience your product first-hand either physically or virtually. When selecting a backwall unit, think about what level of engagement you might want to offer booth visitors. For example:

• An attached monitor mount allows you to stream presentations or recorded demos.
• A product display shelf gives customers a chance to actually touch and try your products.
• Digital touchscreens and interactive LCD video walls provide an opportunity for prospects to learn by playing games, launching videos, viewing the product in 3-D mode, and more.

A touchscreen backwall can be particularly effective for vendors selling high-tech products or services because it gives prospective customers the opportunity to explore and learn at their own pace without feeling overwhelmed. Image courtesy of Gesturetek.

Don't Forget the Add-ons

Sometimes, it's those little extra touches that really make one exhibit stand out from another. When designing your backwall, consider add-ons like graphic fins, graphic headers, extra lighting, or even backlighting to further differentiate your display from those of your competitors.

Many units like this offer the ability to customize your backwall with add-ons. Take advantage of every opportunity to make your backwall and your brand stand out among the crowd.