Your company is headed to a trade show but you need to decide how to deliver your messaging to visitors most effectively. Since a lot of your branding and marketing will be on a linear back wall (if your company is using a 10 x 10 or 10 x 20 trade show booth) this is the key element of your company's trade show display. With so many different ways to do a back wall - each with corresponding costs and attributes - it can get confusing. This article will help your company sort it all out.
Your back wall is the main element of your trade show booth. You can use smaller types of trade show displays like banner stands to bring in visitors, but they will really be coming in because the back wall did a good job of attracting them. With this in mind, get aneffective display but one that doesn't force you to spend money on features you don't need. Main types of back walls include pipe and drape, linked banner stands, pop up displays, tension fabric back walls and modular displays or truss systems.
The simplest back wall is the pipe and drape set up. P&D began as way for show promoters to create a physical barrier between your booth and the next. But, sometimes companies try to use just P&D -and skip the display. Bad idea - don't do it. It will look terrible - there's no way to attach signs and the fabric hangs, well like a drapery. Get a purpose built back wall - you'll be happy you avoided this bad idea.
For just a bit more you can have a display that is designed as an actual trade show display (not a space separator)that will deliver your messaging in a high quality manner. The simplest set up is made by linking 3 banner stands side by side - do this and you have a basic back wall. Do make sure you get banner stands that are tall at least 84" when set up. But you can get banner stands like this for $350 a piece or so. This set up is super portable and and allows you to use the banner stands in the building reception area, for example, when you are not at a trade show. Keep in mind, this is the most budget of the basic back walls - it will not look totally slick. The banner stands can be difficult to keep aligned, and you can't really hide this fact. Visitors to your booth will definitely see that you have 3 banner stands. Also, if you design the artwork to look good side by side, it probably won'tlook great if you use one solo. But it's a respectable back wall for about $1,000.
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Ted Ridgway is President of Impact displays, which offers a range of trade show displays including popular back wall displays and trade show graphics for companies of all sizes. Impact Displays can be reached by calling 877-217-2681 or by emailing infor@impact-displays.com.
