Importance of Effective
Trade Show Display Lighting

Trade show display lighting is one of your most important merchandising tools. Effective, creative exhibit illumination can make the difference between an event with good results versus one with outstanding results.

• What area or product in your booth needs to be the focal point to accomplish your trade show objectives?
  

• What visual impact, impression, and message do you want to portray through lighting?
  

For example, do you want to spotlight a new product with high intensity lighting and make it the "hero" of your exhibit? Or, do you want your trade show display lighting to create a warm, inviting atmosphere that makes potential prospects feel relaxed and open to discussion.

Creating a dramatic atmosphere with special illumination techniques – unlike any other exhibit – represents another approach (if it meets your trade show objectives) that can attract more visitors to your exhibit.

Other questions to answer as you evaluate your options and begin working with a lighting supplier include:

• What type of lighting will be provided by the trade show facility -- and how much power will you have as an exhibitor?
  

• Do you have the option of getting additional electrical power for your booth if you need it?
  

• How are light fixtures attached to your display booth – and do they meet your lighting needs?
  

Another consideration you must address is… How much you are willing to spend for a tradeshow display lighting system? The illumination you want or need may represent a significant expense.

Yet, you also must forecast the value you will receive in terms of more booth traffic, additional leads, and incremental sales. Evaluating scenarios for a return on your investment will make your lighting investment decision crystal clear.

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