Who should you ask to build your booth at a trade show in Japan? There are a number of things to look for in booth design and construction for a B2B exhibition.
Firstly, the booth designer should have B2B experience, be able to understand your exhibiting objectives, and translate your messages into effective signs and graphics that attract target customers into your booth.
Secondly, it is best to leave the selection of a booth builder to your booth designer. They will have a strong working relationship with a reputable booth builder and that should enable them to deal with any unexpected problems that arise when setting up the booth. For example, they will be able to reprint any artwork on site should the bare booth supplied by the organizer differ from the expected dimensions.
A booth designer can help you to decide the best approach to exhibiting in Japan, taking into consideration your budget, objectives for the trade show, and whether it is possible to reuse elements from overseas. Working with a booth designer to localize a design from overseas will ensure:
A booth designer can also explain the merits and demerits of custom and rental booths in Japan to enable you to determine the best approach for your situation. Many exhibitors in Japan build customize booths for each exhibition they participate in. This may seem wasteful to persons from overseas who are used to exhibiting with reusable system booths.
A custom booth enables you to fine tune your exhibit to the size and location of your exhibition space. Custom booths have the greatest impact on passersby and are most effective when booths are 18m2 and over. Custom booths provide good cost performance because wallpapering (paper hanging) is quite inexpensive in Japan and are often constructed with reusable wall panels and overhead trusses.
Rental booths are commonly used by distributors. They are also an option for larger companies at smaller exhibitions where booth sizes and budgets are lower. Storage costs are high in Japan, so the cost of renting system booths is also relatively high. Companies that exhibit regularly may purchase some items such as display tables and cases.
Your primary motivation for exhibiting at a trade show in Japan is probably one of the following:
If your objective is to qualify leads for your internal sales team, then your display will focus on solutions for customer problems and booth staff should be subject matter experts.
If you want to discover new applications for your products, then you will feature generic working displays that challenge customers intellectually to apply them to their own situations.
If you want to strengthen your corporate brand then your booth should communicate your capabilities and customer relationships, be spacious, and weighted toward in-booth hospitality.
If you are new to the market and your objective is to create a customer database, then you should focus on developing customer traffic and use an incentive to segment visitors.
If your objective is to support your distributors or agents, then your booth should explain why your products are special and motivate distributors to pursue customers for your brand in preference of other brands they handle.
Each one of these objectives requires a unique mix of hardware and software to maximize the outcome. Your booth layout will change, your definition of a qualified visitor will change, and the nature of interaction between your booth, visitors, and staff will also change.
Booth designers have strengths and weaknesses like everyone else, so it is best to choose a designer who excels at the type of booth required.
Use the following links for details of how we design and construct B2B booths in Japan:
Click below to inquire about trade show booth design in Japan. One of our experienced B2B marketing professionals will contact you shortly.