Display Rack

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Display Rack

Incorporating Display Racks Into Your Tradeshow Booth

Creating a great tradeshow booth is not an easy task. Companies must design a unit that will appeal to their target audience, but also to the broader convention audience. That unit must also accurately represent the brand image, and be overall eye-catching. Finally, it has to be informational, and might even have to showcase a product. Meeting all of these goals is a tall order, even for the most gifted design team. In order to help make it a reality, many companies have been turning to an unexpected new tool: display racks.

What Are Display Racks?

The term covers a wide range of stands designed with a single general purpose: to showcase something as efficiently as possible. They are often made of a wire frame, and rotate around a central axis for 360 degree visibility. They may be tall enough to be easily freestanding, or may be shortened to sit on a table or kiosk. One of their biggest advantages for use in a tradeshow booth is that they can be very slim, yet hold a lot of information and be very lightweight.

The non-spinning versions can be good for holding more than just information. They can be outfitted with baskets that neatly hold products for sale, or even permit individuals to grab prizes or rewards for visiting your stand. Some are adjustable, some are fixed, some are wire, some are mesh. The variety can be overwhelming, but display racks are generally inexpensive and so buying multiple styles is generally possible.

Using Them At A Tradeshow Booth

Display racks are generally not going to help attract visitors to a stand. Instead, their role is to enhance the experience of visitors once they are already there. For example, your company might choose to use display racks as a way of dispensing free samples in an easy, no-hassle way. You'd be able to buy an inexpensive model that didn't require a lot of hassle, and simply keep it stocked the entire day. For promoting products like this, particularly food products, these wire units are a very strong choice.

They can also be used to provide literature or information. Obviously, you want to choose one that isn't going to rip the brochures or handouts, i.e. one without the characteristic clips. Instead, you might choose one with a basket or mesh that is conducive to having paper in it. Even better, come up with a creative way to include your literature alongside something that can become a giveaway. It doesn't necessarily have to be a product you offer, but if possible that is ideal.

Advice On Positioning

One of the most difficult things to work out when placing display racks in a tradeshow booth is how you want to position it. The fixture will not be overwhelmingly big, bulky, or heavy, but it might be tall enough that you want to be careful that it won't block important elements of your tradeshow booth. If you are in doubt, go with a tabletop version and position it near a wall.

If choosing a full size model, tuck it in a corner or somewhere else where it won't be hit by the crowd. It will be plenty visible simply by virtue of its existence; people will look at it no matter what. By putting it safely away you ensure that the tradeshow booth won't be harmed by it falling over, an unlikely possibility, but one that must be accounted for.

Well used display racks can make a big difference in any tradeshow booth. Whether you're planning to put merchandise on them or use them for other promotional considerations, their relative inexpensiveness and lightweight construction make them a popular choice.

About the Author

Chris Harmen writes for Siegel Display, a leading tradeshow booth designer and producer. Siegel also offers a range of other promotional products, including display racks and more.