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Trade Show Display Success Strategy
By Dick Wheeler
Americans are known for their short attention spans, and this is certainly true at the trade show exhibit hall. With a crowded trade show display floor bursting with hundreds of trade show exhibits, the essential job of the exhibitor is to attract immediate attention with a compelling trade show exhibit display.
Finding a fast way to capture visitor interest with an exciting trade show display booth is quite a challenge. Trade show attendees want a quick fix. Catchy trade show graphics can give a bold deliverance of message and humor can be used effectively too; but the trade show exhibit also has to be consistent with the exhibitor company’s marketing message.
To be successful, the trade show booth design must answer the visitor’s three key questions -- who the exhibitor is, what they do, and why a visitor should spend time inside the exhibitor’s trade show booth.
According to Karla Krause-Miller, Director, Cappa and Graham, Inc., a professional event planning company in San Francisco and Silicon Valley, the psychology and strategy of trade show booth messaging is the key to success at a trade show. She advises that one follows the guidance from experienced account managers to stay on track for achieving a successful trade show display. Here are a few of her tips for exhibitors:
Focus on the big picture of what you want to have happen at the trade show. In other words, keep your company’s trade show marketing goal in mind when planning a trade show display booth.
Avoid common trade show graphic mistakes, such trying to explain your new product by putting too much information in your trade show graphics –that is the job of your trade show booth staff.
Make sure your trade show graphics are readable from a distance of 10’ away and from 8’ above. Be sure to design your trade show booth with people in mind – what people will see when they approach from the aisle, what they see when they step inside the booth, and at the back wall.
Add excitement and pizzazz to your trade show graphics by using color and movement. Avoid boring graphics.
Use appropriate models and messages that match your industry standards.
Pay attention to lighting - have a clean, well-light trade show booth as people are attracted to light.
Make your trade show booth the place to be – people want to be where the action is –and they want to be part of the action.
Avoid being too product focused. It is best to highlight the application of what your product does, rather than relying on an unknown product name. The former Nellcor Puritan Bennett medical equipment company wanted to feature their new product, N1000, at a trade show. But instead of using the product name, N1000, they showcased graphics that featured its application--capnography, a noninvasive analysis of Co2 saturation. Visitors were better able to understand what was inside the trade show display. Nellcor was smart to focus on N1000’s application rather than rely on a product name unknown to potential visitors.
Remember, it’s up to you to decide what your trade show exhibit display will do to relay your company’s message. If you follow the above rules, you can have a successful trade show experience; whether you have a pre-owned trade show exhibit display, a custom trade show exhibit, a custom modular trade show booth, a portable or pop up trade show exhibit display, or a trade show display rental.
This trade show exhibit advice holds true wherever you have your next trade show --whether the show is in Orlando or the Las Vegas Convention Center, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.
Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California with showroom in Sacramento. Firm is full-service premiere trade show exhibit, graphics and management services company. http://www.proexhibits.com
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