As it is true of almost all aspects of life, technology is changing fast the way people create and present trade show displays nowadays. While this is a factor you cannot ignore, the basic function of the display remains unchanged – to attract customer attention and disseminate information about your company and your products/services. For those reasons, the basics of a trade show display remain unchanged,
and you need to factor them into all your marketing planning.
Choose the right graphics
Ornate,artistic, and highly colored graphics with a large amount of artwork may look very attractive. However, you should be aware that you are not exhibiting your products/services in an art gallery.
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What is important is that the message and information that the display tries to convey should be easy for the curated audience to read, understand and remember. The bottom line is that the clarity of the message and its
desired effect should be primary, and artwork and graphics secondary.
Use a memorable headline
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Most visitors to a trade show head for a few specific booths, and spend the rest of their time wandering around. These are exactly the people whose attention you need to target. Their attention span unfortunately is just a few seconds, and then they move on. That is all the time you have to make an effective impression, arouse their curiosity and to bring them into your stall.
It’s imperative, therefore, that your display headline must do the trick for you: it should be in an easy-to-read
font, short, clear, direct and interesting enough to make them pause and then come in.
Keep the description focused
The trade show display should be succinctly informative to the visitors, not overly technical and all-inclusive. Let it highlight in bullets the Unique Selling Points of your products/services. If there is too much
matter, the visitors will lose interest and walk away. If they are interested, they will ask the staff at the booth for more information.
Show up prominently your company name
The trade show is all about promoting your company. You need to make sure that the name is prominently and captivatingly displayed, so that it is etched in the memory of the visitors. If there is a company logo, strike
a balance between the text and the graphic – the logo means nothing unless you have a distinctive name related to it.
Display clearly your website and social media addresses
Visitors cannot gather from one visit to a trade show booth as much information as they might require. In addition, there will usually be issues and questions they have after the visit. Placing your website and social
media addresses prominently will help them later to access the information they want.
It is not easy to find the right mix of technology, creativity and display expertise to create ideal trade show
displays. The best way to go about it is to seek the service of a professional signage company that specializes in this area.
They will be able to combine your industry and product knowledge with their signage and display specialist skills to design for you an excellent display; it will surely attract the kind of crowds you want and help you
stand out at the trade show.
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