Marketing communications designed to build business
3 Seconds to Make an Impact: Does Your Trade Show Display Measure Up?
Written by Kerry O'Malley Saturday, 16 January 2010 20:58
The most effective trade show displays deliver a punch of visual impact that makes a strong first impression and communicates your key messages in a matter of seconds. You only have a small window of time to attract prospects to your booth in order to maximize sales opportunities. There are lots of things you can do to KEEP someone at your booth once they've stopped; however, getting them to stop is job one!
The next time you exhibit at a show, have several people from your company walk down the aisle your display is on with a completely detached, unbiased attitude. Ask for their input to evaluate your display's "curb appeal." You can also simply do this yourself but if you have any emotional attachment to the existing display, you'll probably get a more honest appraisal from other people! Whether you're evaluating a 20' x 20' island, a 10' pop-up, a tabletop, or a retractable banner, here are some questions you should ask.
- Is your logo prominently displayed and visible from a distance? Even better, is it backlit so it pops?
- Are the graphics large enough so that even as someone approaches your booth from 20-30' away, they will recognize the products or services they promote? Try to create graphics that will resonate with your ideal target customer.
- Would someone have some idea of what your company does with just a glance? If there's nothing they can relate to, they have no reason to stop.
- Is the text on your graphics minimal and large enough so that someone can quickly understand your key messages?
- Are the most important images and/or text in the upper half of the display area? Anything below will not be noticed by someone walking past your booth.
- Do your graphics have visual impact? More color draws the eye. The less white space, the better!
- Are your graphics crisp and clear? "Grainy looking" graphics (a result of using pictures that were too small or low resolution) communicate sloppiness, unprofessionalism, and a lack of attention to detail. Is that how you want your company to be perceived?
If you can't honestly give your display a high grade in each of these areas, it might be time to upgrade your graphics or buy a new display. You spend a lot of money on a trade show, especially when you consider travel expenses and the time your sales people are out of the field working the booth. Don't let an outdated or poorly designed display keep you from maximizing that investment.
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3.26 Copyright (C) 2008 Compojoom.com / Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."
Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 27 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 10 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!
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