Generate Traffic, Boost Sales with the Right Trade Show Graphics
After choosing the style for your trade show display, the next most important part of creating your signature space is creating trade show graphics that will make prospects stop in their tracks.
The graphic elements of your trade show display are as essential to getting results as the paint on an artists canvas. There are many creative directions you can go with this idea, and many of your competitors will default to using the company logo for their graphic because its easiest. But this works best when you have firm brand recognition, like Apple Computer or a compelling, attention-grabbing logo like Target Stores, or you have a combination of both, like McDonalds.
But if you dont have that concrete brand recognition yet, there are plenty of alternatives to effectively executing the use of your trade show display graphics. Here are some guidelines you should follow to give you the best chance at getting the results you want.
Do:
Think from the Customers Perspective If a prospect knows nothing about your company, what would you first want them to know or understand about you? And how can you communicate that in your trade show display graphics at first glance? Put yourself in the customers shoes most of us know from Marketing 101 that if you dont get the customers attention in a few seconds, you can forget it. So, dont waste their time make them feel grateful that they stopped to talk to you.
Have a Clear Goal for the Prospect Know the result you want from the prospect before you even get started. Do you want the prospect to associate your product with fun, reliability or strength? Or, maybe you want to encourage the prospect to come to your sales staff for more information? Or do you want to go straight for the sale? Its best to get clear before you even start brainstorming possibilities so that your message will not get buried under other intentions.
Keep Your Marketing Message Concise Attendees have much ground to cover at trade shows and not a lot of time to accomplish the task. The more directly and concisely your message is communicated through your trade show graphics, the easier it will be for prospects to make a decision to stop at your trade show booth or keep going. The message should not require a lot of effort to understand keeping it short, simple and to the point is best.
Test It Run the idea by a handful of people who are not marketing-minded and dont mind hurting your feelings if they dont like or agree with your ideas. You dont need yes-men, rather, you need people who will be brutally honest and clearly express when they like or dont like something, understand or dont understand it. You need honest, gut-reactions to your trade show graphics. Its always a good idea to ask for feedback no matter how informal the testing process before running with it.
Dont:
Clutter the Message with Details Keep in mind that the graphical elements of your trade show display should be designed to get the prospects attention. Any specifics that you want to communicate can be effectively done with brochures, postcards and other marketing materials. Too much text that attempts to explain the graphics is futile and if the graphic makes no sense when you remove the bulk of the text, then you need a new graphic.
Settle for a Concept that Doesnt Work If you find yourself struggling too much to make the trade show display graphics work, or you arent getting the response you intended when sharing the concept with others, dont try to force it. Go back to the drawing board rather than wasting your energy to push something that does not work. Prospects will be turned off by such an attempt, and youll be driving traffic away from you and toward your competitors trade show booth instead.
Trade show display graphics are a crucial element in making your space attractive to prospects. As you plan your presentation for your next trade show, take time with the specific graphical design elements because these are one of the details the prospect will recognize that separates you from your competitors.
Mat Kelly is the president of ExhibitDEAL, the Original Exhibit Wholesaler specializing in trade show displays and accessories. The company works closely with customers to provide high-quality, high-impact trade show display graphics to accompany a wide selection of economy, pop-up, and custom trade show exhibits. For info, visit: http://www.exhibitdeal.com/.Valry Blog68250
Valene Blog10528
The graphic elements of your trade show display are as essential to getting results as the paint on an artists canvas. There are many creative directions you can go with this idea, and many of your competitors will default to using the company logo for their graphic because its easiest. But this works best when you have firm brand recognition, like Apple Computer or a compelling, attention-grabbing logo like Target Stores, or you have a combination of both, like McDonalds.
But if you dont have that concrete brand recognition yet, there are plenty of alternatives to effectively executing the use of your trade show display graphics. Here are some guidelines you should follow to give you the best chance at getting the results you want.
Do:
Think from the Customers Perspective If a prospect knows nothing about your company, what would you first want them to know or understand about you? And how can you communicate that in your trade show display graphics at first glance? Put yourself in the customers shoes most of us know from Marketing 101 that if you dont get the customers attention in a few seconds, you can forget it. So, dont waste their time make them feel grateful that they stopped to talk to you.
Have a Clear Goal for the Prospect Know the result you want from the prospect before you even get started. Do you want the prospect to associate your product with fun, reliability or strength? Or, maybe you want to encourage the prospect to come to your sales staff for more information? Or do you want to go straight for the sale? Its best to get clear before you even start brainstorming possibilities so that your message will not get buried under other intentions.
Keep Your Marketing Message Concise Attendees have much ground to cover at trade shows and not a lot of time to accomplish the task. The more directly and concisely your message is communicated through your trade show graphics, the easier it will be for prospects to make a decision to stop at your trade show booth or keep going. The message should not require a lot of effort to understand keeping it short, simple and to the point is best.
Test It Run the idea by a handful of people who are not marketing-minded and dont mind hurting your feelings if they dont like or agree with your ideas. You dont need yes-men, rather, you need people who will be brutally honest and clearly express when they like or dont like something, understand or dont understand it. You need honest, gut-reactions to your trade show graphics. Its always a good idea to ask for feedback no matter how informal the testing process before running with it.
Dont:
Clutter the Message with Details Keep in mind that the graphical elements of your trade show display should be designed to get the prospects attention. Any specifics that you want to communicate can be effectively done with brochures, postcards and other marketing materials. Too much text that attempts to explain the graphics is futile and if the graphic makes no sense when you remove the bulk of the text, then you need a new graphic.
Settle for a Concept that Doesnt Work If you find yourself struggling too much to make the trade show display graphics work, or you arent getting the response you intended when sharing the concept with others, dont try to force it. Go back to the drawing board rather than wasting your energy to push something that does not work. Prospects will be turned off by such an attempt, and youll be driving traffic away from you and toward your competitors trade show booth instead.
Trade show display graphics are a crucial element in making your space attractive to prospects. As you plan your presentation for your next trade show, take time with the specific graphical design elements because these are one of the details the prospect will recognize that separates you from your competitors.
Mat Kelly is the president of ExhibitDEAL, the Original Exhibit Wholesaler specializing in trade show displays and accessories. The company works closely with customers to provide high-quality, high-impact trade show display graphics to accompany a wide selection of economy, pop-up, and custom trade show exhibits. For info, visit: http://www.exhibitdeal.com/.Valry Blog68250
Valene Blog10528
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