Four Trade Show Success Secrets
That Will Help You Attract New Customers
Have you ever been to a trade show and completely bypassed a pop-up
display with bad graphics or a booth whose layout that was so poor
that it didn't invite you in? Having worked with trade show displays
and exhibits for 20 years, I have seen more than my fair share of
poorly designed trade show booths. I have made it my personal mission
to make sure that none of my clients fall prey to less-than-perfect
booth organization, unattractive print materials, or mismatched
or shoddy graphics and signs.
To help you successfully plan your next trade show booth or display,
follow these proven successful tips. You will not only increase
traffic to your exhibit, but your conversion rate will skyrocket.
Here’s how:
- Make sure your backdrop—whether it's a pop-up
display, a modular unit or even a large banner—pops with
engaging, eye-catching graphics. You need to grab visitor’s
attention with something bold and interesting. There should be
a real "wow" factor. Never put a lot of text on your
backdrop. Its purpose is not to be explanatory. Rather, it's an
invitation to come in.
- Ensure that everything presents a cohesive identity
and message. Everything in your custom trade show booth
from the backdrop to the literature, to a running video or power
point presentation, to the carpet and the drape on your table
should coordinate perfectly. Marketing materials should all be
designed and printed with the highest quality you can afford,
and they should all work together. This presents a professional,
well-coordinated image. It's like picking out a tie to go with
a suit. If it's wrong, your image goes from business professional
to buffoon instantly.
- Lay out everything in your booth so that it invites
visitors to step over the line into the booth. Keep open
space near the front. Don't set up a counter or literature display
so that trade show guests can access them while still standing
in the aisle. They might just grab and run.
- Give visitors a reason to leave their card or other
contact information. Have them leave a card
to win a prize or a consultation or anything else tempting. Give
them literature that drives them to your website for more information.
Have them sign up for your next webinar—anything to engage
them that also provides you with an opportunity to follow up.
By presenting your trade show exhibit as an attractive, cohesive
package, prospective customers will be drawn to it to learn more
about your products and services. Invest in yourself and your company
with quality trade show graphics and materials.
Return to Resources, learn about our
graphic design services or contact
us to discuss your next trade show. Ensure the time and money
you invest in trade shows brings you new customers.
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