For several weeks, we’ve been talking about deploying effective trade show marketing tactics, properly training booth staff, and implementing follow-up systems.
There’s another area which requires a keen eye and a savvy marketing approach: booth displays. The display you use can play a key role in attracting the attention you need from your target audience.
There are many types from which to choose and each can deliver a unique set of advantages given your budget, space availability, and objectives for the event.
In today’s post, I’ll provide 4 trade show display and convention booth tips that will help you select the design that best suits your goals.
#1 – Know Your Space Limitations
Not all types of displays work well within small spaces. In fact, the flexibility of larger systems, such as truss displays, are best leveraged over wider areas. If you’ve reserved a small area measuring 10′ x 10′ or less, you should consider using a pop-up solution. They’re convenient and affordable, but can also deliver your message and logo with memorable impact. Once you’ve reserved your area, communicate the dimensions to your designer.
#2 – Simplicity Sells
Keep your message simple. This is one of the most important convention booth tips I can give you. A lot of exhibitors I’ve observed over the years try to communicate too much in their trade show displays. Predictably, their message gets lost in the noise. Your displays should include your logo and 1 or 2 graphics that attract attention. Then, use bullet points sparingly to communicate the most powerful benefits of your product.
#3 – Be Careful When Transferring Collateral Pieces
You may be tempted to cut corners by using the graphics and content from existing collateral pieces. It can be done, but you need to approach it carefully. For example, a graphic that looks perfect on your brochures and mailers may transfer poorly to a large display. In the same way, the content you’re using within your collateral pieces may be too verbose or complicated to attract the fleeting attention of attendees.
Convention Booth Tips For Trade Show Success
As I’ve mentioned in past posts, your success at trade shows is the result of several factors that must work together seamlessly. Your pre-show marketing tactics should build expectation in your customer base. Your trade show attractions should draw attendees to your booth. Your giveaways should support your lead-qualifying efforts. And your follow-up system should take advantage of those leads after the show. But, if you deploy the wrong type of display with the wrong message, you can easily sabotage your efforts.
Use the 3 graphic and convention booth tips that I’ve provided above to deliver your message with the greatest impact possible to your target audience.
About the author:
Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.