25 Apr Don’t get Lost in the Crowd: Tips for Trade Show Success
No matter what product or service your company is selling, face-to-face interaction with potential customers is imperative to building a strong, profitable relationship. Arguably the most common way to get this face time with leads is via the trade show, but it’s easy for your message to get lost in the noise of a busy trade show floor, no matter how relevant it may be to attendees. This makes little details like booth layout and signage design, collateral pieces, and promotional items more important than ever, as each is an integral piece of the puzzle when it comes to attracting leads to your booth and building interest in your message.
It all starts with booth layout and design. In a crowded environment, having an attractively designed booth space that is easy to access and logically laid out can make all of the difference. Not only will visitors be drawn to the more visually attractive displays—such as banners, both wall hung and on stands, as well as larger, modular displays—but they’ll also be more inclined to linger in a space that is well thought out and keeps your message in the forefront. No doubt we’ve all encountered the poor souls who show up for a multi-day conference with nothing but a handful of business cards and a few pens…these are the companies that struggle to stand out in the trade show environment, often finding that the show experience was not valuable to them.
Fortunately, this can be avoided by taking the time to create the proper experience for attendees by paying attention to booth design—considering the message and how it may be conveyed through attractive displays, collateral, and promotional items—and manning the booth with competent, friendly staff. Taking the time to lay out the potential booth designs in AutoCAD is a great start that allows exhibitors the ability to look at several possible layouts and decide which one suits the needs of the specific show best. CAD drawings can then be utilized by graphic designers and display fabricators to make the exact display necessary for maximum visibility.
Collateral—such as brochures, business cards, rack cards, etc.—is another exceptionally important element to a successful show experience. Focused materials, attractively designed, will keep your message with potential clients longer and result in greater conversions after the show. Ensuring that relevant materials, cleanly and effectively designed, are not only utilized in the booth but also sent to potential leads as a follow up is imperative to success at any show. Additionally, throwing unusual, yet fun items into the mix, such as wall decals or bumper stickers, can keep your message in front of potential customers long after other collateral items have been used and discarded.
But what about promotional items? Everyone has seen the folks at shows with bags full of goodies to take back to the office (or even home for the kiddos). At first glance, it can seem wasteful. Will that squeeze toy, pen, or coffee mug really keep your message in front of potential customers? Yes, they will, in addition to drawing people to your booth in greater numbers. The key is to choose an item that is relevant to your business and will be used for fun or work in some capacity after the show is finished and, of course, not break the bank. The toys, pens, and mugs mentioned earlier are great ideas, but may not be ideal for your situation. Therefore, it’s important to review the literally thousands of available promotional items and make a well thought out decision.
If your company has an upcoming trade show, or series of shows, we’d love to help. At Acme Printing, we utilize CAD software to help out clients maximize their booth’s impact from the beginning. Working with our clients, we take the time to virtually lay out the booth, considering it from all angles, and settling on a design that will stand out from the crowd, while also coordinating appropriate collateral and promotional items, for maximum impact. To learn more, click HERE or call 855-581-8528 to get in touch with us today!