Perfecting your brand’s trade
show marketing techniques takes time on the floor to test what does and doesn’t
work for an ideal target audience. Veteran trade show exhibitors may have the
success formula nailed down to a “T” but when everyone’s formula starts to look
the same in terms of booth setup, it’s time to start thinking outside of the
box.
The space with which you have is
limited, but keeping your signage and advertising within that confined space
doesn’t have to be. Look to the trade show from a larger perspective than the
lines of your designated exhibit space and you can bring in a whole new pool of
potential customers and clients. Standing out on the floor gets tough when
competitors are incorporating the same type of displays into their trade show
technique, but with a little creativity, a brand can give their booth an
advantageous edge.
1. Doing the most with your
limited space doesn’t mean packing it to the brim with signage, but it does
mean using the area to the best degree for your team. Design should consider
the audience, the sales ambassadors working the booth and the traffic flow and
accommodation of both. There’s nothing worse than being drawn to one big,
colorful booth and it being filled with so many displays and messages that you
can’t read or maneuver around them. Each piece incorporated in a trade show
booth should have a distinct purpose (i.e. backdrop, promotional message,
interactive and more). The best “extras” are intentional and well thought-out,
not leftovers without a place.
2. What’s going to draw in the
biggest crowd and buzz? Technology. Eliminate the need for clunky computers and
laptops and streamline your tech additions with the use of iPads in
conveniently placed kiosks. These interactive initiatives effortlessly allow
customers and clients to flip through lookbooks, sign up for promotions,
capture contact information and more. Safety covers and stands allow iPads to
be placed in free-standing locations or incorporated into wall merchandising.
3. When the booth begins to look
full from the front and side angles, why not take the marketing upwards?
Hanging banners or signs can be make great use of the space above your booth,
helping to direct trade show visitors to your specific location. 3D hanging
designs are attention grabbing from all angles, as they can be seen from 360
degrees around the trade show floor. In-booth materials fall flat in terms of
dimensional appeal, but these standouts can be seen from far across convention
halls. Give your booth eye-catching pop, while simultaneously aiding visitors
in finding their new destination.
4. Branded trade show tools have
become the standard in marketing on the floor, so creating a cohesive message
is of the utmost importance. When vibrant color and bold images
are the new norm, it is easy to get carried away in creating the biggest and
brightest booth. But messaging and branding should always remain consistent to
the marketing strategy and aesthetic appeal. There is too much of a good thing,
so keep the branding opportunities tight and undeviating for the best success.
5. While it is important to
avoid being over the top, don’t skip the details. Smaller elements as simple as
a branded table cover and director’s chairs look phenomenally more professional
than bare and boring counterparts. Besides a stronger and more cohesive visual
appeal, an attention to detail is a great quality that translates to potential
customers and clients.
Read More about Trade Show Marketing - http://goo.gl/8EWFok
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