Exhibits — From the Outside In

Up-front and personal. That’s a trade show communications theory at a glance. Indeed, the face-to-face time you enjoy with decision-makers in your target market is a premium communications venue — for everyone involved.

How do you make the most of this venue? The first charge is: Capture attention. Your trade show booth competes with many others. Wanderers and browsers are intensely curious, but their willingness to explore weighs against aching feet as the show wears on. You have to make the stand-up time worthwhile!

As you plan your exhibit, think perspective. While your company representatives stand inside the booth looking out, remember your visitors are outside looking in. What makes them notice you? Answers may include: color, pop-ups, pull-ups, and full use of three dimensions. Sometimes a few words — especially a tantalizing question — can serve as a teaser to draw people in.

Photos have particular appeal. Clients ask us: Should we use photos of our products, or photos of people? Often, the best advice is: both. Product photos help visitors connect with your business instantaneously. But people photos are one of the most powerful visual draws you can use. It’s a matter of human nature. All of us are interested in other people, and we tend to gaze at others’ faces. This is what makes people photos so effective.

When planning an exhibit, it’s critical to define your audience. You may have several audiences, or your audience may change from one show to the next. If your audience changes, your exhibit elements need to change, too.

An effective trade show exhibit ties in with key marketing communications elements, supported on your website, in your print marketing, and on your business cards. People who’ve noticed your print ad or visited your website should recognize you without a second thought.

More tips for an effective exhibit:

Go easy on text. Persuade visitors with a few key benefits — text that is easy to read while walking by, and a little more that is easy to read while standing still.

Arrange your booth to invite conversations. Give people open space and a reason to walk into your booth. If you have giveaways, place them inside the booth — preferably inviting people to actually set foot into your 10 X 20 (or whatever size) domain. Position staff close by.

If your booth is large enough, provide seating and refreshments.

Light your display. Extra light makes your exhibit stand out.

Provide demos, movement, the aroma of food, and other elements to engage the senses.

Prepare and present your staff. While the dress code may be business casual, monogrammed polos, matching scarves, or other visual accessories bond you as a team and reinforce your connections with visitors.

Don't depend on printed literature. Most people throw most of it away. Instead, focus on conversations and contacts. Follow up later.

Tie in your trade show presence with creative pre-show promotion… and reap the value of your presence with targeted post-show follow-up.

For customized ideas on how to strengthen your up-front and personal trade show presence, contact the creative team at The Grossbauer Group. We would love to assist you with planning from the outside in!