It is said that there is no second chance to make a first impression and for businesses that set up booths at trade shows and exhibitions, this is especially true. Trade show booths need to catch the attention of passers-by but they also need to be functional enough to keep potential customers there long enough to educate them on why they need your product or service. Even for marketers who participate in trade shows regularly, mistakes can be made, but once you learn the do’s and don’ts of trade shows, being successful at them becomes a lot easier. Avoiding certain things and making sure that you adhere to certain guidelines makes a big difference. Below are just a few of the things to keep in mind at your next trade show or exhibition.
Some Simple Common-Sense Tips
Cluttered booths look unprofessional and disorganised and will make the customer feel as if that is also how you run your business. Both copy and graphics in your displays should be succinct and to the point and even though it is good to be creative, you should also eliminate too much detailed information on the displays themselves. Remember the three- to five-second rule – most people spend no more than five seconds at your booth unless you catch and keep their attention – and make all your displays and presentations easy to understand, attractive, and informative.
On a related topic: if you are not a writer, don’t try to write the copy for your displays. If you can’t draw or use a computer, it’s best not to try and develop the graphics, either. If you need to, which is the case most of the time, hire a professional writer and/or graphic artist so that your displays and presentations look amazing at all times. You may also need help determining the best size, material, and design for your displays and hiring a professional always produces the best results in the end.
Don’t Do the Same Thing Over and Over
Using the same displays and presentations at each and every trade show you attend is not a wise move. If you periodically review your displays, it will become obvious if the copy or graphics need to be updated or if any of them need to be remade because they are beginning to tear or fade. Especially if you attend trade shows regularly, this is important because outdated copy or displays that are torn or faded will take away from what you are trying to accomplish and will make your business look unprofessional to the customer.
Making Your Displays Stand Out Among the Others
This may sound like an odd tip, but since many trade shows are held in facilities with low or ineffective lighting, the brightness of your display can make the difference between attracting customers or causing them to pass up your booth. Using a lot of white or bright shiny colours can attract the attention of attendees passing by and this applies whether your displays are small and square or large and oddly shaped. In other words, the overall brightness of your display makes a difference so keeping it lighter and brighter is always recommended.
You Can Make a Great First Impression
Most recommendations for attracting potential customers to your booth and keeping them there are common-sense tips. If you stand outside of your booth and look at it from the customer’s point of view, it can give you some ideas on how to further improve your displays. Picture yourself as a would-be customer coming to your booth. What would you change? Is it too detailed or does it contain too little information? Remember, trade shows are all about the customer so you have to look at all your displays and presentations from his or her point of view.
By following these and other tips, you can make a great first impression at every trade show you attend. Customers’ attention spans tend to be short so making your displays as eye-catching as possible is crucial. By adhering to certain rules, your displays can stand out among the others and increase the odds that you will turn the next passer-by into a brand-new customer, which is every business owner’s ultimate goal.