In order to market a trade show effectively, you need to set aside the proper time, energy, creativity and capital. Way too many companies think that showing up is enough to draw in the attention they feel they deserve. In order to be satisfied with the finished product, try these tips.
Traffic
Think about how attendees enter the location of the trade show and the custom exhibit. Does everything fall naturally into place? After a few seconds, an attendee will just go on to the next display if what you’re presenting isn’t interesting to him or her. Try to incorporate simple, straightforward text and graphics. Also, it’s not good to put the address to your website at floor level.
Branding
Think about whether or not the custom exhibit is a good fit with your marketing strategies. If an exhibit has too many messages or images that clash, it doesn’t look good. It doesn’t matter how beautiful the presentation looks.
Safety
Think about whether the exhibit is mechanically stable, especially in areas where a lot of peole will be grouped during the event. One little mechanical slip-up can destroy a show that had the potential to be great.
Storage
Is there enough storage for books, gadgets, briefcases and portable materials? Does your show require storage that’s secure? This is important, because nobody wants the display to be filled with purses and briefcases.
Finish
If the exhibit is worn out from having too many shows, it’s a good idea to plan ahead before even thinking about buying another exhibit. Bright colors show flaws more than dark colors or crazy patterns. Some materials scratch easier than others.
Budget
Ask whether the exhibit fits your budget for both the long-term and the short-term. Not spending enough can mean not being satisfied with the results you receive. Spending too much could make you have to put a damper on your trade show program even though it’s bringing you attention.
Common Reasons Why Companies Fail at Having Good Custom Exhibits
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The game plan for the exhibit is too weak and the goals aren’t properly set.
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The attitude towards promoting your business and your presence at the trade show is too relaxed. Good shows have clear reasons for attendees to pay attention.
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The identity of your presentation isn’t very clear or concise.
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Your marketing doesn’t distinguish you from the rest of the displays at all.
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The structure of the display puts a damper on interaction with clients.
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Bad presentation etiquette that gives clients the wrong message is another common mistakes
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The follow-up after the show is too slow, not effective or doesn’t exist at all. This kills the potential for sales leads. Not every sales lead is a sale.
For more information on custom exhibit contact Structure Exhibits.
