Attention to the set-up of the booth itself is very important. Many exhibitors order plants or flowers, balloon arrangements or have other interesting and eye-catching decorations to attract the attention of attendees.

EPSON

We encourage our clients to go the extra mile in making their displays eye-appealing.  Our client, EPSON, uses innovative displays and creative graphics to drive attendees to their trade show area.

As you can see above, we print and deliver a number of different types of graphics for their trade show booths.  They utilize everything from large banners hanging from the ceiling to customized table skirts along the bottom of their displays.  They also use several banner stands and free-standing graphics to introduce new products! 

Debra Miller, an exhibit design consultant, points out it takes more than a pretty exhibit to succeed at trade shows.

Miller said. “The first step in planning your trade show success is to set effective and realistic trade show objectives and measurements for them. Effectively planning your show’s objectives allows the rest of your show to fall into place. Choosing the right measurement tools enables you to draw the correct conclusions following your trade show performance.

Graphics are critical to the power of a trade show display. Effective graphics are persuasive and have the power to draw potential customers into your booth, differentiate you from the competition and quickly and clearly communicate your marketing message.

“Powerful graphics are easily seen from a distance,” said Miller. “Large photographs of people using or benefiting from your product or service sent the strongest message.

”Miller recommends that you emphasize your logo or brand by using large signage prominently positioned in your booth.

“Impactful graphics are not cluttered with information that overwhelms,” she said. “If your graphics are loaded with specifications and every detail there is to know about your company, product or service, they will not likely be effective. Rarely does anyone stand in front of a graphic to read details. Even if they do, they won’t remember everything they read and they can’t take the graphic with them. Therefore details should be reserved for brochures and flyers and spec sheets that they can take with them or that you can send to them later.

”To make a lasting, positive impression, we recommend making the company name and/or name of a recognized product highly visible, and using large colorful graphics for maximum visual impact.

Light products and graphics to significantly increase awareness.  Along with your company identification, these are the most important aspects of your exhibit – make them stand out. Invest in a display system that gives you a professional look. Curtain back walls and draped tables can look cheap and make you look less than serious. A manufactured display shows permanency and is more likely to capture attention.

Exhibitors at events such as trade shows, chamber expos and networking events can get more mileage out of their investment by setting clear goals and personal standards for their participation in the trade show.

Some companies have very specific services and products to present.  Others, such as financial institutions or medical facilities, have an enormous range of services. Each exhibitor needs to interview attendees briefly to determine why they have come to the event and what they might gain by doing business with that exhibitor. This is a good aid in establishing a working relationship that might evolve into solid benefits for both the exhibitor and attendee. 

Each person who works a trade show should have personal standards, in addition to those set by the company.

I have been impressed most by the way people dress to man their booths.  The first goal should be to present a professional image. The second should be to stand and attempt to make eye contact with as many people as possible when they pass by the booth. I know that I feel compelled to walk into a booth and introduce myself if that exhibitor has made eye contact with me. When a booth worker is sitting down, looking away or otherwise occupied, it’s much easier to walk on by.

Trade shows and expos are a great place to launch new products. Veteran attendees have learned to watch for these new launches. These events are also extremely valuable as an image builder and public relations tool. Some exhibitors find that business networking helps put a personal face on their companies and gives the business community more confidence in them.

A friendly appearance encourages people to stop and talk. Giving several door prizes each day gets the exhibitor some good attention, because each time a winner is drawn, that company’s name is announced over the public address system.

Remember the blue-light special?  Everyone knows and remembers the companies whose names they hear the most. Each exhibit should clearly demonstrate the mission of that company. Exhibitors should keep in mind that attendees may not work for a company that needs their particular services immediately.

But that attendee might know someone else who DOES need to talk to this exhibitor. This is the beauty of networking. It’s that all-important ripple effect. People share information of all types at these events.

Since literal sales are not generally transacted on the floor, the greatest objective is generally to collect as many qualified leads as possible. Then comes the all-important follow up.

The exhibitors who are most on-the-ball will promptly mail letters out to the attendees they met. Then they will follow up further with a phone call or e-mail. It’s a huge waste of the exhibitor’s time and money to be there if the follow-up is not thorough. Likewise, the attendees should also organize the business cards and literature they collect and make contact with the companies that most impressed them. Good follow-up is definitely the key. 

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