Secrets for Trade Show Displays that Sell
The "secret" to trade show displays that sell is that there really isn't
a "secret". There is no magical secret formula or recipe. Creating
compelling and effective graphic designs for
trade show displays shouldn't
doesn't require that you be a marketing wizard, or any kind of wizard at
all. It’s a simple matter of common sense. But unfortunately, simple common
sense doesn’t mean it is "simple" or "common" to find effective trade show
displays at most trade shows. Based on some of the trade show display
designs I've seen, I have no idea what the designer was thinking. But by
reading and learning from this article, and by following these simple
points, you can design an attention-getting, compelling, and effective trade
show display that will entice potential prospects into your booth, where you
can then convert them into customers (which is what trade show marketing is
all about). If you create a design that does the following three things, it
will do its job and be effective.
First, you need to get noticed. Your booth is just one of many that people
will walk by - it is the proverbial needle in a haystack. Your design must
distinguish your display from all the other
trade show
displays. If you don't get their attention, people will just keep going
to see the next "interesting" booth. A big, bold, "in your face" background
picture will almost always take care of this first step.
Second, you must make sure that the next thing people see is WHO you are and
WHAT you do. Your company name needs to be at the top in a large,
easy-to-read font. Then explain what your company does in one or two easy to
understand sentences. Ask a friend or colleague to quickly glance at your
design and then ask them who you are and what you do.
Third, you need to clearly state "what's in it for me" for your potential
prospect. You must answer this critical question if you want to have an
effective design. People reasonably are thinking about themselves and what
to know if you can help them. For example, if you a cell phone company, you
might say how wide (and good) your coverage is. Whatever you do, remember to
tell people how you can help them - this is the most important part of any
effective design.
In summary, designing effective
trade show displays doesn't involve any miraculous secrets. It simply
means having a crystal clear message that accomplishes the three steps
above. Your design should catch people's attention and draw them it. You
need a design that states who you are and explains what you do. And most
critically, your design must state how you help or benefit customers. If you
want to be successful at trade show marketing, you must insure your trade
show display design does these three things. Make your next trade show your
most successful trade show yet! And may you end up with more trade show
booth traffic than you know what to do with!