If the three rules of real estate is location, location, location, than the three rules of trade show display creation is interest, interest, interest! There has to be something unique and noteworthy about your company's trade show exhibits or it just won't pique the interest of the buying public.
Whether you offer a good or a service, the objective will be the same – make the display visually appealing without being too ostentatious in presentation and make sure people know what it is you are trying to sell without being pushy. There is a fine line that new business can err on and when a company hits the wrong note, it can put consumers off completely.
How do you avoid this?
By carefully planning your showcase so that it tells customers what you are all about in a way that will engage them and make them interested in what you have to provide.
1. A dash of color never hurts – use colors that catch the eye but are not too obnoxious. Bright banners and balloons can add a touch of sparkle that will make your exhibit stand out. This will give you a great edge against those whose booths will be sparse and uninviting in their presentation.
2. Make the display relevant to the product – hiring a clown or giving pony rides when you are trying to sell furniture cleaner is not a good idea. The buying public, while being entertained, will not take the product seriously. Be creative and innovative but don't go over board.
3. Product cutouts and stands — A large cut out or stand displaying your product is a good way to introduce it to consumers. People tend to be visual, so a representation of the product will draw them to it. If your product is kid specific, an animal mascot can be an especially fun and interactive way to reel the demographic you are trying to capture in.
4. Shine a little light on the subject – the tasteful use of lighting can definitely attract consumers. You can either place a string of lights around the booth or the display cases themselves. Before making his a part of your trade show display however, ask the distributors if this will be permitted. You would hate to make lights an integral part of your showcase and discover there is a restriction on their use.
5. Display Photos – Pictures of satisfied customers and relevant statements made by them can be another way to indicate that you have something of value to offer to the buying public. You should also provide photos of your product in use so people get a great idea of what it can do. If you are advertising a cleaning service for example, show before and after that indicate the dramatic and positive changes your company provides.
Another good way to make your table top display memorable is to hand out cards and fliers with info on how to obtain special discounts or free offers that were specific to the trade show event. For example, the flyer could state that by calling or going online with a particular code, the customer would receive 50% off of their order.
With such incentives in place, you create a great likelihood that the customer will try your product. If said product is shown to be of great value, the customer will return and tell others about your company as well.
Trying to get any new company off the ground can be difficult, but if you are able to make the most out of your trade show experience, you will gain invaluable knowledge on how to engage the buying public which is the first step towards longevity in the business world.
