Today’s customers, whether they are other businesses, end consumers for products or those that will need your service are very savvy about technology and about marketing. They expect that when they see a trade show exhibit that it is representative of the company, the brand, the products and the services.
If you, and your company, are using an old style of trade show exhibit or perhaps a very basic display and limited number of accessories and features, you may need to stop and think about what this may indicate to your potential customers. Does it mean you are out of touch, you don’t understand what is relevant or does it mean that your company is struggling?
Take an Objective Look
One of the easiest ways to assess the message that your trade show exhibit is sending is to simply ask someone that is not familiar with what you are trying to market, promote or advertise about the display. You can ask someone that you trust or even a random person, but you need an objective opinion from someone that is not informed as to what your marketing or advertising program is all about.
Ask them to look at your trade show exhibit for five seconds and then have them turn around. Find out what they remember, what they think you are promoting, and if they would visit your booth based on that experienced.
What about Branding?
Branding is a big buzzword today in marketing and advertising but is has been around since the first business opened. You want your business, your brand, to immediately be associated in the customer’s mind with a particular product.
Your trade show exhibit should support your branding program. This includes prominently featuring your company name, working with your company colors and including your company logo not just on the handouts and giveaway materials but also on your display, your stations and on the accessories that you have in your trade show exhibit.
If your trade show exhibit is more than a few years old you may want to get online and look to see what new designs, styles, options and features are available. You may be surprised at how dated your display looks and how that may be sending the wrong message to your potential target audience.
