Did Your Trade Show Display “Dress for Success”?
Why should your trade show display dress for success? Some years ago, John T. Molloy’s book “Dress for Success” helped a whole generation of college grads learn how to be successful. The premise was simple – imitate the styles and the “secret” dress codes of those who were already successful. Making a first impression as someone who knew the ropes and looked successful undoubtedly helped many an aspiring businessperson succeed quicker than those that did not bother to worry about creating a positive first impression.
The same concept clearly applies to trade show marketing. When you go to a trade show, your trade show display is going to create the first impression for the many prospects and leads that are busily wandering around the show.
If you can catch their attention positively with their first glance, they will be most likely visit your booth to learn more about your products and services. If your display looks like it is one of many, the proverbial college kid in jeans and a t-shirt, then they may not bother…
That is why it is important that your booth should be noticeable, eye-catching as well as informative to your target audiences. And you can only do this if you dress your trade show display for success. Very much like you would dress yourself up to impress someone, dressing up your trade show display means giving it a complete make-over to make it look attractive, professional, appealing and worthy of further attention.
To do that, first choose the right display. This may be easier said than done, but with a little help, it really isn’t that difficult. Choose a display that meets your requirements; one that fits or can be adapted to fit the size of your typical booth space, that can be easily shipped, setup and dismantled, and that will adapt to your changing product and service display requirements. Among the commonly construction styles used are the Popup, Truss, Hybrid (Fabric Panels on Poles or Extrusions), and modular Panel displays. All these are available in different designs and packages.
To finish the process and dress your trade show display for success, you need to use some great looking graphics. They need to match your brand, and advertise your USP, so that prospects and clients recognize and understand you and your products.
Again, just as with dressing yourself to impress, you must complement your display with the correct accessories – a fancy suit that is offset by sneakers, a wrinkled shirt, and a 20 year old, stained tie, probably won’t accomplish your goal, will it?! For an exhibition booth, if you’ve already chosen a nice looking display kit, this primarily means selecting the proper lighting and flooring in your exhibit.
Lights highlight your displays and well-designed flooring can give it a touch of elegance. All these plus some furniture such as chairs, tables and counters and a few other accessories will make a perfect trade show exhibit that will impress people and convince them to see the booth and the people using it as successful professionals that should be checked out carefully.
If you need help selecting a successful exhibition stand, or in planning your booth’s make-over, give us a call. We offer everything you need for trade shows and exhibits and one of our experienced display consultants would be happy to help you sort out the many details.