Effective Trade Show Displays: Keep It Simple!
Ask anyone what they remember from their Intro to Marketing class and the first thing you’ll hear is,”KISS – Keep it simple, stupid“. That advice is covered in marketing classes and it works, even for trade shows. Here are a few reasons why:
Limited Time to make an Impression
Attendees usually have a pretty good idea about what they want to see at the show. Hopefully, your booth is already on their radar but, more often than not, it won’t be. That means you only have the time while they are walking past to grab their attention.
Their attention, once secured, needs to godirectly to the product which is being promoted. If they have to search a complex booth to try to figure out what the company does, they will be gone rather than waste their time. Keep your display stand well-organized with no clutter.
Your Product is the Reason That You’re There
Custom trade show displays should be intriguing, not distracting. The more complex and jumbled your display is, the harder it is for your company to be the centerpiece. Every aspect of your display should pull the viewer toward the selling points and the product itself.
Plan every detail. For example, point all banners and memorabilia toward the center in a line that brings traffic toward the focal point.
You want Your Display to be Busy, Not Crowded
Of course, you want people to stop by your booth and stay long enough to hear and see your sales pitch. However, you do not want them to stay for tea!
Don’t cause a traffic jam with things like games or activities that will keep people stationary for much more than a few minutes unless you have a meeting or conference room on the side for that purpose. Otherwise, you want to make a great, memorable impression and then send them off with your marketing material to read thoroughly somewhere else.
Want to learn more about trade show marketing? Read our articles about how to refurbish your booth and create effective trade show displays.