Trade Show Displays: Keeping it Real
Today, let’s talk about just one word: Authenticity. As in, “Get Real”. It’s a word being thrown around more and more, as tastes change among the consumers of the world. An increasing number of customers today want to feel that they’re dealing with a business that’s made up of real people, advancing an actual philosophy for the world that involves more than just making money. Making money too is ok, and even expected, but clients expect to see real people in your businesses and manning your trade show displays, not mannequins and false fronts.
Given how large corporations from the 1970s onward spent forty years building PR facades that did everything possible to hide their “true face,” perhaps this shift in perceptions isn’t surprising. With the explosion of the Internet in the first years of the 21st Century, too many people learned the truths behind these corporate masks to continue believing in them.
In my view, this has ultimately created a bitter pill that a lot of businesses don’t want to swallow: that it’s simply not possible to be all things to all people any more.
Bringing Authenticity And Humanity To Your Trade Show Displays
So, what are we talking about here? In a nutshell, it’s this: That a company exhibiting at a trade show — or engaging in any other outreach — should be willing to define itself in ways that may ultimately attract some people but drive away others.
I realize this advice may seem counter-intuitive to those who wish to reach the widest possible audience. A lot of businesses have been trying very hard to avoid all controversy at all, to the point of effectively only announcing their support for kittens, rainbows, and Taco Tuesdays.
But in the few cases where a large corporation has managed to establish such a facade successfully, such as Coca-Cola, they’re dealing with marketing budgets that would make most people weep. Plus, most of us are selling products more practical than carbonated sugar-water.
Otherwise, this sort of milquetoast approach is increasingly a turn-off for informed buyers. It’s the corporate equivalent of a totally generic hiring resume, one with personal goals like “To succeed in your company and contribute to your bottom line.”
You wouldn’t hire someone like that, right?
Globally, there are likely hundreds -or thousands- of companies offering products substantially similar to your own. Being the vanilla ice cream of your market group is a safe choice, to be sure, but one that will ultimately create its own limitations.
If you want to stand out at exhibitions, you need to be willing to define yourself and stand forsomething.
Four Questions To Guide Authentic Trade Show Self-Promotion
You’ve probably heard them before, here or there, but we’ve got a few basic questions you should answer about your company and goals. Having a good grasp on your “corporate persona,” for lack of a better term, will pay off with focused trade show booths that really display your authenticity.
The goal here isn’t necessarily to attract controversy. Just understand that, as you define who you are, it may not attract those who see themselves as sufficiently unlike you.
Speaking of which…
I. Who Are You?
It’s one of the hardest questions for anyone to answer, since it’s entirely relative, but having a solid persona at conventions and exhibitions requires figuring out what your business actually stands for.
Not all of these may go into your booth design, but consider a few of the following issues:
1)Do you have strong political stances that relate to your products?
2) Do you support Organic, FairTrade, or other similar movements?
3) Does a religion or other spiritual beliefs influence your firm?
4) What sort of people does your company like to hire?
5) Are you busy-bee go-getters, laid-back and flowing like water, or somewhere in between?
6) Are there any interesting bits of corporate culture or philosophy you could integrate into your exhibit stands?
7) Do your booth staff have any interesting talents or skills you might showcase?
If you’re especially creative, you might even create a sort of dossier of what your business would think and do, if it were a person.
II. What Do You Want?
Virtually every business has a mission statement of some sort. What are you actually trying to achieve with your firm? Just as an example, are you dedicated to offering A)the best, or B)the most affordable, or C)the quickest solutions in your market? These are mutually exclusive in most cases, but all are admirable goals.
Have a vision of how your want your firm to not just succeed, but actually make the industry better in the process. This sort of long-term thinking is going to be highly impressive to buyers looking for a reason to see your firm as different from your competition at a trade show.
III. Why Are You Here?
We’ve talked before about the importance of knowing why you’re attending a trade show, although mostly from a financial perspective. However, another great way to add authenticity to your trade show exhibits is to show how your efforts dovetail with larger ideological goals at the show.
As an obvious example, if you’re attending a trade show that’s promoting green technologies, your booth should both say and show how your business is also promoting eco-friendly tech.
Again, everyone understands you want to make money. They’re looking for your goals and ideals beyond that point since a buyer’s money will ultimately be fueling those goals. Buyers want to know it’s going to a valid cause.
IV. Where Are You Going?
Speaking of goals, look beyond the industry itself. What geographical areas are you thinking of branching into? Are you thinking of diversifying into new markets? How will your longer-term plans converge to create a corporate future you want to see?
A company with a great corporate face will be able to present its ideals, solutions, and future plans so that they create a unified vision of where that company will be going in the coming years. This sort of disclosure can often convince potential buyers that your company is worth making long-term plans with.
Always Walk The Line
Just remember that, like Jerry Maguire’s famous Mission Statement, you’ll be expected to abide by the rules you set for yourself. Ultimately, being able to “walk the walk” in your trade shows is a true sign of authenticity.
With commitment comes risk, but few things are more impressive to high-information buyers than a company which holds itself to high standards and reliably achieves them. Accordingly,honesty and disclosure should be top priorities, especially if there’s trouble. Few things can wreck a company’s reputation for authenticity faster than refusing to admit when there are problems, even when it’s blazingly clear for everyone to see.
The interesting corollary here is that a company which does have a reputation for up-front dealings will often be “forgiven” for mistakes more easily.
As a recent example, consider Nintendo’s very public mea culpa over their missed Wii-U sales forecasts. It likely prevented more disastrous fallout, and other companies facing problems should take heed.
Authentic Trade Show Displays Impress Guests
So, when planning your next trade show displays, think about who your company really is, and what it represents. Crafting an appealing and honest corporate persona will allow you to stand out at exhibitions, and give people more reasons to choose you ahead of your competition!
For more, learn if James Bond will be visiting rethinking the foundations of your displays.