Effective trade show displays should create an excellent first impression. According to a study conducted by the Center for Exhibition Industry Research, attendees peruse a display for about 3 to 5 seconds before deciding to either walk by or stop to talk.
In that time, you need to capture and maintain the interest of every prospective client that walks by your booth. The following is an overview of the seven elements of displays that help you achieve that:
Graphics call out to your audience. They either show your service in action or present your solution to the client’s problems. The best displays utilize simple, clear, full-size, bold, and colorful images. Such canvases create an attention-grabbing and memorable backdrop for your brand's story.
Some exhibitors get tempted to use mysterious or ornate graphics in a bid to stand out. Beware; such involved art may end up distracting, confusing, or driving away potential clients.
Keep your graphics simple, and when you're in doubt, consult with a professional graphic designer.
Simple and Memorable Headline
After the graphics, an attendee's attention is drawn to your headline. Keep it compelling and clear, but short and simple. A carefully thought out headline convinces attendees who were passing by to come into your booth.
Also, a short, bold headline appears larger on a trade show display and is visible to traffic from all points on the trade show floor space.
As much as you wish to write down your company’s entire history, don’t. Once your headline and graphics capture the attention of a potential client, you don’t want to lose them at the description. With your description, as with the headline, less is more.
Use bullet points, keep your sentences short, and make every word count.
Prominent Logo and Branding
Effective trade show displays don’t hide your company name. Get a custom trade show display that features your name and logo front and center. Make sure the branding is at eye level and appears in various locations throughout the booth. You can also add a tagline or slogan near the logo.
If you don’t have a company logo, get one. It succinctly conveys that you are an established business.
Optimum Technology Use and Interactivity
Don’t limit your display to traditional trade show practices. Use monitors, for example, to communicate and interact with your visitors through short video stories or testimonials.
You can also live stream on Facebook or post client interviews on YouTube.
Make sure, nonetheless, that you don't use these practices to replace having conversations with your clients.
Light increases your display's appeal significantly. Proper lighting opens up the sidewalls, back walls, and shadowed areas, thereby adding depth to your display. ExpoMarketing booths are fitted with proper illumination so that attendees can focus on the message you are trying to convey.
Promotional items can act as a brand reminder, increase traffic to your booth, and provide attendees with your contact information. At ExpoMarketing, we believe that useful giveaways should complement your brand and be every-day items like mugs, pens, tote bags, chargers, and USB drives.
It is possible to create highly effective trade show displays. However, make sure that you remain accessible to your potential clients. Answer questions, engage them in conversation, and follow up with them after the event.