Written by: Peggy Swords
Trade shows are a great opportunity to reach out to a broader customer base and establish your brand in the market, but it requires a lot of preparation to make the most effective use of a trade-show. You have to design marketing materials, reserve your booth, decide who will work the event, design your booth, and determine how you are going to stand out among the crowd of competitors. Most trade show attendees find that a custom trade show exhibit is the best way to create an eye-opening and popular booth.
One effective way to stand out at your trade show is to make your exhibit one that guests do not want to skip. While trade show events are a great place to connect with a large audience of consumers who may genuinely have an interest for what you are offering, the key to succeeding at the event is getting the audience to come to your booth instead of booths that are run by competing businesses. Some consumers attend trade shows to see interesting things, to learn about new products in the industry, or to find out about new promotions. While many of these consumers are looking for a brand to be loyal to, they are not bound to commit their loyalty to your brand if it does not stand out from the rest. A custom trade show exhibit can be an effective way to make a unique and memorable impression.
Express Your Brand With a Unique Booth
College students in Marketing 101 learn that a brand must stand out if the branding efforts are going to succeed, but more than just your brand needs to stand out when you are getting involved in trade show event planning. If you have already developed a cohesive and integrated brand, you then need to focus on making your exhibit stand out so that you have the opportunity to express what makes your brand different. If guests do not walk past your exhibit and have a desire to hear your pitch, you will never have the option to promote your business.
How To Make Your Trade Show Exhibit Stand Out to Get Attention
You need to remember that people are distracted when they are attending a trade show. There are so many different booths, so many different signs to look at, and different presentations that the guests can spend time watching. You want to distract guests with your booth. Lights, customized signs, and large monitors are great ways to distract a guest away from another company’s booth. You can set the stage with exhibits that have been built in a modular way to have sleek lines. You should also focus on having activities that involve the customers and keep them interested.
Planning your trade show event is all about strategy. You have to learn how to get past all of the chaos when you are designing your exhibit and how to focus on customizing a design that will get attention. Your location on the trade show floor, the visual elements you have around your booth, and even the shape of the structure of your booth can make your branding stand out. Put a strong focus on designing your booth and you can generate new clients while staying in the mind of prospects long-term.
About Peggy Swords
Peggy Swords is the founder and president of Excalibur Exhibits, a $10 million Houston-based exhibit manufacturing and production corporation. Excalibur Exhibits designs, builds, delivers, assembles and disassembles as many as 300 exhibits per year. Swords was named as a finalist for NAWBO Houston 2003 Woman Business Owner of the Year and 2005 Enterprising Woman of the Year Finalist. Additionally, Excalibur Exhibits is a five time member of the Inc 5000, a three time member of the LSU100 and a two time member of the Houston Fast 100, a list of fastest growing privately held companies.