If you are planning on promoting your brand at an upcoming trade show, spending time on designing your exhibit is essential. A trade show attendee will make up his or her mind on your brand in three to five seconds. This means that your booth must be designed to catch the attention of passing guests and communicate your message immediately. Your trade show booth can either make or break your brand, and understanding this is imperative when you take on the design project. Here are just five different aspects to consider as you begin the creative process of securing your exhibit design.
Pictures Speak Louder than Words
Studies prove that the human eye will be drawn to an image instead of text. If you want prospects to identify with your brand, you need to choose an exhibit design in your booth that will highlight the message you are trying to send. Consumers who attend trade shows are looking for solutions to problems. If the image you choose focuses on how your brand is the solution to some type of common problem that they are facing, you can effectively build both brand recognition and trust.
Identify Who You Are and What You Do
An attendee should be able to look at your booth and be able to tell who you are and what you do in three seconds or less. If you are going to attend a trade show in the near future, stroll past the exhibits and take a look at all of the exhibits that do not send a clear branding message. You can avoid falling victim at your next show as long as you use graphics strategically to highlight your brand and your message.
Is it Simple?
You do not need to invest in advanced computers and projector systems just to succeed in incorporating your brand into your exhibit design. Sometimes simplicity is the best policy when you do not want your brand to get lost in the design.
Is the Booth Inviting?
If your guests are not sure where to enter your exhibit, where to get information, who works at the booth, or where they can provide their contact information, they may move on to a competitor’s booth. Be sure that your booth is welcoming and organized. If the design of the exhibit is not focused around organization, prospects may assume that your company is not organized either.
Marketing materials should not contain pages and pages of information. A prospect wants to learn about your products and services in as little words as possible. Focus on how you provide value, give out materials that stress this, and direct your prospects to your website to learn more.
Remember that it takes just seconds to make or break your trade show. If you want to build brand awareness, you can do this by designing an exhibit that shows who you are, what you do, and how you can offer consumers value in less than five seconds. Communicate your message in your design, engage with your prospects in a professional manner, and encourage those who pass by your booth to stop and learn more about your company at your next show.
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.