“Um, so what is it that you do?”
Yikes! This is not the question you expect visitors to ask you at your trade show – can’t they see you have a booth with displays and pictures and handouts and swag? What more can you do to get your message across in a way that will connect better with your audience? Consider the answers to these five questions before your next trade show:
- Does your display clearly convey what your business is and how it benefits those who use your products or services? Clear messaging will bring you more- and more qualified- visitors.
- Are you saying too much? Attendees walking the aisles only have time to look at graphics and read a few words before they move on to the next booth. Bold images and concise copy are more effective in capturing interest than paragraphs of copy and complicated graphics.
- Are the graphics you are using for your booth legible? Most people will be looking at your display from a distance as they are walking, so make sure text is large enough, photos and graphics are big and sharp, and fonts are legible enough, with enough contrast, to be understood quickly.
- Do your booth graphics reinforce the look and feel of your brand? Consistent marketing communications will help reinforce who you are and what you do and make your business more memorable.
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Do you leave getting your booth graphics designed until the last minute? Effective graphics come from careful preparation. Last minute preparation doesn’t leave time for a thoughtful approach, can incur rush charges that add significantly to your bottom line, and leaves no time to correct any mistakes or avoid production delays that may crop up. Nevermind the stress for all involved. Two months before a show is not too soon to get graphics preparation underway.
And for more insight on how NOT to follow up with prospects after your show is over, read “Stop Exhibiting at Trade Shows If…”
Unfortunately, trade show exhibiting is the Rodney Dangerfield of sales and marketing. Too many businesses don’t give it the time and effort it deserves in order to make it effective. As someone who’s worked with companies getting ready for trade shows, I can tell you that the usual process is to get a frantic call anywhere from a week to a month before the show, looking to get displays, collateral, etc. designed and produced in time, even if the show has been on their schedule for months. More effort is put into decided what swag to offer instead of training the staff manning the booth how to interact and draw in visitors. (Hint: it’s not standing with arms crossed, talking to the other person “sentenced” to manning the booth with you, and ignoring everyone else.)
