| choosing the style for your trade show display, the | | | | easier it will be for prospects to make a decision to |
| next most important part of creating your signature | | | | stop at your trade show booth or keep going. The |
| space is creating trade show graphics that will make | | | | message should not require a lot of effort to |
| prospects stop in their tracks. | | | | understand – keeping it short, simple and to |
| The graphic elements of your trade show display are | | | | the point is best. |
| as essential to getting results as the paint on an | | | | Test It – Run the idea by a handful of people |
| artist’s canvas. There are many creative | | | | who are not marketing-minded and don’t |
| directions you can go with this idea, and many of | | | | mind hurting your feelings if they don’t like or |
| your competitors will default to using the company | | | | agree with your ideas. You don’t need |
| logo for their graphic because it’s easiest. But | | | | “yes-men,” rather, you need people |
| this works best when you have firm brand | | | | who will be brutally honest and clearly express when |
| recognition, like Apple Computer or a compelling, | | | | they like or don’t like something, understand |
| attention-grabbing logo like Target Stores, or you | | | | or don’t understand it. You need honest, |
| have a combination of both, like McDonald’s. | | | | gut-reactions to your trade show graphics. |
| But if you don’t have that concrete brand | | | | It’s always a good idea to ask for feedback |
| recognition yet, there are plenty of alternatives to | | | | – no matter how informal the testing process |
| effectively executing the use of your trade show | | | | – before running with it. |
| display graphics. Here are some guidelines you should | | | | Don’t: |
| follow to give you the best chance at getting the | | | | Clutter the Message with Details – Keep in |
| results you want. | | | | mind that the graphical elements of your trade show |
| Do: | | | | display should be designed to get the |
| Think from the Customer’s Perspective | | | | prospect’s attention. Any specifics that you |
| – If a prospect knows nothing about your | | | | want to communicate can be effectively done with |
| company, what would you first want them to know | | | | brochures, postcards and other marketing materials. |
| or understand about you? And how can you | | | | Too much text that attempts to explain the graphics |
| communicate that in your trade show display graphics | | | | is futile – and if the graphic makes no sense |
| at first glance? Put yourself in the customer’s | | | | when you remove the bulk of the text, then you |
| shoes – most of us know from Marketing 101 | | | | need a new graphic. |
| that if you don’t get the customer’s | | | | Settle for a Concept that Doesn’t Work |
| attention in a few seconds, you can forget it. So, | | | | – If you find yourself struggling too much to |
| don’t waste their time – make them | | | | make the trade show display graphics work, or you |
| feel grateful that they stopped to talk to you. | | | | aren’t getting the response you intended |
| Have a Clear Goal for the Prospect – Know | | | | when sharing the concept with others, don’t |
| the result you want from the prospect before you | | | | try to force it. Go back to the drawing board rather |
| even get started. Do you want the prospect to | | | | than wasting your energy to push something that |
| associate your product with fun, reliability or | | | | does not work. Prospects will be turned off by such |
| strength? Or, maybe you want to encourage the | | | | an attempt, and you’ll be driving traffic away |
| prospect to come to your sales staff for more | | | | from you and toward your competitor’s |
| information? Or do you want to go straight for the | | | | trade show booth instead. |
| sale? It’s best to get clear before you even | | | | Trade show display graphics are a crucial element in |
| start brainstorming possibilities so that your message | | | | making your space attractive to prospects. As you |
| will not get buried under other intentions. | | | | plan your presentation for your next trade show, |
| Keep Your Marketing Message Concise – | | | | take time with the specific graphical design elements |
| Attendees have much ground to cover at trade | | | | because these are one of the details the prospect |
| shows and not a lot of time to accomplish the task. | | | | will recognize that separates you from your |
| The more directly and concisely your message is | | | | competitors. |
| communicated through your trade show graphics, the | | | | |