Advent is smack-dab in the middle of one of its busiest times for trade show exhibitions. As we fly from continent to continent, we are seeing thousands of different trade show booths and wanted to mention a few pointers on how your exhibit can stand out from the crowd. There is a small window of 3-5 seconds for your booth to make an impression – for any exhibitor, this is key to maximizing your ROI.
Aesthetics – Get their attention
This sounds like a no-brainer, but few booths pull off the proper aesthetics to capture the attention of those passing by. Here are some key pointers:
- Design – Make sure the logo and any key messages are towards the top of the display. Viewers read from top to bottom, left to right, so the first and last thing they see, should be the company’s mark and/or any crucial messages. With this in mind, is the logo large and legible? Are the messages bold and emphasized? Is there too much clutter? Are the graphics relevant and powerful? Simple and direct design is always a safe bet.
- Lighting - Lighting can play a subtle, yet important role in highlighting key elements throughout the booth. By strategically lighting certain messages or areas, attendees can focus on what the booth has to offer. Also, keep in mind that lighting should be dim and inviting and not too overbearing.
- Interactive Tools – With the excessive use of smart phones, tablets and laptops, it’s no secret that the human attention span has diminished. Stay up-to-date on trends and incorporate interactive media in your booth. This can include Xbox Kinect interactions, video displays, interactive visualizations, integrating web applications, games and more. This is a great area to be creative, but be sure you do ample research on your target market!
- Solid Branding – This is the most important on the list. In order to stand out from the crowd, having a solid looking brand will portray the professionalism and quality of the company. Every color, font, text placement, tagline, logo and uniform should comply with the branding standards of the company.
Engagement – Keep their attention
Now that you’ve got their attention, how do you keep it?
- Greeting – Again, first impressions can make or break you. If a prospect walks up to a booth, and employees are busy texting or talking to a coworker, they just lost a potential sale. Look alert, approachable and genuinely happy to meet people. Smiling will attract people to you, so put your best face forward and greet everyone who passes by. Once you’ve got their attention, open with something that requires an answer. “How are you enjoying the trade show today?”, “What have been some of your favorite booths so far?”. Use a soft greeting to get them comfortable before you introduce them to your product or service.
- Don’t be too pushy – Yes, your goal is to meet prospects and then turn them into sales, but no one appreciates a pushy sales person. Start off with a casual, neutral conversation, then ease into how your company can benefit the individual. What do they need and how can you give it to them?
- Ask Questions – Why did they choose this particular trade show? What do they hope to gain by attending? What challenges are they currently facing? The more questions asked, without being invasive, the easier you’ll be able to identify the root of what the consumer needs, and then properly assess how you can help.
- How can your services benefit them? Remember, it is all about the customer. Be sure to state all the key benefits, not just the features of your product or service.
Retainment – Be memorable
You’ve got their attention, you’ve engaged them, but will they remember you once they leave the exhibition?
- Give them something to take home – What can the prospect take away from your booth? We’ve all done it. We get home and dump our giant bag of trade show booth goodies onto the table and examine all the unique knick knacks we’ve collected from the day. Some of it will get trashed, some will not. Create something that people will want to keep around for a while. What can they use on a day-to-day basis? What is something that other exhibitors won’t have?
- Leave a lasting impression – After talking to hundreds of exhibitors, why should the prospect remember you? Did you make them laugh? Provoke deep thought? Challenge their way of thinking? Leave them with a thought or question that they will continue to ponder long after the trade show. Games are also a good idea because if they win something memorable at your booth, they will think of your company every time they use the item.
- Thank them for stopping by – Simply enough, a sincere “thank you for stopping by” is always courteous and respectable.
- Ask for feedback – People love to express their opinions. Ask them what they think of your trade booth design. What was their first impression? What kind of promotional items do they like to receive? Make it all about the consumer, they’ll give you answers on the spot.
Of course, we just scratched the surface of all the great tips to having a successful trade show booth. What tips do you have for sticking out in a crowd?
Thanks for stopping by!
See more pictures of Advent’s trade show booths.
Tags: booths, branding, design, exhibition, exhibits, trade show