One Important Thing You Must Do to Have a Successful Trade Show Booth Display
Question: When I’m having a designer create designs for our trade show display and supporting graphics, what are some options that you could suggest to help us stand out at a trade show?
Answer: Aside from obvious answers such as using a fresh, bold approach to your colors and booth design, there are less obvious answers that will not only make your booth stand out design and color-wise, but create a successful exhibition every time.
There is a powerful truth the saying “the medium is the message” when it comes to your choice of graphics. In other words, interwoven into your booth graphics needs to be your “unique selling proposition,” or USP. This must be determined before you ever start to design your trade show display and booth graphics. What are we talking about here?
First, if you’ve already done the research I’m about to suggest, my apologies. This is not for you, question asker, but for anyone else reading this post.
So, what do I mean by a “unique selling proposition,” or your USP? This is the phrase that pays, that tagline beneath your logo or headlining your ad campaigns that appeals to your customers emotions, and depending on your product or service, it could be many different things. The US Army currently has a slogan “Army of One.” What exactly are they appealing to? Probably self-sufficiency or pride in one’s mental toughness. We like to think we’re pretty tough, so the army is appealing to that emotion.
Do you have a USP? If not, you might be wondering how to come up with one. That’s not terribly difficult. You can get your company members around a table, or your marketing department if you’re a larger company, or your wife or husband if it’s a start-up, to come up with a phrase that might appeal to your specific audience. For instance, let’s say your company is a landscaping firm. That’s a pretty humble service, but if you’re good at what you do and are able to appeal to wealthier clients, it can pay pretty well.
So, what emotions could you appeal to with your potential clients, and how would you go about advertising to them? For the sake of this article, we’re going to assume you have enough financial success and experience to allow you to have a marketing budget set aside, and that you’re going to target a wealthier ZIP code in your area to do a blanket mailer. What can you do or say that will make you stand out, because everyone in the area targets this ZIP code because it is wealthier?
You have now had a brain-storming session with your crew, and you’ve come up with 2 or 3 good suggestions. So you come up with a mail piece that you think is clever. You read somewhere that if you make a bulky package, people are more likely to open it, so you find a plastic ladybug that you can buy a bunch of for cheap, and you tape it on top of your advertising piece, with a headline above it that might say “What’s bugging you about your current landscape care company?” Then you offer a 25% discount on your initial care job on their property if they call with a code, let’s say in this case the code could be LADYBUG.
Two weeks from now, you send a different piece out with a different bulky mail piece with a different message such as “My property deserves better care NOW!” (Appealing to the pride of the owner who wants his neighbors to see he has the money to pay someone good money to care for his landscaping). The code on this one could be MAGNET if perhaps you sent a refrigerator magnet in your bulky mailer this time.
Now you carefully calculate the results, and find that code MAGNET had 37% more respondents than code LADYBUG, and that the closing ratio was even higher. The magnet mailer becomes your “control,” and now you send the magnet code out again in a month, followed two weeks later by another bulky mailer, but this time the new mailer wins, hands down. You have a new control. Rinse and repeat.
At some point, you will have a “control” that wins every time (although that doesn’t mean you don’t keep trying, although maybe less frequently now). The phrase that pays becomes what you are known by, because you know that it tickles potential clients emotions more than anything else you’ve tried, so now you’re ready to take that phrase and contact a competent trade show booth graphic design firm with your phrase, and have them design the booth around your message. This works every time, and is how many good companies grow and succeed with whatever media they advertise with. Good luck!
Click this if you are interested in getting your trade show booth graphics and displays done within your preference.