The power of trade show displays as an advertising and marketing tool cannot be denied. In these shows, business people gather and showcase their products to their clients and to other businesses. In tradeshows first impressions matter more than anywhere else in business because here the business is judged based on how their setup appears and how the personnel behave.
Very great deals are sealed in these shows and the repercussion of a screw-up can be devastating to a business. The trade show booth that you choose should therefore work to your business’s best interests. Eye-catching designs and great colors are just the first step to participating successfully in trade shows.
Choosing a great setup
Your setup is the first thing that anyone sees when they go past your trade show exhibit. Most setups will comprise of your corporate colours, point of sale displays and even at times digital displays. Make sure that you setup on time. A local company was once invited to a european tradeshow to showcase its speedy courier services. The opening day was to be graced by the country’s dignitary and the company whose motto is ‘Delivering Efficiency’ ended up setting up late. You can imagine the repercussion of the lateness to the company’s brand after such a blooper.
Selecting trade show displays
What you choose to use for trade show displays and the display material should be eye-catching and appropriate. Incase you are using digital display solutions, make sure that you have the correct video. I once attended a trade show in which an internet company had a huge plasma TV in their booth. The setup was perfect with great colour coordination and top notch trade show displays. The moment they turned on their digital display everyone around was shell-shocked. Instead of showing a corporate presentation the video turned out to be adult content. This caused quite an embarrassment for the business.
Proper training of personnel before the show
One of the common mistakes that most companies make in trade shows is sending some of the least prepared personnel to the shows. They might have great trade show displays and trade show booths, but the moment someone asks them an out of the ordinary question, the setup crumbles. None of the employees can provide a consistent answer and the clients leave with a very negative image of the company.
Consistent representation and professionalism
One of the most important aspects of business is consistency. Most companies that participate in trade shows have very beautifully designed trade show displays. They create eye-catching setups but inconsistencies and unprofessional-ism creep in at some point. You find the representatives chatting amongst themselves and ignoring the people who come to their stands. This is the reason why you need to have a responsible manager on location to monitor the activities. It is also important that the representatives sent to the trade shows are very professional.
Have performance targets set for the shows
Trade shows involve a lot of investment in research, participation fees, training, setups and trade show displays. Financially, it is important to have performance targets and measures before attending. Setting benchmarks and measuring the results of the event is the next step. The targets should be realistic such that no unnecessary pressure is placed on the representatives. After the trade shows a review of the results should be done and the lessons learnt from the show should be employed to make future participation better.
As stated earlier, having eye-catching trade show displays is only the first step to ensuring success. Incorporating these ideas into your show will ensure better management and participation in trade shows.