Exhibition Graphics
Make your graphics interesting, even life-size or larger than life, to really grab attention. Keep copy to an absolute minimum, despite what the boss wants! Very few visitors take the time to read in the hustle and bustle of a tradeshow environment. Pictures paint a thousand words. However, if the boss insists on having some copy, make sure that it focuses on the buyer, stresses one benefit only, is concise, and uses action words. Remember to use your company logo to establish brand identity.
Don’t leave graphics to the last minute. Rush orders, changes, and overtime charges significantly add to your bottom line. Planing your graphics in plenty of time is less stressful for everyone concerned and can help prevent many blunders that occur under time constraints. Graphics should be part of the stand brief you give to your exhibition stand designer and be an integral part of your design objective.
Welcome Exhibition Atmosphere
When selecting furniture for your stand, use just enough to create a welcoming atmosphere. Place tables for literature and other materials on the sides of your stand space and not at the front so you don’t create a barrier between the display and the aisle. Use chairs for visitors only; if your stand staff start getting too comfortable, they’ll have a tough time getting up to speak to prospects.
Flowers and plants are a fun and interesting way to liven up a dull or drab display. Buying your own plants will help save you money. Plants are useful to accentuate graphics, hide electrical wiring, and add a touch of natural life to the environment. Consider using silk plants as they’re more durable, and you’ll be able to reuse them at other shows.
Exhibition Target Market
A critical element of your trade show marketing is knowing which of the following groups are most interested in your products or services:
Present customers or clients: These are people you are already doing business with but want to continue nurturing the relationship.
Technical personnel: These people are interested in the technical aspects of your products/services.
Manufacturers: These people produce and may well benefit from what you have to offer.
Specifiers: These people instruct others to use specific products/ services to produce another product. For example, an interior designer might specify using a specific brand of carpeting for a project.
Suppliers: These people might provide you with products/services.
Consumers: These people use the products/services you sell.
Influencers: These people sway others to buy and are often sent to shows to research whats new in the industry.
Consultants: These people advise others about specific products/ services.
Definitely take time to think through the group or groups you want to target because doing so will help direct your marketing promotional efforts.
The Right Exhibition Show
There are two groups of shows you should be evaluating – the shows you are presently attending and the shows you want to consider for future participation. Before choosing a show to attend, you need to address the following questions:
1. Which shows best fit your needs? They should be within your budget, in a serviceable location, occur at a convenient time and, most importantly, attract your target audience.
2. If your company services a specific area of the country, you should attend shows that draw only from that region. If you want to expand your market into new areas, you need to investigate shows that attract prospects from those areas.
3. How successful has the show been in the past?
4. How is the show promoted?
Different Exhibition Shows
Your company could be represented at many kinds of shows, including international, national, regional and local exhibitions. Let’s look at each one of these to identify their differences.
International shows are often major events, which attract exhibitors and attendees from all corners of the globe. These shows offer a forum for launching new products and discussing industry issues.
National shows are primarily targeted to buyers and sellers in a specialised industry and are promoted to attract visitors nationwide.
Regional shows are organised in a particular area of the country. Many of these events are open to the public.
Local shows draw attendees from the immediate vicinity and are often open to the trade and the general public. They include consumer shows such as home shows, hobby shows or boating shows, which specifically attract many local attendees.