Display
graphics – keep them captivating and compelling
The display you choose for your trade show booth is your
canvas – the background on which you’ll create one
carefully-crafted message that tells passers-by why they should
care about what you have to say. To be effective, it needs to
do two things: capture the attention of distracted prospects,
and let them know in seconds why they need to pay attention.
Captivating – the mind of each prospect who passes your booth
is in overdrive. He/she is recapping what the last booth
staffer had to say about their new and improved widgets. What
company was it that handed out the yardsticks? Where is the
restroom? These are not the best shoes for this hard floor.
Should I call the office? All the while, glancing at the
passing booths and dodging oncoming traffic. Only those
messages that break through the noise will even be considered.
This is hardly the time to expect the prospect to stop and
walk into your booth to study a dozen 8” x 10” photos with
captions in 12-point type, describing features about your
product. To overcome the clutter, rely on one or two large,
central graphics, easily seen from a distance, that show someone
enjoying the benefits of your product. Something so bold and
dramatic, that it’s irresistible. Give it a simple headline, no
more than about 8 words in a standard font. Consider a
full-height photo-mural for bigger-than-life visuals. Or video
monitors, scrolling banner stands, and irresistible
demonstrations.
Only when you stop them and make them want to learn more will
your message stand any chance of being noticed. Leave the
details to your staffers and handouts.
Compelling – if the message is not appealing to the prospect,
it will have no chance of being transferred to the prospect’s
long-term memory. Make sure and present your story as a benefit
from the prospect’s point-of-view (something that will solve
his/her problem or improve his/her condition). Give your booth
a theme that’s consistent with your company’s overall brand
strategy. Make sure your giveaways support that theme.
If your display puts your brand into the prospects’ long-term
memory, and makes him/her want to know more, it’s done its job
well. The rest is up to your staff, your handouts, and your
follow up.
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