How to Make an Impression at a Trade Show

Tomorrow in Fort Wayne, there is going to be a Career Expo Trade Show sponsored by our local paper. I'm going, to make contacts and gather leads for my radio stations. If you are involved with trade shows, check out this advice from the Marketing Minute:

The Marketing Minute

Taking your show on the road

Posted: 23 Sep 2008 11:26 AM CDT

Trade shows are an incredibly effective way to introduce your business to a wide array of potential new customers. When it comes to displays, I have some good news and some bad news. Want the good news first? Your competitors’ booths probably stink.

Ready for the bad news? Yours probably does too.

Let's face it -- most booths look and behave the same. Think of the "standards" of a booth. How many of those do you include with yours? Is there a way to freshen it up a little?

Here are some rules to think about when you or your agency is working on your display.

~ What’s the point? Identify the one fact/impression you want everyone to remember from your display. Not three main points or five. One. Once you have communicated that, stop.

~ Force them to stop. Do something so visually arresting that people cannot help but stop. This is not the time to be timid. Be bold. Grab them and (figuratively) drag them into your space. I’m not talking (unless it fits with your brand) something silly. I am talking relevant but WOW!

~ Think of it like a billboard. Be brief. This is not the place to reproduce your sales letter or brochure.

~ Less is more. Some companies’ trade show space is like a three-ring circus. People do not want to walk into chaos. Having one good, bold idea is much more effective than throwing the kitchen sink at the attendees.

~ Do it right. Yes, you are going to have to spend more money. But, it is an investment that will last for years. This is not the place to go cheap. It will be glaringly obvious and speak volumes about your business.

If you’re going to invest the money and time resources to have a presence at a trade show, make sure you maximize that investment by having a display that they’ll remember long after the show doors close.

We've all been to plenty of shows. Think back -- what's the most memorable booth you've ever seen and what about it sticks out in your mind?

Flickr photo courtesy of the Image Group.

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