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Greetings readers,
The October issue of Trade Show Tips offers some ways to make a big splash with a small exhibit. We take aim at the inside track to getting noticed when it’s time to go to the show with your pop-up. We also bring you a tip from one of our readers about making the booth giveaway work harder for you.
Read on, and enjoy!
Bill Dierberger – Vice President of Sales & Marketing
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| Make Your Pop-Up Into A Standout |
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Pop-up displays are easy on the eyes and easy to set up. However, that success can be a hindrance if you want to look different than your neighbor, who has the same style display. Here are 7 ways to make your pop-up stand out from other pop-ups:
Graphic Design
Originally, pop-up displays were little more than carpeted walls. Exhibitors usually had their company name on a graphic header across the top, and then put smaller, detachable graphics on the rest of the carpeted walls. That usually led to a cluttered look more akin to a bulletin board.
Now, rather than carpet panels, you can have graphic panels. Make it more inviting with a big, colorful image – simple and bold – more like a billboard.
Images and Messages Targeted To Your Buyers
You can always get attention with big pictures of babies and puppies, but it’s not the attention of the right people, unless perhaps you sell baby food and puppy chow. Instead, get intriguing photos or illustrations that appeal to your prospects – that’s the attention you want.
Then be sure to concisely add words to your image that will appeal to your buyer’s hot points, be it products they are looking for or benefits you can deliver to them.
Integrated Marketing
Try to use the same messages and images that are used on your website, and in your ads and brochures. Repeated marketing is more memorable, and people are more likely to buy from people they recognize.
Go for Quality
The cost of your pop-up and its mural graphic is a fraction of your overall exhibiting costs. Be sure to put your best foot forward with artwork that will enlarge to 8 feet by 10 feet and still look sharp. Select a graphics supplier who can line up artwork across multiple panels seamlessly. And get graphic panels built to be rolled up, shipped in a case in extreme cold and heat, then set up at the show, again and again and again.
Accessorize
Think of your pop-up as the beginning, not the end of your exhibit architecture. Some pop-up suppliers have backlit headers, attachable tables and counters, and other display components designed to attach to a pop-up and create a more unique architectural look. (However, the more you add, the more you get away from the ease of set up and shipping you probably bought that pop-up for in the first place.)
Booth Staffing and Promotions
More important than the pop-up display are the staffers standing in front of it. Get the right people, and train them to sell within the trade show environment, and let the other guy sit there and complain about slow traffic while you engage visitors and bring them into your pop-up booth.
You can also stand out from your pop-up neighbor before the show even starts by inviting prospects to your booth, and hosting a compelling promotion during the show.
Go beyond pop ups.
Finally, if after all this you still aren’t satisfied, go ahead and graduate to the next level. There are many modular exhibit systems that can give you an even more sophisticated look, yet are still more light weight than actually building a traditional custom exhibit for your 10 x 10 foot booth spaces.
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Reader Tip:
Use Your Giveaway to Get an Appointment |
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Instead of offering something that you plan to give away based on a drawing (people put their business cards in a bowl in the hopes of having their name drawn), we display a giveaway and explain that anyone could qualify to receive the giveaway by talking to us. We ask them to tell us about their organization, and to help us get a meeting with an appropriate decision maker.
If we get the meeting, the person who visited our booth and helped us set up the meeting gets the giveaway item. We offer something of high perceived value, like a beautiful, floor-standing world globe. It works very well. Instead of giving away one globe to someone that we will never see again, we give away many globes to people who have gotten us in the door with the right contacts… a small price to pay for an effective meeting.
- Victoria Bernardini, FS Creations, Inc.
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Get Skyline's Trade Show Marketing Idea Kit
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Great collection of ideas to power your trade show marketing program to the top – in this 86-page reference book. Yours at no cost, just request your copy today. |
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Adapt to Industry Changes:
White Papers On Exhibition Trends For
4 Key Vertical Markets
To help exhibitors better understand the market forces and significant trends affecting their trade show program, Skyline commissioned Tradeshow Week to write 4 White Papers that cover 4 key industries:
Manufacturing & Industrial
Medical & Healthcare
Information Technology
Professional & Business Services
These 16-page White Papers provide insight for each industry on the primary challenges facing these exhibitors and the key themes for success in their changing trade show environment.
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Skyline Exhibits
3355 Discovery Rd.
St. Paul, MN 55121
Phone: 800-328-2725
www.skyline.com
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© Copyright 2006 Skyline Exhibits. All rights reserved.
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