Wednesday, May 16, 2012

Bringing Out Your Company's Soul At a Trade Show

Have you ever been bedazzled by a theatrical trailer only to find out it completely misrepresented what the movie was about? False expectations can ruin a great movie. The same is true about what your trade show display tells visitors. If your trade show booth design doesn't embody the soul of your business, you're not doing your product justice.

So here are a few tips to help you imbue your custom trade show displays with the essence of your business.

Be true to yourself. You may have the most versatile vegetable peeler in the world, but fight the urge to try to be all things to all people. Focus your collateral material, your demos, and your talking points on what you do better than anyone. You'll be surprised how many people are willing to change their demand around a well presented product with a clear purpose. In fact, people love learning about novel ways to solve familiar problems, which leads us to our next tip.

Show off something fresh and unique. No one peruses custom trade show displays looking for the coolest thing from last year. Your brand is a living thing and people want to see life and progression. This doesn't mean you have to sit out the trade show just because you haven't invented a new product in awhile. Repackage what you have. Show what else is so unique about it. Make a minor design change. Little Giant Ladders revitalized sales for their ladder systems by adding a couple little wheels to move their ladder more easily. You can reinvent your product in the visitor's mind while maintaining your brands identity.

Sell a lifestyle, not just a product. This can be a challenge for a 10' by 6' trade show booth design. But why is there such a big market for high powered blenders right now? Not because the concept of a blender is new. It's because people love the idea of getting their nasty healthy leafy vegetables hidden in a delicious fruit smoothie. This idea is revolutionary. You're not selling a blender, you're pouring a refreshing 3-minute fitness smoothie down your customer's throat -- literally. Live demos are Blendtec's bread and butter. The best way to tell about the greatness of your product is to show it in action. Your customers will identify your brand with how it changes their lives, not just your product. So make sure your booth staff has the pitch or demo down well enough that your product can sell itself.

Insight Exhibits

1367 South 7th West

Salt Lake City, UT 84104

(801) 978-9000

1 comment:

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