There are two things that will make your trade show marketing a huge success — a killer sales strategy and an enticing trade show stand. Unfortunately, most businesses invest heavily on the former without putting too much thought about the latter. Often, they would use the same sales copy that goes into their direct mail campaigns and brochures resulting in a plethora of generic stands that only work to turn off customers instead of inviting them.
A trade show stand isn’t necessarily a tool for convincing customers to buy from you but rather to attract them to come over and check you out. Here is a quick guide on how to design a captivating show stand that encourages your prospects to step into it and ask questions.
1. Plan Early
When planning to attend a trade show, most marketers remember to design their portable display boards a few hours to the event. This is a recipe disaster as you might end up with a forgettable exhibition. If you can begin early, you will fit the design process into your overall marketing strategy. This way, you don’t wind up showcasing an unprofessional stand that doesn’t encourage interaction between your sales staff and attendees.
2. Use Color To Your Advantage
Color plays a key role in drawing the eye and sparking interest. Don’t be afraid to use bold colors on your trade show stand. They are known to give it energy and make it stand out. Go for a deep red, yellow, and orange if you want to turn heads. On the other hand, use purple and pink to inspire calmness and luxury.
3. Let Your Display Have Motion
The human brain has been designed to respond to non-verbal communication better than verbal communication. If you can throw in some images and videos in your portable display boards, you will certainly attract many passersby to your stand. While at it, be careful not to overuse motion as this can be devastating in the long run.
4. Market Your Benefits More Than Your Features
During a trade show, attendees are bombarded with hundreds of offers from different companies. Unless you offer something unique and worth considering, they will easily forget about you after walking out of the exhibition hall. One way to stay above your competitor is to market your benefits instead of your features. It creates a deep connection with your target clients and draws them to you.
There you have it — four tips for designing a winning trade show stand. Now you know what to do the next time your stand fails to attract prospects,
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