Archive for March, 2013

Less is More with Large Format Trade Show Graphics

Monday, March 25th, 2013
Tensioned fabric graphics provide for unique shapes and forms which are effective in grabbing attention in a crowded trade show environment.

Tensioned fabric graphics provide for unique shapes and forms which are effective in grabbing attention in a crowded trade show environment. At Godfrey Group we manufacture both the custom aluminum structure for this display as well as print the large format dye sub fabric graphics in house.

There is so much competing for attendee’s attention on each aisle of the trade show hall that it is easy to be overlooked.  It goes without saying that the goal is to stand out in the crowd.  The busy and competitive environment often elicits a guarded and cautious feeling among show goers and they are wary of “being sold” on something at every trade show booth in the show hall.  This leads your potential customers, who are walking the trade show aisles, to be dismissive and leery of slowing down as they speed walk past your booth. As discussed in our “Basic Principles for Effective Trade Show Exhibiting” article, one of the most important things that you can do to avoid becoming a victim of fly-by traffic in the show is to display clean, concise, and eye catching graphics on your trade show display.

This Godfrey Group 10x10 Hybrid Trade Show Display benefits from a very clean and concise graphic design.

This Godfrey Group 10x10 Hybrid Trade Show Display benefits from a very clean and concise graphic design. Graphics like this, that are not too busy, are especially effective when displaying a video in the trade show booth as busy, cluttered graphics would compete with, and distract from the video.

This Godfrey Group Forum Frame backlit tower is another example of effective, clean graphic design combined with back lighting.

This Godfrey Group Forum Frame backlit tower is another example of effective, clean graphic design combined with back lighting. The graphics pop and are visible from a distance due to the back lighting and the clean design allows the message to convey across the show hall.

Your primary objective is to get the attention of your potential customers walking the aisles, rather than to have them understand the full scope of your company in a glance.  It is very important to understand the difference between marketing materials like brochures, flyers, websites, and trade show displays.  Often companies will try to use the same content across all of these marketing mediums.  This is a big mistake as each of these are designed to be viewed or consumed in drastically different environments.  Cluttered and busy graphics will lead to lost opportunities while concise and clean graphic design is one of the best methods of garnering attention in a trade show.  Obviously, graphics need to convey something about your product or service, however that association can be loose.  It is more important that they are eye catching and arresting.  Once the show goer stops because your graphics have caught their attention, then you can tell them your story, and about your product or service.  This is the appropriate time for your elevator pitch.  Do not try to deliver your elevator pitch in text on your trade show display graphics.  Graphics need to be warm and inviting and create intrigue.  They should invite the potential customer to stop and ask, “Tell me more about what you offer.”  At that point you can consider your trade show marketing program a success.  You have achieved what you set out to achieve in attracting attention in a crowded and competitive environment, and you have been given the opportunity to present your product or service.  That is the true measure of success in trade show marketing.  Whether or not that prospect becomes a customer is a different measure pertaining to your product, your sales pitch, and a host of other variables.  The primary focus in trade show exhibiting should be on stopping traffic in your booth, and effective graphics are one of the most important elements of achieving this objective.  In our next article, we will elaborate on some additional tips for stopping traffic at trade shows beyond well designed graphics.

 

This Godfrey Group 10' Pop Up display conveys a 3D effect and the graphic panels look like real concrete.

This is a really effective graphic design job. This Godfrey Group 10' Pop Up display conveys a 3D effect and the graphic panels look like real concrete. This graphic presentation will grab attention in a crowded trade show.

Basic Principles for Effective Trade Show Exhibiting

Monday, March 11th, 2013

 

The graphics on this Godfrey Group 10' Curve Pop Up Display are clean and effective. In a glance a trade show attendee can understand the service that this exhibitor is promoting.

The graphics on this Godfrey Group 10' Curve Pop Up Display are clean and effective. In a glance a trade show attendee can understand the service that this exhibitor is promoting.

For the vast majority of exhibitors, the primary objective of their trade show marketing program is to drive sales of their product or service.  This is achieved by capturing the attention of trade show attendees away from other exhibitors, often competitors, on the crowded and busy trade show floor.  There are a few basic principles to follow that will keep you from losing opportunities right off the bat:

  1. If your trade show exhibit is tired, dated, dirty, or damaged allocate some of your marketing budget to update your presentation.  It is a waste to invest in the booth space, travel expenses, pre-show marketing, etc. only to exhibit with trade show display that is on its last leg.  If the message that your trade show exhibit conveys is that of a tired, faltering company, then you will likely lose the opportunity to speak with potential customers at the show as they will just pass you by.
  2. Do not overlook lighting.  A well-lit exhibit draws attention from your potential customers walking the trade show aisle and creates a warm and inviting trade show booth.  You want people to feel comfortable stopping at your booth to discuss your product or service and a poorly lit space is a turn off.

    This Godfrey Group trade show display combines two elements from our recommendations, lighting and well designed effective graphic layout. This Pop Up Display is backlit and back lighting is an excellent way to stand out from the crowd.

    This Godfrey Group trade show display combines two elements from our recommendations, lighting and well designed effective graphic layout. This Pop Up Display is backlit and back lighting is an excellent way to stand out from the crowd.

  3. Do not crowd your space to the point that it becomes uninviting.  Often, a 10×10 booth, 10×20 booth, or 20×20 booth will seem much larger in your mind’s eye than in reality.  It is helpful to tape off the space on a floor in advance of your show and then tape off the space dedicated to your exhibit, greeting counters, etc. so that you can see how much free space you will have inside your trade show booth.  If your space is crowded, attendees will likely pass you by.
  4. Do not eat in your booth.  Picture in your mind that you are walking a trade show floor and you see an exhibit that catches your eye.  The product or service looks like something that might be of interest to you and  you decide you will stop in to find out more but just then you see that the person working the trade show booth is sitting at their counter eating.  Many of us will decide that we will keep walking rather than interrupt their lunch and the potential sale is gone.
  5. Finally, and the point we will delve into further in our next article, do not try to tell your entire story in bullet points or paragraphs in your graphics.  This is one error that we see many companies make, and in many cases, those that are new to trade show marketing are guilty of copy overload on their graphics.  Again picture yourself walking an aisle in a busy trade show.  You have your guard up as exhibitors have been trying to pull you into each trade show booth that you pass.  You approach an exhibit that looks like a product or service that you may have an interest in but the display is crowded with enough copy and bullet points to fill a novel.  Are you going to stop and stand in the aisle and attempt to read all of that copy or are you more likely to just keep walking?  More often than not, you will have subconsciously made that decision as the copy heavy graphics are so unappealing that you will have dismissed that booth with just a glance.

    This Godfrey Group custom 10x20 trade show exhibit is well lit and the lighting is warm and inviting.

    This Godfrey Group custom 10x20 trade show exhibit is well lit and the lighting is warm and inviting. Also, from point number three in the article, this booth utilizes the space well with a greeting counter, conference table, and the backwall. There are a number of elements here for a 10x20 booth, but it is not crowded.

/** * @package WordPress * @subpackage Default_Theme */ ?>