Creating Trade Show Displays That Don't Just Blend In

By Author: Craigie Jones
Total Articles: 66
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"Flashy" Doesn't Always Work

If you're walking through a convention and everyone has a big, bold, multi-colored banner, then all that advice about "Wowing'em!" doesn't really stand up anymore, does it? The truth is that there are no tricks that will always, always work in helping you stand out from the crowd. Flash only works when nobody else is being flashy. Likewise, being understated, using a plain table and a white banner might be a great way to stand out in a crowd full of circus-tent styled booths, but not when everyone else is going low-key, as well.

No Guarantees

Even doing the exact opposite of everyone else isn't a guarantee. Still, the last thing you want to do is get into the game of one-upmanship. Your neighbor's buying a light-up sign shouldn't lead you to buy one that lights up AND moves. Rather, the main thing you'll notice about the trade booths that really get your attention...

The Product Sells Itself

A convention display that really works is the one that puts the product up front and lets it sell itself. Whether you're selling miracle cleaners, toys or plumbing services, ...
... showing what you have to offer is always the way to go.

The truth is, people at these trade shows are desensitized to flashy banners, they don't even notice big signs and lights and flash and pomp anymore. What they're looking for is a great product. The trick, then, is just having a good, workable booth, and being able to present your case to the "walker-by".

If it takes you a few minutes to really let your customer know why your product or service is better than your competitor's, then you might make a great website with that approach, but it makes a terrible trade show display.

Putting the Product Up Front

Let's say you're a plumber. Here's a good way to put the product (your abilities as a plumber) right up front: Take a cross section of a pipe that needs cleaning or replacing, and a cross section of a pipe that you cleaned or replaced. Use this to introduce yourself to the people walking by. Nothing catches the eye like filth and grime! When they see the clogged up pipe, chances are they'll stop and check it out and see what your whole booth is about.

There are other examples, too, of course. If you're selling anti-virus software, you could show video of a virus riddled laptop running with no protection. If you're selling tires, put a blow-out on your table next to one of your own after the same mileage. Use your imagination and common sense and figure out how best to tell people what you're about with a quick, direct visual presentation.

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