Also, you can have a great looking booth, but that won’t get attendees to stop and interact with you or your reps. You need to stop them first and deliver a concise message in a unique and interactive way.

For over 30 years, we have been helping our clients attract crowds, deliver a message and qualify attendees BEFORE they get a giveaway and BEFORE they enter the booth to talk to reps.

Although this article is nearly three years old (!), the advise given is still very relevant.

I certainly agree with point four, all too often we see big items given away at events that the winners are simply unable to carry with them! A bit of common sense should always be used

Advances in technology have made it easier and easier to create your own trade show graphics. However, it’s easy to get lost in the technology and lose sight of the basics. When it comes to creating a Trade Show Display, your images and messages should be simple and your layouts clean.

Fred

By poor response, did you mean attendance was low? If so, was who did attend at least quality? For me I don’t so much care how many attend an event I’m involved with, but rather the quality of those who took the time to attend. Sometimes it’s a better opportunity.

Ed

As you say, fouc son one message. I think too many times some companies try to be all things to all people and their message gets lost. Good blog!

Also, this is the best time to display your brand and gain brand awareness. Be sure your marketing material is consistent!

Thank you for the advise I think you have covered some very interesting points here. Most of all I agree with #5 as it is extremely important to differentiate yourself from other companies, especially if competing companies are all at the show. Exhibitions are a place where you can promote your brand to a broader audience therefore you need a design which will stand out and grab a potential clients attention. Never underestimate the power of brand awareness!

It drew loads of attention from people who didn’t know how to operate it…some even wanted to get their picture taken by it.

When they asked about how it worked, we started qualifying them!

Thanks for all the interesting comments on this post – I didn’t actually anticipate this much engagement on the topic. For many years, I’ve really enjoyed cruising the exhibit hall to critique displays and approaches – on rare occasions there is something truly outstanding, but much of what I’ve seen has been awful – really “breaking the rules” of trying to get something memorable across in the span of a few seconds. What are some of the most memorable booths/tactics you’ve seen, and why did they stand out?

Many times when we use actors we do it without permission (guerilla style). Once in Orlando, in promoting a shipping software client when hired an actor dressed like a motorcycle cop who handed out tickets for going “too slow”. It had an amusing reaction when the attendees got it. The ticket was also for a draw back at the booth. (we did this until management told us to stop, but we got in several hours at the peak period)

The entire display centred around the cop on the motocycle theme and the going too slow penalty. The client really enjoyed the show and the leads were good ones. As Mark says, “…it’s our job to get staff excited and show them how to get attendees excited.”

“So many shows are (viewed)as a necessary evil. But with a little effort they can be made a lot of fun and invigorate your staff.”

When shows/exhibits are seen as a necessary evil, it’s no wonder they don’t work, they cost a fortune and they don’t show any ROI. As marketers, it’s out job to get staff excited and show them how to get attendees excited.

I think I’ve seen Ed’s comments elsewhere, and he’s always got a great brand focus. Now, if all of our clients did too….

-Mark