Hello, my name is DJ Heckes, founder and owner
EXHIB-IT! Trade Show Marketing Experts, home of Studio-e Design and Production. One of the most commonly asked questions I
get is “How can you help me stand out at a trade show and get noticed?” That’s a
very good question. It’s not about just showing up at a trade show. It’s about what did you
do to prepare. What does your company say about you on your personal brand, on your
sensory package? Do you have corporate identity? Do you have brochures, great signage? Have
you taken your signage and put it behind you to put a message to connect with your audience? A lot of people think if they just stick their
logo up on a display that people will come. Well, maybe they don’t know your logo or brand.
So what is your unique selling proposition, I would ask? And then we would take it from
there. We have a design and print department and a client services in sales and marketing.
What we do is we sit down and we learn your vision and your mission. What do you say to
the end user? How do you get them to want to come to your booth? Is it going to be about
connectivity? Is it going to be about the display you have? Is it corporate branded?
Do you have the right color? A lot of people think red is great. Did you know too much
red is hard on the eye? Yellow draws someone in. Maybe your booth and your display has a great
message and you look good, but the people in your booth aren’t working it properly.
Maybe they’re standing with their hands folded. The audience doesn’t want to come in. So what
I would ask is have you done your pre-show marketing? I would check with the trade show,
do a demographic study, find out if your audience is at the trade show. If you’re in a regional
or local show, it’s a little bit easier than at a national show or international. Find
out the target audience, see if you can market to the audience, send them a call to action.
Maybe you send out something in direct mail or an email newsletter or even better yet,
connect with them in social media. Invite them to visit your booth, but give
them a reason to stop by. Once you do all the pre-show marketing, you pick your show,
you’ve done your branding, you have your right message, you have the right ambassadors to
work the show, then you show up and you’ll be much more successful because remember,
it’s not about sometimes how you look, it’s how you take that look and connect with the
audience to the message. So in ending, I would say to you, what’s your
message, what’s your brand, and does it represent your company’s personality? And do you have
a call to action that’s compelling enough for your prospect to want to visit you at
the show to get noticed? If you would like to learn more about the
most common and frequent asked questions in our industry, please visit exhib-it.com/free.
Be sure to fill out the form and we will give you access to the free exhibiting tips.