A trade show display gives you just one shot at getting the attention of your prospects and customers, so it’s tempting to try to say it all on your booth wall.  But in reality, too much information is just plain confusing and overwhelming.   Getting the main points across to your prospects requires graphics that say just enough and visuals that cause passersby to stop and look.

Culling your marketing message down to the essentials can be hard work.  We find that many clients provide trade show exhibit copy that is too detailed.  As just one example, take a look at the before and after images of the exhibit copy we redesigned for Champion Logistics.  We were able to make their main points with bold headlines and visuals, while leaving the details to be seen up close by booth visitors.

Although more copy might work for a PowerPoint presentation given in person, the scale of the exhibit hall demands that the booth graphics and copy be large enough to be seen from afar. Simple, sharp, and to the point is best.   

Here are a few pointers for effective graphics.

• Tell a story. Keep your graphics simple and relevant and let them help tell your company’s story with pictures.
• Solve a problem. Focus on the issues that your sales force finds in the field and how your company is uniquely equipped to solve your customers’ problems.
• Demonstrate value.  Describe the value of your products and services and how they differ from the competition.
• Be concise. Nobody is going to stand still for more than a few minutes, no matter how engaging your presentation. Your brochures and your website can speak to the finer details of your products or services, while your display can help drive people to find out more.
• Be creative.  Make your graphics interactive and fun to watch.

Many types of media can enhance the display experience, such as looping a video or PowerPoint presentation on a big screen, which can prompt your sales representatives to expound on your best selling points. But make sure the presentation is done professionally.  While you might be able to create a high-impact PowerPoint presentation in-house, remember that word slides can be fairly boring without accompanying visuals.  And chances are good that you aren’t equipped to create a really high-quality video, even if your company has a video camera on hand. A simple four- to five-minute video can be professionally produced starting at about $1,000. It’s worth investing the money to have your presentation done right.

The projection capabilities available for exhibits have gotten very high tech in recent years, so you’ll have a lot of competition as you try to capture the attention of attendees.  LCD screens of 42 inches and larger have become standard for 10 by 20 foot booths and up, while the largest exhibits will have multiple screens or giant LCD panels measuring as large as six by eight feet.  Renting this equipment can be very costly, and carting your own equipment around can be risky. 

When setting your exhibit budget, make sure to include money for projection equipment if your market requires high-tech displays. You might want to limit your use of such equipment to your most important shows. The Tradeshow Network Marketing Group can provide rental projection equipment to travel with your booth, if you’d rather not rent it on site.

As with any form of marketing, it pays to keep in mind your ultimate objective from your trade show exhibit – increasing sales and profits – and zero in what your prospects need to take away from their encounter with your display that will prompt them to do business with you in the future.