Your trade show booth represents a costly advertising effort, so you'll want to do everything possible to maximize its returns. The advertising advantage of trade shows is that it gives your company a highly interactive atmosphere in which to attract key clients. It also gives you a direct taste of the competing market. However, if you have chosen to use trade shows as a way to position your company at the front lines, you'll need to treat your trade show booth as a volatile investment that needs detailed care.

Why Clients Stop By

Most trade show booths that feature an interesting product are likely to generate some traffic, but the booths that attract an elevated flow of interest are capitalizing on two principles:

• Clients already know about the product
• Clients are favorably impressed with the booth presentation.

In both of these cases, it usually means that money has been spent. For this reason, your trade show should be considered an investment: you'll spend a good deal at the beginning in hopes of a high payoff.

Pre-Show Advertising

It used to be that a good product sold itself: word of mouth was sufficient to boost a company all the way to the top. However, these days, careful marketing strategies can absolutely elevate average or even subpar products. If the packaging is cutting edge and the marketing is larger than life, consumers can be led to believe that a mediocre product is the complete "must have" item.

You can easily rely on this strategy when it comes to your trade show booth. Start advertising using every available means: posters around localities, vehicle wraps, billboards, etc. This is where a clever icon or a memorable slogan truly comes into play. Satiate the public with a taste of your company, and you will have created the kind of curiosity that draws clients to your booth.

Attractive Trade Show Displays

It always helps to back up your outside advertising campaign with a trade show booth that is equally impressive. You want your display to represent the highest level of professionalism, without being over-the-top or garish. Yes, using contrasting and bold colors will catch the eye. However, you don't want your clients to be overwhelmed in a negative way.

Some points to keep in mind:

• Make the most of your display space—pop ups, wall mounts, hanging banners
• Keep your icons simple and sharp
• If using large panoramic images, make them inspiring or relaxing.

So much of what these points cover has to do with the original marketing scheme of companies. This is why choosing the right logo or message is vital to all of your promotional efforts, from trade show booths to other forms of advertising.

Finally: The Freebies

One final way to generate an interest in your trade booth is to offer freebies. You'll also want to consider this option carefully, as you don't want your giveaway items to be the same as those of your competitors. There are only so many inexpensive ballpoint pens and key fobs a client can collect before leaving the show. Consider upgrading the quality of your giveaways in order to provide your company with not just an edge, but a sense that you truly have something better to offer. Moreover, aim for the items that clients use regularly. Do they routinely pop an Altoid before an intense meeting? Not if you've just handed out a fashionable mint tin with your company's logo embossed on the cover—a more than daily reminder that your company is reliable and ready to help.

The Big Picture

The three keys to a memorable trade show experience are:

• Have your name already out there
• Solidify that name with an impressive booth
• Hand out items that serve as reminders

Your trade show booth is simply the icing on your efforts to imprint your company's name into the public mind. Budget where you must, but don't be too conservative with this form of advertising, or you'll be surpassed by over-the-top competitors.

Guest Blogger: Colorphonic - Colorphonic studio is equipped with the latest state-of-the-art printing equipment and remains on the forefront of large format digital imaging technologies. We also offer an extensive background in graphic design, digital photography, retouching, print production and installation.