Competition is fierce at a trade show for the attention of attendees, and of course it’s understandable, because in essence the representatives at those booths are scrambling to acquire new customers, and that can sometimes make a trade show floor take on the aspect of a feeding frenzy. With everyone working so hard to get attendees’ attention, literally everything about your booth becomes critical to attracting participants your way, so your message can be heard. Here are some ideas for making your booth stand out at the next trade show.
How to make your booth stand out
- Eye-catching copy– use no more than about six words to create a tagline that casual observers can interpret easily, within three or four seconds. This needs to be a very clear and honest statement about your brand, so that the people who actually come into your booth after seeing this, are much more likely to be genuinely interested in your product or service.
- Highlight your main point– decide what is the single most important point you want attendees to remember about your product, service, or company brand. The single idea may not be the same at every trade show you attend, especially if you’re promoting a new product or service, but it should be something that all attendees are able to easily associate with your booth.
- Feature the back wall– whatever it is that you decide is to be the focal point of your message in this trade show that should be featured on the back wall. It has been shown in surveys that the most observers’ eyes travel directly to the back wall to see your message. This being the case, make sure your back wall stands out, perhaps by providing luscious creative curtains as a backdrop which instantly catches the eye, and fixes attention on your message.
- Incorporate empty space– avoid cluttering your booth with too much information and too many graphics, because that will only become too busy for the consumer eye. A good rule of thumb is to leave at least 40% of your booth area completely blank.
- Use graphics height to advantage– you should vary the height of your graphics in order to attract attention from all three potential perspectives on the trade show floor. You should have some graphics that are as large as what’s allowable, to catch long-range interest, and you should have both medium-range and short-range graphics to appeal to observers in both those areas as well.
- Keep text legible– avoid using several different fonts in your content and graphics, and if possible, create all your content with one of the most easily read fonts, such as Helvetica. A good rule of thumb for the size of your font would be to add an inch of height to the font for every foot away from your booth that observers might stand.