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Trade Show Booth
Design - Important Tip
The most important
aspect of trade show and exhibition booth design is to get the immediate
attention of the trade show or exhibition attendee. So, “get their
attention’ and “immediately” must be inseparable and your very first
consideration when both designing your booth and in proofing it after it
has been put together by your design team. Be ready to scrap it.
When I look at a design
for my own purposes, it is not uncommon for us to reject the plans several
times before sending just one into production. Keep in mind, this is an
investment in your business both from an image perspective but also from a
results consideration. I consider trade shows and exhibitions to be a
major revenue source both in actual dollars five ways with and from each
trade show and exhibition as well as in peripheral leads generation.
Each follows what I
consider to be a Result. If it doesn’t marry off with what I consider a
Result, it is just wishful thinking. And, that’s no way to run a
business or any aspect of what it is to run a business including this very
important marketing strategy to very easy profits.
In setting about my
design for my trade show or exhibition booth, I follow my DIDA formula.
The DIDA is the old AIDA on steroids.
In the AIDA formula, you
must get their Attention, create Interest, arouse their Desire,
and have a strong call for Action. What I have done is changed the
‘get their Attention’ part to Disrupt what they normally think
of when they enter a hall full of exhibits.
When you look at booth
after booth, the attendee can pretty much guess and anticipate what they
will find at which ever booth they rest their eyes upon. But, what if one
makes them do a double take and yet stays within the mode and theme of
both the exhibition as well as within the expectations of your own
business… yet with a discernable difference from the rest especially
from your competition.
Then, when you do this
repeatedly, you have created market separation to which people start to
look forward to seeing and actually seek out at each trade show and
exhibition in which you participate. Market separation is always one of
your tactical weapons within a sound marketing strategy and among many of
the marketing approaches included in Trade Show Secrets.
Enjoy,
John
http://www.trade-show-secrets.com
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