Next in our series on trade show marketing mistakes is Mistake #4:
Poorly designed trade show booths.
Good booth design doesn’t require a huge space or lots of bells and whistles. To be effective, you need to focus on three key elements:
1. Convey what you’re selling in a glance. If your company name doesn’t explain your main benefit instantly, don’t make it the most prominent element in your booth. Distill your key benefit to a few words, and make them impossible to miss. Back them up with one or two large supporting photos that tell your story visually – not a montage of photos that require study to absorb.
2. Make your booth accessible. Don’t block the entry with chairs or displays. Leave plenty of room for prospects to enter easily to learn more. Remember, most attendees are looking for reasons to not stop at any given booth, so don’t encourage them to keep moving by getting in their way.
3. Keep your company name visible. Some people will be looking for your company by name, so be sure it’s easy to spot. It’s frustrating to walk right past the booth you’re looking for because you don’t see the company name anywhere.
It sounds simple, but look around at the next trade show you go to, and you’ll be amazed at how frequently most booths are missing one, two, or all three of these key design elements.
