If you want to succeed at trade show exhibit marketing, then you need a supercharged trade show display, or what I like to call, a caffeinated trade show display. Why is this? Because if you want to succeed, your trade show display must stand out from the other trade show displays, and the best way of accomplishing this is to make sure you design a supercharged, caffeinated trade show display. But what are caffeinated trade show displays, and what makes them caffeinated (as well as successful)? Simply put, a caffeinated trade show display design is a design that stands out from the trade show crowd and is memorable... but it is also a design that is remembered for the correct reason. Not only do you need people to say, wow, your trade show display is caffeinated... you also need people to know what your company is and say that it (your company) is caffeinated also. If people remember only your trade show display, but not your company and what you do, then your trade show display wasn't caffeinated in the right way.
Fortunately, designing caffeinated trade show displays is a simple process that involves four easy and basic steps. The first three steps involve making sure people notice your trade show display, know who your company is and what you do, and know what makes your company unique and better than your competitors. The fourth step is a bit harder and involves the all-important buzz factor. The most important lesson to take away here is that your design must succeed at all four steps for your trade show display design to really be both caffeinated and successful.
The first step in designing a caffeinated trade show display is to make sure your trade show display will stand out from all the other trade show displays. Always keep in mind that you are competing with all the other trade show exhibitors for a limited amount of time and attention from those prospects who are attending the trade show. Your trade show display booth design must distinguish your display booth from all the other trade show display booths. If people just wander aimlessly by your booth without stopping to ask questions and talk, then your design has failed. One guaranteed method for stand outing is to have a big, impossible-to-ignore image for your design background, like an snarling, angry dog lunging out at you (of course, the image needs to compliment your theme and message). Just remember, to be caffeinated, your trade show display design must stand out from the crowd.
The second step in designing a caffeinated trade show display is to make sure that your display design quickly and simply communicates WHO your business are and WHAT your business does. Your company name belongs at centered at the top of your design in a big, bold, easy-to-read font. Directly below your company name, your display design should explain what your business does. It needs to do this in just one or two short phrases. To determine if your trade show display really masters this second step, ask someone who is unfamiliar with your business to take a fast look at your display design. Then ask them if they can tell you the name of you business and what it does. If they remember WHO you are and WHAT you do, then your display design has passed the second step and can move on to the third step.
The third step in designing a caffeinated trade show display is to communicate what's in it for me (me equals your customer). The phrase what's in it for me is also known as the WIIFM factor. In some ways, the WIIFM factor is the most important part of a caffeinated display design. People will probably only stop at your trade show booth to talk if your design easily explains to them how you can help them. Otherwise, they will think that spending their time at your booth is probably a waste of their time, and they'll just move on. An example of the WIIFM factor would be: if your company is a charter air service, you might list all the destinations that you fly to and often. You might also highlight some of your nicer corporate jets. Testimonials are great for backing up the WWIFM factor. Just remember, no matter what, if you want your display design to be caffeinated, then your design must tell people how you can help them and What's In It For Them!
Now that you've taken care of the first three steps in designing a caffeinated trade show display, you can focus on the final fourth step. This step is a little more complicated to explain and to accomplish, but it is also the first thing most people associate with caffeinated trade show displays. To be caffeinated, your display design must be different. It must be one-of-a-kind. It must be special. In modern lingo, it must be buzz-worthy. You need to think of something that will get into people's minds and stick. Your display design needs to get people talking. You want people to ask their friends, did you see so-and-so's display? It is caffeinated! Your buzz factor should be unique to your company and be about your company. Don't be a copycat on this one. Come up with something unique, creative, and buzz-worthy... so that when people are asked to make a list of which trade show displays at the trade show they remember, your caffeinated trade show display is at the top of their list.
In closing, there are four items that define caffeinated trade show display designs and fit together to solve the puzzle. First, your display design must grab people's attention and draw them it. Second, your display design must have your business name at the top with a simple statement of what you do. Third, your display design must explain the WIIFM benefits your company offers. And fourth and final, your display design must have something cool, unique, and buzz-worthy. If you trade show display design incorporates these four essential items, then you have design a caffeinated (and effective) trade show display. Congratulations!
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