Sometimes, people get caught up in all of the wrong details when they just need to focus on what they know and leave the rest to the experts. Everyone one has a specific job to do and if your job is to lead your company and make it as successful as possible for the sake of everyone that you employ and do business with, then keep your eye on the prize. Your job is to make decisions that are in the best interest of your company and although that may be oversimplifying things a bit, none the-less it is true. So, when you make the decision to have your company represented at your industry trade show every year, you do it because you know that it is important. You also hire a good event design company to update your display every several years because you know that the same people attend these shows every year and that you need to change it up every now and then. But, have you ever thought about leaving the standard, cookie-cutter display design behind and going for the big cheese instead?
There is not a lot of work involved with designing and putting together a great trade show display if you choose the right company to do it, because that is exactly what you are paying them to do. Your job is to just make the right decision regarding who you are going to hire for the job and you can let them handle it from there. Changing up your booth and maybe spending a little more money on a more impressive design could create the buzz that you’ve been looking for to get your company to the next level. You may have just been making decisions that are par for the course based on what you have seen everyone at the trade show doing around you and if that is the case, don’t you think that it is time to stand out? It is sometimes difficult to know what your exact return is going to be based on your visit to a trade show, but switching it up a little bit could be a money risk worth taking.
Take some advice and do some research online for experiential marketers instead of using ‘trade show display’ as your keywords. You will then find that there is a difference between an experiential marketing firm and a trade show display designer. Experiential marketing focuses on creating an emotional connection with a trade show attendee by drawing them into an experience instead of an advertisement. The best way to create a positive emotional connection is to engage as many of their senses as possible once they are initially intrigued by and decide to approach the exhibit. A good experiential marketer wants to create exhibits, not booths because a booth insinuates that the interested party remains on one side of the display and that the booth operators are on the other. The line between the visitor and the display should not just be blurred, it should be completely removed from the equation.
Human interaction is important, after all that is ultimately what is going to develop into a business relationship that ultimately benefits your company. However, having a display that can facilitate interaction between it and the visitor is the overall goal. This can be done in a variety of ways, some of which may have never existed before because excellent experiential marketers are always trying new things. Your display may have LCD screens, audio speakers and comfortable seating for visitors to sit down in so you can have a conversation with them. It may be designed using sturdy materials and specialized lighting to properly draw attention to the things you want your visitors to see and remember the most. Whatever the case may be, the possibilities are endless and they are constantly evolving with experiential marketing agencies who refuse to remain static.
With all of the amazing things that can be done with your company’s trade show display though, do not forget the basics. You will still want to keep a fresh pot of coffee brewing all of the time, provide free bottled water and smile and be courteous and helpful to everyone who passes by. These days, it may be a good idea to provide a multi phone charger so people can stop and charge their phone while they check out your exhibit. Leave the creative details up to the creative marketing experts and you do what you d best, like you’ve always done and you may get some very pleasant results.