Display Figure
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How to Create Stunning Trade Show Graphics
So your small business is setting up to go to a trade expo. You’ve finished the research and your company has narrowed the list down to your company’s optimal two shows for your business – the right size, the best specialty, buyers prone present on the trade show floor, etc. You have put together a financial plan for the trade show and you knowyour company knows what size trade show booth you can afford (and can make use of). Your company even has a trade show exhibit that can fit within the trade show booth – or you’ve prepared some research and you know what model will work best. The question is – what to do for the graphics. In the following item there are useful hints about how to create smashing graphics that inform the audience and don’t sink your company’s financial plan.
If the firm has not created trade shows artwork prior to now – or if it’s been a while – it can be a challenging task. The scale of these graphic panels is significantly larger than just about any other type of artwork. And even though your company can enlarge certain images – logos, etc, there is nevertheless the fundamental question of what to say. The smartest suggestion is KISS – Keep It Simple, Silly. You may have a valuable array of corporate images – maybe these are logos, or association badges from associations that your business is allowed to use. Or perchance you have images of sitle locations and products if that is appropriate to your company’s business.
Start with the background – white shows up well, as do deep and bright solid colors. If your firm possesses a color design, sample that. But don’t push it to function – there are supplementary manners to combine your company’s colors into a background that will be appealing if your own color on a solid back ground won’t appear high-quality. The point is to craft the background of the graphics interesting and to set off the content – the grouping of text, brand and imagery.
Think about main themes for the marketing content. If the firm has a slogan or a tagline, that is often wise to use as an over-arching message (Quality is job 1; Good to the Last Drop, etc). But a tagline should not be confused with a marketing message. When someone goes by the comany’s trade show exhibit, what do you generally want to get across to them? Progressive solutions? History and longevity? Performance? Breadth? Or maybe you’re in a segment where specific sources matter – “We did X in under Y for Z Company” that type of thing. The marketing content must be strong enough to attract the chief audience – your leads – to stop and say “Huh. I need to talk to those guys.” So think about about what you want the message to be.
Then, contemplate how to arrange the message. This will rely in great part on the type of trade show exhibit you’re using. Regardless of whether your firm is planning to use banner stands or some kind of backwall – like a
pop up exhibit
or a
fabric display
you want to reduce the amount of text. Don’t try to tell the entire story or account for everything your company does in detail. Make the attendees take notice and move in for a chat.
You may find that placing a tag line, slogan or trade name at the top works best. In the core of your artwork space, consider putting words or images that convey a more specific marketing message – new products or a new facility, for instance. Lastly, on the lower third of your graphic area, consider a brand , toll free number, web address or email address. These closing icons can be a call to action or a reminder for your prospects to get more information.
Remember, your firm gets to decide what it communicates to customers and prospects. Think carefully about this important messaging opportunity and make sure your company is memorable from its competitors.
Ted Ridgway is President of Impact Displays, which offers a broad range of trade show displays, including
Green Lantern Movie Figures San Diego Comic-Con 2011 Display
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