You’ve got a huge trade show coming up. You’ve got all your materials ready to go. You’ve got great display cases in a variety of shapes, sizes colors, heights, widths and are generally prepared for whatever this trade show might throw at you whether you’ve got a large or small booth or don’t even know what you’re walking into until you get there. You are pumped!
But people aren’t coming to your table.
They aren’t altogether that interested in what you’ve got.
They look quizzically at your product and walk away.
What could you possibly have done wrong?
Well, odds are it was your content. If you are selling a product, you want to entice and engage people to come to you and ask questions. It is up to you to get them to ask more about you and your business.
First – lets look at your graphics. Can they be seen from a distance? Are they using complementary colors to make the words pop? Are the fonts appropriate for your business AND easy enough to read?
Next – lets look at your sign placement. Are you standing in front of it so people can’t see? Is it low in front of your table where people walking won’t see it in their line of vision? Is it small and on the side of your table/booth? Maybe you’ve placed it too high up and no one sees it? The art of Feng Shui is not lost here – know where to place things for optimal vision.
Lastly – lets look at the wording of your signs. Questions are a great way to get people interested in what you’re selling because they want the answers. They want to know how you can help change their lives. Your customers have to sift through so much material at a trade show (and elsewhere) that if they can read through your signs and get the general idea, then why would they bother stopping? Do not place too many words at the same time you shouldn’t place too few words. It is very much a balancing act. Offering free items and letting them know about this kind of giveaway is also a way to draw in people. Contests are a great idea too. One of the best things you can have is some kind of spinning prize wheel that allows your customer to engage and have fun.
So while having the greatest materials may be a giant step in the right direction, you want to make sure your content on signs and displays makes you and your product go the extra mile. Know how to interest people, draw them in, and make them interested. Good Luck!
Tags: brand identity, color theory, creative, custom display, design, fonts, point-of-purchase, POP Display, product marketing, retail display, Sales, typography
