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A trade show is a wonderful opportunity. Not only is it a fun day out, it’s a great chance to engage the prospects that could become tomorrow’s loyal customers. It’s also a great opportunity to make a big impression on other brands in your industry, invite opportunities for collaboration and co-branding and establish yourself as a leading name in your industry through thought leadership.
However, trade shows, exhibits and events tend to represent a substantial investment not just of your capital but of your time, efforts and resources. Trade shows need to be carefully planned, they require the creation of dedicated resources and you’ll need to use your personnel to keep your trade show banner stand constantly manned. If you’re going to make such an impressive investment, you’ll want to maximise your chances of a healthy return. With that in mind, here are some tips on how to maximise your trade show banner stands’ advertising ROI…
Brand name / company name significance
What’s in a name? Well, if you ask anyone with significant experience in marketing a name counts for quite a lot. The key to successful marketing is to get your target market to associate your brand name and logo with positive associations.
As such, your efforts should be engaged not only in creating a positive experience for attendees but ensuring that they associate the experience with you. As such your brand or company name and logo should be significantly placed in your trade show banners stands. Wear it like a badge of honour and make sure that it comes to represent the quality and ideals with which you want attendees to associate it.
Find your niche
Many brands out there have tried and failed to be all things to all people. It’s virtually impossible to appeal to everybody. Even ubiquitous products like Coca Cola or the Big Mac know better than to try to appeal to everybody. Why? Because different people have different desires and motivations and while they may share some commonalities, you can’t possibly expect to appeal to all of them.
You’ll find more success if you focus your efforts on finding and catering for your chosen niche. You may have to revise and rethink your advertising copy several times, tweaking it so that it appeals to your chosen niche. Nonetheless, once you’ve created the optimal ad you’ll get genuine and enthusiastic engagement from your target market.
Use an artwork template
Creating marketing copy for your own trade show banner stand from scratch can be intimidating and even frustrating. You can drive yourself to the brink of madness staring at an empty screen.
The first step is often the hardest and if you feel like you’re faltering at the first step it may be helpful to start with an artwork template.
Your printer will be able to supply you with an appropriate selection of artwork templates. These will provide you with a string foundation on which you can build. They will also subtly nudge your copy to evolve along the right lines.
Multiple consistent advertisements work best
If this is your first trade show you may be tempted to throw everything you can into your banner stands’ advertising copy. You may feel that a number of diverse advertisements will speak to the multifaceted nature of your business or the diversity of products and / or services you offer.
However, mixed messages tend to be difficult for passing attendees to interpret. What’s more they can be visually discordant which may be jarring or off-putting to attendees. Thus, it’s far better to have multiple ads which are visually consistent and have only slight variations in their copy. This allows for more cohesive branding and for your message to be communicated more effectively.
Taller portable signage is better
It’s hard to make a big impression in a small space. Hard but not impossible. Nonetheless, when you have limited floor space, a taller banner can help you to make a bigger impression.
Taller banners are easier to spot and allow you to showcase more detailed and visually lavish artwork. They also allow you to display your text in a manner which will be easy to read for passers-by. Most trade show banner stands are 2 metres in height. Nonetheless, it is possible to get banners which roll up to 3 metres… Just think of what more you could do with that extra metre!
Condensed content works best
The unique selling points of your brand, business, products and services should speak for themselves. When they don’t it’s important to try to describe and sell them with brevity. Remember that you have a limited amount of space to work with… And the attention span of attendees is likely to be even more sparse.
Large paragraphs or chunks of text are neither visually appealing or an effective way to communicate in this context. When it comes to trade show banner stand advertising copy, condensed content is always best.
Small words take up less space
Smart, educated people tend to be itching for an opportunity to wow others with their vocabulary. They are masters of written and spoken language and their eloquent soliloquies often have others rushing for their thesauruses.
Does this sound like you? If so there’s a good chance that your eloquence played a big part in getting you where you are today/… Nonetheless, there’s no room for big words in a trade show banner. Quite literally. Smaller words are easier to read, easier to understand and allow for the more visual elements of your design concept to speak more articulately than any words ever could.
Cost VS Performance
Printed signage tends not to come cheap, especially the recommended UV printed signage that will make a bigger impression at trade shows. As such, it’s important to ensure that your copy gives you the level of performance that justifies its cost.
Be bright, be seen!
Remember that your trade show banner stand will be in a very visually busy environment, with dozens of other stands just like it all vying for the attention of attendees. How will you make yours stand out at the expense of your competitors?
Human beings are predisposed to be drawn to (or at least pay attention) to bold, bright colours. Do some research into the psychology of colours and semiotics and leverage these to make your advertising copy more visually striking and appealing.
Stick to these pointers and you’ll find that the revenue spent on trade show banner stands will pay for itself.
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