Social

Tradeshows, conferences, and expos – oh my! So, the question is, when was the last time you refreshed your tradeshow materials?

Regarding tradeshows and conferences, your brand’s ability to stand out must consider the big picture. Thinking through each touchpoint enables your organization to be memorable, polished, and professional in a way that looks good and yields results.

These are the golden rules for creating the perfect suite of tradeshow materials:

Know Your Audience
Who will be at the show, and what do you want them to do? At the end of the day, the tradeshow is about who you are there to serve, and leading with the audience will surely captivate attendees.

Understand the Setup
What is the exhibit’s size, location, and proximity to things nearby? Knowing the setup of your booth will enable you to plan your display pieces, know what to bring, and be most prepared. Create a tradeshow setup guide illustrating different setup scenarios and options based on the space, functions, and objectives – as well as dos and don’ts for any on-site team member to follow. An intelligent system ensures the visual presentation is brand-approved, and your display combinations are organized.

Define the Pieces
What materials do you need to create and bring to communicate your message? This includes any display, collateral, promo items, and technology pieces you need during the show.

• Displays – think simple, high-level backdrops to be reused in different settings and smaller displays (like tabletops or banner stands) that are unique to your offerings and audience. Tables and tablecloths should not detract from the space, and items resting on the surface should be limited. All components should be clean, wrinkle-free, damage-free, and encourage accessibility for all.
• Collateral – think beautifully designed flyers, brochures, rack cards, business cards, fold-out pieces, and more. These pieces support your offerings and outline your call to action (CTA). Make your CTA easy to achieve by prominently placing it, including a QR code, or designating a specific landing page. Regarding collateral for a show, quality over quantity is our go-to recommendation. Choose two or three staple pieces to share.
• Promo – think fun company swag, unique takeaways, useful tools, or clever giveaways. They can be displayed on your table, hidden behind the scenes, or handed out directly to visitors. People LOVE free goodies and are inundated with all sorts of tchotchkes during tradeshows. Making the promo piece fun, unique, useful, or clever will go a long way. And we’re just sayin’ we’ve never met a tumbler we didn’t like.
• Technology – think user-friendly iPads, video screens, lead generation forms, geofencing digital marketing (i.e., push notifications or social media posts targeting folks on location), and other techy touches. These items are positioned to enhance the experience and create a way to interact with folks differently – whether sharing or collecting great information.

Lead with Consistency
Does every touchpoint look and feel cohesive? Whether it’s the booth aesthetic, marketing collateral, digital materials, or in-person interactions – interconnected branding and messaging convey excellence. Your displays should match your literature, website, social posts, email marketing, live conversations, etc.

Be Memorable
Why should tradeshow attendees remember you? Define the answer and make it your mission. Ultimately, thoughtful and engaging experiences leave lasting impressions. Deliver your message with the fewest calories. Less is more AND easier to remember. Tradeshow materials are a glimpse inside your organization and a snapshot of the experience your booth visitors can expect.

Nurture the Opportunity
Are you leading in and following up? Make the experience your audience has last beyond the tradeshow event. These connections start before, happen during, and continue after. Build communication touchpoints – email, phone, social media, website, etc. – to connect with prospects, leads, and established customers/clients.

Embrace Sustainability
Consider using eco-friendly materials and sustainable practices for your tradeshow displays and collateral. This will not only help the environment but also appeal to increasingly eco-conscious attendees.

All in all, successful tradeshow materials and visual presentation go a long way. Considering these tips and tricks for your next conference will make a meaningful impact and have you one step closer to closing a deal.

For more tips on how to make your display stand out, check out these 10 Tips to Having the Most Effective Tradeshow Display.

Aedieno is a boutique creative agency. For creative tradeshow displays, collateral, communication, consultation, and more, please contact us.