In part 1 of this series we discussed the importance of understanding personality type, and how this can make a big difference to the way a potential client will respond to your exhibition and trade show display.
In this next part, we’ll take a look at four more ways you can make sure that your display works for you.
- Be industry specific
It’s very likely that your main reason for exhibiting at a specific trade show is because your ideal client base will also be there. This pool of potential clients will no doubt be there to see and learn, but that does not mean they will want the same thing or have the same goals.
If you want to be able to have a conversation with potential clients, you’re are going to need to do your homework first. Not only will this help you to identify their goals and what they need, but also what must be done to achieve this.
It’s vital that you understand your client’s industry, including any current developments or future trends relevant to the industry. Having this knowledge will ensure that your display is meaningful to the interests of potential clients and will reflect well on your business by leaving you better prepared to meet their needs.
- Give your display layout the WOW factor
Exhibiting at a trade show can be pricey. However, getting things right can mean an excellent return on your investment with benefits like: boosting brand awareness, opportunities to showcase new products and services, developing your client base and making industry connections.
Icatchers has extensive experience assisting clients to design and build trade show exhibition displays. In that time, we’ve learned that regardless of what approach you take in the design of your display, it needs to stand out from the crowd and send the right message.
If you think about it, your display is a visual expression of your business and any products or services you offer. In saying that, you’ll need to consider the ‘street appeal’ of your display. If done well, your display will not only need to capture the attention of potential clients but must actively appeal to their emotions and imagination. Our experienced Icatchers team can provide excellent advice and guidance in this area.
- Use colour to make a statement
There is no doubt in order to attract potential clients, your display will need to make a real impact. Colour is a great way to personalise your display and can help you stand out from the of the trade show crowd. The icatchers team have extensive experience in this area and can help you incorporate colour into your display in new and innovative ways.
If you want to use colour to your advantage, you’ll find that it’s not as simple as picking out what you like best. Colour can make a real difference to your display so it’s important to be smart about your choices. Your colour choices can help tell the story of your brand so make sure they are relevant and are ones at a potential client will associate with you. It’s also important to know your potential clients and their industry. This will help you understand what potential clients are likely to expect from your display and will help you ensure that your colour choices send the right message.
- Choose sales staff wisely
When bringing in sales staff for your display, it comes down to understanding your client’s personality type and how this can influence the way they prefer to engage and interact.
You can gain plenty of insight into a client’s personality type thanks to the 7 ways people engage that we discussed in part 1 of this series. You can then use this information to devise strategies to help sales staff draw potential clients in and encourage them to engage and interact with your display.
Potential clients will prefer to interact and engage with your display in different ways. In terms of sales staff, consider the following:
- Some potential clients will expect a certain level of personal interaction with sales staff. This may be due to a preference for social, hands-on interaction or due to generational factors. For example, the so-called baby boomer generation are said to place greater value on face-to-face interaction. Regardless, providing skilled and knowledgeable sales people is essential.
- Other clients will prefer a more hands-off approach. This will mean independence and providing clients with self-guided options. This will most likely be seen in the younger millennial and Gen X groups, who are tech-savvy and value independence. Do note that this does not negate the need for good sales staff, should clients want support or guidance.
We know that exhibiting at a trade show is a big investment, and sales staff play major part in influencing the impression a potential client will get of your business. They are the human face of your brand. Be sure to invest time and effort into training them effectively, so your display doesn’t fall short.
5. Utilise a turn-key solution
We have worked with clients in the past who have utilised their staff to organise freight, logistics, transfers and then set up and pack down of their trade show displays or stands. Whilst they initially thought they were saving costs, we helped them to realise that not only did staff end up jaded and tired on the day when they need to be at their best (in front of the potential customers), it actually cost them more as they were incurring further costs with accommodation, meals, transport, wages etc. At icatchers, we can look after all your exhibition display and trade show stand needs. Simply ask us.
Over the years, icatchers have supported our clients in designing and building inspiring exhibition and trade show displays. If you have any questions or comments, feel free to get in touch with us via email at [email protected] or call our office on 1300 422 824.