8 Tips on How to Stand Out at a Trade Show
Recently, Senior Marketing Designer Mel Fernandez and I built on the colors in the Affinity Express logo and created simple icons for the services provided by one of our divisions. Most of the revision work was around simplifying the icons so they were as clear as possible, whether someone was next to the exhibit or one row over.
Of course, you have to align with your industry and I understand that an accounting firm might not come across as credible with a big, hot pink starburst (but then if you only have other accounting firms to compete with, a little might go a long way). And you can still be dignified if you pick a different color scheme from your competitors—even just for a trade show exhibit. Fortunately, in our business of advertising and marketing production, I don't have to worry as much about going over the top!
3. Shout Your Name
When there are some exhibitors I want to meet, I find it tremendously frustrating to have to search for the name on a display as 15 representatives from other booths scream, "Hi, how are you today" at me (worst opening line at a trade show EVER!). One of the last things you want is for people to approach you looking for a different vendor: that is a dead giveaway that your name is too hard to find.
4. Communicate What You Do
On the chance someone needs your products or services but wasn't specifically planning to meet you, it is best if you can get this across within a second or two. You can use a tagline, a graphic or a short statement but visitors have to be able to understand what you do or the results they get in the time it takes to cover ten feet of space on foot (and while I have a craving for those mini-Snickers bars I heard were in the next aisle)—no small task.