Anything worth doing is worth doing right. Anyone who had a father who grew up after World War II has probably heard that saying more than they care to remember but because of the repetition, they indeed remember. That is basic technique that makes some marketing and advertising campaigns successful in fact. It of course is not the only way that a marketing company can make people remember them, but it in conjunction with other tactics it can aid in creating a memorable advertisement. Traditional forms of advertising are not near as effective as they once were though and there are several reasons for that.
Things in the marketing and advertising field have changed a great deal in the last couple of decades because of the advent of the internet and many companies have reallocated their marketing budgets to completely different kinds of advertising. Unlike the internet though, trade shows are not a new thing but the methods used to create exposure at them has evolved quite a bit in recent history. So, today it is not uncommon for companies to spend good money on creating a powerful presence at trade shows by hiring event design agencies to build them head-turning trade show exhibits.
Trade shows make a lot of sense for just about anyone in any industry from a marketing and advertising perspective, because it is a common gathering place for specific industries. Trade shows bring together many people and businesses with common interests and they pay for valuable floor space so they can attract the attention of the trade shows visitors in order to begin to earn their business. Like a peacock and other male birds strut their stuff and show off their colorful feathers in order to get the attention of all the females, companies have intriguing trade show displays built so they can do the same thing with trade show visitors.
Some entire industries are considered boring from an advertising standpoint because what they do just isn’t all that interesting, but that doesn’t mean that the advertising strategy has to be just as boring. Think about how lame a heating, air-conditioning and ventilation systems trade show could be and then you will realize how creative a trade show booth designer needs to be in order to get people to take interest in one company over another who does the same thing. Their job is to create a welcoming environment with the space they have available to them by using materials and a design that the budget allows for. This can be relatively inexpensive or it can cost a pretty penny, it’s all about what the client wants.
There are simple things that a company should not forget about at a trade show no matter how much money they are spending on their display. They should have their most friendly and engaging company representatives attend the trade show so that they can have productive interactions with people who come over to the booth. They should consider providing bottled water, fresh coffee and perhaps some other beverages to their visitors in order to make them feel at home, and of course they should have business cards available. Creative input is always appreciated but most of the design details can be left up to the event designer.
It is especially important in standard industries to try to stand out and help people have fun. Connecting tangible objects to company slogans or related industry ideas that people can literally take away with them can produce a memorable experience. For example, having inexpensive paper weights that look like an ice-cube with a company logo on them for a business who’s slogan is something like “air conditioning that is as cold as ice” may be an effective take-away device. Maybe actually setting up a product demonstration where people can literally stand in front of an AC unit and see how cold the air is could make a difference.
There are of course things that make sense and things that do not, but being creative with common things in common industries can be a real difference-maker. A professional trade show exhibit is designed and constructed with structural integrity. One of the worst things that can happen to a trade show display is for it to crumble or sag and make a company look foolish. That, among many other reasons, is why any company who is looking to hire an event design company to represent their business at a trade show should go with one who has a reasonable amount of experience.