Exhibit Design and Marketing

11 FAIL PROOF Ways to Build YOUR Brand at Trade Shows

Published on Mar 1, 2019 3:37:17 PM

 

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If you are feeling rusty, ignored or shame because, nothing much has happened with your brand's desire to build awareness, you are not the only one...

 

Exhibitors tell us in survey after survey that building awareness is their #1 or #2 trade show marketing goal.

Want to build your brand at trade shows?  Your company has company.

 

REMEMBER BUILDING AWARENESS IS A QUALITATIVE GOAL, NOT A QUANTITATIVE ONE. Building awareness comes in several different levels, various shades and exotic favors, depending on how well known a company already is. 

Exhibitors want to build awareness:

For their company
For their brand
For their division
In a (new) industry
In a (new) geography
For a (new) product
For their re-brand, after a merger or re-positioning

 

Are You Building A Leadership Brand?

Companies that are concerned about their brand usually don’t want to be known as second-best.  They want to be known as the leader in their industry.  However, leadership comes in different flavors, depending on the industry they are in.


Exhibitors often tell us they want their brand to:


Be seen as the Leader of the Industry

 

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Touting as the leader in data syndication for car dealers, Dominion designed a booth with technology, spanning from LED graphics, showing of GPS capabilities and complete with on-demand demonstration.

 

 

Be seen as high-end AND HIGH TOUCH

 

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Huckabee stands out as an architectural and engineering firm that builds their brand with light. Using a completely backlit exhibit display graphic, that calls attention to their promises of exemplary service and collaboration, visionary leadership, and proven results. The booth’s clean lines and integrated presentation technology reinforce their innovative brand. NOTICE: The integration of the floor graphic as well.

 

 

Be seen as high-quality manufacturer

 

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In age age of robotic revolution and 3D printing, we at Skyline exhibited our prowess by immersing in production of detailed sophistication.

 

 

Be seen as an innovator

 

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In 2012, Sandvik was named #58 on Forbes’ “The World’s Most Innovative Companies” list. Really, what does innovation mean — if not an introduction of a new method, idea of device. (Keep that in mind before asking your exhibit designer to render your brand as an innovative brand. Be specific about your innovation.)

 

 

Be seen as high-tech SUSTAINABILITY LEADER



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Nothing can be more impactful when you highlight technology to create planetary sustainability. Metsä Group immersed themselves in raising awareness of circular economy. With partners, small and middle-sized enterprises, the circular economy has taken to a new level and that is what is highlighted in this exhibit design. Forest industry is based on circulations, and new technologies have been taken into use when applicable.

 

 

Sound like your company?

Let’s see how to build your leadership position through your exhibit and exhibit marketing.

 

How to Build Awareness at a Trade Show

Once you know what your goals are for building awareness at your upcoming trade shows, how do you do it? 

Here are 11 ways to help build your brand into an industry powerhouse:

 

Get a bigger exhibit

 

There’s a reason everyone wants to see the Grand Canyon: it’s really big! Similarly, one of the key factors in which exhibits attendees remember most is booth size.  So get a bigger booth space, and then fill it with a bigger, taller exhibit that demands attention and fills their senses.  

A caveat: if the key audiences you want to meet can’t be found at one single show, you may do better to go with smaller booths at various regional or vertical market industry shows. See below:

 

Create INTELLIGENT graphic CALL TO ACTION

Ensure attendees don’t ignore your exhibit by using bright, bold colors, big images such as photos and illustrations, and easy to read messages.  The fewer elements you put on your exhibit, the larger you can make them, and the more impact they will create.  Large, taller exhibits can have branding at 2 to 3 heights for as visitors approach from far away, just down the aisle, and in the booth.

 

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Evergreen Packaging: If the face of the model was not looking down on the products, it was would have been indeed, very difficult to draw attention to it — that is perceptive design working for you!

 

Design for 3 dimensions AND SCALE

Create impact and messaging for all public-facing sides of your booth, especially for island exhibits that can be viewed from 4 sides.  Consider making your biggest brand impact on the exhibit side that faces the aisle that will get the most traffic.  Some of the most memorable exhibits use shape that conveys the brand personality, and the company logo in 3 dimensions.

 

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Availon: To help put an exclamation point on their new name and rebrand, Availon revealed their new identity with an exhibit shaped like their new logo, which evokes the shape of a wind turbine. The swirling open architecture and light graphics infer the clean energy of wind power. The statement on the reception desk: “Same Service. New name,” which tells what part of their old brand Availon wanted to keep.

 

 

Build a hierarchy of messages

Your exhibit usually works best when you have a hierarchy of messages, starting highest with who you are, then what you do, and finally what you can do for people.  

For larger companies, your exhibit may have sub-levels of messaging for multiple divisions or products within a single booth.  Be sure the overall brand is understood as primary and that the sub-brands balance each other out.  Another pitfall to avoid is confusion between your company and product names.

 

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Veolia Environmental Services: This exhibit builds their brand with bright red brand colors, big photos that show their employees at work providing services, and their brand name at three height levels for attendees from different distances from their booth.  As this was also for a Canadian show, their company name is in both English and French.

 

 

Be consistent with your other marketing

Your trade show exhibit and your trade show promotions should reinforce the look and messages you share via your website, brochures, and advertisements.  Otherwise, if you contradict your existing brand, you will cause confusion, which weakens your brand, rather than build it.

 

Remember that your brand is more than a logo — DO NOT FALL IN THE 'APPLE' Trap

Your brand is not just a unique graphic shape and a PMS color.  Your brand is defined by the position you’ve taken in the marketplace, the promise of value you give to customers, and the personality your company displays in it's interactions with the world.  Keep that in mind when you design your exhibit, and even the overall trade show experience you give visitors.

 

Which leads to …

Create a brand experience

Trade shows are an immersive environment that takes place over several days.  Take advantage of that by creating an experience that activates your brand in the minds of your booth visitors, so they understand and remember your brand at a deeper level.  So if you want a high-tech brand, give them a high-tech experience.  If you want to be known for service, then be the best host you can be when they visit your booth.

 

 

Exhibit at more shows

If you can afford it, expand your show schedule to reach more key audiences, especially if you are building your brand in a new vertical market for your company, or have introduced a new product that could help a whole new group of buyers than you traditionally serve.

 

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Healthland: This exhibitor understands that a brand position is just as important for what it isn’t Their tagline is “bringing EMR to rural hospitals” and they also include the statement, “we’re not for everyone.”

 

Design your exhibit to be modular. This effortlessly helps you exhibit at linear and island booth configuration — national, local and hyper local. This design also gives you the leverage to exhibit at multiple shows at the same time, without the added cost of extra exhibiting materials.

 

Bring your brand ambassadors:

Bring to the show your employees who best exemplify your brand.  Have them staff your exhibit – and more.  Ask them to schmooze at networking events.  Have them attend educational sessions and ask the speaker questions.  Better yet, offer them up as speakers at your conferences – and not just your CEO, but subject matter experts who can teach how-to sessions.

 

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Bauder: It takes great discipline to reduce your brand elements to so few elements as this exhibit.  There is one predominant color, orange.  The message – flat roofs, green roofs – is simple and repeated for viewing from different sides.  With so little to say, the message is said large and clearly.  However, NOTICE, the built in advice center. Think about creating a dedicated space for your subject matter experts.

 

KNOW THE PSYCHOLOGY OF CONVERSION

 

 

Do more promotions

When you want more people to know you, pre-show and at-show promotions can give you that lift.  Consider sponsorship, ads in the show book or show daily, and other ways to reach the attendees going to the show.  You can offer giveaways that will attract more people to your booth, and that will remind attendees about your brand after the show is over. Better giveaways even reinforce your brand message.

 

 

DO NOT FORGET TO Meet the press –

"PEOPLE HAVE NOW BECOME YOUR PRESS"

Use the trade show as a forum to meet face-to-face with the key influencers who will share your brand message long after the show is over.  These include your industry press, bloggers, highly connected social media people, and analysts.

The reason for building your brand is so that you are remembered – and preferred.

So when you are at a trade show, do these things so that attendees will walk away knowing exactly who you are, what they can get from you, and that you are their best choice. 

 

CONGRATULATIONS! YOU HAVE MADE IT TO THE END.

For you, we have designed this visual book as an aid to your exhibit design. You will not be disappointed. This is our guarantee!

 

Sarmistha Tarafder

 

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 (This article has added layers of flavor to the original article that was first published in www.skyline.com. )

 

Topics: Bay Area Trade show display, Brand Marketing, Exhibit Design, Brand Design, Brand Exhibiting, Brand Power

Join 140,000+ exhibitors who has profited from our insights

 

THE ROAD TO BUILDING YOUR BRAND AWARENESS IS NOT ALL SUNSHINE AND ROSES —
IT HELPS IF YOU ARE PREPARED TO BE THE BLUE FLAMINGO
IN YOUR INDUSTRY

blue pelican

WHAT THE HECK IS BLUE FLAMINGO?  BE AND DO SOMETHING THAT YOUR COMPETITION WILL NOT DARE TO DO EVOKE QUESTIONS, ENGAGE SENSES, ELICIT CURIOSITY AND INSTILL REVERENCE — ADDRESS HARD SOCIAL ISSUES, LIKE LONELINESSall these issues add texture to your brand offering, luster to your brand messages and fosters a sense of belonging that helps build equity resulting in brand survival.

Use IBMix Research as your guide.


 BUILD AWARENESS BY:
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  BUILD AWARENESS BY:
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BUILD AWARENESS BY:
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BUILD AWARENESS BY:
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  BUILD AWARENESS BY:
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  BUILD AWARENESS BY:
 
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conversion factors.jpgPSYCHOLOGY OF  CONVERSION — AWARENESS, INTEREST, DESIRE & ACTIONS

 

WHAT DOES AWARENESS MEAN?

"Awareness is the ability to perceive, to feel, or to be conscious of events, objects, thoughts, emotions, or sensory patterns. In this level of consciousness, sense data can be confirmed by an observer without necessarily implying understanding. More broadly, it is the state or quality of being aware of something."

booth design to build awarenessimage source: worldwideweb

DITCH BULLET POINTS
DESIGN YOUR BOOTH TO PRODUCE MOMENTS OF PAUSE. THIS HELPS YOUR AUDIENCE TO BE RECEPTIVE
OF YOUR OFFERINGS

 

EVENT

 

CAPTURE IMAGINATIONBECAUSE, MIND BUILDS ITS' OWN ELABORATIONS — NOW ACCOMPANY THAT WITH THE EXCELLENCY OF THE HEART —  THAT ONLY HAPPENS WHEN YOU KNOW THE PAIN OF YOUR TARGET AUDIENCE — THAT IS WHEN YOU DARE TO DREAM UP A JUNGLE THEME FOR YOUR EXHIBIT DESIGN AND USE IT AS A CRUTCH TO INSPIRE AWE AND INDUCE REVERENCE — AND YOU BECOME THE BLUE FLAMINGO

booth design to build awareness with exotic

 

BUILDING OUR BRAND AWARENESS FOR EXHIBITOR LIVE 2019, we harnessed the metaphor of a jungle.

This is what we preached.

tame the show

It’s a Jungle out there!
We know how wild and crazy it can be but Skyline is here to help guide you through it and tame the wild beasts along the way. Stop by our exhibits at the 2019 ExhibitorLive show in Las Vegas and experience a safe haven away from the chaos and craziness of the show. We recognize the challenges exhibitors face while navigating the wilds of the trade show jungle and provide solutions along with services that will minimize the possibility of being eaten by the beasts of the trade show jungle… in short: “we got your back.”

 

custom islands


ENRICH YOUR INDUSTRY  —  BELIEVE AND ACT ON WHAT IS WORTH FIGHTING FOR — DITCH THE PHILOSOPHY OF "SAME BUT BETTER" — KNOW THAT DESIGN IS A CONSTANT CHALLENGE TO BALANCE BUDGET WITH LUXE, THE PRACTICAL WITH THE DESIRABLE

booth design awards for Skyline

— WE HAVE EARNED THE RIGHT TO PREACH ABOUT IT BECAUSE, WE LIVE THROUGH IT EVERY SINGLE DAY AND AS A RESULT WE ARE REWARDED BY THE INDUSTRY