Yes, we know that your tradeshow exhibit tells a story. Often, a great exhibit design will capture the brand so accurately that the design is often all that is needed. But frankly, that’s the exception more than the rule. But even without an iconic design that broadcasts what your company is about, your tradeshow exhibit tells a story anyway.
Design: even an average design can be executed well and tell a big part of your story. But a compelling story can come to life. Tell the story of how you created the soft drink because your Grandma used to make something similar when you were a kid. Or how you invented something to help a friend. Doesn’t really matter, your product or service likely came from some inspiration. Can you tell the story of that inspiration in a concise way using graphics and 3D elements?
Graphics: here’s where most of the story is told, and the weight of this rests on your graphic designer and marketing team that is communicating the correct message to the designer. Get it right and you’ve done better than most of your competitors. Get it wrong…?
Craftsmanship: not all exhibits are built from scratch. Depending on where you purchase your exhibit, it may be something that’s designed and built from scratch in the USA. Or it may be from an overseas manufacturer and it came direct from a catalog showing thousands of similar designs. With an overseas manufacturer involved, you will be hard-pressed to know the quality of the materials used for the exhibit.
Cleanliness: at least this is something you have quite a bit of control over during the show. But a clean booth tells a story. So does a dirty booth.
People: the booth staffers are your front line. Are they well-trained in how to engage with visitors? How to ask the right questions? How to politely disengage? How to act in a booth (stay off their phone, don’t eat, etc.)? Whether you like it or not, visitors will forget a lot of things. But they’re very likely to remember an unpleasant or below-average encounter with a booth staffer. Just like they’d probably remember an encounter that impressed them.
Stories are told with every piece of your marketing and your prospect’s interaction with your company. What story are your prospects being told, and what are they remembering? And is that story in line with your goals?