Kingsmen India Blog | 10 Things To Keep In Mind While Representing Your Brand Or Product In Exhibitions
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10 Things To Keep In Mind While Representing Your Brand Or Product In Exhibitions

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 of the best quality and high-end. They want to be seen as an innovator, best manufacturer or service provider and build their brand image by exhibiting appropriately and adopting right marketing strategies.

 

1. Get The Right Look And Exhibit

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One of the key factors in which exhibits attendees remember most is booth size, booth design and fabrication, overall appeal and ambiance of your exhibition booth. So get a bigger booth space, and then fill it with your essentials. The bigger, taller exhibit that demands attention. If the key audiences you want to meet can’t be found at one single show, you may do better to go with comparatively smaller size booths at various regional or vertical market industry shows.

 

2. Create Great Visual Impact

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Ensure attendees don’t ignore your exhibit by using bright, bold colours, big images such as photos and illustrations, and easy to read messages and also the best use of lights. 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 a greater height for as visitors approach from far away, just down the aisle, and in the booth.

 

3. Dimensional Designing

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Create impact and messaging for all public-facing sides of your booth, 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 your brand or product personality.

 

4. Build A Hierarchy Of Messages

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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 customers. 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. Avoid confusion between your company and product names.

 

5. Maintain A Balance And Consistency With Other Marketing Tools

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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 own marketing message you will cause confusion which weakens your brand rather than build it.

 

6. Highlight Your Brand By A Unique Logo

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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 has in its interactions with the world.  Keep that in mind when you design your exhibit, and even the overall trade show experience you give visitors.

 

7. Create A Brand Experience

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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 so that your brand can create an image in their minds.

 

8. Bring Along Your Brand Ambassadors And Representatives

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Bring to the show your employees who best exemplify your brand. Have them staff your exhibit and ask them to network at the site and also have face to face meetings with prospect clients which can prove to be the best form of marketing.

 

9. Do More Promotions And Go The Extra Mile

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When you want more people to know you, pre-show and at-show promotions can give you that lift.  Consider sponsorships, ads in the show book or show daily, and other ways to reach the attendees going to the show.  You can offer giveaways, invitation coupons 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.

 

10. Meet The Press / Media People

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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 other important people.

 

That was a quick! Now that you’ve reached the end, it’s your turn to tell us what you feel!

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