Simple Marketing Principles That Can Have A Big Impact On Booths For Trade Shows

As a convention marketer, you spend a lot of time thinking about the ideal design for trade show booths. You think about how to make them engaging and interesting to your visitors. You think about the best layout options. You think about how the graphics and text should interact. Yet in the midst of thinking about booths for trade shows, it's easy to forget that these units are just a very specific case of something far more general. At their core, all trade show booths are simply marketing materials that can benefit from a reaffirmation of the same principles that have guided promotions for years.
1st Principle: Never Be Afraid To Repeat Your Message
An old adage from sales goes, 'Tell them once, tell them again, and then tell them what you just told them.' It applies to politics, it applies to advertising, it applies to marketing, and it absolutely applies to exhibition stands. Convention attendees are very likely to forget your unit unless you have an incredibly clear message and you drive that message home. 
There are two primary ways to accomplish this without simply repeating yourself to an unacceptable degree. It is important to note that plain, flat-out repetition is a bad idea; it makes your company seem unintelligent and lacking in creativity, which is never a good thing for your image. Instead, repeat yourself by changing the wording or rely on a clever slogan to do the talking for you. Trade show booths that are highly branded with easily identifiable phrases will make a big difference in the minds of your visitors. 
2nd Principle: Everything Should Tie Together (Including Your Trade Show Booths)
When designing a campaign, experts always advise that there be a clear coherence between the different elements. Even when the medium is different, such as a radio ad versus a TV presentation, there needs to be something that clearly connects them and identifies them as yours. In the case of exhibition stands, this is equally vital. People need to have no doubt that your unit belongs to your company.
3rd Principle: Marketing Materials, Including Booths For Trade Shows, Can Be Bold
Color choices and design statements are the primary method for attracting attention. That is true no matter what the marketing tool, and it holds for convention stands as well. When you use exciting colors, people are more likely to pick your company out of a group. This theory has helped companies distinguish themselves from the pack on the radio and on TV, and it will work at conventions as well. A unit that gets lost in the crowd won't be a successful marketing tool, just like an indistinct ad won't drive sales.
Designing booths for trade shows is not exactly like designing traditional promotion strategies, but there are many lessons that can be taken away from the old design philosophies. By considering these tips, you can take your designs to the next level and get more benefit from your units. 

Article Tags: Trade Show Booths, Trade Shows, Trade Show, Show Booths, Think About