It’s important to market competitively and effectively to your target audience. Printed materials are capable of catching the consumer’s eye and feeding them the information they need to learn more about your business.
Improving your trade show signs and marketing products using a custom printing service can give you the necessary edge in today’s market. By learning a few tips and tricks, you can be sure to attract plenty of potential customers and hook them with the unique materials within your booth.
Consider the Various Booth Sizes and the Creative Layout You’ll Create
The moment you decide to get a trade show booth and begin marketing, you have to determine what you want to make out of the opportunity. The size of the booth and the location has to be considered.
Much of it will come down to the investment that you want to make. If you’ve been at your business for a while and have the money, you may be able to leverage those resources effectively.
If you don’t have a lot of money to invest in the best location and the largest size, you can make that up through marketing signage and products. With the right pull up banner, you can still get plenty of foot traffic.
Ultimately, you’ll want to make the most of your space. You can enhance even the smallest spaces with backgrounds, lighting, and booth accessories. That way, you can ensure that your space is able to attract your audience long enough for you to educate them on why you’re a brand that they want to do business with.
Use Large, Branded Signage
Trade shows are often busy. There’s a lot of foot traffic – and you have to lure people over to your booth. If people can’t find you, they can’t visit you.
Large signage should be placed in a few different areas:
- Place a sign up high so that people can see your signage above the other booths
- Place signage at the entrance of your booth to attract attention as people walk by
By placing signage in both areas, you can attract people near and far.
Be sure that you keep your signage simple. Choose a large font with bright colors. Identify your name, your logo, and a quick one-liner as to what you offer or why people should stop by.
Remember, there are various types of signage. You can choose a banner with grommets to hang across your booth. Then, you can have pull-up banners at the entrance to your booth.
As you choose banners, ensure that you’re not impeding the path of any trade show attendees. Additionally, you don’t want to go so big as to block the marketing of other exhibitors.
Market to Your Audience
The more you know about the demographics of your audience, the more it will help you. It’s okay to do some research and even conduct surveys.
Any marketing material, printed or digital, has to be created so that it resonates with your audience.
First, consider who your audience is – age, income level, and more. This will allow you to choose graphics that they identify with. For example, if you’re marketing to senior citizens, you won’t want to use images with teens – they’ll assume that your brand is the wrong market for them.
Second, consider what your audience enjoys doing. If you choose graphics that feature people golfing and you know that your audience likes to golf, it can be an instant attraction. People will come over because they assume that you understand them and their motives to buy.
Finally, consider color psychology as you begin creating banners and posters. Certain colors will trigger certain emotions. It can help you to identify with the buying patterns of your target audience and even push them further into the sales funnel.
Share Details of Your Business with Banners and Posters
You won’t be able to talk to everyone at once. Further, not all people who stop by your booth are going to engage in conversations. Feed everyone the information they need by placing banners and posters throughout your area.
Your banners or posters can talk about:
- Mission statement
- Areas of service
- Products or services
- Unique features
Bulleted highlights and simple statements can ensure people learn about you as they wait to speak with you or simply wander around your booth.
Consider All Objectives
You’re likely at a tradeshow for a number of reasons. By considering all objectives, you can ensure that you have all of the necessary printed material. As people are within different areas of your sales funnel, they’ll find different aspects of your material useful to them.
Some of the top objectives may include:
- Building brand awareness
- Obtaining leads
- Maintaining existing customers
- Launching a new product or service
- Entering a new niche/market
Once you’ve identified the various objectives that you want to focus on, you can determine what visual approaches will work best – and what printed materials you’ll want to have accessible for people to take (brochures, rack cards, etc.).
Offer a Takeaway
Not all tradeshow attendees will be ready to make a decision right away. They’re likely to collect a significant amount of information – including information from your competitors. This means that you need to maintain a competitive edge in all that you do.
Offer a takeaway, commonly known as promotional swag.
The simplest and most affordable is a business card. You can have these printed as a way to ensure people have your contact information. If you want to offer more information for people to review, have brochures printed, too.
There are other takeaways that you can include, too:
When your marketing budget allows, it’s a good idea to offer takeaways that people will use in their day-to-day lives. Especially if a potential customer isn’t ready to make a purchase yet, they’ll be continuously reminded of your brand as they use the takeaway. Then, when they are ready to purchase, they’ll know who to call.
You should also try to theme your takeaway to your industry. If you’re a contractor, provide a ruler. If you’re a baker, provide a whisk. If you’re a roofer, provide an umbrella. When you take a creative edge, it will ensure that you’re memorable.