If you want to make the most of an event (such as a trade show), you need to optimize your physical setup. By that, I’m referring to your stall or booth. Plenty of people will walk by throughout, presenting numerous opportunities to catch the eye and spark a discussion that could lead to some kind of valuable conversion. How can you make it immediately arresting?
Well, one of the key ingredients has always been printed signs: big signs, small signs, and medium signs, scattered across all viable surfaces. Just as a racing car driver will fit as many sponsor logos on their gear as possible, the goal tends to be sheer coverage.
But regular printed signs are somewhat played-out by now, plus they’re inflexible to move or change — so why not opt for digital signs instead? Not only are they cheaper to design (and implement, provided you can use venue displays and aren’t paying extra for something unnecessary like 8k panels), but they’re also more effective in prospect. Here are 5 things they can do to improve visibility:
Displaying promo videos
Conventional signs are static, but you can use a digital display to loop video. Hook up some speakers and you have a great system for grabbing some easy attention. As for what videos you can play, think about what would most benefit your brand. If you want to appear highly approachable, show some behind-the-scenes company footage that has a humanizing effect. And if you want to show that your brand is luxurious, play some glossy promo footage — perhaps a slick commercial, or some well-produced case studies.
Listing available products
Let’s say you’re at the event or exhibition because you want to sell products (not an unrealistic scenario). You could have a set of brochures to hand out to those who wander over to your stall, but that’s something of a dated approach, no? Instead, you can use some digital screens to display your available products so prominently that no one can miss them. Here’s my suggestion: use a POS system capable of hybrid offline/online synching (something like Shopify POS) to get your full inventory on a mobile device with a data connection, then mirror the screen on the event’s digital sign (or, if you have a tablet, simply mount it where useful).
Social proof matters enormously at events. It’s why it’s so hard to get any momentum when no one is stopping to see what you have to offer — everyone else will see the lack of interest and assume that there’s nothing to be interested in. So how do you neatly communicate that you are worth looking at? You showcase your most glowing endorsements on some digital signs. The most positive testimonials from the most influential clients will seriously bolster your evident credentials, and help you compete with the bigger companies.
Highlighting brand contact details
As a modern brand, you should have a modern website, so why not show it here? Have one sign display the website itself, and another list your contact details including (but not limited to) your website address (as a shortened URL, using a service like Bitly), your social media handles, and your email address. Throw in a QR code in case someone wants to snap a shot with their phone camera, because that’s a fast and convenient way to share details.
Casting distinct colors
Does this sound strange? That’s understandable, but let me explain: lighting is extremely important for differentiation (as well as productivity). Imagine that your stall is one of a hundred at an event, and the others look bland (all sharing the flat overhead lighting). Now imagine that you have a line of displays cycling through the RGB spectrum. Isn’t that going to stand out? Similarly, if there’s a lot of yellow around you, try showing purple. Simply having a distinct lighting aesthetic will help you draw in visitors, giving you chances to introduce your brand.
Want your brand to stand out at shows? Leave the cardboard signs at home, and go digital instead. Mix and match the options we’ve looked at here, and you’ll steal a march on your less-experimental competitors.