How to Maintain a Consistent Brand Image at Your Booth
Businesses generally consider trade shows a one-off event which gives them the opportunity to showcase what they have to offer. As a result, seldom do they make an effort to tie their brand image into their trade show presence. What they fail to realize is that this can actually lead to them losing out on customers. After all, who wants to visit a booth where you get to know little about the brand and more about the products? From the logo to the lingo, it all has to be consistent with your brand image.
There are three main ways you can maintain a consistent brand image at your trade show booth:
1. The design of the exhibit should reflect your company’s motto. If you are ‘green’, make sure your booth is designed in an eco-friendly manner. If you pride yourself on customer service, you need to ensure that each person who visits your booth is taken care of and not kept waiting. Also the color combination you use for your booth should reflect your brand’s logo.
2. Have a meeting with the people/businesses tasked with setting up your booth or providing the paraphernalia you require. The earlier you get this done, the easier the task becomes for you. You should ensure they get the message that you want your booth to reflect your brand identity.
3. Establish the purpose of setting up a booth at a trade show. Set a series of SMART goals. A SMART goal is one that is Specific, Measurable, Attainable, Relevant, and Time-bound. Setting up goals with the SMART elements will drive you, your team, and your business towards the same direction. You have spent a considerable sum of money on the trade show but if you don’t achieve the goal you set, the money goes down the drain. Therefore, you have to identify the purpose. It could be to get more customers or leads or even to launch a new product.
In addition to the three tips listed here, you should pay more attention to substance than style. Most businesses assume that setting up a visually dazzling booth at a trade show is all they need to do to get more visitors. However, if you cannot provide them something of value, the glitz is meaningless.