5 Tips For Designing Trade Show Displays That Generate Leads
August 26, 2016
5 Tips For Designing Trade Show Displays That Generate LeadsThe ultimate goal at any trade event is to gather leads. This entails attracting the attention of attendees who are interested in your company's products and drawing them to your booth. Once they're in your booth, your staffers must engage them to learn whether they're high-value prospects or merely tire-kickers and swag seekers. Those who have the budget, need, and decision-making ability to move forward are converted to leads for post-show follow-up.
Your custom trade show displays should support your lead conversion efforts. It's not enough to dazzle attendees with brash, colorful visuals. The visuals must be part of a broader strategy that seeks to convert prospects into paying customers.
Following are five quick tips for designing trade show exhibits that maximize conversions. They'll help you to introduce qualified visitors to a sales funnel that moves them closer toward making a purchase decision.
#1 - Deliver A Clear Message
Conversion optimization begins with your messaging. The message displayed on your banner stands, durable pop-up display systems, and hanging banners must not only be consistent, but ultra-clear. There should be zero ambiguity about what your company does, what it offers, and why attendees should buy from you.
Maximize clarity through word economy. Say as much as necessary to get your main marketing points across, and no more.
#2 - Speak To Your Audience
It's exciting when your booth is packed with visitors. But drawing the right visitors is more important than foot traffic volume. You want to attract attendees who are interested in what your company offers, not just anyone with a heartbeat.
The messaging on your trade show displays will go a long way toward accomplishing this goal. It should speak directly to your target audience, highlighting its priorities and answering its objections.
Don't worry that the specificity of your message will cause most attendees to keep walking past your exhibit. Remember, you're not interested in reaching everyone. You just need to connect with those who are most likely to need your products.
#3 - Distinguish Yourself From The Competition
Busy trade events host hundreds of exhibitors. What makes your booth stand out from the pack?
This is an important question to ask yourself. Having an attractive exhibit doesn't, by itself, guarantee your success. Your exhibit must distinguish your company from your competition in a way that encourages prospective customers to choose you.
This is accomplished by designing a trade show exhibit that speaks to your audience to the exclusion of everyone else.
Many of your competitors will try to reach every prospect to maximize their lead pool. The irony is that this approach dilutes their effectiveness. Your lead pool may be smaller, but you'll be more successful in generating leads that turn into post-show sales.
#4 - Pull In Prospects
All things being equal, more targeted traffic is better than less. To that end, it's important that your exhibit design and trade show graphics make the right impression on your audience. It's equally important they do so quickly.
You have three seconds.
That's the average amount of time an attendee will consider your booth before deciding whether to visit or keep walking. In that tiny window, you must convince your prospect to divert his or her path, to set aside other potential destinations (i.e. your competitors), and walk toward your booth.
The graphics and messaging on your trade show displays will do the heavy lifting.
#5 - Focus On Conversions
Once your target prospects venture into your exhibit, the experience they have will determine whether they become paying customers. Your efforts to convert them to leads doesn't end with your graphics and messaging. The conversion process is just beginning.
Your staffers will play a crucial role in qualifying visitors. They'll reiterate the selling points displayed in your messaging and ask leading questions to find out whether visitors are high-value prospects to follow-up with after the event.
Your entire trade show presence should be focused on conversions, turning prospects into leads that your sales department can later turn into paying customers. This is the metric that most accurately defines whether an event was successful.