Exhibitor's Journal

It is important to remember that first impressions mean everything when it comes to attracting clients at your next trade show. On average, people that walk past your booth will only spend three to four seconds looking over your entire display. If your display is overly-complex or too elaborate your potential customers are going to forget what you are trying to sell and who you are. If you want to attract visitors to your booth just remember this acronym, K.I.S.S. - Keep It Simple Stupid. Focus on simple, yet, unique messages that will grab people’s attention and make them want to stop at your booth. Once you have grabbed someone’s attention you can further explain what you do and the services your company offers. Be simple, yet unique.

Just K.I.S.S.

When choosing which employees will tend the booth at your next trade show event there are several key components to consider.

1.) Trade shows are expensive. Just because several of your employees might express interest in going doesn’t mean they should. Your company will already be dropping a great deal of money on the display itself. If you’re attending events that are out of town you have to add hotel and air accommodations as an additional expense. Don’t put unnecessary people behind the booth. It will only cost you more.

2.) Stay close to home. Participating in local trade shows is the best way to give everyone in your company the same experience while also saving your business money. This will also keep you from having to pick and choose between employees- everyone wins.

3.) Personality, Personality, Personality. Whoever is manning your booth needs to be a “people person.” They should be smart, articulate, energetic, outgoing, and professional. You want someone who represents your company and your brand.

4.) Dress the part. Even if your trade show display isn’t top of the line, your employees can still look their best. Staff members who carry themselves in a professional manner, both in the way they act and dress, will certainly outshine any flaws in the display itself.

“Green” Light Boxes Save Energy and Increase Performance -

Richmond, Virginia - May, 2007 - With the green revolution currently consuming the country; the prospect of new energy saving technology has become more appealing then ever. Exhibit Warehouse, a trade show and graphics company based out of Richmond, Virginia, has made it part of their mission to create award-winning trade show exhibits while continuing to protect the environment.

As the trade show industry continues to become an increasingly important marketing tool for small businesses and large corporations the need for eye-catching displays is on the rise. Unless company’s can create a display that will “wow” their audience their time and effort can often times go unnoticed. High quality graphics and effective lighting techniques are critical in gaining an audiences attention and mesmerizing them in a trade show display.

Exhibit Warehouse’s new line of low power, high brightness LED light boxes are not only environmentally friendly but they also give exhibits an edge over many of their competitors. LED lighting is lightweight and easy to transport. Designed in America and manufactured in China, this new technology consumes one third to one fifth of the power of opposing tube-based systems while emitting far less waste into the atmosphere. In addition, LED technology has a ten year life expectancy compared to traditional tube systems which may only last one to two years. Finally, disposal of LED light boxes are low impact compared to the mercury and gas found in traditional tubes.

With environmental issues currently in the limelight, the demand for products such as LED lighting from Exhibit Warehouse is at an all time high. This new green technology is not only environmentally friendly but it will also put your company in the spotlight at any trade show or convention.

For any business, it is crucial to market yourself and your “brand” to a target audience. One way this can be achieved is through direct response marketing, which is a form of marketing that is designed to achieve a direct and immediate response. Obtaining an immediate reaction can be especially important when it comes to trade show displays. Your first impression is often what detours or attracts future clients. But how does one attract the right potential clients for their business; their “brand.”

This is where direct response marketing comes in…

Targeting the right audience is one of the most important aspects of direct response marketing. In fact, experts calculate that 40% of the battle in obtaining the desired response is based on the clients you are trying to attract. Targeting customers who have no interest in your business is only a waste of time and money.

For example, we created brochures that are exclusive to a specific kind of business. We send out targeted brochures to architect firms as well as separate brochures to automotive based companies. Narrowing our focus allows us to concentrate on the specific needs of our customers.

Once you have determined the demographics of the customers you are trying to reach, it is important to extend an offer. What better way to get business then to give your clients incentives for working with you? Extending an “offer” is an additional 40% of achieving a direct response. The offer has to be something that your clients will be eager to partake in, and usually should include an expiration date, not to far in the future. Testimonials are a great way to make your prospects feel confident with your products and services.

Making an offer can be as simple as saying “Buy One, Get One Free,” or “Buy today and receive an additional 25% off purchase.” The point is to get noticed and make someone want to do business with you. Saving money is appealing, and can often help when initiating that first sale.

The additional 20% of direct response marketing comes from your creative execution. This could be creative mailings, infomercials, e-mails etc. Make yourself stand out. Make your brand stand out.

Marketing your business is not only important when it comes to trade shows, but it is also important in the everyday interactions you have with your clients. Be sure to record the response that your business gets from these newly implemented techniques. You can constantly update and correct your marketing goals in order to gain more business.