Here at Display America, we talk a lot about designing exhibits that are brand-driven and customer-focused—but what do those buzzwords mean, anyway? And what do they have to do with a successful trade
show exhibit? Read on to learn more about this strategic approach and how you can incorporate it into your next event.
Brand-Driven Exhibits Communicate Who You Are
Before you can design a brand-driven exhibit, you have to start by defining your brand. Your brand is your company’s unique “voice” that sets you apart from the competition. Your logo, color scheme, and font choices are all examples of branding elements. Your brand also includes your photography style and tone of voice. Each of these visual elements should reflect the heart of your company and will communicate what customers can expect from working with you—such as a fresh and innovative approach versus one that is classic and timeless. Once you decide on a look and feel for your brand, it’s important to stay true to that brand. This not only applies to your exhibit, but also to your website, printed materials, email signatures, and more. By staying consistent, you’ll boost awareness of your company and build brand equity for maximum return on investment from all your marketing initiatives. Of course, there’s more to designing a brand-driven exhibit than using your company’s logo and colors, though that’s certainly an important start. A well-designed exhibit will go above and beyond that minimum requirement to offer an experience that allows visitors to immerse themselves in your brand. From your event theme to your follow-up with attendees, every decision should reflect and reinforce your brand’s unique message.
Customer-Focused Exhibits Form Emotional Connections
As important as it is to look inward at your company’s brand and message, it’s also important to spend time looking outward towards your target audience. A successful exhibit starts with a thorough understanding of your ideal customer and the attendees you can expect to meet at your trade show or event. This includes defining the age range, gender, professional background, and income level of those with whom you hope to connect.Once you understand who your customer and event attendee is, you can begin to fully analyze them. The information you compile is called customer intelligence and attendee intelligence. A thorough analysis will help you understand not only who these people are, but where they spend their time, what their top priorities are, what pain points they’re looking to solve, and more. A professional exhibit consultant will take all of this information into account to design an experience that will resonate with your target audience. Instead of guessing what your audience wants to see and hear, your design can and should be built around scientific data to help your company form emotional and lasting connections with your customers. Only then can you truly maximize your trade show ROI.
Custom Exhibits Maximize Your ROI
Designing a successful exhibit is both a science and an art. A good strategy starts with the science of brand and customer analysis, then uses that information to form connections with customers in an artistic and memorable way. Creative decisions rooted in proven analysis are the key to emotionally connecting with event attendees who will remember your brand long after the event comes to an end.
Brand-driven, customer-focused events, exhibits, and experiences take companies beyond the defensive strategy of attending an event simply because one’s competitors are doing it. A carefully designed exhibit will break through the advertising noise, boost brand awareness, and make memorable impressions on all who encounter the brand. The result? You get the best possible return on your investment.Do you need help designing and implementing a trade show marketing strategy that is brand-driven and customer-focused? Let us help. Contact us today to speak with one of our trade show specialists.