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The Subtle Lures of Great Trade Show Displays

By Chris A. Harmen

These days, pulling potential customers to your trade show exhibit is no easy task. As people pass by your display, you have only a few sections to capture their interest amid the cacophony of lights, sounds and crowded aisles that are part of every large marketing event.

Trade show displays that gather a crowd will have some ingenious aspects that draw people to them on both a conscious and even unconscious level. With a little extra imagination and willingness to step away from the ordinary, you can have the same.

Think Round And Open Trade Show Displays

Modern Western culture has an affinity for perpendicular angles. It's the basis for our homes, our office buildings, our land plots, and many of our roadways. Consequently, standard trade show displays are generally square or rectangular.

Now consider how you'd stand out from the competition if your exhibit had curves. Something as simple as a round, 360 degree banner and a round or oval table will make people notice you and consider that perhaps you have something innovate they need to investigate. A round table also allows for easier flow as people view your products or demonstrations.

For an even bolder look, skip the walls in your exhibit and create an open display. In addition to being eye-catching and different, people have more room to maneuver and you have the space for additional, dynamic advertising that's not limited by walls or a square space.

Employ The Third Dimension

We often forget that trade show displays can utilize space above them as well as the space on the exhibit floor. If the building code allows for it, hang a banner or some other promotional materials from the ceiling above your display. Studies show that looking up can produce feelings of curiosity and amazement which will make people want to know more about your company.

Capitalize On Colors

It's been proven that looking at colors will affect people's emotions in different ways. This subtle communication technique is great for creating a certain mood in show attendees so they more readily and easily connect with your message.

What follows is a very brief description of what each color represents. Incorporate a color or colors into your graphics and overall display design based on your goals for the trade show.

• Red Inspires passion, excitement, danger and fierceness; best for border areas

• Orange Creates energy and enthusiasm; too much can overwhelm your prospects

• Yellow A very happy color but also can represent caution

• Green This is the color of revitalization and recreation that helps people feel at ease

• Blue A calming color, too much of which creates a sense of sadness

• Purple Represents old-world nobility and majesty; not a popular color today

• White Speaks of purity and organization

• Black Some think this color is classy, but it actually creates feelings of emptiness and negativity

Interactive Concepts

These are only limited by the imagination of your or your trade show team. Some very effective ideas have included a classic video games contest, a clear-sided safe with an expensive prize inside that can be won by whoever guesses the correct code, and free massages. A relatively new idea is setting up an oxygen bar at your booth that's customized with your message and/or logo where attendees spend a few minutes getting refreshed.

However you choose to get people to notice you, remember that the goal is to get the person's information so you can make your pitch then and there or follow up later, and that a bit of innovative thinking can generate prospects time after time.

For creative, well-built trade show displays, look no further than Skyline Canada. Their innovative, out-of-the-box designs will consistently pull prospects to your displays and push your lead generation over the top. Visit Skyline's website to see all they have to offer!

Article Source: http://EzineArticles.com/?expert=Chris_A._Harmen

The Making of a Small Business - Don't Forget to Put the Brand in Your Business Plan

By Lance Winslow

The other day, I was discussing the importance of branding for even the smallest of companies. It makes a huge difference. Now then, myself, well, I consider my business acumen to include the tile of "branding expert" but then again my acquaintance, a web designer and fashion magazine publisher, is as well. My experiences have been in franchising, and I'd say between us we have enough knowledge to really set a small business person on the right footing. But that's not what this article is about, I am not trying to sell you any business marketing or branding services, I'd just like to talk to you about this for a few moments.

You see, we got on the topic of small time website entrepreneurs, many of them working out of their homes. Some of these websites are pretty darned classy I'll have to admit. It is of course their attempt at branding, and although they may show some notoriety, original thinking, and the beginning essence of branding many of them fall short. Worse, if they ever hope to scale up their operations, their brands are left flat, uneventful, and unable to take it to the next level. Going from a small blog like website which perhaps sells various wares online to a much larger e-commerce site with a corporate look is entirely a different thing.

This of course is good branding comes in. But mind you, it's not just websites, it's all of these small businesses that people start, grow, and then try to expand - they could use a little better branding help. It's much better if all of this is considered from the very start, even when penciling a rough draft for a business plan. You have to plan your brand, and allow your customers and clients to adopt your company brand and mission statement as a component of their life. If they do, they will continue to do business with you and promote your brand to all of their friends online, and refer you to their friends in the real world.

Some might say that it really doesn't matter, and I suppose if you are running a small dog walking service, or selling something very simple, then any personal brand will work out fine in the beginning, but not as you grow the business into something large it's important that you consider all this well in advance of even getting a business license, fictitious name statement, or starting a new company. Please consider all this and think on it.

Lance Winslow has launched a new provocative series of eBooks on Branding Concepts. Lance Winslow is a retired Founder of a Nationwide Franchise Chain, and now runs the Online Think Tank; http://www.worldthinktank.net

Article Source: http://EzineArticles.com/?expert=Lance_Winslow

Customer Appreciation: How to Increase Your Brand Image Without Using Your Logo

By Deb L Brown

When was the last time you received a gift from a company? They may have sent you something as a thank you gift or it may have been a promotional item. It might have been something that they were sending out to everybody like a calendar.

If you're going to send out gifts to clients, don't send a promotional product, like a pen with your logo and contact information on it. There's a place for these kinds of pens and that's at a tradeshow event. When you're giving something like that out to someone, it isn't a gift. A promotional product is all about you. It's about your business. A gift should be all about the recipient, not about you. An item with your logo on it is self-serving, and a gift should not be self-serving.

A gift should be thinking about the other person 100%. When you think about giving a gift, think about the person. Think about a way you can make them feel special. Think about what they would like to receive, and whatever you do, keep your logo off of it. Keep your information off of it. The minute you add your logo or your contact information to it, it becomes a promotional piece and it becomes self-serving. That takes away from the purpose of what makes your clients feel special.

If a gift is done right, it will create a buzz. Clients will be so delighted that they'll take a picture of it. They'll post it on social media and say, "Look what I got. This made me feel special." It gives them a reason to talk about your business in a good way, which can lead to referrals. If a gift is done right, it is going to cause them to want to stay with you and do more business with you. They will feel that you care about them, and that should be the real purpose of a gift.

Even if referrals don't come right away from social media, that good will of sending out a kind gift and showing your clients you care can still result in referrals. Later when they're talking to a friend who needs whatever it is you do, the first person they're going to think of is you, because you showed them kindness.

When you're going to give out gifts, make sure it's done from the kindness of your heart, make sure it's done thinking about the recipient and not thinking about you. Don't include your contact information. Don't put your logo on it. There's a place for those things. Those are called promotional materials and if you want to hand them out at a trade show, great, but don't send them as a gift to your clients. Make your clients feel special by sending them a gift that's just for them.

The ironic thing is, when you take your branding off of the gift, it still builds your brand image. People will associate the kindness and good will with your brand, and that is good for business.

Deb Brown is the founder of Touch Your Client's Heart, a client appreciation company. Touch Your Client's Heart believes the key to client retention and word of mouth referrals is as simple as client appreciation gifts, but it must be done the right way. To find out How to Make Your Clients Fall in Love With You, enter your name and email in the upper right corner at http://www.TouchYourClientsHeart.com.

Article Source: http://EzineArticles.com/?expert=Deb_L_Brown