Boost the “Curb Appeal” at your next trade show!
Have you ever thought about the similarities between the “curb appeal” of a home that’s for sale and that of your trade show booth? In both instances, the first impressions that newcomers have are crucial in determining whether they will stop, learn more and ultimately, if they will buy. Attendees at a trade show are going to make judgments about your company & products, based on your booth’s curb appeal (or lack thereof…) before they ever talk to you.
Here’s some familiar advice for increasing the curb appeal of a home, translated into ideas for success at your next face-to-face marketing event.
- “Have a welcoming entryway” – Just as you want guests to feel welcome in your home, you want attendees to feel the same in your booth. Visitors are more likely to enter a warm, inviting environment. Adding greenery/ potted plants & having professionally dressed staff will help with visual appeal. Also, as a general rule, you want at least 60% of the frontage open to avoid a perceived barrier to entry.
- “Keep it bright” – Lighting along the outside of a house enhances architectural elements, adding a decorative touch. Lighting in your booth ensures that your display is prominent & can be used to focus attention on specific messages.
- “Put on a fresh coat of paint” – Sometimes, a new coat of paint can help a house that feels ordinary or dated. Similarly, updated graphics could help to draw attention to your booth and better communicate your messaging.
- “Cut back on clutter” – Having too much clutter in a house, or trade show booth, creates visual noise that distracts prospects & keeps them from focusing on the benefits you’re trying to convey. Organize your literature & samples, and try to have at least 60% of the floor space unoccupied so your area won’t seem cramped.
- “Keep it clean” – Dust & dirt in a home make potential buyers wary of other kinds of neglect in the property. When you keep the elements of your display clean, free of dust & visually appealing, the “take away” for attendees will be that your company knows how to handle the small details.
- “Be in a great neighborhood” – While most homeowners can’t choose where their property is located and can’t influence how neighbors maintain their homes, you-as an exhibitor-can select where your “real estate” will be. Opt for a booth space in a section of the hall that will have good traffic throughout the show. If you’ve been to this particular show before, choose to be near neighbors who do not have loud/distracting displays, and stay away from those who construct displays that will block attendees’ ability to see you when walking the aisles.
- “Cut the grass” The ultimate tip for improving curb appeal is to keep the lawn in pristine condition. At a show, your choice of flooring and how well it is maintained will tell the client something about you. Choose a color/material that matches well with your graphics and pick something that’s comfortable to stand on. (Clean/vacuum the floor as needed.)
Focusing on these improvements before your next show could help boost the number of attendees that stop, and at the end of the day, the number of leads you walk away with.
We did our homework on curb appeal at the Advice section of Realtor.com.
What ideas do you have to impact the curb appeal of a trade show display? We welcome your comments, below!