Use Words to Attract your Audience

Use Words to Attract your Audience to your Trade Show Booth

Every word can have a positive or negative impact on your marketing efforts, especially at trade shows… whether you are creating large graphics, sales material, pre-show marketing campaigns, or talking directly with a prospect.

Since exhibitors have less than 6 seconds to attract attendees to their booth, consistently choosing the “right” words becomes very important.

Below are a few proven marketing words to help you communicate more effectively and accomplish your goals at your next trade show.

#1: “YOU”

This is one of the most important words. Using the word “you” makes it easier to connect to your target audience and draw a direct line from your products/services to how they can provide a solution to your potential clients.

Selling is never about products or services.  It’s about the benefits that are meaningful to your target audience.

#2: “SAFE”

Whether you are dealing with money, health, personal well-being, technology or manufacturing, touting the safety of your product or service is important.

Potential clients do not want to take high risks to address challenges or needs with which they are already dealing. They want a trustworthy, easy solution so they can stop worrying.


It is important for prospects to connect your product or service with the results they are hoping to achieve.

Prospective buyers are looking for one thing: Results. You must communicate the results your products/services provide in all aspects of trade show marketing.

Although these three words are simple on their own, by adding them to a well-constructed message on your display graphics, in  your pre and post show marketing communication, on your sell sheets, and in verbal interaction with attendees, conversion rate and ROI will definitely improve.

Good luck!

Written by Francine Brooks, President of FB Displays & Designs, Inc.

Start Your Trade Show Season Right

As the New Year dawns upon us, so too rises another Trade Show season. Hopefully you are refreshed and relaxed from the holidays, and can approach the upcoming year with a fresh outlook and a positive attitude. Whether you attended one show or a dozen, now is the time to recap and review what worked and what you need to improve upon the next time around.

As a reminder, here are several essential points to consider in planning your yearly Trade Show strategy:

What do you hope to get out of the trade show experience?

  • Are you focusing on promoting or launching a new product?
  • Who is your target audience?
  • Is it time to consider an International show, which is a great forum to reach exhibitors and attendees from all over the globe?
  • Is a National show, which attracts targeted attendees from a 300-mile radius and beyond, a better approach for your company?
  • Don’t discard Regional and Local shows, which attract attendees from the immediate vicinity.

When choosing a trade show, make sure that it is within your budget, in a serviceable location, it occurs at a convenient time, and attracts your target audience.

To help you in your trade show planning process, please click on the image below to help you find the right shows for your company:

Remember to choose the shows that will give you the best return on your investment!

The Top Five Reasons to Exhibit Now

Today we are featuring a helpful article from
Tips for Exhibitors in a Changing Economy 

Tradeshows are valuable sales and marketing vehicles to generate business through qualified leads and build brand awareness and relationships.

“However, with shrinking budgets and an uncertain economy, executives may be inclined to increase scrutiny of their trade show program,” says Rob Murphy, chief marketing officer, MC2.

To help marketing executives justify continued investment in tradeshow programs, MC2 has five top reasons to exhibit and maximize tradeshow participation in a changing economy.

1. Connect with more customers in less time
Tradeshows are one of the most efficient methods of marketing. It is an opportunity to connect with a lot of customers and specifiers in a short amount of time in one location. This focus translates into efficiency of time and effort, and therefore, dollars.

2. Uncertain times mean serious business
During an uncertain economy, budgets may tighten, but the need for new products and services does not necessarily stop. People attending tradeshows are serious about doing business; by not being present companies risk missed business opportunities. Think in terms of the quality not quantity of the tradeshows in your program.

3. ROI is not a luxury
Tradeshow impressions, contacts, leads and sales have measurable results with an actual value. Overall costs are easily computed. When reporting results to upper management and boards of directors, ROI is not a luxury, it is essential.

4. Showcase your brand without competitors
Consider exhibiting at a vertical tradeshow. This allows your brand to connect with a specific audience without the distraction of your competitors. For example, a high-end auto brand exhibited at the Consumer Electronics Show, which put this luxury vehicle in front of a huge, affluent audience.

5. Greater Risk in Being Absent
Consider the long-term effect of not exhibiting at tradeshows. Especially in a bad economy, being absent from key shows instantly makes you a non-player in the field.

What You Can Do Now
• Before you reduce the number of tradeshows from your budget, quantify and qualify your investment. Why are we cutting our tradeshow schedule? Why are we not benefiting from our tradeshow participation? What are we not doing right?

• Establish a process for following up sales leads to get the most out of your tradeshow experience. Are you using all the necessary tools to measure and weigh results properly? Are you gathering and analyzing the right information?

• Engage staff and clearly communicate your company’s strategy to ensure everyone is on the same page. Do you mandate staff training in order to run a well-choreographed, efficient show?

• Consider the architecture of your exhibit to enhance each visitor’s experience with your company and its brand. Are you using or incorporating rental property in your exhibit? Is your booth design consistent with your branding and messaging platforms?

Turning Booth Visitors into Leads Pt.1

The driving factor behind exhibiting at a trade show is to generate new business for your company. According to the attendance survey done by Exhibit Surveys, 80% of trade show attendees either recommend or handle purchasing for their companies, and 47% of them are looking to buy within the year. While those numbers are good, considering the cost of exhibiting and having your competitors sharing the show floor, you cannot afford to waste the opportunity to show off for potential clientele.

Pre-Selling Yourself

Winning over attendees to your company shouldn’t start with the first day of the tradeshow. The sooner visitors know who you are, where you are, and what you offer, the better your chances in earning their business will be. A good way to start off your trade show campaign is by utilizing direct mailings. Usually, your event organizer can provide a list of people who plan on attending the show and their contact information. Here are a few tips to help your mailer stand out from bills, junk mail, and what not:

  • Sort out your target audience from the list of attendees
  • Tie your mailer theme into your display design
  • Tease people with what will be at your booth, make them want to come see you
  • Tell about a special offer at your booth: a contest, a product demonstration, a guest speaker
  • Include a small promotional item to tie in with another at your booth: i.e., pen in mail, notepad at booth
  • Make your mailer noticeable with an unusual size or shape

You will also want to rehearse the pitch you will be giving to attendees as they meet with you at your booth. On average, you will have 30 seconds to pique the interest of the people you will talk to, so don’t waste time on useless information. You will also never want to be caught off guard by not knowing what to say next. To avoid the dreaded “ummm” word, here are some ideas for what you and your staff should be versed in:

  • What sets your company apart from the competition?
  • What are some examples of how you’ve helped clients’ needs in the past?
  • Are there any new services or products you are showcasing at this event?
  • How do you handle and solve customers’ issues and problems?

Also, it’s a good idea to plan ahead of time how you want to collect visitor’s contact information. Since you don’t want to be stuck relying on your staff’s memory, here are a few options you can use:

  • Write a short survey asking open ended questions that key you in on what a lead wants and how your business can help that lead’s needs
  • Create a Lead Card to gather detailed information about contacts
  • Collect business cards, either by hand or by means of a drop box
  • Rent or buy a scanner to electronically collect data from attendees’ ID badges

Drop by Wednesday to read about helpful in-show tactics.

Design 101

When you are showcasing your company at a tradeshow, your booth represents who your company is, what you have to offer, and why you’re different from your competition. At best, you’re going to have only a few seconds to catch attendees’ attention and draw them in. While this may seem a daunting task, there are a few design ideas you can keep in mind to make your booth a worthwhile stop.

Know Your Audience:

  • Find out who is attending the trade show and why
  • Decide whom you want to attract
  • Appeal to your target market to generate booth traffic
  • Don’t market minivans to bachelors if you know what I mean

Your Display is a Giant Billboard on the Show Floor:

  • First thing visitors will see is the top of your display, at a distance
  • Fill it with your company name or logo, or even a representation of your service or product
  • Design it large and clear enough to be seen from 10-20 ft

The Whole Display Matters:

  • Highlight the important details that make you unique
  • Less is more, avoid unnecessary words or images
  • Place important elements at eye level, they’ll be seen naturally
  • Use neutral or complimentary colors for a background to make your company’s images and colors stand out
  • Don’t be afraid to break the mold

Extra Extras:

  • Use monitors or projectors to catch people’s attention
  • Lighting can be used to highlight areas of interest
  • Backlighting or spotlighting accentuates designs
  • Sound can set a mood for your visitors
  • Create your own environment away from the hustle, bustle and chatter of the show floor

In creating a design scheme, it is important that all aspects of your booth share the same look. From your graphics, to your marketing handouts, to the clothes your staffers wear to even your giveaways, everything should flow together to create a feeling of unity. It should be created around your company, your brand, and should give attendees a distinct feeling of who you are. The essence of any good design should boil down to a phrase, a word, an image, or even just a feeling that will last with an attendee. And remember, just because you are fond of something, doesn’t mean your customer will be.

Renting vs. Purchasing a Trade Show Display

rent or buy

With the trade show season quickly approaching, now is the time to make plans for your display. Your booth design is the most effective way to attract visitors, and having an impressive display can be just the thing to generate that flow of traffic you’re looking for. Owning a custom-made display is ideal for most, but there are also reasons to consider the option of renting a display.

Why you should rent:

  • One-time need. You only need the display for a one-time use, and it would be a waste of money to invest in a display that will never be used again.
  • Lower cost. Your budget is tight and now is not the best time to invest in purchasing a custom display. You want to spend your marketing money elsewhere, such as on samples or promotional items.
  • Overlapping shows. Your primary company display is already reserved for the time you need it.
  • Less maintenance. Most display companies will install and dismantle the display if you rent from them (especially if you rent from a company within the same area of the event). You also won’t have to worry about shipping or storing the display.
  • Flexibility. A rental often allows for the capability of changing display (graphics or hardware) from show to show, to fit the unique requirements of each trade show and the attendees.
  • Experimenting. If this is your first time attending a trade show, you may not be sure what sort of display will work best for your needs. Even if you have attended many shows, there are so many different display types and sizes, it’s a good idea to “test drive” the ones you like in order to see which is right for you. You can also monitor how successful each booth type is and, when the time is right to purchase a custom display, refer to your experiences from renting.
  • No commitment. If the display turns out not to work for what you need or want, no problem. You aren’t stuck with it for the next five years, as you likely would be if you had purchased it.

Why you should purchase:

  • Consistency. Purchasing a custom display will create a consistent brand image and allow your company to be easily recognized at all your events.
  • Availability. Whenever the display is needed, you’ll have it. You won’t run into a situation where the display you normally use is unavailable because another company has already booked it.
  • Attending several shows. If your company attends several shows every year, it will be a better deal in the long run to purchase a display.
  • Customized. Every detail about a purchased display can be specified for your company. Colors, sizes, shapes, accessories, etc., it’s all up to you!
  • Unique. Because it is designed to your specifications, you will have a one-of-a-kind display that can set you apart from others.

Evans Bank goes green with versatility

Buffalo, NY- July 13, 2010. In an effort to differentiate itself from competitors and adopt a green approach, The Evans Bank once again partnered with FBD2 to revamp its existing aluminum extrusion trade show display with new graphics.

Multiple sets of graphics were produced to reflect different groups associated with Evans Bank including Evans Agency Insurance, Combined Financial Services, Richardson & Stout Inc., Tompkins Insurance Agencies Inc., and Slone Melhuish Insurance. With a focus on green efforts and sustainability, some of the graphics were printed on recycled, eco-friendly material. The final result re-enforces Evans Bank’s current branding approach.

Since 1920, Evans Bank has valued its position as a community-based financial institution, dedicated to fostering relationships with customers and the communities it serves. Through its affiliate companies, The Evans Agency, Evans Investment Services, and Evans National Leasing, Evans Bank is able to offer a suite of products and services that are tailored to meet the needs of both retail and business customers. (

FB Displays & Designs, Inc. provides full service event marketing solutions, from custom exhibits and modular displays to trade show material and design services. The company, which is “Certified Woman-Owned,” is a member of the Amherst Chamber of Commerce and the World Trade Center Buffalo Niagara, and the president and founder, Francine Brooks, is a member of the National Association of Women Business Owners and sits on the board of the Center for Entrepreneur Leadership at SUNY and several other advisory boards.

For information:
Phone:            (716) 635-0282