It is nice to be an attendee rather than an exhibitor sometimes. I love to walk the show floor and see how other companies present themselves in their booths. Some of the booths are brilliant, memorable, and engaging. But the majority of exhibitors have yet to figure out the magic formula for creating signage that attracts the eye of the aisle dwellers who may need your services but not realize what you do because of poor signage.
As an exhibitor, we realize that we only have a few important seconds when the eyes of the aisle dwellers will glance at our booth and quickly make the decision to stop and talk or walk on by. We know that the message on our signs, the posture of our team, and the environment in our booth will guide the attendees decision. But signage sends our message, so lets focus on signage and the message you are trying to deliver.
Consider that the message you send needs to do three key things.
1) Attract the RIGHT buyer
2) Explain the product or service you are presenting
3) Engage the buyer to try your service or product, or engage with you in some way that leads toward the next step…a SALE!
However, YOU NEED TO DO AND SAY ALL OF THIS IN LESS THAN 15 WORDS!
Not easy is it?
Here are some example do’s and don’ts for the message your signage needs to convey, and the thoughts going through the mind of the attendee when they read it’s message.
Signage DON’T: “Where the best are baked and served fresh every day.”
Restaurant Owner: The best what? For whom? Why should I believe your claim?
Signage DO: “Cakes your restaurant is proud to serve. Over 15 varieties. Free samples today!”
Restaurant Owner: I need cake! And I do have a restaurant and I am proud to serve only the best. My needs are unique and I see you offer a variety of options. Yay…free samples to try so I can see if I like your cake enough to buy it for my restaurant!
AUDIO VISUAL COMPANY
Signage DON’T: “Innovative technology and flexible solutions for the best in the industry.”
Sound Engineer: What do you do? The best at what?
Signage DO: “Don’t just hear the sound…see and feel it for yourself! Try it now!”
Sound Engineer: Wow…what do they mean by see and feel the sound? I am curious. This is definitely something for me! I can’t wait to try it!
Signage DON’T: “Weaving our way across America into homes and businesses everywhere.”
Carpet Store Owner: So…why should I care? What makes you different?
Signage DO: “The softest carpet that does not stain…guaranteed! Touch and test it today!”
Carpet Store Owner: My customers always ask for soft carpet but need stain resistance too. This would be perfect in my store. I need to check this out myself so I can be confident in their claim.
Overall, if you understand what your target buyer needs to know to make the decision to step in your booth, then you can create signage and demo’s that will engage new buyers to check out your product. Your brand and company mission statements are secondary.