Branding your trade show booth

I don't believe a day goes by where we don't talk ot our customers about brands and branding. So when I ran across the attached article I felt it most relevant to our industry and its marketers.

Savvy marketers have long understood the importance of developing a consistent image for their product or service that will stay etched in the mind of the consumer/customer. Brand names such as Sony, Coca-Cola and Microsoft are as familiar to many consumers as the names of their own family members. Although the adage is that familiarity breeds contempt, in the case of brand marketing, familiarity breeds loyalty, and with loyalty comes purchasing preference. And, there's no better place to perfect the branding process, and build purchasing preference, than on the trade show floor where your brand can be seen and remembered by hundreds of buyers.

Even before attendees reach the show floor, marketers have a number of opportunities to make them aware of their brand -- brochures, catalogs, pre-show mailings, advertisements and previous sales calls. But, during the show you also have a chance to build awareness of your brand through a medium you may not have even considered --your trade show booth. According to the Center for Exhibition Industry Research, tradeshow exhibits have six times the impact on purchasing of any other medium.

So, armed with that knowledge it makes sense to create a display that best utilizes your company logo, its color, marketing messages and brand. Make sure your logos and other brand images always appear consistently -- use the same letter fonts, colors, shapes, etc. The booth backdrop, stands, drapes, custom carpets, rugs and other elements should complement your logo. If possible, try color coordinating all of these elements to match your logo color, as a subtle, yet effective, reminder of your brand. Whatever colors, graphics and copy you use, remember that the booth's purpose is to advertise what your company is selling.

A Smash Hit Displays understand customers should choose a specific booth design with complimentary accessories in order to brand an image. Creating or expanding that brand awareness begins and ends at their trade shows. So, customers should make the most of their time and budget by positioning their marketing message effectively. We will be happy to create a memorable and effective branding campaign for your next show through the perfect trade show environment. That environment will consist of: pop up display systems, tradeshow signage, truss designs, fabric trade show displays, and lighted graphic booths.