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Making a company successful takes a lot of hard work, time and dedication. There are several details to attend to, but advertising is one of the most important. After all, your company won’t be in business if you don’t have business. Companies devote a great deal of resources to advertising and marketing. They create profiles on social media platforms, network and rely on word-of-mouth to bring in new customers and clients. While we live in a digital world, there’s still nothing quite like being able to interact with people on a tactile, face-to-face level that you just can’t get through a TV or computer screen. Trade shows are a great opportunity to not only connect with customers and clients, but to learn a few things as well. Attending a trade show ill-prepared could potentially cost you valuable connections and possibly even business.

Be Seen Before You’re Heard

Before anyone will interact with you, they have to know that you exist. Showing up at a trade show isn’t enough. You’ve got to engage a person’s senses. We live in a very technology-driven society, so one of the most effective ways to make a person stop and take notice of you is to enthrall them with an effective image. A banner display, custom display, panel display, pop-up display or tension fabric display is a great way to introduce your business without opening your mouth or passing out business cards. Think of a display like a preview to a movie or a poster for a movie. If it’s eye-catching and interesting, people who see the poster or preview will be more likely to stop, take notice and want to find out more. Having a simple table won’t cut it anymore. People are walking by, so you’ve got to make sure that they notice you and your company at eye level as they’re passing by. Having a table display is only effective for those who are passing close by and maybe glancing down. A modular or truss display can be seen by people from all of the way across the room.

What’s Your Business Style?

If you don’t have that much room at a trade show, you might want to consider a custom counter, kiosk or workstation with your company logo proudly displayed for all to see. Bigger isn’t always better and it isn’t always the most effective. It’s best if you think about what your industry is, what your particular business image is and the type of customers and clients that you’re trying to attract. What do you think they’d like to see? Something simple and flashy, or something on a larger scale? Tailor your displays to not only your specifications, but the specifications of your audience as well. Don’t be afraid to experiment and take chances. Going with one consistent image is great, but you might be able to attract an audience you never knew you had if you try something different and out of the box. Get some feedback from your existing customers; let them have a voice when it comes to your company image. Not only is this a good way to connect with your audience, but they’ll feel like they’re actively contributing to your company and its success.

In business, what you see is just as important as what you say and what you hear. A trade show display is like a house, and you’ll want your business house to look warm and inviting rather than intimidating or run-down. A trade display isn’t just about what people see, it’s about what they feel.