The primary objective for you or your company should be brief and straight-forward, such as: ‘Get a television deal.’ or ‘Secure a licensing agent.’ Whatever it is, be specific and certain of your intentions and what you are investing your time, money, and efforts in. To make this happen, think about all the reasons you originally chose to attend the trade show and write a list of the goals you want to achieve. Then make sure that those points are adequately expressed in your overall vision of the booth AND precisely communicated. In the initial planning stages, I suggest you decide what your specific goals and priorities are going to be and what exactly you are attempting to accomplish through attending the trade show. It simply takes laser focus.Ī clear branding message in your booth should include the following information, woven into an understandable and exciting display: It’s not that complicated or difficult to create an awesome booth which gets you plenty of attention and deals. Those passing by your booth want and need to be able to rapidly obtain your information-before committing to stopping-and it’s entirely up to you to provide it! I just have to say directly that it’s not my (or anyone else’s) job to try to figure out what you do.
Who and what they were, as well as what they were offering me was not easily understandable, so I walked right on by without a second thought. I can’t tell you how many times I have walked past a lovely booth, complete with graphics, flowers and great attention to detail, but their primary message was left unclear. No pressure, but the reality is, you only have about 2-3 seconds to capture their attention. It is best expressed as the first and most prominent visual communication of your booth, and it must be designed to quickly catch the eye of your target attendees. This primary message is vital to everything you are trying to accomplish at the show. However, in my 20 years of attending countless trade shows, I have found that one of the biggest mistakes properties and artists make is not being very specific and clear in who they are, what their business is and what they do. Remember, you never know who you are talking to. They need to be friendly and approachable, while at the same time exhibiting consistent professionalism, knowledge and sincere interest in both your property and whomever they are speaking with. It is also essential that you develop a well-trained and fully prepared staff. Rinekwall Won Licensing Expo’s 2014 ‘One to Watch’ Contest
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