Our client required Court Decals, a great opportunity to recognise their sponsors. Floor Decals can be adhered to many substrates such as Windows, Walls, Concrete, Carpet, and many other applications and can be Clear, Removable, Permanent, Blockout, or Translucent. Selby’s were there to manage the project from concept, print to installation.
At Selby’s, we have recently partnered with The Presidents Cup, an international golf tournament with worldwide coverage to deliver over two hundred 3m market umbrellas and 6,600 square metres of mesh used on grandstands, fences, and hoarding around the Royal Melbourne Golf course.
To meet our client’s specifications, the mesh had to be custom made specifically for the event which was time-critical.
The umbrellas also had to meet a high standard that reflected their sponsors and prestige of the event.
Studies have shown that first impressions have a high correlation with the long-term status of a relationship. In a trade show, you only have a few seconds before a prospect makes a decision to approach or walk past your booth.
According to the Huffington Post, it takes only one-tenth of a second for someone to form an opinion about you and your booth so make sure it counts.
We’ll cover colours and lightning in the next few points.
Another unique way to make your booth look approachable is offering free WiFi to your prospects and a place to charge up their phones. This not only brings them in, but it also builds karma points.
4. Colours attract people
In a trade show, you will be competing for attention with other trade show booths and one way to stand out is with bright sharp colours. Picking the right colours that align with your brand is a must for any trade show booth.
5. Explain your UVP in 3 seconds
What’s your unique value proposition? What makes you stand out from the 100 booths that are exhibiting in the show? When a prospect walks past, will they know what you do in 3 seconds or less, or do they have to stop and figure it out? If it’s the latter, it’s back to the drawing board.
One design to avoid on your trade show booth is a paragraph of text. No prospect will stop to read your 500-word article on the graphic print on your booth.
When it comes to designing your trade show booth, less is more. Make sure that the message that you’re trying to get across is as clear and concise as possible. You don’t need a paragraph of text to get your message across.
Another way to get your message across is to make your message big. Use large bold fonts to grab the attention of prospects from another booth. Another design disaster is placing your message on the bottom. The best area to place your message is at eye level.
According to Tim Patterson, the ultimate goal of your trade show display is to attract the right prospects with a clear and concise statement.
Tip: A picture speaks a thousand words. If you can’t squeeze your UVP and make it understandable in 3 seconds or less with text, images, or maybe even videos are your best friends.
6. Let there be light
One way to fend off prospects is to make your exhibition stand dark with no lighting. It gives off the vibe that they are not welcome into your booth. It’s important to strike a good balance between what’s dark and what’s too bright.
On lighting, if you’re promoting a new product or product line, use spotlights to highlight those products so prospects can actually see them. With spotlights, they will also know immediately that these are your latest products.
7. Materials are important too
This is often overlooked by most exhibitors but the material does make a huge difference in how your prospects view your brand and products.
If you’re a technology company, using materials such as acrylic and aluminium will give your brand and product a more modern feel to it
If you’re an organic farm company, materials like wood might work better
8. Have a meeting area
Allocating a small area in your booth as a meeting area might be helpful if your product or service requires a longer time to explain. A simple meeting area would consist of a small round table with chairs.
The majority of printed displays such as brochures, leaflets, and pull up banners are very sales-oriented. It’s either “50% off all our products. Sales end Sunday” type of brochure or a brochure listing all products with their prices.
Based on my experience, 99% of the time when I get these types of brochures it’s going straight into the bin within the next 5 minutes and the next day, I would’ve forgotten the business.
Most brochure printing companies charge between $0.50 to $1.00 depending on the quantity of your order. Technically, you’re paying $1 for less than 1 minute of your prospects’ attention. That doesn’t sound like a good investment. The reason for that is because of the alternative which is banner ads.
According to TubeFilter, you can buy 1000 of your prospects’ attention for $7.60 (2014 numbers) on YouTube. Assuming you bought 300 brochures for $300 and if you would spend $300 on YouTube ads, you could’ve bought 39,473 attention spans.
So…are brochures dead?
The answer is no. People still like to hold something physical in their hands compared to seeing something on a screen. The challenge here is giving them the brochure and making sure they keep it in their back pocket for a long time.
And we don’t keep “30% off sales brochures” in our back pockets, do we? We keep things that we think we need in the future and those are usually educational materials.
The answer here is to make your brochures educational. Your brochures should be telling your prospects “I’m going to make your life better.” not “I’m going to take money out of your pocket.”
Laing+Simmons is one company that is using its brochures very effectively.
Here’s an example:
Selling real estate is quite a complicated process especially if it’s your first time doing it but their brochure actually explains to their prospects the steps involved in selling one.
Laing+Simmons isn’t talking about themselves in the brochure because the sales process can be applied to other real estate agents too. When a prospect gets this, they know Laing+Simmons actually know how to sell real estate compared to the real estate agent next door with brochures saying “We got over 20 years experience. You can trust us.”
Let’s assume you’re getting brochures for your digital marketing agency.
Step 1: Find your target market
Who are your buyers? For digital marketing agencies, it is:
Brick & mortar business owners
Other marketing agencies who are looking for resellers
After you’ve defined who your buyers are, you want your message and design to align with them.
Step 2: What benefits would spark their interest
When someone is looking for a digital marketing agency, they are mainly looking for results in either their traffic, keyword rankings, sales, etc. So make sure your brochure talks about how your audience can achieve those benefits.
Teach them how to set up a PPC ad.
Teach them how to start SEO-optimizing a website.
Show them what a full-stack digital marketing plan looks like.
Show them the results of past clients with pictures and numbers.
Tip: If your benefits statements are too long, a link to a blog post would be a good idea.
Remember the Laing+Simmons brochure at the top? Their brochure teaches their prospects the process on how to sell a house. After reading that, their prospects could have gone out on their own to sell the house without Laing+Simmons.
Step 3: Design for 8-year olds
“Any intelligent fool can make things bigger and more complex. It takes a touch of genius – and a lot of courage to move in the opposite direction.” – Albert Einstein
“It takes a lot of hard work to make something simple.” – Steve Jobs
Here are some points to make your brochure as simple as possible:
Make sure the important points are either at the top or highlighted
Keep your sentences short
Use simple words that even an 8-year old can understand
Pictures speak a thousand words
Organise your brochure with headings and bullets
Here’s an example of a brochure design to avoid:
Why this is bad: Not organized. Too much text. No relevant images.
What a good brochure design looks like:
Why this is good: Sections and text are organised. Numbers, numbers, and numbers. Relevant and professionally designed graphics. Good flow from left to right.