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Branding and Corporate Identity: Trade Show Marketing 101
- Present a coherent corporate image
- Think beyond company colors and logos
- Consider a theme
- Hire a speaker to present at your booth
- Hanging signs are an excellent method of getting your corporate branding noticed
When designing your trade show booth, it is critical to present a coherent corporate image. Every element of your booth, including booth design, graphics, signage, promotional literature, color scheme, and giveaways, must be united by a recognizable signature that is unique to your company.
Think Beyond Company Colors
Company colors and logos can easily be incorporated into your trade show exhibit and carpets, and can be imprinted on your promo items and literature. Thinking beyond company colors, color can be used to reinforce a corporate identity. Suppose your company is technology based. In that case, you may wish to employ a metallic silver or gray color scheme in order to suggest scientific progress and the spirit of the future.
If you decide to go with a themed booth, try to keep it consistent with your company’s image. Think about an anniversary year tie in. For instance, if your company was incorporated in 1926, you might consider a roaring twenties theme to commemorate eighty plus of service. Your designer can easily create an art deco display for your booth. It doesn’t have to be too elaborate, just enough to suggest a theme. Period clothes can easily and inexpensively be rented from any local costume shop. Attendees visiting your booth will associate your business with stability and longevity.
A few years ago at EXHIBITOR, a trade show for the trade show industry, an exhibit manufacturer created a park-like theme with grass, park benches, and statues. The theme emphasized that working with the manufacturer was easy and carefree, “Like a Walk in the Park.” The theme was well received because the depiction was accurate and a clever depiction of a familiar cliché.
If you hire a speaker to present at your booth, again make the choice consistent with your company image. Consider a local author who has written a book about your industry. Most authors will jump at an opportunity to promote their book and are accustomed to public speaking while on book tours. A timely tie in with a thought provoking book will stimulate discussion and interest in your booth.
Walk through any trade show and you will see attractive hanging signs throughout the convention center or pavilion. Hanging signs are an excellent method of getting your corporate branding noticed. They come in two-dimensional and three dimensional shapes, such as circles, pinwheels, and tapered triangles. There is no better compliment than when a trade show attendee says, “I saw your company’s sign when I walked into the hall and wanted to hear more about your product.”
Consistency is the key when planning your booth. Make sure all elements of your booth include some clue, visual or otherwise, to your brand or identity. A unified presentation will make an indelible impression on your customers.
For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.
Mel White, CEI
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