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You have just 3 – 5 seconds to get your customers’ attention and motivate them to act. Think of a highway billboard when planning and designing your exhibition signage.
K.I.S.S Keep it simple and spectacular
What are you trying to say? Edit and re-edit to ensure it’s concise and crystal clear
Don’t write a novel
Keep it brief and to the point. If you have more detail, direct them to your website or social media channels
Go BIG or go home – think about a highway billboard
The most effective signs are made up of two to five words maximum, I suggest a minimum height of 300mm. Also consider where you use your signage. If it’s an overhead banner, it needs to be at least 500mm high. Also, consider the walls and flooring – graphics and words on the floor can have a real impact
Hierarchy of message
The most important message needs to be at the top. If you have a longer message use headers, subheads and body text to create the flow
Simplify fonts and colours
Straightforward fonts are best, avoid italics and script fonts. Use a bold plain colour – black always works and doesn’t conflict. The hero needs to be your product so don’t overdo colours and textures on backdrops
Digital
The use of moving messages, a PowerPoint presentation or video content can have a real impact. You can feed your social media too if appropriate. The great thing with digital is you can make changes and updates on the fly to meet the needs of the audience
Use icons, infographics or a picture
As they say, a picture is worth a thousand words!
One enlarged picture can have a real emotional connection. Icons and symbols are also a good way to express aspects without using lots of words
Create thought!
Think about humour or unexpected signage that captures their attention – without alienating your audience. If you get it right, they may take a photo and share it, giving you extended exposure.
Make them act
Exhibition attendees are looking for a show experience. If you have a demo and seminar, promote it as you want them to act on it. One technique is to ask a question, “do you …” then encourage them to do something on social media to share.
The message is simple … say less but stand out more. Getting the message right can really affect your results at a show, so take time to work on it and get it right. You may need to change it for each show as your audience could differ slightly, but the time invested is well worth it. The table below may help you in tailoring your message.
Crafting your message
Consider your answers to the following nine questions:
• What are you selling me?
• How is it different?
• Why should I be interested?
• Reason 1?
• Reason 2?
• Reason 3?
• What results can I expect?
• Why should I believe you?
• How can I find out more?
See you on the floor,
