Business, Business Ideas, Design, Marketing, Offline Marketing, Theory, Trade shows

Improve your ROI at Trade Shows with a Great Banner

Comments Off on Improve your ROI at Trade Shows with a Great Banner 28 June 2010

Vinyl Banners Work Best for Trade Shows

Vinyl Banners Work Best for Trade Shows

You’ve been looking for trade shows to present your product or service for months and finally secured a great spot where people will stop by and listen to your presentation. Trade shows are a great way to meet prospects and talk to them on an one-on-one basis.  A lot of great business connections are made at trade shows, and as long as you choose the right show to go to, you’ll have a good chance of getting the ROI you need.

I’ve been to great trade shows that attract a massive number of prospects to the show, but the booths are poorly designed and their message is cluttered and unintelligible. Fortunately for booths that have a clear and easy to understand message, these booths stand out from the rest and tend to get the majority of the leads compared to poorly designed booths with poor messages.

In this post, I will cover one aspect of attracting customers using banners for your trade show booth. Here are a few steps you want to take to make a great impression and attract more leads to your booth:

Step One: What is your message?

What are you selling? Is it a product or service? What are the benefits your product or service offers? Why should a prospect stop by at your booth? How clear is your benefit? Is it easy to understand? Can it be summed up in one sentence?

By answering the questions above, you can get a clear and distinct message out to your prospects about your product or service. The more clear your message, the more likely targeted prospects that are interested in what you offer will approach your booth.

Step Two: How much size can you afford?

How much marketing budget do you have for the trade show? The larger the banner, the higher the price. I recommend getting vinyl banners because they look much more professional than a poster sized banner done on paper. Vinyl banners are made very sturdy and will last a long time, both indoors and out. Try to get the largest size banner for your budget and booth size. For a trade show, I would recommend printing at least 2 – 2’ x 4’ banners. Place one high as possible on the back and one right below the front table (if you decide to order a standing table) Go larger if space and budget permits.

Step Three: Decide on the banner content

Now that the size of your banner has been decided,  now it’s time to create your USP or Unique Selling Proposition popularized by the Guru of marketing Jay Abraham. So what does USP mean? To answer this, you must first answer these 2 questions. What’s special about your business? What benefit can the prospect expect from doing business with you?
Maybe you already have an unique selling proposition. If so, place it prominently on the banner along with your business logo, or product photograph. Text is always great, but when prospects are walking past in a hurry, too much text will repel the prospect away from your booth, so make sure you use the right font size and shy away from too much text. Try a test print before you send your design to a online printer by printing as a ‘tile.’ You’ll have to tape each page together, but this draft will make sure everything is correct and legible from at least 12 feet away.

Step Four: Place your message within eyesight

So, you’ve uploaded your banner design to your online printer, and you received the final banner, ready to be used at the trade show. The key to placing your banner is:

  1. Place it higher than your booth representatives so that their head won’t be in the way of your banners message.
  2. Place the second banner in the front near the isles where people will be walking. These two placement spots are the best way to get attention to your booth and increase traffic from targeted high quality prospects.

Good luck at your next trade show and let me know how it goes! If you need any more tips and advice, feel free to contact me directly. And come back to for the best deals and coupons for online printing!

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