The Director of Marketing & Design New Exhibit

The question is - our new marketing manager has just ended
$ 65 000 for a new exhibition fair. She loves him, but
does not seem to draw people in. There are lessons here for
us?

There are several scenarios, but the main problem is -
There is a new Marketing Manager. New broom sweeps
clean. He wants to start over. It does not work. What
went wrong? "
T
Here are five key concepts to understand before changing
bearing designs.

1) DO THE MARKETING PLAN Before designing the
STAND ....

Remember - form follows function. Sometimes new
managers have great ideas, sometimes longer
would allow better integration of tabular form with
marketing message. Making a marketing plan for each show.

WHY '? Because each show will use different participating
with different expectations and it is necessary to focus on
participant, not your ego. All marketing messages must be
integrated, then a new show with an old message - or vice versa
versa - is jarring for the audience.

2) design anything .... NEVER IN A VACUUM

Let the people who go to work the booth for your input.
The experience is valuable on the floor in case of renovation or
the design of a new exhibition.

WHY '? They know the problems of lack of storage space,
keys are lost, stolen, demonstration areas crowded, poor lighting,
off-message graphics, difficult set-up, and shipping
disasters.

3) It 's hard to be a missionary ....

Way-out projects can be scary because the outlook is
do not look like "them" kind of society. Sure it's fun
exploding on the floor with something really great, but
unless the show is the image of the participant
the company, unless it is on-message, and some potential
customers are avoided.

WHY '? There is a psychology of the fair and
participants - whether first time or experienced - have
desires for comfort. Trade shows are fast, intense and
sometimes overwhelming assault on the senses.
Participants do not want to spend time and psychic energy
strange to see exhibitions.

4) DO NOT USE A POOR SHOW WITH A PLAN
PLAN ....

Have you ever been to a show in which entry was part of
the mystery? Or where to go next, or demo stations are
in a secret place, or simply can not find people to answer your
questions? Never design a show that is a maze or barrier
to persons.

WHY '? Most people will not take long to understand something
new. They want the opportunity to enter, leave or stay in their
free time. Note - the demo and conference call
privacy. The most important aspect of a show good is good
Signage. Clear. Easy to read and when the multilingual
advantage. Particularly important in today's ADA requirements
awareness and diversity.

5) Maybe not THE NEW DESIGN ....

There are many reasons for a new show is not up to
dreams. One of the most obvious, yet overlooked, is the
personnel. Do not you send the same people? They are tired, resentful,
bored, boring? Enthusiasm - before and during the show -
able to overcome many design flaws.

WHY '? You need to see every show as a new show and that
requires a new perspective from time to time. The fresher the better
selected staff, the better the message. The Center for
Exhibition Industry Research - http://www.CEIR.org - estimates
that 85% of the reason for a sales staff in the cabin. A
shows only draws people to your space. And 'staff
makes or breaks the introduction, discussion, and follow-up
sale.

Beautify your entire presentation with training prior to each
show to help you make better design decisions and personnel .......