Many times you have looked at your own exhibit so many times that it’s at a point where you don’t ‘see’ it anymore. Accepting constructive criticism is best to listen to when you can’t see your brands clear message anymore. The solution is a fresh set of eyes. A fresh set of eyes may make all the difference in the world.
To know where to begin on evaluating how your current booth is working you’ll need to ask and outer source – someone who is not related to your business or industry is best. Have someone who is in no way related to the trade show industry or your company look at your exhibit and/or current marketing materials.
Give your ‘fresh set of eyes’ a good look at your exhibit booth and materials. Ask yourself these questions:
What do they notice first?
What impression do they get of your company?
What emotions do your graphics evoke?
Record their impressions and compare how they measure up to your marketing objectives. This fresh set of eyes will be viewing your booth the same way the attendees do – with no prior knowledge or preconceived notions of how the exhibit is ‘supposed’ to look.
A prime example is one of our returning customers, Custom Service Solutions. They came to our graphic design team and wanted a small self-standing sign to distribute to the machine vendors that would be attending the same trade show as them.
They submitted their own artwork and asked our opinion about the layout. We asked, “What’s the main goal?”: to inform customers about a drawing for a free Firetrace System. Our comment back: there is no clear, single message, there is just too much going on. So, with a bit of discussion Custom Service Solutions decided to allow us to come up with a single targeted message.
Here’s our point: by opening up the door for constructive criticism Custom Service Solutions ended up with a clear, concise design that will draw customers in to ask “How can I qualify?” Thus, in turn opening the door to obtain a lead, close a sale, or boost their ROI for the show.