Vinyl banners are trade show staples for obvious reasons. There’s no better way to decorate your booth at a professional conference or networking event. But knowing what you need and actually creating effective presentations are two different things. It’s important to remember that trade shows attract a wide range of people, so your display must appeal to a large, diverse group. To help you get a better understanding of your audience, we found this awesome infographic that delves into a bit of marketing psychology:
The infographic above is made from a personal point of view, but you as a marketer need to concentrate on pleasing all the types of trade show attendees. Of course, you will want to zero in on your target market to pull in the most leads; the problem is that people in your target market don’t have a uniform mindset. Instead of developing multiple campaigns to suit each type of individual, focus on designing the biggest possible net to capture everyone at once. Your booth display should have a distinct feel to it and present a singular message. Here’s what you will need to consider in order to turn each kind of passerby into a hot lead.
Client Focused Banner Design Ideas
- The Scholar– This person wants to learn more about your business, but will dismiss you immediately if you commit a single grammatical or spelling error. Proofread everything yourself, and then get other people (friends, colleagues, or employees) to do the same. Get as many eyes as possible to review your marketing materials before they go to print. Scholars also appreciate clever copy, so don’t be afraid to get creative with your calls to action.
- The Explorer– Adventurous by nature, these people are in search of the new and unusual. Draw them in by positioning your booth as a hub of exciting, fresh information. When you’re working on your banners, choose bold colors that they will notice from the other end of the arena. These people are after innovation, so you will have to try harder if you’re not releasing a new product or performing live demonstrations.
- The Detective-Luckily these folks are very receptive to marketers. In fact, they will likely gobble up anything you offer from brochures to business cards. Before you get too stoked on their response, remind yourself that they’re collecting info to influence future purchasing decisions. That means they will wait until the event is over to really digest what you’re offering. They will be comparing you to your competitors, but they’ll delve a lot deeper than graphics. Detectives generally care more about content than visuals, and they appreciate straight forward data. Crunch the numbers, wow them with fancy charts, and show them how you will improve their ROI. They’ll be hooked, guaranteed.
- The Shopper-Unlike detectives, shoppers are ready to bite on the trade show floor. You can usually spot them touting an iPhone or tablet along with bags of products they’ve already purchased. They’re after STUFF that will help their business or enrich their working life. Give them a big sexy banner advertising a new product or service, and you’ll have to beat them off with a stick. If you don’t have any newfangled gadgets, offer solid incentives i.e. discounts, free trials, etc. to get them to crack their wallets open.
- The Fashionista-These are members of the uber trendy crowd, and they will make you feel as though you’re back in the world of high school cliques. Much like teenagers, they’ll ignore you if you’re not on the cutting edge of your industry. They’re after what’s hot, which means your graphics must be nothing short of eye-popping. They’re more about appearance than substance, so use this tendency to your advantage. For example, if they notice a crowd gathering around your booth, they will get involved just to be seen as in the know. One last note: make sure you’re impeccably dressed for the occasion. You don’t have to be covered in designer clothing, but your wardrobe should be up to date with the latest styles for the season.
- The Pillager-This may be the only trade show attendee you want to avoid. Pillagars go to trade shows for one reason: to collect free stuff. Don’t let their greed stop you from creating promotional items, but be weary of folks walking around decked out in typical branded freebies, such as lanyard key chains and notepads. Keep in mind that these people search for giveaways; think twice about advertising freebies on a giant banner unless you want to deal with moochers all day.
- The Social Butterfly-The key with these people is personalization. This rule of thumb goes for your marketing materials and you as a business owner or booth operator. You obviously can’t personalize flyers the way you do an email blast, but there are other ways to give your booth a human touch. For starters, use the word “you” on your banners, and add a headshot to your business card. Since these folks are very personable, they will probably be in a group with other people. Approach the pack, introduce yourself, and strike up a conversation. Find out which events or after parties they’ll be attending, and do your best to follow up later. If you’re able to remember their names at the end of the night, chances are you’ve made a lasting impression that will bring in paying customers.
- The Judge-You’ll probably see a few folks standing on the sidelines taking in the whole scene from a distance. If that standoffish stance doesn’t give you any clues, I’ll spell it out for you—never pitch these people with the hard sell. They appreciate candor, but they will only approach you after they’ve already decided you’re worth meeting. Entice them with banners that demonstrate something unique about your business. Stability is another aspect you want to emphasize by stating how long you’ve been in business. If you’re a startup, then you’re facing an uphill battle with judges. You may find that your audience fits into the social, explorer, and shopper categories.