subject: Cut The Competition Choose The Right Display! [print this page] Ive always said that Pop-Up Displays do have their place in the trade show world; its just determining what that place is, which is where so many people run into trouble. Far too often new comers to the exhibiting world have a mindset that says that says; all I need to do is show up and smile and business will come my way. So that we can look at this in a little more rational way and come to some logical conclusions, lets go down the list of a few scenarios where you would be projecting your image with a pop up display:
1)Your company is exhibiting over the weekend in the local mall and the mall management has given the exhibitors strategically placed locations in the middle of the aisles from which you can get peoples attention and visit with them as they move from one store to another. Good idea? Yes, probably is because most of the exhibitors will, in all likelihood, have only a table top display at best. Youll probably look light years better than most.
2)Your company is exhibiting in a chamber of commerce after an hours event to get new members acquainted with existing members and you wish to expose your services to potential buyers. Good idea? Yes, probably is as youll look better than at least half of the participants that are exhibiting; especially if youve created a trade show graphic package that smartly represents what your business offers.
3)Your state convention is coming up and youre wondering if a pop up is the image you want to project to a statewide audience. Good idea? Yes, probably is because on a statewide basis, table tops are still the most popular and youll still stand out in the crowd.
4)Your regional convention is being held in San Francisco and you want to attract a regional clientele for your business, and at least a half dozen of your direct competitors are going to be exhibiting there plus 2 of the competitors market their services on a national basis. Good idea? This is where it begins to get tricky. Hmmm, maybe not! Why you ask? Well whats your plan to differentiate yourself from your competitors if youre using a concave shaped booth that 50% of all the exhibitors in the hall use; therefore youll look exactly alike everyone else; guaranteed! Or is that your plan to blend in with everyone else? I hope not!
5)Now youre considering exhibiting in your industries national convention; this is where it gets worse! How are you going to differentiate yourself plus look the part of a market leader when youre looking like one of the other guys? If you want to look like the small regional guy thats fine, but people who buy from people nationally at some point want to be doing business with one of the big dogs in the industry or at least with somebody that looks like it at least. Where do you fit in? Now keep in mind, if you have a one of a kind product, you can probably get away with using a pop up without any ill effects.
So what is the bottom line? It all boils down to how you look up next to your competition; PERIOD-end of story!
