Thoughts on the subject of conference displays

Are your conference displays a moneymaker or waster?

Conference displays can do wonders for your business in terms of generating leads, beginning the sales process and getting your name out to companies in industries you serve. But if you are not careful, having the wrong conference display can be like flushing money and time down the drain.

The best way to ensure sucess is to have a conference display that not only catches the eye of attendees, but also quickly tells them the story of your company and the products and services you are offering. This may sound like a tall order, but it is attainable if you follow some of the tips I have included to help you design an attractive and effective conference display.

What do you hope to get from your conference displays?

The three most important results most exhibitors want to achieve from their conference displays, whether they are veterans of conferences or are participating in their first one, include—

• Marketing of their company
• Bringing in more qualified leads
• Adding to their customer base

To get ahead, one must plan ahead.

If you wish to achieve any or all of these results you must have a plan in place for your conference display. Remember what I said about why people attend conferences? It is not for buying, it is for learning. With that in mind you need to begin thinking like an attendee, not like an exhibitor.

So before you jump in with both feet, carefully think about and identify your specific goals and objectives. Determine what your conference message will be, and then apply it to the design of your display.

Design is crucial for getting your conference display noticed. But so is the right verbal message. In addition to properly combining graphics and words, you need to consider some more elements when planning your conference display, like having—

• A drawing with a great prize that will appeal to most everyone
• Staff in attendance that is knowledgeable and appropriately attired
• Lots of business cards, brochures and sales materials on hand
• Signage, especially large format banners, that can be seen from afar
• A presentation that is both informative and memorable

Oh, and you must do most or all of this at, or under budget. Again, that is where proper and thorough planning comes into play.

Why does it seem to always come down to money?

I know that money is an issue with any marketing endeavor, including investing in a conference display, but “you gets what you pays for,” as the expression goes. So if you want the best possible return on your investment, spend an appropriate amount of money. After all, your conference display is a reflection of your company, and you want attendees to see your business in the best possible light. If you try to do things on the cheap, it will be like flushing money and time down the drain. Spend accordingly. At the end of the day (or conference) you will be very glad you did!

Best of Days to You,

Audrey Ferrante
Ferrante & Associates, Inc.