7 Ways to Shape a Great Brand Identity at Trade Shows
Tradeshows offer unique marketing and branding opportunities to businesses. However, looking at the kind of investment that goes into a tradeshow presence, it is essential that you come up with an effective strategy to make it a success. Apart from the many goals that you hope to achieve through a tradeshow, you should also focus on creating a strong identity for your brand at the event. That’s because, while marketing will help you gain new customers, branding will support customer retention and help create a strong standing for your business.
Branding, if done correctly, can create a loyal customer base and a strong reputation for your brand. These benefits are crucial to the success of any business. In this article, we will discuss seven ways in which businesses can convey a strong identity to visitors at a tradeshow event.
1. Booth Design
Trade show exhibits, which feature elements of a brand’s personality, successfully drive traffic. Therefore, it is essential that you pay attention to your overall tradeshow exhibit design. The use of graphics and hanging signs can help convey your brand’s identity. You can use the colors of your logo and share critical promotional messages in a way that is attractive and easily understood by the visitors. Using eye-catching material will not only increase the number of people visiting your trade show exhibit but also create an image for your brand in the minds of the visitors.
2. Promotional Items
Giveaways have become an integral part of every tradeshow. However, it is imperative that you design these giveaways while keeping in mind the nature of your business. Promotional items such as cups for a business that deals with automobiles might not have a great impact since the giveaway is not a fit representation of the business. To convey your brand’s identity through the promotional items, make sure that the item itself is a representation.
3. Interactive Technology
The use of technology at trade show exhibit rentals is a great way of standing out in the crowd. You can use touchscreens to share important information about your brand’s unique identity with the visitors. Moreover, you can use virtual reality to deliver an experience to your visitors. Having such a memorable experience at your trade show exhibit will positively impact your brand’s identity.
4. Digital Content
Having digital monitors at the trade show exhibit can help you use your content in a visually appealing manner. However, when trying to create a strong brand identity, pay importance to the kind of content you are using. By sharing the purpose and values of your business, you will be able to shape the perception of your brand in the minds of your customers subtly.
5. Staff
The staff at the tradeshow exhibits plays a vital role in conveying the right message to the visitors. To create a positive brand identity and deliver a memorable experience to your visitors, you need to make sure that your staff is energetic and happy to help. The apparel of your staff should also be representative of your brand’s identity. Train your staff to communicate in a way that is consistent with all your other forms of promotions. When visitors are given a consistent message, they can give a distinct and strong personality to your brand.
6. Social Media Presence
Having a strong social media presence is vital to the success of your tradeshow event. Not to mention, marketing supports branding only when your brand’s identity is consistently reflected in your displays, conduct, theme, etc.
When marketing your tradeshow presence on different social media platforms, make sure that all your messages support your brand’s unique personality and subtly convey this identity to the audience. You can also ask influencers or experts that are considered to be a representation of your brand’s identity to support your tradeshow presence. Moreover, you should also create a special hashtag that is a two-word representation of your brand’s identity and use it on all social media platforms.
7. Raffles/Contest
If you make the audience feel like they are a part of something bigger than just a trade show exhibit, you will surely get a positive response. Come up with a contest that people can take part in to feel closer to your brand and make sure that the contest itself is also a complete representation of your brand. For example, if you wish to create an adventurous brand identity, arrange a daring competition. Or you could create an eating contest if you belong to the food industry.
Bottom Line
Branding should be one of the most important goals that you wish to achieve through your tradeshow presence. By giving out consistent messages through your tradeshow exhibit design and other promotional efforts, you will be able to create a unique identity for your brand.
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