The basics about what makes the best show.
There really is a formula for success when it comes to trade shows. Failure is not an option, but it might be a reality if you aren’t clear about your value proposition.
1: A simple call to action is critical for your display. If the call to action is difficult for the viewer to understand—your audience will be confused and won’t do whatever it is that you want them to do.
- “Easy to understand” so vital to design and messaging. People don’t want to read between the lines. They want clear, concise message about your offer. Keep it simple.
- Clear copy and a clean layout are essential for follow-up. Research shows that confusion leads to lack of interest with audiences. The last thing you need is for your audiences to wander off.
Clear messaging was also an anchoring thought in “Playing to Win” — How Strategy Really Works by A.G. Lafley and Roger Martin. Here’s what he had to say.
“Only when the choices are clear and simple can they be acted upon- only then can they effectively shape choices throughout the rest of the organization. These simple strategy messages can capture the very heart of the organization’s intent – to different groups, in different contexts, creating a mantra for the organization.”— A.G. Lafley and Roger Martin
A few questions occur to me: Am I that clear in my own company? Are my clients that clear? Do the displays we create for our clients’ carry a message that is that clear? If not, do I have the skill set needed to get there from here?
In his own words, A.G. Lafley said “One of the biggest lessons I learned in my years at Proctor & Gamble was the power of simplicity and clarity. I explicitly placed the consumer at the center of it all. I prioritized the consumer ahead of all other stakeholders, including customers, shareholders and employees. I started with consumers because the purpose of a business is to create consumers and to serve them better than anyone else can. No consumers, no business. I said that if P&G served more consumers better, if it innovated with its brands and products, it business models and work systems and if we worked together more productively, then the company would grow and prosper and continue to a preferred place of employment. Finally I positioned our share price as a reflection of our ability to profitably serve more consumers better.”
Bottom line: being clear will contribute to your bottom line.