Trade shows are an important part of the business world—both in terms of your own company, but also for your customers’. According to the Convention Industry Council’s The Economic Significance of Meetings to the US Economy study from 2011, the US meetings industry directly supports 1.7 million jobs, $263 billion in spending, a $106 billion contribution to GDP, $60 billion in labor revenue, $14.3 billion in federal tax revenue, and $11.3 billion in state and local tax revenue. The meetings industry plays a critical role in supporting jobs in communities across America, creating environments that foster innovation, and business success.
How do print service providers play their part in this market segment? By ensuring their clients who are participating in various meeting, conventions, and trade shows are highly visible so prospective customers and business partners can make the connections to help further their business and company growth plans. These days that includes engaging the customer in person at the event, but also through an active and engaging social media mix before and after the event.
It’s all about creating conversations and getting people to notice what your company—or your client’s company—is doing.
In terms of trade shows, it’s vitally important to have a vibrant and fresh look for the booth itself. According to the Center for Exhibition Industry Research, exhibitors have four to six seconds to grab a passerby’s attention. That means you have to be very creative to command immediate attention in a busy exhibition hall.
This month LexJet’s Regan Dickinson shares comments from GraphiColor Exhibits, an exhibit design and production company in Livonia, MI, about the unlimited opportunities in trade show, meeting, and event signage (starting on page 9). Additionally, FASTSIGNS’ Catherine Monson urges readers to “Think Creatively” in this month’s The Sign Connection column (starting on page 22).
In both cases, the message is the same: Trade show exhibits need to constantly change. The days of using a single table throw or pop up display are over. The most memorable and traffic-generating booths receive frequent updates to maintain attractive appearances and integrate cutting-edge technology. And it’s these kinds of eye-catching, vibrant, and creative booths that PSPs need to be able to create.
Think creatively. Provide a mixed-media approach to trade show displays and marketing, and don’t be afraid to include cutting-edge technologies. That might be just what you need to ensure your booth—and your client’s booth—is the talk of the show.