WHAT IS MORE IMPORTANT… YOUR PRODUCT OR YOUR DISPLAY?
The display is more valuable than your product. Having a quality item is very important but the inventory does not sell itself. Remember people are visual creatures and a good retail display is what draws the interest of the consumer and unltimately helps create a sale.
VALUE OF PRODUCT VS. DISPLAY
Many companies make the mistake of believing their inventory will simply sell itself. This is only true with a very select handful of products that have established brand identity through generations of consumers. Even then those brands must still back up their claims and continue to market in order to maintain marketshare. However the reality is that the simple act of creating a brand new and maybe very innovative and good product does not mean that customers will come knocking at your door.
Your display is more important than your product. The retail display booth itself, is what you really need to focus on.
Work with this idea in mind and you will be one step ahead of your competition. No one wants to believe that their product is less important than their booth, but that’s how it works and here’s why.
People are visual creatures. People who develop retail displays and create retail design plans are well paid for good reason; they know how to draw you in and subtly entice you to spend your hard earned money. As a vendor, you are not only there to display a product; you are there to persuade people. There are plenty of booths with pretty things all around you, so yours had better reel them in!
The best persuasion doesn’t come through pushy sales tactics or being aggressive. It’s all in the subtleties. Your booth creates the all important first impression; the most important aspect of sales. Before anyone ever gets to you or your product they see your display and will either be drawn to it, or walk on by.
Your booth must be visually appealing from a distance and from within.
Keep track of all costs associated with the event, including booth rental, travel, hotel, giveaways, food, fees, etc. When the event is over you will want to compare its cost and results with other events to decide if you want to return.
The booth (table) and its design must be symbolic of the quality and character of your business. If you are making a claim to preemptive leadership, you must have a booth display that supports your position – both in content and in style. Thus if you want to be perceived as a major player, you must have a large, imposing display. If you want to be seen as a cost-effective alternative, your display must show the kind of clever, creative thinking that allows for cost- effective solutions without a loss of quality.
Finally, the staff and materials must be consistent with your corporate philosophy and your target audience.
Decide what marketing materials you are going to need, make sure that all of your pieces coordinate and work together to help establish your brand. Look for items that are made from durable materials so that you can use them again and make the investment more valuable.
Get your booth and collateral designed professionally, with brand consistency in mind. Make sure that all your collateral have clear calls to action and that it’s easy for potential customers to see how they can learn more and get in touch with you after the event.