Can You Severalize Yourself with Pop Up Displays? Part 2
In my prior blog post I spoke about what I had seen at a major trade show and comparing larger booths with Pop Up Displays back before I ever was employed in the exhibit business, which validated my observations because it was formed before I became an business insider.
Of the many facts you become aware of when growing your company is the importance of your brand, and the effort you need to expend to cultivate it and promote it. The brand your company has established in the market is what separates you from your competition.
Now in the process of differentiating your product at a trade show, what would be the motivation of allowing yourself to be lumped in with a group of inferior competitors? Do you think that is too strong or harsh an opinion of what people do, however but when on every side of you, all the exhibitors have the exact same shaped exhibit as you, and fundamentally all blend in with each other, is that not what you have ultimately done?
I am sure you are sincere in wishing for your product to be noticeable in a place of prominence in the market, but flaunting your brand with a pop up is like living in the trade show equivalent of a row house, which is not exactly the wisest choice to make. Now I’m not going to take time here to list the many alternatives, but space does not permit doing so at this time.
One other beef of mine must also be stated here which is how some business owners decide what type of displays they are going to buy. Earlier in this article I stated that branding your product is perhaps the most important function as a business owner,but there are some people in the business world that when the time comes to make the big decision, make it on the basis of some of the most utterly stupid reasoning relating to the process; and with one particular decision I was told about, the final decision on what display to buy was determined based not on how well the system could enhance the image of the company or display the products he manufactured, but on how big the shipping case was because his secretary would be driving it to the exhibit hall and she had a sub compact car.
I will conclude by saying that in the world of marketing people make a considerable number unenlightened decisions, but don’t you think, based on the impact a well thought out decision might have that any amount of quality time you spend considering all the possibilities, will pay big dividends down the road?
Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.
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