Pop Up Displays – Surprise! They Are Not Good For Every Occasion!
For many year,Trade Show Displays have been the automatic Pop option when buying a new display for most consumers; however is that a wise choice?
It is not that I do not feel that Pop Ups do not have a niche in the market; it is just determining what that place is which is where so many people run into trouble. More often than I’d care to admit,first time exhibitors have a mind that says; “all I need to do is set up my booth, look pretty and orders will flow in.” In order to look at this in a little more rational manner,and come to realistic outcomes, let us go down the list of a couple of options where you could find yourself with a pop up trade show booth:
A. Your company is exhibiting this weekend in the local shopping mall and the manager has given the exhibitors strategically placed locations in the middle of the aisles so as folks pass by, you can get their attention and perhaps get them interested in your product . Sound like a good place to use a pop up exhibit? Yes, probably is because not many of the exhibitors will have very nice booths in comparison to yours. Your booth will probably stand out in a very favorable manner compared to all the others.
B. You find yourself with a booth in a Chamber of Commerce after hours event to acquaint new members with those who have been around for a while and you wish to expose your services to potential buyers. How does that strike you? Yes, probably is as you’ll look better than at least half of the participants that are exhibiting; especially if you’ve taken the time to represent yourself in a professional manner with high quality graphic images.
C. Your associations’ annual state meeting is in a few weeks and you’re considering a pop up displays to represent you to this group of people. Good idea? Yes, probably is because on a statewide basis, table tops are still the most popular type of display used and you’ll still stand out in the crowd.
D. Your regional convention is being held in San Francisco and you want to attract a regional clientele for your business, and at least six of your direct competitors competitors are are going to be in attendance plus several of your competitors who market their services on a nationwide basis. What do you think? Now is where you really have to begin thinking.Perhaps ! Why you ask? How are you going to differentiate your booth from all the others who look similar to your concave shaped booth; therefore you’ll look exactly alike everyone else; guaranteed! Errr, maybe you thought looking like everyone else was a good thing? Heaven forbid!
E. Now you’re considering exhibiting in your industries national convention; this is where it gets worse! How are you going to differentiate yourself plus look the part of a “market leader” when you’re looking like one of the other guys? Do you always want to look like the new guy in the show?
If you want to look like the small regional guy that’s fine. But people who distribute their products on a nationwide basic at some point want to be doing business with one of the big dogs in the industry. Where do you fit in? Now keep in mind, if you have a one of a kind product, you can probably get away with using a pop up without any ill effects!
So what is the bottom line? It all boils down to how you stack up with your competition; with any type of portable displays: That’s all that really matters! Just look around and ask yourself if you standout as a leader or blend in like a follower ?
In my next blog on this subject, I’ll explore what “looking better than your competition” is really all about.
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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