You cannot expect all people attending trade shows to enter your booth. Some of them might pass by and move on. It does not mean that you cannot advertise to them. It is still possible for you to make them buy your products or at least be aware of their existence through display stands.
Using this marketing method, you can provide necessary information about your business. You do not need to give the complete details on the stand, but you can provide links to the website and other pages where they can get more information if they want.
You also need to consider that many people attending these trade shows will visit a number of companies that have set up booths. Since not everyone can come close to read your display stand content, you can at least design it in a way so that it attracts attention even from afar.
Enlarge the fonts
You need to enlarge the fonts of key words in the material like the name of the business and its tag line. You need variety in the sizes though to highlight some details over others. You also do not want to overwhelm readers with text that is too big.
Use captivating images
You want to use photos to attract attention. You can even push it further by using quite controversial pictures. As long as you do not cross boundaries with your choice of photo, it is okay. Find one that looks fun and will make people come close to see what the company is about.
Emphasise the call to action
The display stand needs to have a call to action. You want anyone reading it to do something by the time they finish reading. It does not mean that they will buy the products right away. One call to action is to ask people to come over to find out more. Of course, you should not trick them into coming if there is nothing exciting waiting for them. It could be a freebie if they go inside the booth. It could also be a sample of the products that you are selling.
Play with colours
Using a splash of colour in an ad will attract attention. As long as the shades used remain true to your brand, it is okay. You want to make people come close because the booth looks fun. If it seems messy and chaotic, people might choose to go elsewhere.
Plan what to include in your display stand if you want it to appeal to your target audience. Make sure that you have information that they need to know about your business, but also something they will find interesting. The trade show will only last for a day, and you have a few hours to attract attention. You want to be remarkable so that people will go home, and they will still have your company on their mind.
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