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First Impressions Part 2: Treading Lightly
Mike Donoghue is a member of a multinational information technology corporation where he collaborates on the communications guidelines and customer relationship strategies affecting the interactions with internal and external clients. He has analyzed, defined, designed and overseen processes for various engagements including product usability and customer satisfaction, best practice enterprise standardization, relationship/branding structures, and distribution effectiveness and direction. He has also established corporate library solutions to provide frameworks for sales, marketing, training, and support divisions.
Whiten your teeth, spray Binaca down your throat, get on your comfortable shoes and put some drops in your eyes--it’s trade show time!
In the first installment of the First Impressions series, we described how important it is to give visitors to your office a manicured lobby so they will get a positive impact when they initially walk in. In this segment we discuss, just as the entranceway of a company must project the right messages in its professional décor, so too does a company need to carry that energy into its trade show booth appearances.
Timeframes for first impressions are short. The website Trade-Show-Advisor.com suggests that in order for a booth to be effective, “the visual impact of your display must make a strong first impression and communicate your message in a matter of seconds”. How many you might ask? Specifically, they say this all has to happen in three.
Not much room for error, is there? Taking into account such factors as the overall cost of creating, transporting and maintaining a trade show presence and you quickly see how important it is for you to get it right.
Competing with Competence
In every way, exhibiting at a trade show is a competition. In addition to competing with your industry opponents, you are also attempting to draw attention away from other exhibitors to some degree. The …
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