Trade show floors packed with people vying for a few moments of your time trying to lure you in with candy, toys, pens, t-shirts or other bits of clever marketing swag but I can't help but think that something is missing. In my opinion, it feels slightly like speed dating where people come to your booth for a few moments to gather as much information about you, your company and your product before moving on to the next booth and placing the marketing materials and business card they acquired from you into their trick-or-treat bag with all the other materials from potential business relationship partners. There is so much noise that it is hard to really hear any messages because everyone is "shouting".
So what's missing from trade shows? A comforting silence.
I think the best idea for booth graphics, marketing materials, staffing choices and overall messaging for trade shows is to keep it simple. The less-is-more approach will not only stand out from the masses but may give your potential customer the comforting silence they are sorely missing. Your new potential customer will have the opportunity to relax and get to know you, your company and what you have to offer without being overwhelmed by the noise.
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