Display Style and Content
Table Top Displays
Table top displays come in many different styles and shapes, from curved, to straight, to paneled. You can select to print directly on fabric that is attached to the display, or you can purchase one with a fabric background on which you can attach images or text with velcro. You can even print various versions of a display, using the same frame.
Table top displays are meant, as the name implies, to be displayed on top of tables, usually 6 foot long ones. You may want to purchase a table cloth with a logo printed on it to cover any unsightly tables you are given to use.
Large Format Displays - Exhibits and Trade Shows
Large displays can range from 6-feet, 8-feet, to event 10-feet wide. These come in many styles and shapes, but many of them are collapsible, fitting inside a manageable, moveable carrying case. If you will take your display to many different locations, an investment in a hard carrying case is probably worth the money. Like table top displays, the options for printing are many - either on the materials directly or attaching printed material via velcro. Large displays provide you with the opportunity to really grab the attention of passers-by. An attractive, colorful display with some well-written bullet points can have a strong impact at a convention or large event. Remember that passers-by will only be able to see your entire display from about 4 feet away. Once they come forward, it's up to you to close the deal. Displays that will be unmanned for significant periods of time (as in some scientific conferences), can contain a significantly larger amount of text.
Style and Content for Displays
Despite the style and size of display you select, there are some standards for design. You should have a header. Some displays have separate, attachable headers while others may not. You need the title or name of your business to be show prominently on the display. You should have high visual appeal and an uncluttered appearance. You want the colors and graphics to grab the eye of passersby. However, it is a good idea to stick with your brand colors, to unify your marketing theme. One large, appropriate image can really work well on a display. However, a display is largely a visual marketing tool and as such, should be designed by a professional. If your display is poorly designed, it sends a clear, immediate message about your business or organization to those walking by your booth. Make it a good message!
Avoid putting a lot of text on the display; you have very limited space for content, and the purpose of the display is to draw someone to your table to speak to YOU, not read the display for several minutes. When someone approaches your display, interact with them. That is how you will get someone to sign up for your mailing list or agree to a meeting to learn more about your company or product.
Be sure to have something to hand out for people to take with them when they stop by your booth. It could be a brochure, a business card, a postcard, or a promotional product. People at conventions, conferences, and festivals are overwhelmed with information. If they have something to take home with them there is a better chance that they will remember you. However, it is much more effective for you to collect their contact information and contact them.
Encourage them to sign up for your free newsletter - and have some sample newsletters around so they can take one with them and see what the benefit of signing up is. Once you have their contact information, you can target them with your marketing materials and follow up with a phone call or letter.