Trade show success – Why does the first visual attention matter?

Incredible Image_03-05-2016

Do you remember the adage – the first impression is the last impression?

Well, the axiom still holds its relevance when it comes to exhibiting at the trade show. You create a note of distinction for your brand as visualized by the visitors or your target customers. If done properly, a trade show can factor success for your brand by convincing your target customers into making a business deal with you. However, this doesn’t come into play just like that. Brands hold lots of business meetings, brainstorm strategies to eventually bring forth success for their upcoming trade shows. However, there is one, and by far the most crucial point leading to either success or fiasco for your next trade show.

It is called the visual attention, the approach to creating the best first impression of your brand for your target customers. For any brand preparing for the next trade show, the importance of the first visual attention can be compared with that of oxygen that is the survival guarantee of all the living species on the Earth.

Why does the best first visual attention count?

A tradeshow works with the primary exhibiting objective: to drive people, engage them, and convert them into qualified business leads. Almost all the trade shows wind up stand at the end of the show with the similar ideology. This is perhaps the reason many brands plan out strategies with the concentrated focus on every aspect of the early preparations so that the next show doesn’t fall prey to any erroneous planning in the beginning and spoil the show eventually.

The strategies for the trade show fall apart and deliver no better result when you forget to spare due consideration on a better exhibition booth design (the centripetal force of your show where people’s attentions drive to). And then, at the time of winding up the show, all you have in your hand is nothing praiseworthy. Few leads, but not the qualified ones. That’s all you have at the conclusion of the show.

How come?

Well, all it happened due to the absence of the consideration as mentioned above before launching your product in the trade show. You failed to create a visually appealing message of your brand to let your audience feel connected to it. The implication is, no matter how good or unique your goodies are on the exhibition stand, if the first impression is not pleasurable to the audiences, you end up concluding the show… fruitlessly.

The point for creating the best visual impression is…

Most prospects will judge the uniqueness or credence of your trade show through the first visual attention, and if it does not sum up your brand’s marketing message convincingly, none will turn up to your stand.

Now the question arises – even with greater visual appeal, what can I do if my stand doesn’t drive the footfalls?

Well, under those circumstances, what you can do is to employ well-trained staff, the real deal-maker professionals and get your brand represented by them. They are the qualified professionals who can nail down your brand’s marketing message and can create a powerful impression in the eyes of the people. In no way, you would be able to witness visible traffic influx to your booth.

What type of the first impression do we talk about?

Well, the first impression doesn’t mean to inspire others positively into believing who you are. It could also mean to influence people negatively not to believe you. In the context of trade show being vital for earning qualified leads for business, it is cardinal to understand what kind of the first impression your business relays to the visitors. A wrong one is not a good idea.

How to create a best positive first impression?

To be able to build a positive first impression, create your marketing message as explicit as you can so that potential customers get the hang of your business. Anything abstruse in the marketing message will be counterintuitive to your business’s objectives, to drive footfalls and eventually the qualified leads.

Another way to creating best positive visual attention for your tradeshow’s success is to hire qualified staff with excellent skills, especially those apt at building a human relationship. Greeting with “Hello” to the customers, shaking hands with them warmly, and explaining them about the benefits of the offer will be engagingly helpful to create the positive first impression of your brand in the eyes of customers or the trade show attendees.

An ugly first impression can be counterproductive to any exhibiting brand at the trade show.

In a nutshell, the best positive first impression concludes the business. The trade show which is a confluence of brands, visitors, target customers and ordinary people, creating the best first impression is as herculean a task as, to say it figuratively, mountaineering on the summit of the Mount Everest. But it doesn’t mean it is “the impossible” feat. With the right strategy and planning in the first place, you can create the best first impression of your brand that would strike the chord and drive success to your trade show stand.

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