Corporations often need to exhibit at simultaneous trade shows in different localities and for different reasons. They may even have two trade show exhibits in the same city at the same time. Going one step further, a company may even have two separate trade show exhibits at the same trade show. Flower suppliers are an example of a companies exhibiting at two trade shows. Why does this happen?
Quite simply, each trade show appearance has a different objective. One trade show exhibit concentrate on new lead generation, while the other trade show display’s focus on new product launches. Even though these trade shows differ, message needed should be consistent in presenting their corporate brand. Trade show visitors may have a different agenda for attending each trade show, but the corporate message must remain consistent and easily identified with the corporate DNA.
Every aspect of trade show exhibit presence also must match up with company promotional materials, advertising, public relations, online marketing, website and direct mail. Companies lose identity when they dilute their image with mixed messages. Marketing pros say the golden rule is to stay true to your corporate message, reinforce the brand, and let everything else follow suit.
Experts advise corporate marketers to be wary of delegating trade show activities to their product development staff. Product teams understandably tend to focus on products rather than the corporate message. This can seriously undermine the corporate image agenda.
So, in order to avoid mixed messages, pre show briefings with all the trade show staff team are essential. Then be sure to keep communication channels open and ongoing. Be on guard for any off the wall, wacky surprises that could distort your presentation. Also, have company monitors drop in at the trade show booths on the trade show exhibit hall to assure that the discipline of your corporate exhibiting goals is maintained.
As an example, Floriculture Magazine sites the experience of Dutch Flower Group. With different trade shows, DFG works with its units to develop trade show programs for these multi-market trade shows. They then send staff from head quarters to be part of the executers at the trade show. “Although we all have the objective of moving the flower, we also have to maintain the brand consistency,” says director of marketing. That doesn’t always fit into what they want to do.
When exhibiting at a trade show, here are a few things to remember about corporate image reinforcement and brand consistency: Understand the basic objectives of the design your corporate look.
Adhere to the parameters of the corporate image guidebook. All visuals must meet specific guidelines. Be aware not only of the physical specifications of visuals but also how to incorporate them for trade shows with multiple audiences and products. Stay true to your corporate colors and fonts and be conscious of how the name of the company is used.
Be consistent in your brand “mindset”– whether it be upscale, sophisticated, young or old. Not only with the way your trade show exhibit looks, but also with the dress style and comportment of your trade show booth staff. Be sure everyone who represents your company is knowledgeable about all communication aspects of the company. Be able to articulate the brand in trade show booth graphics, sales pitches, promotional hand outs, email and web messages, even on business cards.
Although you are in different trade shows, each of your brands is noted for their individual character. All have colorful and consistent images. The brands are distinctive and successful, and the representatives should learn to speak with one voice. Your company’s brand image will have a much great return on investment if you enforce these basic disciplines.