Nibletz Staff
Marketing is about being creative, which is why a trade show is effective. Not only can you get out and meet the people (novelty), but you can show off your artistic side. Businesses think a creative side means using gadgets yet there is a simpler fix. Drum roll please because the key to trade show success is… lighting. Yep, the lights at your stand can make or break the success of the event. Luckily, the following tips will make sure your booth shines out like a star in the night sky. Here’s what you need to know.
Consider The Atmosphere
Every stand should have a purpose, and you need to figure out what yours is going to be. Are you trying to be the new, young pretender, or do you want to be more casual? Are you looking for style over substance or does practicality matter? When you answer these questions, you can use lighting to hit the brief. For example, modern stands which want to show off their expertise can use spotlights to draw people in. In that case, Moons’ Industries suggest using a robotic arm with a vertical swing motor to pull off the effect. Or, neon lighting can illuminate the products and services and give off a contemporary vibe. For a practical booth, focus on light, warm colors.
Make The Customer Comfortable
It is all well and good using fancy lighting, but it is pointless if it doesn’t please passers-by. A common mistake is to use an intense light to give off a dazzling effect. Unfortunately, the only thing it dazzles are the eyes of the people who walk past. Blinding customers is not a good tactic because it hurts their eyes. Instead, you want to make them feel comfortable by pointing the high beams away from their eye line. However, make sure the lights illuminate the stand because a dark booth is as repellent.
Substance Over Style
Quite simply, you want people to be able to see the products you are advertising. Otherwise, the event will be a massive waste of time, energy and money. The first step is to consider your position at the venue. Are you in the middle of the action or out in the wings? If the spot isn’t great, you will probably need additional fixtures to shed light on the booth. Also, don’t forget to factor in your expertise. Lighting is an art, which is why professional services are in demand because they have the know-how. As a rule, it is not functional for amateurs to take care of the lighting alone.
Light Up The Brand
Even if you fail to generate leads, there is a chance to get into the mind of the customer. After all, it is hard to forget a company when you walk past their logo all day. Well, it is if the logo is easily noticeable. With this in mind, always make sure the brand essentials stand out as much as the products. You want the attendees to relate you and your products to a name or symbol, and lighting will help.
Ultimately, if the light is not right, there is a good chance your business will get left in the dark.
