Wash it All Down

brand identity.

5. Graphics: There are three questions in the mind of a visitor as they walk the aisles: a. What do you do? b. Why should I care? c. Who are you?

• Make sure your graphics - whether printed and/or AV - answer these three questions quickly, visually, and effectively. Legibility is critical. Consider your booth location and determine how far away you want a visitor to be able to read your graphics. Remember, when it comes to exhibit copy, less is more. Usually having a large, well-placed benefit/solution-focused headline with a compelling visual and a few bullet copy points is all you need.

6. Immersion and Interactivity: According to CEIR research, the number one way attendees want to interact with an exhibit is through some form of product/demonstration or presentation. Ask: a. How can we quickly and effectively show and tell how our products or services improve their packaging process? b. How can we make our product/service accessible and easy for attendees to put their hands on and wrap their minds around? c. How can we prove our claims? d. And make sure you have messaging support, whether it be static or A/V, that visually delivers the top two or three messages you want the visitor to know and remember when they leave.

Here’s a great example of how to create a fun and immersive product demo: A company marketing water soluble labels brought its product message to life and proved its claim through a fun and interactive game called the “Dissolve Away Derby.” Playing on the water gun race concept used at carnivals, they placed their labels on plastic containers and had four visitors at a time shoot water guns at the labels. The contestant who dissolved their label first won a prize. It was immersive and fun, proved their claim, was memorable, drew booth visitors, and created a buzz around the exhibit hall.

These six tips will help you design an effective exhibit worthy of an attendee’s time, as well as an exhibit that makes a powerful contribution to your brand and the success of your PACK EXPO experience.