In this article, you'll learn...
- Why tradeshows are key to a company's communications strategy
- How to let your brand take center stage at your next tradeshow
- Four steps to maintaining brand consistency at tradeshows
Public relations professionals spend much time and effort helping clients establish a brand identity. They think about how customers will perceive the brand, what image to portray, and what the business stands for. The brand identity they help develop is built upon with every decision made and every product or service launched.
A company's communications strategy also plays a key role in reinforcing brand identity. For many, that includes logos, brochures, online presence, public relations, advertising or packaging. But what about tradeshows? Think about it. How often have you attended tradeshows on behalf of your client, noticed an exhibitor, and wondered: What exactly does this company do? What are they trying to communicate?
You're not alone. After more than 20 years of working in the tradeshow industry, I've seen that the disconnect often stems from treating tradeshows as individual events rather than integrating them into an overarching brand-communications strategy. But the sheer power of tradeshows to cost-effectively connect with hundreds—even thousands—of customers and prospects makes them an important way of showcasing your client's brand.
Taking the time to strategize before embarking on a tradeshow program—and, in particular, exhibit design—is the most effective approach.
Here are four ways public relations professionals can help clients effectively maintain brand consistency at their next tradeshow.
1. Lead with your brand
Having a professional, engaging exhibit is important, but aligning it with your client's strategy and priorities is even more important.
Go back to those key attributes that define your client's brand. Is the client eco-conscious? Innovative? Dependable? Make that the primary inspiration for the exhibit design.