Question

Topic: Strategy

Trade Show Graphic Help For Very Industry Specific

Posted by Anonymous on 9/22/2006 at 10:14 AM ET 250 Points
We are a company that manufactures scientific equipment for animal laboratories, dna labs, hospitals and blood banks. In this industry, it's very tricky to explain exactly what we do. We know that Trade Show graphics should only be a few key words that sum up our company so that they can be quickly read, but it is impossible to state what we do without writing a story. We are designing a few new graphics for the new year and are interested in learning what techniques you may have to offer for people like ourselves who HAVE to have a full story. Are there any layouts that are more attractive than others? A little less bland perhaps? I know you are probably thinking that I've summed up what we do already, but I haven't touched anywhere on it. If someone else from the industry saw that first line I wrote, they'd say "so does everyone else, but what do YOU do?" if you get my point. Very, very specific industry. If you have any ideas or strategies please post them. Thank you!
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RESPONSES

  • Posted by Frank Hurtte on 9/22/2006 at 11:36 AM Accepted
    I would focus on what you want to differentiate on...
    Research, quality, good programs for users, etc
  • Posted by Harry Hallman on 9/22/2006 at 4:16 PM Accepted
    Frandk, in my opinion, has it exactly correct. Boil out all the standard stuff and focus on a strong value proposition statement. Good graphics and a good value proposition will draw in your targets. Too much copy just scares people away.
  • Posted on 9/23/2006 at 12:05 PM Accepted
    Branding, benefits, and differentiators, translated into just a few words and some clear graphics. It's not that different from other technology products. It's the joy of marketing! Good luck,
    Marge
  • Posted on 9/25/2006 at 9:13 AM Author
    Thank you all for your responses. They are all great responses, however, we really cannot sum it up. A picture also does not do the trick. You see, we manufacture a product that is so different from the norm that it needs to be spelled out. That's why we are looking for an alternate layout so that it doesn't look as bland when we are specific on our product. We do have one generic lab drawing, however in such huge industry it doesn't tell much. I know this is a tough one, thanks for your help!
  • Posted on 9/26/2006 at 1:53 PM Accepted
    Can you show a flow chart or diagram and use some photographs inside it to draw attention?

    Also, use 3 bullets describing features, advantages, benefits with key technology buzzwords.

  • Posted by jpoyer on 10/1/2006 at 3:32 PM Accepted
    Gayle,
    you know, people in the marketing profession chop and crop and get your message across effectively without telling the whole story. If I had a nickle for every time a client wanted to put "everything" in a layout or design, I think I would be hanging out in a pool somewhere with a fruity umbrella drink.

    I really believe it is a mistake to look for an alternative layout to put a whole bunch of words in that people won't read. I agree with Frank and Margec, focus on what you want to differentiate, few words, clear graphics. If you try to the whole story in, you're wasting your time and money.

    Best of luck, I hope you find your happy medium (or your medium happily, anyway)

    Jennifer
    XPRT Creative
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