PRESENTATION # 5This presentation includes an audio component. Please turn up the volume on your computer. Click your mouse or the space bar to advance to the next slide.

PRESENTATION # 5

StopLookListenRemember

Light it up

Light it upBrighten it up

Light it upBrighten it upTell them what you do

Light it upBrighten it upTell them what you doTell them who you are

Light it upBrighten it upTell them what you doTell them who you areShow them what you do

Light it upBrighten it upTell them what you doTell them who you areShow them how you do itShow them what you do

Light it upBrighten it upTell them what you doTell them who you areFinish it offShow them what you doShow them how you do it

Light it upBrighten it upTell them what you doTell them who you areMake them rememberShow them what you doShow them how you do itFinish it off

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Presentation #5, Creating Impact, is about taking the information you learned in Great Exhibit Design to the next level.*

Presentation #5, Creating Impact, is about taking the information you learned in Great Exhibit Design to the next level.

Here is what you would like your exhibit to do to show guests.

Make them stop as they walk down the aisle.Make them look to see what your exhibit is all about.Make them want to listen to what you have to say.Make them remember your company after they get home.*The first thing that will make your exhibit stand out from the rest is good lighting. Yes, there will be lighting in the exhibit hall, but the best exhibits will add lighting to highlight what they are all about.*When I speak to people about lighting their exhibit, I suggest they think about how artists illuminate their work in galleries and exhibits*You want your light to make your exhibit pop. Backlighting is a great way to make your exhibit stand out.**All professionally designed exhibits will include good lightingAnd while its not fancy, track lighting or other lighting will often do the trick.*After you light it up, you want to brighten it up*By that, I mean dont be afraid to use bright colors. *Color can set your exhibit apart, and attract attention.*Your next job is to tell them what you do. *Typically, this is done with signs. I dont think there is any doubt that this company can handle your interior decorating, painting, faux finishing and custom furniture needs*This company can handle your landscaping, irrigation and night lighting needs.*This company can handle all your elevator needs. All of these companies spell out, in no uncertain terms, exactly what they do.*This company can build you a green home. Whats important to note in this photograph is that Custom Green Homes is what he does, not his company name. His company is Jim Gleeson, Architect. But whats more important is what he does. The same should be true for you.

*Thats not to say that you should not tell them who you are. Thats also very important.*Pella Windows and Doors wants to make absolutely sure you know that you are in the Pella exhibit.*This is a great exhibit, but will you remember who they are?**You will get a sign with your exhibit. It looks like the one in this photo. I like to think of this sign as something to help you find your exhibit space when you are moving in. If you have anything better, bring it. If you do not have anything better, have a sign made.I think you want your sign to reflect who you are. These signs look like framed pieces of art**Backlit signs are great.And if you sell a known brand, its always good to make those names prominent as well.*After you tell them what you do, and tell them who you are, you want to show them what you do. There are many ways to do that.*Take a look at this exhibit for a company that sells gutters. What are they selling? Not gutters. They are selling that if you buy their gutters, you do not have to risk you life each fall cleaning out the gutters you have.*This is an interesting story. This kitchen installer said they every year, show guests would come up to him and say, Im in the market for cabinets, but not the ones youre showing. He would then have to explain that he installs all types of kitchens. Then one year he decided to display two kitchen settings. One very traditional and one very contemporary. His message now, without having to say it, is I can do this, and I can do this, and I can do everything in-between.*Another way to show people what you do is with photographs. People love photographs.**This is part of an exhibit by Patio Enclosures. Each year, they used to build a sunroom in the show. And each year, not unlike the kitchen company, people would say I want a sunroom, but not this one. So they stopped building sunrooms in their exhibit and replaced them with modular units that show all the different types of sunrooms they build.

Ideally, you want to use a combination of product and photographs.*Even better than showing people what you do is showing them how you do it. If there is anyway you can demonstrate what you do, you are going to garner attention.*Now, demonstrations for some companies are easier than others.**But anything that gives show guests a taste for what you do is great. Anything that draws attention, is typically worth the effort.My definition of demonstration does not necessarily mean youre physically doing something. To me, this furniture repair company is demonstrating what they do by providing before and after samples.*This window film company is demonstrating what their product can do.*This builder is demonstrating how their masonry homes go together.*If you can get people involved in your demonstration, its even better.*Heres an exterminating company that brought all sorts of creepy bugs to the show. Both the kids and the parents loved it.*The next thing you want to do is put the finishing touches on your exhibit.*By that I mean dress it up. If you are a cabinet company, put plates in the cabinets and accessories on the shelves. Let people see what it will look like in their home.*If you are a landscape company, create a landscape.*If youre a decking company, build a deck, and then add the plants and the outdoor furniture. Make it look real and inviting*Heres a playground company that just did the basics. Compare this to the next photo.**Another playground company that went to the extra effort to make it look like it will in the customers yard.Another thing you can do is create a theme. This rug dealer created a Tommy Bahama theme, complete with Tommy Bahama shirts for their salespeople.*You can work together with other companies to make this happen. This company sells outdoor furniture, so they got together with a landscaper to create an outdoor living environment.*Heres a kitchen company that got together with an interior designer.*The last thing you want to accomplish is to give them something to remember you.**For some companies, that may be something the potential customer can take home, like literature. But be careful - two-thirds of brochures simply handed out at shows are not read or kept. So my advice is to have literature, but treat it like something special. Only give it to people who show an interest, and do like this lady open it up and show the person why you are giving it to them. Then they will be more likely to keep it.

And while give-aways are good, whats really effective is a cant-miss element in your exhibit. This is company is called Lighthouse Construction. So why is that important?*Lets say youre a show guest, and you come to the show in part because you need a new air conditioning system. Odds are, that you visited each heat and air company at the show. So after the show, they start calling you to follow up. If the salesman says, Im with Knight Heat and Air. Were the folks who had the dragon on top of our exhibit. theres little chance youll mix them up with another company.*Im the guy who wore the leather kilt work belt. Whatever it is, do something to be remembered.**Another thing you can do to be remembered is to show them something new or different. Each year, this plumbing distributor brings a neat product hes found, like this copper bathtub. While its not a product everyone wants, it gets your attention, and it makes you remember.This exhibitor created a martini bar. While he may not sell one, it draws attention, it shows what he is capable of doing, and it will be remembered.

Your exhibit is a reflection of your company. You want it to represent your companys quality and professionalism. So think about what youll do to create that atmosphere. We look forward to seeing you at the show.*