| A PopUp Display normally covers the entire back | | | | number of specific exhibits, chances are she is looking |
| "wall" of your space. This means that a properly | | | | for a familiar name or logo. Don't disappoint. Use |
| designed PopUp Display provides you the opportunity | | | | striking trade show graphics to display your logo |
| to make a bold statement about your company and | | | | prominently near the top of the display. That way it will |
| your most important product or service. | | | | be as visible as possible above the heads of the |
| A PopUp Display not only serves as a backdrop to | | | | people standing in front. |
| your display, but gives your area definition, and allows | | | | 3. Use a slogan |
| you to focus attention on a specific image. | | | | The same goes for your "primary product message". |
| Well designed popup displays make a powerful | | | | Try to boil your product or service down into one or |
| statement about your product or service. | | | | two words that you can focus on. This could be a |
| Of course it is possible just to throw the popup up | | | | product logo, especially if it is well known and easily |
| against the back wall, stick a table in front of it, spread | | | | identifiable. |
| our your brochures, and away you go. But you can do | | | | But it could also be a two or three word phrase -- |
| better than that. Pay special attention to the space | | | | much like a "slogan". If you can't think of anything |
| requirements and the specifications of your popup | | | | creative, then just take your primary product and stick |
| display, then design your space around it. | | | | an adjective in front of it (or a short phrase behind it) |
| 1. Maximize the dramatic impact of the design | | | | that gives it some "zing"...like this... |
| First, since you want to maximize the dramatic graphic | | | | Hair Cuts with Class |
| impact of your PopUp, you probably won't want to | | | | Sausages with Sizzle |
| clutter the area directly in front of it. Yes, you have | | | | Beautiful Old World Gardens |
| limited space to work with. But rather than putting a | | | | Keep it to four or five words. The objective is to have |
| table directly in front of your most valuable asset (the | | | | it near the top of your display, on one, or at most, two |
| PopUp), it is usually better to create two separate | | | | lines, where it will get maximum exposure. |
| areas to either side. | | | | 4. Use simple, bold graphics |
| If you will be working the booth alone, then have a | | | | So that takes care of the top 1/3 or so of your display. |
| "distribution area" on the "incoming" side (the side most | | | | The rest should be devoted to enhancing or illustrating |
| of the traffic comes from), and a "sales area" on the | | | | the "primary product message". Forget about using lots |
| other side of your space. This will help both you and | | | | of text to actually tell people about your product. If the |
| your visitors. They will be able to pick up brochures, | | | | show is successful, you will spend most of your time |
| samples, etc. from the distribution area without intruding | | | | blocking the view of your display, and prospects won't |
| on your one-on-one conversations taking place in the | | | | be able to see it anyway. |
| other area. | | | | Use some creativity when designing your popup |
| This will give you a semblance of "privacy" -- as if this | | | | display or trade show booth. Usually you want to find |
| were possible at a trade show -- when you pitch your | | | | one or two large striking images and integrate them |
| more important prospects | | | | into a colorful background. The best designs often use |
| If there are two of you working the booth, then you | | | | just one large image. |
| should have two self-contained sales stations -- one | | | | The important thing to remember is that people are not |
| on either side. In other words, make use of your space | | | | going to walk up to your display and start reading the |
| intelligently. Don't clutter up the middle, if you can help it. | | | | information on it. That is why a "graphic" approach is |
| 2. Focus on your "Primary Product Message" | | | | much more realistic than an informational approach. |
| Your PopUp display should do double-duty as both a | | | | Don't stick a bunch of information-intensive graphics on |
| backdrop, and your most important vehicle for | | | | your display because you think that will give you more |
| promoting your company's presence and your | | | | communication bang for your buck. It won't. The |
| "Primary Product Message". Stand back from your | | | | situation, the environment, and the motivation are just |
| display for a second and look at it from the | | | | not right for this to happen. Your PopUp is a very |
| perspective of the casual passerby. What is he or she | | | | specific kind of "billboard", and it should be treated that |
| most interested in? | | | | way. |
| First, since she has come some distance to see a | | | | |