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Targeted vs. general trade show exhibitions

Trade show exhibitions are a marketing channel that offers opportunities that other channels don’t, and represent a unique chance to meet clients and prospects face to face.

When you are designing the graphics for your exhibition stand, you will have a decision to make that will determine the designs you decide to use. If your goal for exhibiting at trade shows is to attract new customers, you may be tempted to try and design graphics that will attract the greatest number of people to your exhibition stand.

And yet, this may not be the best approach for your company. If you try and appeal to the greatest number, your campaign will have to be based on ‘the lowest common denominator’ approach, and will risk becoming mundane and being swallowed up by the competition.

If you have a product or service that you know will work best with a smaller, more specialist audience, then it may be more profitable to create a highly targeted and specific exhibition stand. The idea being that it may attract fewer visitors, but those it does attract will be more passionate and therefore make better qualified leads.