When you exhibit at an expo or trade show, you have just 3 seconds to grab attendees’ attention. That’s about how long it typically takes for someone to walk past a 10x10 booth. Messaging to attendees at an event must be simple, to the point, and most importantly, compelling.
Remember these important steps to ensure your messaging has stopping power and leaves a lasting impression long after the event.
It’s that season once again where companies test their endurance in one of the toughest habitats in the business world—the trade show. According to the Center for Exhibition Industry Research (CEIR), while companies in 2011 allocated 40.2% of their marketing spend on B2B exhibiting, they have just 3 to 5 seconds to capture someone’s attention on the trade show floor. This affirms the power of face-to-face marketing, but it also means that trade-show messaging must be powerful and effective.