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In my last blog post I laid out my feelings after coming in contact with Pop Up Displays back before I ever was employed in the exhibit business, which made my opinions a little more valid because it was formed before I became an business insider. There are many lesions you learn as you build a business, one of which is why you must fight to protect the integrity of your brand in the marketplace, and how easy it is to lose the real asset your company has. That brand is what you are striving to differentiate in the marketplace from all other competitors. Each year when you attend your industries' trade show for the purpose of competing with all other products, what would be the value of settling for a situation where you could never separate yourself from lesser competitors? Maybe that is too strong or harsh a judgment of what people do, however but when on every side of you, all the exhibitors have the same shaped display as you, and ultimately all blend in with each other, isn't that exactly what has happened? In the back of your mind I am sure you want your product and brand to be unique, but showing off your brand with a pop up is like residing in the trade show equivalent of a row house, and is not something that you will get a lot of accolades over. I could give you a list of alternatives, but space does not permit doing so at this time. There is one more thing that drives me crazy which is how many business people make that final decision on what specific display system to purchase. Earlier in this article I stated that branding your product is perhaps the most important duty as a business owner,but there are some people in the business world that when it comes to making that all important decision, they make it based upon their personal convenience; and with one particular decision I was told about, the final decision on what display to buy was determined based not on how well the system could promote the image of the business or display the products he produced, but on how big the shipping case was because his secretary would be taking it to the exposition hall and she had a sub compact car. Let me just say that there are many decisions on branding and promoting of ones' products that are made in a very dimly lit room, and without a lot of forethought, but don't you think, based on the impact a well thought out decision might have that it is worth paying a little more attention to?
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Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices. Click here for additional information regarding Trade Show Exhibits Trade Show Booths Get a Unique Version of this Article Article Marketing
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