Trade Show Displays and the Duct Tape Test

What do you think of when you hear the phrase "trade show displays and the duct tape test"? If you're like most people, you probably think of repairing trade show displays with duct tape. But this article is about another use for duct tape with trade show displays. It's about the "trade show display duct tape test", and the test does not mean whether or not you can fix or repair your trade show display with duct tape.

What the trade show display duct tape test means is, "Can your trade show display speak for itself?", as in if your mouth has been taped shut with duct tape! An effective trade show display needs to clearly communicate your marketing message, without you standing next to it and opening your mouth and explaining what your trade show display design means.

Your trade show display design (and marketing message) needs to quickly and clearly answer three questions. First, your design needs to state WHO you are (what your company name is). Second, your design needs to state WHAT YOU DO (especially if your company name doesn't indicate what you do). Third, and most important, your trade show display design must state WHAT'S IN IT FOR YOUR CUSTOMER (WIIFM or What's In It For Me). This is the most critical part of your marketing message! If your potential customer can't look at your tradeshow display and immediately know who you are, what you do, and how you can help him, then you need to rethink your tradeshow display design and your marketing message!

To put your trade show display though the "duct tape test", you don't need to actually tape your mouth shut. But you need to make sure your design has a clear message, and that it answers the three questions above. Don't rely on being there to shout at your prospective customers as they walk by your trade show booth and then try to convince them to stop and talk with you. That is the job of your trade show display design. It is supposed to stop prospects, not you. It is suppose to get them to want to talk to you, not you saying "So, what brings you by my booth today?" Trade show attendees will pass by hundreds of trade show booths at the typical trade show, and only the displays that pass the duct tape test will get them to stop. Does your trade show display pass the duct tape test?

On a side note, not only does the duct tape test apply to trade show displays, but it also applies to all your trade show marketing materials, including your pre-show mailers, your brochures, and your handouts. All your marketing pieces should have a clear (and consistent) message that speaks for itself!

If you are looking for high quality portable trade show displays that won't need duct tape repairs, and that can be custom-printed with your own unique design that passes the duct tape marketing message test, then please consider Pinnacle Displays and their patented, custom-printed Signature portable trade show displays.