What are some of the elements that you should consider when you’re designing your booth?
How can you use signs to attract attorneys at a trade show?
- What goes on the signs?
- How can you lay out the information when you’re working with a company to help you create your booth for you?
- How will you answer the questions about what you want?
Your signs should arouse curiosity, grab attention, and stress the attorney’s pain points (problems) that you solve. Many exhibitors are using free-standing panels that are inexpensive to create. lightweight and easily changed. Signs to attract attorneys can be placed on easels, table top units, floor units and other types of displays.
When you are in an exhibit area, visitors are going to walk by your booth and scan your panels, your signs, and your information. They’re going to make a decision right on the spot.
- Are you somebody they want to talk to?
- Do you have some compelling information that appeals to them, or are they going to just keep walking by?
Reactions to Signs to Attract Attorneys
When you design a booth, you have to keep in mind those three groups of people.
Ignore your signs
Some attorneys won’t read your signs at all. They’ll just walk right in your booth. They’ve heard your name. They’ve heard the name of your company. They see the term “legal nurse consulting”, and that’s all they need to know. They come right in, and they tune out your signs. These will be the attorneys who are easiest to sell. They know they have a need and they want to talk to you.
Look at the images
Another group of people will look at your images. They’ll make decisions about whether they want to talk to you based on examples of demonstrative evidence or a photograph. They are visual people who are focused in on the graphics rather than the words. They react to images of injuries, car crashes, and demonstrative evidence such as medication calendars or pain scores.
Read all the words
The third group of attorneys will read all of your words. There are the people who are going to stand outside your booth to read your signs. They’re going to pretend that they don’t know that you’re staring right back at them, waiting on them to make a decision.
I envision these as the attorneys who think there is an invisible magnet in the booth. If they get too close they will be pinned to the magnet and unable to extricate themselves. They’ll keep their distance until they become interested in talking to you.
The key principle is to create signs that are colorful, bold, and big. Remember, people need to see large letters because they may be standing at a distance. You shouldn’t be using small fonts, and you should be consistent in your design. Signs to attract attorneys have done their job when the attorney enters your booth to talk to you about your services.