That Trade Show Michael Scott Went To? Here’s Everything He Did Wrong.
“A blank piece of paper,” Michael Scott once said, “equals endless possibilities.”
For context, the only thing Michael brought to showcase Dunder Mifflin in this episode’s trade show is a piece of blank paper.
Umm… I don’t think that’s going to work.
I really don’t think any of you are making such bad blunders, but today we’re gonna talk about how to make your trade show booth stand out— and we might as well use our favorite office manager to do it!
Be yourself (and by that I mean use your brand’s style guide).
Consistency is required from all aspects of your business— from the quality of your customer service to delivery times. As a graphic designer, I’m going to talk about visual consistency.
For reference, the Dunder Mifflin Logo is black and white with bold, blocky letters. Yet Michael has set up his booth with this maroon tablecloth with a wrinkled white table skirt. This doesn’t reflect the company’s branding!
The visual identity that Dunder Mifflin put time and money into developing is being completely wasted here!
This is a page from a style guide I made for JLC Remodel Consulting & Interior Design. You can see the brand’s signature colors, as well as their color codes, so that branding remains consistent across all mediums of print and digital materials.
Brand style guides are a great way to ensure visual consistency for your company. Beyond standardizing fonts, colors, and other graphic elements, they show how and when to use those fonts, colors, and graphic elements. Style guides save time while making your business look good.
Bring a steamer… and be practical.
I mentioned that really wrinkly skirt hanging off of Michael’s table— well, that’s a real problem! If you’re going to a trade show, you’re probably packing stuff up and loading it into a car or a semi. If you have anything that can wrinkle, bring a steamer. Appearances matter!
On a similar note, think about how durable your trade show graphics are. If your company visits a lot of trade shows, it’s worth it to invest in premium signage that can handle the rough and tumble of travel. What you don’t want is cardboard that’s ripped and fading.
Catch their EYE
I think all of us can relate to Michael’s conviction that we can win strangers over with pure personal charisma alone, but that just doesn’t work. There’s a lot going on at trade shows, and the best way to catch somebody’s eye is, well, to literally catch their eye.
Having large, engaging visuals adds texture and visual interest to your booth and draws people in. When I worked withMinger Construction, they had some awesome high-resolution photography that was perfect for blowing up across a large scale graphic.
What makes for engaging photography? Avoid straight on on views and shoot your space, your product— whatever it is— at an energetic angle!
And I just love that tunnel photograph— talk about drawing people in!
Think about your audience
If you took one look at Dunder Mifflin’s booth, you would know absolutely nothing (not even that they are Dunder Mifflin, because their name is nowhere in sight!).
In discussing any design project, I want to know who the audience is. How much background do they have about your product? Do they need to be educated about what you do, or why you're the best at it?
Also, think about your audience in a more tangible way. For instance, when I was helping out Minger Construction, they wanted to put out double-sided sales sheets. I suggested they put the sheets in acrylic holders so that they stood upright. That way, people passing by didn’t have to strain to see; And the varying heights gave visual interest to their booth!
Bring on the fun and games!
It’s lost on me why Michael Scott, the king of fun and games, didn’t bring any!
Giveaways, gimmicks, games— these have the double benefit of drawing people in AND engaging them once they’re there .
And don’t forget the swag! I once convinced a marketing director to buy light up yo-yo’s. What a hit! The demographic at that trade show was mostly middle-aged men, and they kept coming up saying they were grabbing one “for their kids.”
“For the kids.” Ha!
Keep it simple!
Now, when I say to keep it simple, I don’t mean to the point of having no decoration or information put up at all. But always remember that the most valuable asset you have at your trade booth is the people working it.
Your visuals are leading visitors into conversation with the people who know your product and how to communicate it. Resist the urge to put every single bit of information you have about your company on your marketing graphics.
Check out this graphic I put together for Trystar. All the graphic does is introduce us to what the company works with (power systems) with a splash of color and angular movement to engage the eye.
Keep it simple, and let your representatives do the rest!
Look Alive!
I know, trade shows are long days, but try to avoid sitting down the whole time. Body language is powerful, and you want to be engaged and inviting for potential visitors. This is why a lot of trade show booths opt out of tables to begin with!
What do we make of Michael sitting on top of the booth table? Um, I’m not sure.
The thing Michael got right…
If there’s one thing that Michael got right, it has to be the sheer passion he has for his company. Trade shows are an opportunity for you to spark curiosity and excitement around your product, and that can’t happen without a good mindset.
Signage and graphics do the work of drawing people towards your booth, so that you and your team can shine.
If your business has a trade show coming up,I want to hear about it! Let’s make sure your company stands out!
