If you have attended more than a few trade shows and other corporate events then you know very well that the competition for limited attention is almost always extremely tough and the one-upmanship that develops among brands can get a bit overwhelming. Fortunately, there’s a pretty clear method to the madness—and it all starts with a well-designed media wall.
Creating a great media wall might seem like a daunting task but it’s actually not as hard as it seems. Think of your booth like a billboard on a busy highway where cars pass by at high speeds. People will walk by in just a few seconds—or maybe even less if there’s another booth across the aisle. The main goal is to grab attention, pique interest and rise above the competition. And with the right backdrop, you sure can get people to stop in and check you out.
The Good Stuff
Media walls, or known to some as media backdrops and repeat banners, are portable and easy-to-set up walls that offer an extensive range of marketing opportunities at corporate events. Besides the convenience factor, media walls are an attractive way to elevate brand presence and exposure, attract and engage attendees, add perceived value to the business, and improve product knowledge.
Sure, they have evolved into a wide range of variants, and advances in technology have made it even simpler to create your own. It is, however, so easy to get lost in the process and lose sight of the bare-bone concepts. The most common mistake exhibitors make is loading up their backdrops with too many details, which ultimately leads to their backdrops working against them instead of for them.
When designing one, it’s imperative that you put yourself in your prospects’ shoes and ask: What’s in it for me? From there, you can make sure to provide answers by having the basics in place.
Anatomy of an Effective Media Wall
A backdrop is meant to draw people to your booth and make the ones walking by go, “Ooh, I need to check this out.” Here are five key elements that you must consider to create a solid and highly effective media wall.
- Graphics. People are visual creatures who crave visual stimulation. That being said, you can never go wrong with crisp, bold images that accurately portray who you are as a brand and what you stand for. You may want to use multiple images—and not just any image, but ornate, artsy ones—but really, a strong, simple image pops better and is more likely to be remembered.
- Headline. Most people who attend trade shows walk up and down aisles, barely giving booths a passing glance. But if yours has a catchy and well-thought-out headline, they might just come on by and take a moment to say hello and learn a little more about you. They key here is to keep it short, make each word count, and stick with a typeface that’s easy to read and translates well into a larger size.
- Description. This is a tricky one! It’s always tempting to write a description that explains everything you want your prospects to know about you, your products, as well as your services—but do your best to avoid it. As much as most exhibitors would like them to, attendees simply do not have the time to read. Your best bet is to choose your words carefully, keep your sentences short, and use bullet points to highlight essential bits.
- Branding. You want to make sure that your company’s name and logo are plain and easy for everyone to see. To achieve this, place both in the header portion of your backdrop, as most trade show attendees expect to find them there.
- Website and Social Media. By featuring both, you’re giving attendees the opportunity to know more about you from anywhere and to access any other information they may need at their leisure.
It only takes about 5 seconds before trade show attendees decide whether to move along or stop to chat. But with a media wall that has all these key elements, you’re guaranteed the latter.
The overall goal of media walls is to attract the right attendees with a brief, bold, and relevant statement. Especially for start-ups and other small businesses, it’s important to remember that simply putting your company name and logo in full display won’t do it. The real magic happens when the right people are reached with the right message, and a well-designed media wall will help you achieve just that.