Designing trade show exhibits is all about determining the best way to appeal to your visitors. You need to know what they like, what they dislike, and what hits the mark. There are several ways to determine these facts. You could try doing market research, using surveys and researching any studies that have previously been completed. But for best results, most companies will turn to a more powerful tool: the focus group.
Understanding Focus Groups
The use of a focus group isn't a new method. These groups are small representative samples of your larger client base, chosen because they'll be able to give firsthand impressions and opinions that no survey could ever replicate. These studies have been convened for ad campaigns since the1950s, when they were first used to test out television campaigns.
A good sample will have at least one person from each of your major market areas. The way in which you define a market area will vary depending on what you promote with table top displays. If you are pushing a product aimed at a relatively small group, you will be able to subdivide your study more easily. However, if your product has a large appeal, don't choose too narrow of a sample.
Assembling A Focus Group For Your Trade Show Exhibits
Getting helpful input is the primary concern for anyone organizing this type of study. Members should be an ideal representation of their demographic, as closely in sync with the 'average' client as possible. A group like this can be somewhat difficult to find, especially if your company is small. If you are large, put the word out to your staff that you're seeking participants. A surprising number of people will have contacts that they can call in to provide input on your exhibits for trade shows.
You may or may not want to ensure that contributors have little or no knowledge of your company at present. By in large, this will depend on what the market knowledge of your company is in general. If you have a large market share and are practically a household name, finding participants who don't know anything about you is too much of a precaution (and may be a practical impossibility.) If your company is a virtual unknown seeking to gain presence through trade show exhibits, then you should seek participants who know nothing about you.
How To Present The Exhibits For Trade Shows To The Participants
There are two main ways to get opinions. The first is by simply presenting the drafts of different table top displays to the group, gathered together in a room. Although this method is less conducive to copious note taking and documentation of responses across demographics, having marketing researchers mingle amidst the participants will lead to more organic responses. However, a systematic meeting between one researcher and one participant will allow for substantially better recording of impressions.
Using The Knowledge
Once you know how your chosen demographics might react to your table top exhibits, you can make changes as necessary. One of the biggest advantages of focus groups is that they are relatively inexpensive to conduct, so you should feel comfortable bringing in different groups whenever you require an opinion. Simply ensure that you have complete drafts of the different exhibits for trade shows, as it can be difficult for participants to imagine something without a prototype.
Understanding Focus Groups
The use of a focus group isn't a new method. These groups are small representative samples of your larger client base, chosen because they'll be able to give firsthand impressions and opinions that no survey could ever replicate. These studies have been convened for ad campaigns since the1950s, when they were first used to test out television campaigns.
A good sample will have at least one person from each of your major market areas. The way in which you define a market area will vary depending on what you promote with table top displays. If you are pushing a product aimed at a relatively small group, you will be able to subdivide your study more easily. However, if your product has a large appeal, don't choose too narrow of a sample.
Assembling A Focus Group For Your Trade Show Exhibits
Getting helpful input is the primary concern for anyone organizing this type of study. Members should be an ideal representation of their demographic, as closely in sync with the 'average' client as possible. A group like this can be somewhat difficult to find, especially if your company is small. If you are large, put the word out to your staff that you're seeking participants. A surprising number of people will have contacts that they can call in to provide input on your exhibits for trade shows.
You may or may not want to ensure that contributors have little or no knowledge of your company at present. By in large, this will depend on what the market knowledge of your company is in general. If you have a large market share and are practically a household name, finding participants who don't know anything about you is too much of a precaution (and may be a practical impossibility.) If your company is a virtual unknown seeking to gain presence through trade show exhibits, then you should seek participants who know nothing about you.
How To Present The Exhibits For Trade Shows To The Participants
There are two main ways to get opinions. The first is by simply presenting the drafts of different table top displays to the group, gathered together in a room. Although this method is less conducive to copious note taking and documentation of responses across demographics, having marketing researchers mingle amidst the participants will lead to more organic responses. However, a systematic meeting between one researcher and one participant will allow for substantially better recording of impressions.
Using The Knowledge
Once you know how your chosen demographics might react to your table top exhibits, you can make changes as necessary. One of the biggest advantages of focus groups is that they are relatively inexpensive to conduct, so you should feel comfortable bringing in different groups whenever you require an opinion. Simply ensure that you have complete drafts of the different exhibits for trade shows, as it can be difficult for participants to imagine something without a prototype.
Using Focus Groups To Develop Trade Show Exhibits