Program Consulting

In more than 20 years of service to the trade show industry, Image 4 has encountered a variety of business challenges and designed effective solutions to those challenges, for companies in almost every industry. We apply some science, some art and a great deal of experience to ensure that your display accomplishes your specific goals.

Market leading companies know that taking the time to answer a few strategic questions up front can go a long way towards strengthening your trade-show presence and extending your investment. Before you even begin to consider shape, size or design of a display, Image 4 helps you answer the following questions:

What audience -specifically - are you trying to reach?
Are you trying to reach current customers or new prospects? Do you know which people at which companies you are trying to reach? Are you confident that the audience you want to reach will be at the show you've chosen to attend? Drilling down to this level of detail can help you ensure that you're spending money to attend the right show in the right way, which will help you make the most valuable connections.

What is your specific goal for the show?
Are you trying to build name recognition, qualify sales leads or close sales at this show? Do you need to establish credibility with this audience or introduce a new product from a trusted brand? Your display space should be designed differently depending on what activities will take place in it.

How do customers in your industry make buying decisions?
What have prior successful sales looked like? Is the sales cycle long or short? Do your targets need samples, information or relationships? These factors should make a difference in how you present your company and use the space.

What is the average size of the sale you'd like to make to these prospects?
Are you asking your prospects to part with $1,000, $10,000 or $250,000? Your presence will need to communicate that your company is "worth" a sale of that size.

After you answer these questions, the size, shape and look of the display is far easier to design. It's imperative to know what you're going to use the tools for before you can figure out how to use them.

An X-Acto knife, a steak knife and a utility knife are all knives, but they're not only each used very differently, but used in different situations. It would be strange, at best, to eat filet mignon with a fork and an X-Acto.

For further guidance down this path to successful trade show execution, download our "Signposts to Trade Show Success". Then, contact us for a program consultation.