11 Tips for Getting Your Business Noticed at Outdoor Events

A lot of our customers do indoor trade shows but just as many get materials from us for outdoor fairs, exhibits, and markets, especially during our balmy late fall and winter season. Most people assume what makes a good indoor trade show exhibit will also make a good outdoor display.

That’s not the case.

We’ve compiled 11 tips to help you create an amazing outdoor display. If you’re local, now’s the time to start thinking about your fall and winter needs for outdoor exhibits. It may seem like a way’s away but it’s closer than you think. Allowing for planning time means you can make a good, deliberate decision without feeling rushed.

 

11 Tips for Creating Awesome Outdoor Displays

If you’re taking part in a festival, outdoor market, or fair, here are a few things to keep in mind. First, let’s talk about Mother Nature.

 

1. Wind happens. No matter where they’re hosting this event, if it’s outside, be ready for wind. That means you should limit your paper usage, use heavier materials, and where you can’t limit paper, have containers and holders so you don’t have to go looking for a rock to work as a paperweight. But the wind isn’t always a bad thing. You can use a lot of movement-based signage that grabs attention. These include dancing windsock puppets and sail signs that flip with the breeze.
2. Weather happens. Yes, your event is likely to be canceled if a monsoon blows in but sometimes inclement weather doesn’t mean a full cancellation. Being prepared for that can place you ahead of the competition. Most people exhibit behind a table. However, if you use a branded tent with room to come in, you may have customers waiting out the rainstorm with you. That can be very lucrative since it’s a captive audience.
3. Heat happens. It can be burning up at an outdoor event and when it’s really hot, it takes the urge to buy right out of your potential customers. If they have kids with them, the children could be antsy or exhausted, another barrier to sales. Even adults may be on edge. Creating a tented oasis with electric or battery-operated fans can provide an amazing respite to heat-exhausted buyers.  You can also include a few chairs and sell drinks (even if that’s not your main product). Get them out of the sun and enjoying some shaded browsing time.

Now that we’ve covered the physical situations that can impede customer purchasing, let’s talk about things you need (or don’t need) in your display.

1. Employ easy to read signs. Don’t clutter your display with a lot of text. Tell passersby what you sell quickly. You have about 20 seconds max for them to decide if they want to stop in or not. If they can’t tell what you sell, they’re likely to keep walking.
2. Use real estate well. Most people read from up to down or left to right. Because of this, they will look for what it is that you sell toward the top of your display. Place the most important information higher rather than lower. If your business name doesn’t clearly indicate what you do or sell, make sure you state it.
3. Use clear fonts. A lot of people want to use clever fonts that match their business. For instance, a florist or farm might use a vine or scrolling font in green. The problem with that (albeit festive and creative) is that from a little ways away, it can be difficult to read. If someone is scanning an aisle, trying to decide if they want to walk down it, if they can’t read your sign, they likely won’t walk all the way down just to see if they might be interested in what you’re selling. Also, don’t go crazy by choosing a lot of fonts. 1-3 is all any display needs. Anything more than that and it looks like you used a newbie graphic designer, couldn’t make up your mind, or you’re using a mixture of old and new marketing pieces.
4. Show them what you sell. Whenever possible place what you sell in an obvious spot so, even if someone is blocking your sign, people walking by know what it is that you provide.
5. Host a contest with prizes. One way to get more traffic to your area is to host a contest of some kind. Spin the wheel is an easy one where everyone wins something. For outdoor events, even a bottle of water can be a great and valued prize. You can also give away branded paper fans, cool towels, sun visors, ball caps, and chamois. They might not seem like great giveaways in an air-conditioned space, but when outdoors in the heat, they can become very valued commodities and they won’t cost you a lot.
6. Know what collaterals are possible in the space. Know what your space looks like. Is it only a table? Can you bring a tent? Can you hang a branded background from the back of the tent? What does the event planner allow within your space? Plan accordingly. If you fail to do this research ahead of time, you run the risk of ordering something you can’t use or being woefully unprepared from a marketing perspective.
7. Arrange your products in an appealing way. Arrange your products in a way that catches the eye. If you don’t sell products, use evocative images or swag to call attention to those walking by. Appealing visuals can also keep people entertained as they want to speak to you.
8. Use fun business cards. People are walking around outside buying items. Few people are going to want to hold onto business cards, so make them fun. You can use business cards with seeds in them that can be planted. Add a special discount code to your business card and advise them of that (this provides value and they’ll be less likely to just toss it). You can also attach the cards to the bag you provide customers or slip a rubberbanded business card on each drink you sell.

 

Types of Branded Materials for Outdoor Events

Once you know what the event allows, you can consider the placement of the following important marketing collaterals:

Banners. Banners with a bold image or logo, your business name, and a line of text can be very eye-catching. Drape it on the front of your table over a branded table skirt.

Branded backdrop. These reinforce what you sell and can be hung from a back wall, if you’re up against a building, or from a tent, if allowed.

Table skirt or runner. Some companies like a full branded skirt. Others prefer to use a solid skirt and a branded runner or banner. Either way, they provide a nice branded look.

Sail banners. These resemble a very skinny sail and are designed to turn in the wind for maximum marketing power.

Display stands. Display stands are a good place to keep your collaterals.

Signs. Signs can be employed in addition to banners. While your banners showcase your company branding, signs are often used to highlight special offers or things that change on a more regular basis.

Flyers or coupons. If this is a multi-day event, if you’ll be at another local event in the near future, or you have a storefront you’d like them to visit, consider sending them home with a special deal. Print up flyers or a coupon code for them to use in the future. Not only does this mean more repeat business but it also gives you a way to track the return on investment in participating in this outdoor event.

Finally, keep in mind that people are generally at outdoor events for fun. Whereas indoor trade shows can be more about business or professional development. You’ll want to keep this in mind when planning your display. Don’t be overwhelmingly serious. Entertain people. They’ll stay around longer and longer stays mean bigger crowds, which then make others curious about what you’re offering.

Get ready for the outdoor event season with these ideas. Want another way to get ready? Call us today and find out how we can help you with your branding needs. We’re happy to make some suggestions.