Your trade show booth is the most powerful tool in your arsenal for reaching out to your potential customers. But like any tool, you have to know how it works to get the best results.

Trade shows are all about conveying a particular message to your potential customers. This message varies from industry to industry, and from company to company. But no matter what industry you’re in, your message is your number one chance to show your customers who you are and why you’re different—and better—than your competitors. Your message needs to be as unique and compelling as your company’s vision.

Once you’ve determined your trade show goals and the audience you need to reach, deciding on a message should be relatively easy.Be sure to keep the following tips in mind when deciding on the message you want to convey with your trade show exhibit.

Create a Message That Supports Your Goal

Establishing a trade show goal you can actually measure is the most important step for trade show success. Whether your goal is to gain a certain number of followers on social media or to reach a certain dollar amount in sales, a measurable goal needs to be at the center of all of your trade show plans, including establishing a clear, concise message. When deciding on a message for your trade show booth, be sure to ask yourself how it will help you get closer to meeting your goal.

In a recent customer spotlight, GLM Displays’ customer LogoJET USA demonstrated how a strong trade show goal can serve as the foundation for the perfect message.Their goal—which was to build customer relationships by demonstrating their unique printing technology—was perfectly reflected in the message they chose to convey. Their fantastic booth included text that advertised “Endless Possibilities” and “Endless Customization” to their customers, and their product demonstrations took that message one step further by actually showing customers what their printing technology is capable of. LogoJET USA’s goal and message work hand-in-hand to make every trade show they attend a success.

Keep it Simple

Newcomers to the trade show scene often make the mistake of trying to say too much to their customers at once. It’s tempting to try to tell your customers everything they need to know all at once, but too much information can end up leaving customers feeling overwhelmed and uninformed, especially at crowded trade shows where every booth is competing for your customers’ attention.

Instead of trying to cram all the details in your message, stick to something simple that will stand out among the crowd. Your potential customers are looking for the most straightforward solution for their needs, and keeping your message simple can go a long way towards showing your audience why you’re right for them.

Speak the Language of Your Audience

Your message needs to speak the language of your audience, and that means getting straight to the point. What benefits can you provide for your potential customers? Whether it’s a host of upgraded services, a new line of products, or discounted pricing, your message needs to tell your audience exactly what you can do for them. The message that gets straight to the point and communicates the information your audience is looking for is the one your potential customers will remember.

Design Your Booth around Your Message

Designing an eye-catching trade show booth can be a challenge for new exhibitors. With so many choices available, it can be difficult to decide what’s best for your company—and for your budget. But the best way to design a great booth is to keep your message front and center. When you know what you want to say, it’s a lot easier to figure out exactly how to say it.

Keeping the focus on your message shouldn't stop at the trade show floor, either. Make sure your message is consistent both on- and off-site. Your message should be clear throughout all of your marketing endeavors, including any handouts, raffles, or giveaway items you might include. Every part of your display should work towards communicating your message to your audience.

Did you find this blog post helpful? Check out the complete guide, “10 Steps for a Successful Trade Show.” It's absolutely free and full of practical advice to help you achieve your goals.