View Tim Porter's profile
Monday, October 6, 2008
The Ugly Online Booth - that works
As tradeshow organisers, we are all programmed to be conscious of how a good booth display can project a positive image of the company it represents.
Big space, good design and high quality build says lots of positive things about the exhibitors organisation - in much the same way as an impressive office would do if you visited them.
Most show organisers can also evaluate a magazine pretty easily. Poor print quality, poor design, and poor editorial all stand out when you know what you are looking for, and you may choose to steer clear of tying your promo campaign to a poor quality book.
In the online world, we have all rushed off to apply the same (conscious - or subconscious) criteria to websites as we did trade show stands and publications. Slick design, fancy graphics & quick page load times are what you expect from a leading player, the site looks good, so it is good - QED.
However, in this Google-obsessed world, some of these traditional indicators of "good design" in the real world are suddenly no longer indicators of a "good website" in the online one - and in fact those great graphics and smooth animations may well be exactly the things that make a site less "Google-able" - arguably the only measure that counts today.
This means that applying your traditional criteria for "quality" in the online media you select to promote your tradeshow may be giving you totally the wrong steer on how to market your show.
Have you noticed yet....?
Big space, good design and high quality build says lots of positive things about the exhibitors organisation - in much the same way as an impressive office would do if you visited them.
Most show organisers can also evaluate a magazine pretty easily. Poor print quality, poor design, and poor editorial all stand out when you know what you are looking for, and you may choose to steer clear of tying your promo campaign to a poor quality book.
In the online world, we have all rushed off to apply the same (conscious - or subconscious) criteria to websites as we did trade show stands and publications. Slick design, fancy graphics & quick page load times are what you expect from a leading player, the site looks good, so it is good - QED.
However, in this Google-obsessed world, some of these traditional indicators of "good design" in the real world are suddenly no longer indicators of a "good website" in the online one - and in fact those great graphics and smooth animations may well be exactly the things that make a site less "Google-able" - arguably the only measure that counts today.
This means that applying your traditional criteria for "quality" in the online media you select to promote your tradeshow may be giving you totally the wrong steer on how to market your show.
Have you noticed yet....?
Labels: trade show marketing google
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