Often you hear trade show marketing managers saying “Oh it is a small venue. We do not have to go big.” However, if you did your market research of Segmentation, Targeting and Positioning, it does not matter what other exhibitors are doing. Your exhibiting marketing goal should always be implementing your segmentation by optimizing your products/services for that segment and communicating that your brand have made the choice to distinguish itself. If you follow this mantra you automatically weed out at least 70% of your competition. As you see in the images below, Cloud Shield chose to do exactly so at Focus 11, Security Conference that is going on now. Notice, how most of the exhibitors are in an “inline space”. Cloud Shield stands tall way in the back towering above everyone.
The show is sponsored by McAfee: notice how McAfee on to your left is subdued by the monolithic structure of Cloud Shield. Good Move you would say and I would say: Follow Basic Marketing 101 Principles. You will never go wrong.