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You've been to trade shows and seen the face of a display with literally dozens of 8" x 10" photographs OR small text signs. Believe me this is NOT the way to graphically display your goods and services. Detachables or Individual Graphics need to be much larger, bolder and limited to no more than four or, five at most. AND these should be a minimum of 20" x 30" in size. Think about it: when you saw the display with dozens of small photographs on it, did it entice you to go and see what they were or did you walk on by. Chances are you walked right on by.

Graphic Mural for your Display

The case for Graphic Murals is a strong one. A Pop-Up display is nothing more than a carrier of your message to your target market. And the face of your display can be a compelling billboard or a dog; whichever you choose.

The ingredients for an effective graphic mural are: Your Logo and name as bold as possible at the top of the mural, an absolutely "knock your socks off" photograph for your background [must be germane to your industry] AND a features and benefits panel on the right facing side of the mural.

NOTE: A features and benefits panel is three, perhaps four, bulleted features that highlight the capabilities of your organization, followed by no more than five or six words that turn that feature into a benefit to the prospect, suspect or customer attending the show.

Example: Efficient (Feature) - Delivered within 24 Hours (Benefit). This features and benefit panel text formula should be on a vertical rectangle (preferably 20"-25" wide by 40"-45" high and have a screened background to set it off from rest of the mural). It should be positioned ergonomically so any visitor to your display can read it in two minutes or less without straining to see the uppermost or lowest portion.

So what if I want to change my message for different shows?

Great Question and here's the answer. When designing the Graphic Mural leave what are called 'windows' or 'blank spaces' on the face of the mural (don't worry if the blank spaces cross over the panel separations). The position of these 'windows' can be wherever you desire but should probably not be more than two or, three at most. A high preponderance of companies who use 'windows', use them for the features and benefits panels and let that be that. Others use them for the F & B Panel AND another space on the left facing side of the mural to highlight a new product or service.

Then, when using 'windows' you simply develop a new graphic the same size as the 'window' and affix female or loop Velcro tape to the face of the display around the periphery of the 'window' and affix male or hook Velcro tape around the back edge of the new graphic and marry the two.

This is how the 'big boys' look professional, crisp and relevant at every show and save money doing it. Detachables OR Graphic Murals? Graphic Murals get my vote every time. Remember the exhibitor who gets the most visitors AND understands the needs of each - WINS!