It’s not too early for exhibitors to be thinking about their booth and overall presence at Greenbuild in October. Many Greenbuild exhibitors take the environment into consideration when designing spaces, preparing collateral materials and brainstorming clever giveaways that will attract attention to their green stories. A multi-tiered approach can boost green credibility and reinforce the message that you’re walking the talk.

Booth Design:

Many companies prefer to have a new booth design for each show. While that approach does allow for updated messaging and a fresh look, it can also create more waste than necessary. Weigh the marketing benefits of a consistent look and message versus a new presence each time. Companies with an emerging green story may want to focus on repetitive messaging until an authentic green reputation is established.

Exhibit Materials:

Choose booth components using criteria common in green certification programs, such as raw materials, locally sourced products, recycled content, recyclability, etc. Consider lighting choices and other electronics that can reduce impact. Some shows, like Greenbuild, award low environmental impact exhibits through a special recognition program. Achieving this type of third-party endorsement tells attendees your environmental commitment is more than a marketing campaign.

Giveaways/Contests:

Make a contest or giveaway both green and relevant to your messaging. A dematerialized, Web-based campaign with a call to action can engage attendees prior to the show and boost traffic on site. Don’t create an unsustainable giveaway that will end up in the trash after the show, no matter how clever it seems at the time. Instead, offer organic coffee or locally sourced snacks, in green packaging of course, that will encourage attendees to linger in your booth to hear your story.

Marketing Collateral:

Tablet computers and smart phones are common for paperless onsite demos, but attendees often want a take-away that provides more information, yet presented in a green way. Consider electronic brochures that can be sent on the spot or smaller, printed pieces that direct customers to online product catalogs for more information.

Keep trade show messaging consistent, whether it’s a green-themed show or not. A consistent, authentic presence is the key to persuasive green communications.