The Trade Show Challenge
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A fundamental shift has occurred in the way people absorb and process information. For exhibitors, that means tougher challenges than ever on the trade show floor.
Attendees are hurrying to meetings and continuing education sessions. In fact, at a 3-day show, the average attendee only spends about 9 hours visiting exhibits. |
When they finally carve out time for the exhibit hall, attendees walk through a sea of booths, texting and talking on their phone, giving cursory attention to the booths.
The days of talking to a company rep and stuffing literature in a bag are over. Attendees want to be engaged with a unique experience that is tailored to them. |
But, exhibitors are limited by tight budgets, heavy workloads, competitive markets, lean staffing and pressure to increase results.
Under these constraints, how can you meet attendees' heightened expectations and achieve your exhibiting goals? Pre-show planning, preparation and marketing are vitally important. Post-show follow up is critical... |
But, ultimately, the success of any exhibit hinges on
executing a brilliant marketing strategy at the booth.
When attendees arrive, they're ready to be "wowed".
Here are some tips to help you delight booth visitors
and achieve your exhibiting goals.
Here are some tips to help you delight booth visitors
and achieve your exhibiting goals.
1. At the show, your first objective is to capture attention on the show floor and stand out from all the other booths. It takes a strong "hook" to stop people their tracks. Think outside the box and come up with a non-threatening way to catch people's eye as they walk the isle. The more fun and fascinating, the better. Once a person stops in the isle, the clock starts ticking. You have 8 seconds to entice them to step onto your carpet.
2. Decide in advance the most important concepts and ideas you want to deliver. Develop content that works as a “common denominator” between the marketing and sales messages. Too much detailed information becomes “babble” on the trade show floor. If you remember to keep it simple, your audience will remember your information.
3. Use the AIDA concept (attention, interest, decision, action) to structure a plan. Capturing the attendee’s attention and stimulating interest are the first elements. In a trade show environment, audience attention and interest must be captured in seconds. Next, the audience must decide to “tune in” and find out more. Finally, they are motivated to take some action regarding your company’s products and services. This action can range from forming an opinion, taking a piece of literature or making a purchase.
4. Deliver your information in a way that engages and entertains. An effective format entertains while subtly educating the audience. It should communicate the advantages of your products and services, and reinforce your brand identity.
5. Get the audience’s senses involved in your message. Engage as many of the five senses (sight, hearing, touch, taste, smell) as possible, to enhance recall. There is a direct correlation between sensory involvement and the amount of information that is absorbed and retained.
6. Make them laugh. Humor creates a bond between your company and the attendees, and adds depth to the experience you are creating. Humor generates positive feelings, and your visitors will associate these emotions with your company long-term.
2. Decide in advance the most important concepts and ideas you want to deliver. Develop content that works as a “common denominator” between the marketing and sales messages. Too much detailed information becomes “babble” on the trade show floor. If you remember to keep it simple, your audience will remember your information.
3. Use the AIDA concept (attention, interest, decision, action) to structure a plan. Capturing the attendee’s attention and stimulating interest are the first elements. In a trade show environment, audience attention and interest must be captured in seconds. Next, the audience must decide to “tune in” and find out more. Finally, they are motivated to take some action regarding your company’s products and services. This action can range from forming an opinion, taking a piece of literature or making a purchase.
4. Deliver your information in a way that engages and entertains. An effective format entertains while subtly educating the audience. It should communicate the advantages of your products and services, and reinforce your brand identity.
5. Get the audience’s senses involved in your message. Engage as many of the five senses (sight, hearing, touch, taste, smell) as possible, to enhance recall. There is a direct correlation between sensory involvement and the amount of information that is absorbed and retained.
6. Make them laugh. Humor creates a bond between your company and the attendees, and adds depth to the experience you are creating. Humor generates positive feelings, and your visitors will associate these emotions with your company long-term.