For many professionals, trade show engagement is a worthy but often obscure test. Clowns, costumes and caricatures are the staples of nearly every trade show display attempting to bring an audience to an otherwise quiet booth. Does any of the showiness actually generate future leads? For some yes, but mostly no.
Whether your goal as an exhibitor was to fill a book with sales leads, create a buzz for a new product or just creating brand awareness, relying on random traffic is the least preferred strategy. In case you are an event planner or tasked with revamping your team’s trade show experience, here are some tips to attract the right kind of traffic to your trade show display booth:
Plan Ahead
Roughly, 70 percent of attendees usually plan a list of whom they will be visiting before even entering the doors. With that, it would be best to contact your regulars, local customers and solid prospects via mail, email or even over the phone.
However, do not forget to make appointments with local clients or anyone you do business within the geographical area of the show. This makes sure your employees will not spend all day standing in an empty booth.
Consumer-Centric Design
First impressions are everything. To boost the traffic you would need your booth to make an impression on the attendees immediately. However, it is not always about the flashy design—you want it to appeal to the customer’s imagination and emotion. Flashy colors grab the viewer’s attention while unique signage, new fabric, and textures create an aesthetically pleasing design. All factors considered, every element of your booth design should explain to the customer what you do and how your product or service will benefit their business.
Focus on comfort
Many marketers mostly focus on how to awe the visitors but forget the most important thing—comfort. Spending the whole day walking through the exhibition can be a tiring task for your potential leads. Exhibitors who provide lounge areas to rest find success at getting people into their booth and stay there.
However, be careful not to exploit hospitality to increase your engagement. People are clever. They understand that when they get into the booth they are going to be pitched at while all they want to do is rest. You can casually leave branded materials on the tables to let them know that the place is completely free to use. A booth area where guests can take a picture is also a nice idea.
Utilize Interactive and Experimental Technology
Technology now allows a personalized and immersive experience to engage your potential customers in a meaningful way. In regards to technology trends, the biggest buzzword right now is Virtual Reality. If it is within your company budget, VR is an adept way of all the senses of your customer with a presentation. Studies show that 53% of customers buy from brands that use VR compared to one that does not.
If you are looking to have a personalized and detailed display booth made to highlight your exhibit then ExpoMarketing is the place for you. We are an award-winning exhibit design house that deals with companies of all sizes. Our experience in the industry ensures that our design ability is unrivaled in the industry. We will always find a way to bring your design ideas to life.
Contact us today for more information.