Many exhibitors gather at trade shows for a variety of reasons, but mostly in order to capture the attention of passersby who may be interested in the services or products offered. With so many trade show booths vying for the attendees attention, there is only about 3 seconds to peek their interest and draw them to your booth. Luckily, there are several things that you can do to get the attention you want at your next event.
Entertain Your Audience
Instead of having a dull show booth that blends into the background, include some activities or entertainment that will make possible leads want to stop by. This could include hands on demonstrations that will give attendees the opportunity to try the product out for themselves, seminars presented by well-known industry speakers, impressive giveaways, or contests. The more you can do to grab their attention, the more attendees will want to visit your exhibit instead of the competition.
Give Attendees the Gift of Relaxation
Hours are spent on the trade show floor by both exhibitors and attendees. Potential customers will appreciate having an area to relax that will help them get away from the hustle and bustle of the busy trade show aisles. Incorporate plenty of seating, comfortable trade show interlocking flooring, dim lighting, and cool colors that will create a spa-like atmosphere. Having a calming aroma, such as vanilla or lavender, will also help your audience relax.
Include Food or Drinks
Having some refreshments available will not only draw in a crowd, but will also create a pleasant smell that will get noticed from anywhere on the trade show floor, even if attendees aren't directly walking past your exhibit. Popcorn, fresh baked cookies, coffee, and tea, are a few ideas that will create a pleasant odor among the hungry attendees. However, be careful with this technique because people may be flocking to your booth because of the snacks, while having no interest in your products or services.
Create a Story
Instead of just trying to sell your products or services, create a theme throughout your custom display that will tell a story to attendees. If your company has been actively volunteering or raising money for organizations, such as the food shelf or Humane Society, incorporate that into your theme. Another idea would be to create a theme that involves your company's mission statement. Creating a compelling story that is intriguing or tugs at the attendees, heartstrings will produce a memorable trade show booth experience for them.
Train Your Staff
A well trained, well dressed staff will create a favorable impression among your audience. If possible, have them dress in uniforms, making it easy for booth visitors to spot who the staff members are. Also, make sure the people that will be manning your booth know your products and services inside and out. Nothing looks worse to potential customers than an employee who can't answer even the simplest questions thrown their way. Hold a training seminar prior to the event in order to either teach them everything there is to know about the products or to refresh their memory. You may want to consider role playing exercises that will prepare them for the various questions attendees will have. For more ideas on preparing your staff, make sure to read our article Preparing Your Staff to Rock the Show.
These 5 ideas will make a huge difference between a booth that will blend in to the background and one that will stand out.