How to Get Massive Crowds at Your Next Trade Show Exhibit
The Key is to Turn Your Booth Into an Action-Based, Branded Experience
Static trade show booths are boring. How many times have you strolled the floor at OTC or NAPE and noticed empty booths who’s staffers were hypnotically gazing down at their iPhones?
With trade shows acting as your company’s largest marketing investment, a passive operation is a lousy choice.
Sure, handing out custom pencils, stress balls and drink huggies with your info is a nice gesture, but think about his: How many times have you chosen to do business with a company because of a stress ball?
Trade Show freebies might have your logo printed on them, but they do not convey your product information, company message, or brand. We need to shake things up a bit more than that.
We’ve all witnessed potential leads scurry from booth to booth in a quest to collect every possible giveaway at an exhibition, all without stopping to experience the company’s message.
So what can you do to stop them in their tracks, create a constant flow of leads, AND deliver your company’s message?
Here Are 5 Easy-to-Implement Ideas for Creating an Action-Based-Branded Trade Show Booth
1. Incorporate Social Media: If you choose to hand out freebies, make them work it. For example, giveaways are only given to those who watch your presentation, or to those who post, or hashtag, something about your company or booth on the spot. Everyone is carrying a smartphone and are generally happy to do it. This can turn one lead into a thousand.
2. Create a Plan of ACTION: Your trade show team needs to enter the convention with a direct, strategic plan. Know the results you want, and then aim higher. Create a written goal for the convention and get the entire team involved.
Passive trade show booths are a waste of your time and money. Each staffer should know the exact the message, key points and leads to target for the show.
Your team's presentations must be pre-written, rehearsed and perfected. Skyline offers a free book titled, “Better Booth Staffing for Greater Trade Show Results” to help prepare your team. I highly recommend it.
3. Create Sensual Memories: Incorporate your company’s perception, awareness, and branding into ways that reach all 5 senses.
Let them see, feel and hear your product or company message in action. If you want to include taste and smell, consider giving away branded treats at your booth. By creating a full sensual experience, your brand will be forged in their memories forever.
4. No Chairs for Staffers: Having chairs at your trade show booth encourages for your staff to sit. A booth with a seated staff is not inviting for attendees.
Chairs for attendees are another matter and can be useful. It provides a place for them to sit during your presentation, and can also become a social area at the showroom. The more people around your booth the better. A crowd always attracts a crowd.
5. Entertainment: Hire a professional entertainer who can combine your branding and company message with their skill into short presentations throughout the day. Magicians, Jugglers, Mind-Readers, Face Painters, etc. are expert communicators. Those specializing in trade shows, will seamlessly combine your message into visual ‘mini-shows’ that will attract crowds which convert to leads.
Trade-Show-Advisor writes, “According to research conducted by Exhibit Surveys, Inc. of Red Bank, New Jersey, Live demonstrations and entertainment are the most effective methods for attracting booth visitors in an exhibition hall. Moreover, magicians receive the highest ratings for product identification and recognition.”
Allow them to gather the crowd and then pass them onto your sales team.
Turning your trade show booth into an Action-Based Branding Experience is a vital step to ensure maximum ROI.
Create a plan, think big, and follow through! For more ideas, download "The Ultimate Trade Show Success Guide" HERE.
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About the Author: Chad Chesmark is “The Trade Show Guy.” He specializes in making exhibitors shine on the trade show floor with live, interactive, and entertaining, marketing presentations.
Chad can be reached at www.TheTradeShowGuy.com