Having a presence at a trade show is an important first step. Without traffic, your booth is a passive participant in this face-to-face marketing activity. Here are five quick tips from the experts at Exhibit Systems to increase trade show traffic and interest in your booth:
Design: Make sure your booth is colorful and engaging. This isn’t about incorporating a rainbow of colors and animal prints, but rather selecting graphics, colors and an overall design that complements your brand’s image and visually engages trade show attendees.
Electronics: The average trade show attendee walks down the aisle and decides whether or not he or she wants to visit a trade show booth within seconds. As human beings, we are attracted to movement. Use flat panel screens to attract attention: Loop a corporate video, create a virtual tour of your facility, video launch a new product or provide an instructional/product demonstration video. Vary the content if possible throughout the day.
Technology: If you use an iPad or other tablet for lead gathering, place it far enough inside the booth so that your staff can capture a few moments talking with the prospect as part of the information gathering process.
Floor plan: Establish a floor plan that reduces exhibit space barriers. Tables and seating for booth staff at the edge of the booth will stop traffic from entering the space, creating a dead zone that serves no purpose. Instead, use a floor plan that encourages traffic to not only stop, but enter the booth and talk to your sales staff. It’s much like having a neighbor stop over and talk to you while standing on your front porch. Invite people in for a much more comfortable and productive visit.
Giveaways: There’s a definite place for giveaways and promotions in your booth; it’s not at a table at the front of exhibit. Move that bowl of candy or promotions to a strategic space that requires visitors to physically enter the booth and spend some time engaging with your staff. Consider a second promotional item that is only available to qualified leads who spend time in your booth, and keep it at the back of the exhibit.
Time and traffic are precious commodities on the trade show floor, and these tips can help your staff use both to their advantage. The Exhibit Systems team is always available to work with you – drop us an email at info@exhibitsystems.com to find out how we can help you enhance your face-to-face marketing efforts.
