It’s not enough to offer a booth with a cutting edge product. The truth is the product’s quality doesn’t speak for itself. Or maybe it does, but not loudly enough. As you may have heard before, it’s not about what you have; it’s about how you present it. You need to captivate passersby or else they will focus their attention on any number of other displays. There is an abundance of basic ways this can be done without spending a fortune or wasting hours putting together something extravagant.
One easy way to think about it is in terms of the senses: hearing, smell, and touch. Play music that relates to your business. Not in a superficial way, but in a way that heightens the significance of your product and captures your audience’s attention. One or the other isn’t good enough. Smell is an interesting sense to manipulate because it can be subtle, but effective. You want what’s producing the smell to relate to your business too; if you’re selling something related to movies, have a popcorn machine. The key is the aspect that grabs their attention must be intrinsically related to your product or the attempt will be blown off as lame and superficial. If you make a clever connection between your product and the senses it’ll be impressive, and they’ll be more likely to invest in your product or at least invest their time in getting to know your company.
Get Them Involved and Interacting
The important thing to keep in mind is it’s necessary to harness the power of intrigue. Arouse their natural curiosity. First, attract a small group of people by offering them a chance to get involved in your display. This can be by having a spinning wheel, a money blowing machine, or anything that loudly advertises that people can have a free opportunity to play a chance game and have some fun. It goes without saying the machine will offer them vouchers, not cash. But only allow them to participate after they’ve signed a contact sheet, or you’ve arranged some way of making them involved in your business. The spinning wheel should be eye level with the participants and it should be loud and bright. The key here is to offer them something fun that appeals to their inclination towards games of chance, but it must link to your business in a meaningful way; you don’t want to attract their attention and then turn them off immediately. Thus, help them to relate their great experience with your product and brand.
Freebies and Giveaways
If your tricks and tactics are working, the people will keep coming as more people will get drawn in to see why the crowd is there. Once you have this kind of group assembled, you’re sitting pretty and it’s helpful to have some giveaways that people will want to use immediately in the trade show: things like canvas bags and bottled water with a customized logo on it are welcomed because they serve an immediate purpose. People walking around the convention centre with your company’s image with them will do your advertising and brand recognition (exposure) for you. However, don’t simply offer these things at the outer edge of your display or else people will take them and run. Make sure they’re visible but draw them in so they learn about your business and you can make a meaningful contact or prospect.
We wish you the best of luck and hope your next trade show will be a grand success!