Table of Contents
1. Location Matters:
Possessing a keen understanding of the layout and flow of traffic is the only way to effectively position your footprint at a trade show. The earlier you commit to attending, the more likely you will be able to secure a desirable place with a good flow of people. Researching past events will help, but there is no substitute for experience. This is one area where working with an agency will give you an advantage. Since agencies often work the same events year after year, they can often help you to get the best location.
2. Gamify Your Activation:
Creating a memorable experience helps to imprint your brand on the attendees. Having a fun activity for people not only encourages their participation, but it also increases the likelihood of word of mouth evangelizing at the event. When your footprint becomes the must-visit booth of the event, you will be glad that you took the time to find fun ideas for the participants.
3. Roving Brand Ambassadors:
Sometimes, despite best intentions, your footprint is not in the ideal location. Even though your branding is beautiful, you are sampling free products and you have a game for people to play, if they aren’t visiting your activation, then you have to do something to attract them. Planning ahead, you can have Brand Ambassadors who head out into the space handing out coupons or invitations to visit your booth. If they are not coming to you, then you have to go and get their attention. One important note about roving BAs is that you will need to check ahead of time to ensure that this is allowed at your event.
Sampling your product is a good idea, of course, but you might want to create additional interest in your offering by putting together a more substantial giveaway. With a premiere gift being given away, people will have more reason to return to your activation, to check out your brand on social media and will create a positive word-of-mouth story for sharing.
5. New Technology:
Virtual Reality displays, Augmented Reality games and any other new technology can be a very attractive force at a trade show. After all, people are hoping to see the latest and greatest products and services, so why not show them what your brand is and does in a forward-thinking way? As Omar Rahman states in an article for Entrepreneur Middle East “From smartphone beacons to motion-sensitive interfaces, interactive technology ensures exhibition attendance delivers the ROI it should.”
6. Be Useful:
Every year, businesses compete to make the biggest splash at their industry trade show, but an often-overlooked angle is a simple one: provide participants with something they need. Whether that is a charging station for phones, coffee or water, or anything that helps participants to enjoy the event.
Making a lasting impression on the trade show attendees is a great way to create new leads. With all of the interest and enthusiasm that an industry event can generate, you can create the buzz your brand needs for its latest offerings.