Engage your core audience's senses at trade shows
Without a doubt, trade shows are the most boisterous marketing strategy available to a company's arsenal. Not only do you have the opportunity to promote your latest and greatest to a targeted audience of decision makers, but you can do so within a setting designed to overawe anyone who comes your way and leave them shaking their heads in pleasant disbelief. Plus, it costs on average 38 percent less in time and money to attract a sale at a tradeshow than in the field. Sounds great, right? The only problem is that it is not as easy as it all sounds.
1) Those who attracts the most senses wins.
The human brain is attracted by stimuli, and it is our job to stimulate the senses. Sight, sound, touch (granular aesthetics) and smell (misting in a faint specific fragrance). All these done and done well will tantalize an attendee's subconscious to the extent that they will remember both their experience as well as your brand.
2) Ensure your booth attendees are top of their game.
As an exhibitor, the more booth attendees understand the needs and wants of the prospective client, the more the message can be custom tailored to speak directly to that person. The more the message intrigues and resonates with that client, the more it becomes top of mind. Also, booth attendees who are engaging to the customer are priceless. Our advice is attendees stand near the aisle, make eye contact, have a smile and be friendly but not too pushy. Far too often we walk by a booth where the staff is sitting down, eating or on their phone, entirely disengaged and disinterested; those people are not going to make a positive impression and engage prospects.
3) Strategize how your brand will look in 3D.
This is trickier than it sounds. How, for example, would you take a digital icon such as Facebook and make it into something that is both recognizable as well as physically tangible? Make sure that the exhibit design firm that you are working with understands your brand and its message so that they can incorporate both into the design of your exhibit.
4) Location, Location, Location
You have heard it before, but this old adage is very important in a trade show. Show producers sometimes offer prime location booth spaces at an additional cost, and if it is within your budget, do it. But, unfortunately, most major trade show's prime locations sell out fast and are held from year to year, so get in early! If, for whatever reason, you miss out, there are ways to ensure that attention is drawn to your space.
5) Digital marketing
In a world where 71 percent of global businesses utilize social media, having a digital presence at a trade show is imperative. The industry has responded accordingly, and it is now standard practice for events to have their own specific hashtags. The only problem is if your brand isn't socially engaged, it will miss the wealth of conversation that goes on in the digital realm and miss the opportunity to target and attract potential buyers.
Amadeus Finlay is the director of public relations for Worcester display design firm Blue Hive, which creates custom pieces for trade shows. Reach him at afinlay@blue-hive.com.
WBJ Web Partners
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