In a bustling trade show, businesses go to great lengths to compete for attention. So how do you stand out amongst them and attract a steady stream of visitors? And once you have visitors, how do you keep them?
For the most significant ROI your trade show stand needs to be so much more than just a display; it should be an experience your visitors will want to engage in. Having supported many clients to deliver exhibition stands that attract eyeballs and keep visitors engaged, we thought we’d share some advice in just how to ensure your stand becomes a magnet for attendees and keep them engaged once they’re there.
Catch their eye with incredible design
Only a stand-out, eye-catching stand design will attract people from the busy trade show floor over to your stand, so work with your stand designer to create a visually appealing stand using vibrant colours, bold graphics and signage, innovative layouts and good lighting. You’ll want to include elements that reflect your brand’s personality and values so visitors are in no doubt who you are.
Make your message clear
Don’t be vague about it – your audience needs a clear message to keep their interest and stop them wandering off to your competition. Ensure that your key messages – who you are, what you do, and what you can offer – are prominently displayed for all to see, and easy to understand. Be concise, using impactful language in a few powerful statements or questions to spark curiosity and encourage further engagement.
Hand out promotional materials
What’s the one thing you can do that will ensure your business name stays with the visitors once they leave your stand? Promotional goods of course! Offering (the best quality you can afford) brochures, flyers, and business cards that visitors can take with them will do wonders for creating a lasting impression. And branded merchandise – pens, tote bags, USB drives, and the like, which contain social media and contact details, both serve as a reminder of your brand enhances your brand’s perceived value.
Give visitors something to play with
You want to give visitors something to interact with, and this is where touch screens, product demos, and virtual reality experiences really come into their own to create an immersive environment and significantly increase visitor engagement. Even allowing them to engage with your products hands-on can make your visitors’ experiences more memorable, but if you go one step further and host live demonstrations or mini-workshops, you’ll be showcasing your expertise and providing valuable information that your visitors won’t forget in a hurry.
Find a strategic position
Being stuck at the back of the venue somewhere means you’re likely to pick up the dregs of visitors, or worse, be a refuge for the quiet seekers to hang out. But pick a spot near the entrance, exit or main pathway within the trade show venue and this will significantly impact your visibility and foot traffic. Book your spot early to secure a prime location, using a floor map to help identify the best place. It also helps massively to be near other businesses or industry leaders who complement (not compete with) your business in some way, so that there is a natural flow of traffic from next door’s stand to your own.
Do your pre-show marketing
There’s a lot you can do before the big day to ensure you have a healthy turnout. In fact, your pre-show marketing is almost as important as the day itself because it helps build anticipation and awareness. By using tools such as email campaigns, social media (using hashtags related to the trade show to increase your visibility and reach a broader audience) and your website to announce to potential visitors what they can expect at your stand, or even better – setting up appointments or meetings with key prospects ahead of time, you’ll more likely get more visitors than you expect.
Use capable staff members
Your staff members are the face of your brand at the trade show and their enthusiasm and professionalism can significantly enhance the visitor experience. They should be well-trained, approachable, and knowledgeable about your products or services and capable of engaging visitors in meaningful conversations, answering questions, and provide demonstrations where appropriate. Most importantly, encourage staff members to be proactive in approaching attendees; they should actively seek to engage with people as they pass, rather than waiting to be approached.
Turn your visitors into connections
So, once you’ve attracted visitors to your trade show stand, how do you keep them engaged and turn them into meaningful connections?
This is where the real challenge lies. Once you’ve attracted the visitors you need to engage them and create meaningful interactions (and potential business opportunities) or they’ll just wander off. So, just how do you do that?
Launch a product or give product demos
Launching a product at an exhibition is a great way to generate engagement and gives your stand a significant buzz. They are a powerful way for visitors to see your product in action and understand its features. Just make sure you know what you want to achieve with your product launch or demos, that they give clear, concise explanations, are dynamic and highlight the unique selling points of your product so that visitors can appreciate the benefits first hand.
Offer interactive activities
Interactive activities can be a lot of fun and can significantly boost engagement levels. Whether it’s tablets or VR setups that offer immersive experiences and give detailed information about your products, or simple games, quizzes, or competitions that relate to your product or industry, by offering interactive activities you’ll not only keep visitors engaged and make your stand more memorable but also create a vibrant atmosphere that passers-by will want to be a part of.
Personalise your engagement
Everyone wants to feel that they’re being listened to, and doing so can help build a stronger connection and make your brand more memorable. Ensure your staff makes visitors feel valued and appreciated by greeting them warmly, asking open-ended questions, and listening actively to their needs and interests, tailoring their response to address the specific concerns or goals of each visitor. Make a note of who asked what question so that you have a reason to follow up with them after the show.
Give live presentations
If you want to play with the big boys and attract larger crowds, you could offer live presentations. These provide an opportunity to engage and captivate the audience with your expertise and enthusiasm, and to deliver your key messages to a broader audience. Keep it concise, informative, and interactive, and use multimedia elements like videos, slides, and animations to enhance the visual appeal. Give them a show they won’t forget to keep your business front of mind.
Give away giveaways
We all like free samples and giveaways, and these can be great for drawing visitors to your stand. Samples of your product, branded merchandise, or promotional items will be useful and will remind visitors of your brand. They are also great conversation starters and visitors will more likely engage if they are getting something tangible out of it.
Be a networking hub
Providing networking opportunities in your space can help build relationships and encourage further discussion, leading to deepening connections with visitors. Create a comfortable and inviting space where you can host small gatherings, happy hours, or meet-and-greet sessions, using the opportunity to show how your service or product can help them.
Finally, capture those leads
Of course, there’s little point in going all out on attracting and engaging visitors if you’re not going to maximise your investment, so make sure you capture leads effectively for post-show follow-up. You can do this quickly and efficiently by using digital tools like tablets or QR codes to collect contact information. It also helps to offer incentives for visitors to provide their information, such as entry into a prize draw or access to exclusive content. After the event, follow up promptly but personalise your communications by referring to a specific conversation or interests expressed. This way, your contact will feel more special.
Attracting visitors to your trade show stand involves catching their eye with a visually appealing trade show stand in a strategic location. However, once you have their attention you must engage them with clear messaging, interactive experiences, high-quality promotional materials and knowledgeable and enthusiastic staff members, to leave a lasting impression. Don’t be a trade show stand that people pass by, be the event’s highlight of the and you’ll be rewarded with valuable leads, which will maximise the return on your investment.