If I were to describe to you the thrill of driving a race car on a track at speeds incomprehensible to the common driver, you would hear “words.” You might get a partial glint in your eye as you try to imagine the physiological strain, mental challenge or fear.
Similarly, if you share a photo, even a huge mural, of a product or a demonstration of services your company provides, presented by your booth staffer the attendee might “get it.” But would they have the same burning desire to ‘get it’ as if they had been immersed in the relevant products’ operations or benefits?
When deciding to invest in a trade show, you put your money to build exclusive exhibition stands, time and company reputation on the line for a reason. Surely among the hierarchy of goals is to be remembered positively, since most B to B shows aren’t overly focused on writing orders on the spot.
Following are few ways a company can enhance results from exhibit marketing:
BASIC BOOTH STAFF TRAINING – Even if you do nothing else, be sure the people working your booth are equipped with a thorough understanding of your company’s goals that they can project at the trade show; knowledge of the lead capture process and ideally both the knowledge and techniques are essential elements to maximize your presence at the event. Hence it is necessary that the booth staff has the basic knowledge about the company so that they can manage to maintain a crowd at your exhibition stands
INTERACTIVE PRESENTATIONS – Much like the race car experience above, instead of telling someone about your company, allow them to interact with it. This will give the trade visitor a better idea of what your company is into and what are your goals. By playing a role in what information gets selected, in what order, perhaps in a fun, interesting, and impactful manner (as compared to a verbal sales pitch) you’ll achieve greater prospect interest. Hence Interactive presentations at exhibition stands are necessary for a broader impact on the visitors mind.
VIRTUAL OR AUGMENTED REALITY – Technology can play a crucial role at exhibition stands. Easy software development tools, what just a few years ago may have cost six figures and taken months to create may now be affordable and easily achievable. Whether it’s as simple as a desktop screen system or strapping your smart phone to a headset, or even an app that exclusively describes your company’s profile, there are multiple technologies that can intrigue, inform, train, compare and most importantly involve your attendee prospects in an at-show experience that will pay dividends.
HANDS-ON DEMOS – If being hands-on with your product that is something tangible or even software based is possible, it would offer a unique selling point. Be sure your booth staffers are allowing their visitors to engage with the software and interactive demos that you have arranged for them at your exhibition stands. Allow the attendees to operate the keyboards and get a sense of how they would use it in their work. Greater involvement equals greater understanding of what your company has to offer.
APPEAL TO MORE THAN ONE OF 5 SENSES – Not every company can create a out of the world experience whereby the wonderful byproducts are creating a pathway to your booth. And most exhibitors aren’t interested in lining their exhibition stands with recliners to laze out the attendees. At the same time, you need to remember that most booth experiences are a play of sight and sound. If you can add hospitality fragrance, then the attendees experience can be subliminally powerful and memorable. Interaction in a way that is somehow creates a positive sensation captures the best chance of success. Thus, make sure you are able to make the visitor at your booth feel comfortable in some or the other way.