We talk a lot about succeeding at trade shows. After all, they’ve become a very big part of most marketing strategies. According to the CEIR census, there are over 9,000 business expos in the US alone. And…1.5 million companies are participating in at least one trade show a year. Plus, there are about 60 million attendees per year at these events.
Those numbers are big news for two reasons. Your competition is likely participating and there are lots of people to reach in this effective face-to-face method of marketing.
But big crowds and many exhibitors are not always a good thing. To be successful in a trade show, you want to make sure you stand out.
Additional reading on the topic of trade shows:
Selecting your trade show team
How to have a successful first trade show
Using games to drive traffic to your trade show booth
Trade show timelines and checklists for a successful show
The best and worst trade show accessories
But how do you create a trade show booth that makes an impression on trade show visitors?
There are three areas that will help you stand out at a trade show. Those include the:
- team you select to represent you
- swag and experience you’re providing
- design and interest of your booth
For this article, we’re going to assume you have an amazing team representing you and that your giveaway is interesting and on target with what your ideal audience would find value in. We’re also assuming that you are providing them with an excellent experience when they interact with your booth and your company.
So let’s get to how you can create a trade show booth that is welcoming and interesting.
8 Ways to Grab Attention with Your Trade Show Booth
The following ideas will help you design a great booth that will attract attention and get more traffic. Luckily, none of these ideas involve two-story builds or other expensive creations. You can use these tips regardless of your trade show booth budget.
1. Use a Minimalist Design with a Strong Branded Message
Most people will walk by your booth in a few seconds. Cluttering it up with tons of words and busy designs won’t make them stop and read. It will make them continue right on past.
You want to grab attention with a catchy slogan, clear messaging on what you do or what problem you solve for, and clean design. A simple trade show banner that clearly communicates those things can bring you a lot more show traffic. Complications of any sort will turn attendees off, not cause them to linger.
2. Move the Eye
A key component of successful design is holding attention. One way to do that is to create interest on multiple levels so the eye has something to scan, moving from one spot to the next. This does not mean you want a complicated design. Just arrange key, bold messaging on different heights to increase interest.
3. Incorporate Dramatic Lighting
Do you use the same booth for multiple audiences? If you do, do you get bored? Does your audience? But who has the money for multiple booths not to mention the storage?
Instead of creating a booth for each audience, you can use lighting to change up the look and emotion behind your booth. You can also use lighting to attract people to your booth by using a spotlight, disco ball, or projection mapping to create footprints leading to your booth.
Backlit walls and cubes are a way to add interest to your booth as well.
4. Use a Theme
A fun way to draw people in is to incorporate a theme to your booth. You can use your own or build on the event’s theme.
If you go the theme route consider incorporating it into:
- team uniform
- giveaway
- lighting
- booth decor
- your offer or discount or package names
Themes can be a lot of fun but make sure before you fully embrace one that you’re sure it will resonate with your ideal audience.
5. Give Thought to Effective Visuals
Dramatic displays can sometimes communicate a lot more than a paragraph of explanation. Remember the phrase “A picture’s worth a thousand words”? Plus, most people can relate with or feel emotion from an image faster than they can read about it. Our brains are wired like that. This is extremely important because of the short time someone will spend walking past your booth.
6. Give Them Something to Remember You By
This may not seem like part of the booth design but it is essential. Attendees will visit many booths. They will also likely visit many booths of companies that do what you do or offer similar products. You need to stand out in their memory.
You want to make sure you give them something to remember you by and that they are clear who gave them that item. It doesn’t do you any good to give a cute and cuddly teddy bear, for instance, if it’s not branded to you. What if their memory plays tricks on them and they accidentally attribute the swag to your competitor?
You certainly don’t want that.
Make sure you leave them with branded swag, a way to contact you (like a business card), and also a good memory of your interaction. If you engage them in conversation, they’ll be more likely to remember you.
Follow-up and reference your shared experience and the swag. To make this follow-up as personalized as possible, take good notes in the event technology system used at the trade show. If they’re not using one, make sure you find one you like.
7. Use Interactive Demos or Displays
When your booth traffic increases, your team gets busy. When this happens, people will likely not wait around for a team member. Don’t lose out on potential business this way. Instead, give them something to do by either incorporating a self-paced demo of your product or service (or a chatbot to answer questions) or using an interactive installation of some kind.
This works well on two levels. The potential customer can get questions answered about your company, product, or service. They can see how things work and decide whether you are a good fit for what they need without tying up your staff’s time. Those who aren’t interested will move along and those who are will continue to look around until someone is available.
The other use for interactive features is engagement. With the right installation, they’re having fun in a self-directed way. Some trade show exhibitors use interactive games, not as a detraction from their business message, but to keep people around and associating pleasant, fun memories with their brand.
8. Host Interactive Demos
If your product or service works well in a demo format, host a few during your time at the trade show. Use a high-energy and knowledgeable host. A live demo gets people excited and may cause them to make emotional purchasing decisions. You can couple the demo with a special offer good only during the trade show. This drives urgency in making a decision.
Do you have a booth that draws people in? If not, it may be time to revamp your exhibit booth. ThinkQuik can help you with trade show banners, displays, and signs. Don’t forget we can also assist with finding that perfect swag. Call us today.
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