You’ve invested in beautifully designed, cutting-edge trade show displays for your next big event, but when you’re set up on the conference floor you aren’t getting the interest you were hoping for. It won’t be the first time it’s happened and it may not be the last, but there are certainly ways to get around it and get the action going.
A Pre-Emptive Strike
Ideally, you should have generated some interest long before you arrived at the event via mass mailings to current and potential customers and vendors, and through a strong social media campaign. It may be too late for these tactics this time around, but keep them in mind for the future. You can, however, still do a bit of advance marketing for later in the week. Try sending out emails about an upcoming giveaway, demonstration or chance to win a prize. You can also send personalized invitations to other vendors and attendees requesting a one-on-one appointment. When other attendees see a string of visitors sitting down with you, you’ll be amazed by how quickly they’ll become interested in your trade show displays and what your company has to offer.
Intriguing Demonstrations At Trade Show Displays
Static booths are only as interesting as the product or service your company has to offer. Instead of relying on the printed word or even bold graphics, arrange to have someone do a demonstration periodically during the day. These will quickly draw a small crowd, and nothing draws a large crowd like a small crowd. It’s human nature to want to see what everyone else is interested in, and once visitors are hooked, they will usually stay until a demonstration is finished. Don’t be afraid to add some flash or a bit of showmanship. People who are smiling and relaxed will be more receptive.
Make Use Of Motion
Trade show displays can use bold graphics, oversized text and bright colors to capture visitors’ attention, but nothing draws the eye like movement. A loop of film demonstrating your product or service, a rotating kiosk stocked with giveaways, or banners that catch the breeze will all draw the eyes of attendees as they pass by your space. You should also be aware of your own movements. Sitting at a table waiting for leads to come to you makes you look ineffectual. To look more purposeful, keep moving and be authoritative. A busy, outgoing staffer who takes the initiative to talk to visitors as they go by and engage them in a bit of banter will always draw more interest than someone sitting and twiddling his thumbs.
Ask The Right Questions
The most effective trade show displays don’t always trumpet how great a product or service is. They ask an open-ended question that can only be answered when event attendees actually step into your booth to learn more. Evaluate your displays and ask yourself whether they would be more effective if you took down your current text and replaced it with questions about your customers’ needs that visitors will expect you to answer. Remember how effective the simple “Got Milk?” campaign was? Exactly.
By using a few of the techniques described above and putting them into place, you can salvage the last few days of your current event. Even more importantly, you can use them to your advantage when staffing future trade show displays so that you’ll never have to worry about a lack of leads again.
