Attracting Attention
How can you best compete for the attendee’s attention?
A trade show is a competitive environment. Your company will obviously be competing with direct competitors. But, you also compete against ALL other exhibitors, show features and countless distractions for an attendee’s attention.
Attendees come to a trade show with some level of purpose in mind. They may have a well thought out shopping list of products and services in mind or they may just be coming more casually to see what grabs their attention. They may have already scoured the show’s website for options or they may not drill down on specifics until they walk in the entrance and pick up the show guide.
Your job as an exhibitor is to make sure each and every attendee can very quickly discern your offering(s) and decide if your company is worth their attention. If your booth has a strong “long-distance” pull can cause a a percentage of attendees to ignore surrounding displays and walk directly to you first.
The more you can communicate at a distance from your booth, the greater the “reach” you will have to rein in the right prospects.
What are the best ways to grab attention at a trade show?
Of the five human senses, sight is number one for attracting attention to your booth at a trade show. Sight includes both static elements and dynamic elements. The phrase “catching someone’s eye” is the most pointed way to describe what you need to do.
Common tools used in trade shows, in no particular order include:
• Smiling, approachable booth staff
• In-Booth Signage
• Ceiling hung signs
• Twinkling, strobing or moving lights
• Theatrical smoke and/or bubble machines (check with show management first)
• Balloons that move freely
• A product demonstration that shows action (certain sounds and smells can be a plus)
• Large format graphic displays
• Constructed displays that showcase your product or service
• Video Displays (motion and sound add to the impact of this option)
• Sharply dressed booth staff with matching uniforms, shirts, hats, etc. with the company logo or slogan on them
• Professional handout materials (brochures, business cards, samples)
• Ad specialty items that relate to your business
Signage, video screens or even the structure of a display system that can be seen from a distance, helps to draw attention from a larger number of attendees, for a longer time and often on a repetitive basis.
Prior to show time, be aware of which of your competitors will be attending and gain insight as to what they typically do. Avoid head-to-head visual competition.
Above all, make sure your booth display communicates your company’s core values, credibility and professional competency.
Any effort put into making your booth more attention-getting will help you engage with more attendees, thus generating more leads and sales.
A trade show is a competitive environment. Your company will obviously be competing with direct competitors. But, you also compete against ALL other exhibitors, show features and countless distractions for an attendee’s attention.
Attendees come to a trade show with some level of purpose in mind. They may have a well thought out shopping list of products and services in mind or they may just be coming more casually to see what grabs their attention. They may have already scoured the show’s website for options or they may not drill down on specifics until they walk in the entrance and pick up the show guide.
Your job as an exhibitor is to make sure each and every attendee can very quickly discern your offering(s) and decide if your company is worth their attention. If your booth has a strong “long-distance” pull can cause a a percentage of attendees to ignore surrounding displays and walk directly to you first.
The more you can communicate at a distance from your booth, the greater the “reach” you will have to rein in the right prospects.
What are the best ways to grab attention at a trade show?
Of the five human senses, sight is number one for attracting attention to your booth at a trade show. Sight includes both static elements and dynamic elements. The phrase “catching someone’s eye” is the most pointed way to describe what you need to do.
Common tools used in trade shows, in no particular order include:
• Smiling, approachable booth staff
• In-Booth Signage
• Ceiling hung signs
• Twinkling, strobing or moving lights
• Theatrical smoke and/or bubble machines (check with show management first)
• Balloons that move freely
• A product demonstration that shows action (certain sounds and smells can be a plus)
• Large format graphic displays
• Constructed displays that showcase your product or service
• Video Displays (motion and sound add to the impact of this option)
• Sharply dressed booth staff with matching uniforms, shirts, hats, etc. with the company logo or slogan on them
• Professional handout materials (brochures, business cards, samples)
• Ad specialty items that relate to your business
Signage, video screens or even the structure of a display system that can be seen from a distance, helps to draw attention from a larger number of attendees, for a longer time and often on a repetitive basis.
Prior to show time, be aware of which of your competitors will be attending and gain insight as to what they typically do. Avoid head-to-head visual competition.
Above all, make sure your booth display communicates your company’s core values, credibility and professional competency.
Any effort put into making your booth more attention-getting will help you engage with more attendees, thus generating more leads and sales.