No matter how hard your trade show booth design company works in creating the perfect and most creative trade show booth for you, there won’t be any signs of traffic interested in what you have to offer if the content is all wrong.
If we discuss generally, the traffic on a trade show booth is mostly passive. People passing by can take an interest in what you have to offer, or something of their benefit may catch their eye. This interest-bearing factor is the reason why relevance is significant once you try to engage yourself in a trade show.
Trade show experts are aware of methods that help maximize leads from each exhibition, allowing their brand name and contacts list to expand within a matter of day – or days.
The strategy involves engaging the customer in such a way that they are compelled to take an interest in what you have to offer them.
However, it revolves around three principal codes.
- Attract customers with something interesting
- Attract customers with a fun activity
- Attract customers with the outcome they desire.
These three factors form the basis of how you want to perform at the trade show. No matter how arrogant the audience is, you may be able to achieve their attention with the help of a few techniques; if done the right way.
Let’s discuss the three majors of customer engagement at a trade show:
Attract customers with something interesting
You are there to demonstrate your products and services but let’s face it no one likes to listen to ten thousand sentences of how good you are and how excellent your work is. Instead, people like a more visual and demonstrative approach to understanding the type of product you are trying to sell them.
We can say that live product demonstration or graphical presentations are some of the great ways to stop a customer from seeing what you have to offer this market. If you are engaging with the audience and asking about their preferences and queries, you are more likely to have a real audience at your booth.
Obviously, for products, people want to see results to coincide with the claims you have made with the product quality. With useable equipment and products, your sales and marketing team can always show them how the product works with an example to prove its efficiency.
However, for service-oriented companies, they always have the option to offer some bargain to attract the audience because we all know nothing excites people more than a discounted price. Testimonials do play a role in the service industry, but the brand name and identity in the market are what we call the final nail in the coffin.
Try to establish a customer base right during the expo by being alert towards them and giving them answers to all their queries. Once you have elaborated everything, a simple way of asking for their contact details does the trick.
Anyhow, sticking to the theme of what your business is offering the audience and offering them something to develop a standard customer interest sends you miles ahead of people who are not doing it.
Attract customers with a fun activity
One of the most engaging ways to offer a customer something at a trade show is through events and performances. According to several evaluations and surveys, it is stated that having some form of performance live action at your trade show booth is a compelling way to get that booth buzzing.
Performances can be random, or it can be something that catches the eye of a passerby, compelling them to stay and observe what’s going on. A performance deems to be a better way of attracting people as it is the excitement and hype of what you are about to face now. People like fun and they like to get away from their routine. Hence, offering them a great way to get over the usual weekend drama related to business can help you get in their good books.
During the performances, you can pop in with a question or two asking about their needs and demands for a specific type of product. Ask your trade show booth design company to design something that caters to the kind of performance that you want to have at the trade show.
Attract customers with the outcome they desire
What does a customer think of when they want to buy a product? They think of the fact whether this product would be able to fulfill their requirements. In this regard, your taglines and how you approach your customer with the product matters a lot.
I mean, many people say simple is the key to go when you think of a tagline for a product. Yes, Agreed! However, it has to be persuasive enough; otherwise, it won’t be appealing to anyone. Lead your products with a message that focuses on the end most result that the customer wants to obtain. For example, the purpose of a kitchen knife is to cut vegetables, but instead of focusing on cutting vegetables, focus on what result they would get if they purchased that knife.
Some of the most common results that a customer focuses on are:
- Power Saving
The result you are trying to portray must always connect with the product and, most importantly, the person who has to use the product.
Trade shows come around as an excellent opportunity to market your business. Many people focus on having traffic on their booth as it leads to more sales, ROI, and works towards the success of a business. However, you don’t have to be dull and heftily loaded with presentation material as there are ways to retain a potential customer.
Think from the eyes of the customer what they want from you and, based on the analysis, derive a marketing technique to attract those people attending the expo.