ATTRACT A CROWD TO YOUR BOOTH
- Pro-Branding
- Feb 11
- 8 min read
MAKE YOUR COMPANY PROUD AND BRING THE CROWD
Several factors play a crucial role in drawing visitors to your booth. The booth's location, design, presentations, giveaways, and overall consistency collectively stimulate interest among attendees.
Location, Location, Location
The placement of your booth at the trade show can greatly influence attendee traffic. Have you ever met someone on the third day who remarked, "I've been here for three days and didn't realize you were here?" They might answer, "Yes, our booth is located in the front back corner."
Just as radio waves can encounter areas of low activity, trade shows may have sections with minimal foot traffic. If your booth is located in one of these inactive zones, you will need to exert significantly more effort to draw in visitors. It is advisable to choose a location that naturally experiences high foot traffic. An optimal position is one that is visible to the largest number of attendees at any given time. Aim to have long aisles on all sides of your booth except the back. This approach ensures that as you start to gather a crowd, even more attendees will be drawn to your booth.
The Zoom Zone
Some individuals believe that positioning their booth near the main entrance is a strategic approach, as it guarantees visibility to all attendees as they enter.
The challenge with the entrance area is that it is known as the "zoom zone." This indicates that when attendees first enter a show, they are highly enthusiastic and tend to swiftly move past the initial booths, eager to explore what is further inside.
The entrance may work well for some individuals but not for all. If you have outstanding promotions, activities, and presentations, the front could be the ideal option for you.
Dead Zones
The dead zones are defined as the booths located immediately to the right and left of the entrance, continuing along the wall toward the rear of the room.
These locations generally experience minimal foot traffic. While they may not be ideal, success can still be achieved through a combination of exceptional promotions, strategic pre-show social media engagement, attractive giveaways, and a compelling presentation.
The Action Zone
For optimal placement, your booth should be situated within the action zone. To determine this area, envision entering the trade show and draw an imaginary "V" shape extending from the entrance to the back corners of the room, with the point of the "V" at the entrance.
See image below:
The Action Zone is the Attraction Zone
Other Location Considerations
It is commonly suggested that positioning a booth near the food court or restrooms is advantageous. However, I have several reasons for disagreeing with this perspective.
The Food Court
As attendees navigate the trade show floor, their mindset contrasts markedly with that during meal times. The sensory intensity of a trade show frequently requires periodic respite from the lively environment. The food court serves as a popular venue for these breaks. Here, individuals transition from their exploratory booth-seeking mentality to a focus on relaxation, unwinding, and resting their tired feet.
The Restrooms
The issue with deliberately positioning oneself near the restrooms, despite the fact that everyone will eventually pass by, is that individuals clearly have other priorities as they approach.
Even if individuals visit your booth en route to the restroom, they are unlikely to remain for long. They have a specific objective in mind, which does not involve stopping to stay.
While it is possible that individuals may pass by your booth after visiting the restroom, they are unlikely to be accompanied by their team. The majority of attendees at trade shows do not attend alone; they are usually with colleagues or business partners. Typically, when visiting the restroom, they do so individually. It would be more advantageous for all members of a group to experience your booth together, wouldn't it?
Be Interesting
To ensure a strong return on investment from the event, it is crucial to attract substantial booth traffic to identify potential clients. Achieving this requires your booth to distinguish itself from others.
At a trade show, half of the exhibitors will feature identical setups, consisting of a sign, several banners, and a table filled with business cards and brochures. These booths are likely to be overlooked.
When a red deck of playing cards is spread on the floor with a single blue card among them, the blue card will naturally attract the most attention. Merely blending in, like a lookalike booth, is ineffective. To achieve a successful ROI, it is crucial to stand out.
Fortunately, there are numerous strategies to achieve this. The most straightforward approach is to design an eye-catching booth. Ensure your signage is highly legible by utilizing large fonts and straightforward logos. Avoid overcrowding signs with text, as it demands excessive effort from attendees.
Think Up (Elevation Eases Frustration!)
Whenever possible, elevate your signs, video displays, and presentations. I have noticed many booths with a large video screen promoting their company. The problem is that the screen is often placed at the back of the booth, no higher than five feet, with the booth staff standing directly in front of it.
At the beginning of my career as a trade show presenter, I delivered my presentations from the floor. I soon observed that once I attracted a small group of 4-6 individuals, it became difficult for others to view my presentation.
Previously, individuals who were unable to see would leave. Now, I perform on a platform elevated one to two feet, allowing my act to be visible to hundreds. As a result, they stay engaged. Consider incorporating this approach into your next booth presentation; it is highly effective.
Be Heard
Research indicates that individuals are more likely to watch a film with poor video quality if the audio is clear. Conversely, they are less inclined to view a film with excellent video quality if the sound is substandard.
The main point is to invest in a reliable sound system. This is not an area to cut corners. Opt for a professional-grade PA system with a minimum of 100 watts. Pair it with a high-quality wireless microphone.
I have participated in trade shows without utilizing a sound system, and it significantly impacted the experience. The primary issue with not having a microphone is that only a limited number of individuals can hear your presentation at once, causing those slightly out of hearing range to leave.
Without a PA system, the presenter's voice will inevitably become strained. Trade shows involve long days filled with numerous presentations, leaving no opportunity for vocal rest. Employing a high-quality PA system and microphone allows the technology to handle the workload.
Anticipation
After successfully attracting an audience to your company's presentation or product showcase, ensure they have something exciting to anticipate. Inform them that a surprise gift awaits. This isn't Mardi Gras, so refrain from distributing giveaways to everyone who passes by. Instead, announce that an exceptional, complimentary gift will be awarded to them at the conclusion of the presentation.
Strategically leverage your giveaways by requiring participants to earn them, thereby increasing their perceived value. This strategy also heightens the excitement surrounding your booth. Individuals are attracted to items that are not readily accessible, and by creating anticipation, they will be more inclined to wait.
I've observed numerous trade show booths that I refer to as "static," where promotional items are merely placed in a container for attendees to take at will. This approach does not maximize the effectiveness of the giveaways.
Using Social Media
Failing to utilize social media to boost engagement at your booth means missing out on a powerful resource. In today's world, almost everyone possesses a smartphone, and a significant number are active on platforms such as Facebook, Twitter, Google Plus, Pinterest, LinkedIn, Snapchat, and YouTube.
Social media is an essential tool that should be strategically employed before, during, and after an event. When used effectively, it can significantly increase traffic to your booth, sustain your company's visibility, and integrate seamlessly into your lead follow-up strategies.
Social Media Before the Show
Prior to the commencement of the trade show, ascertain the event's designated hashtag. Utilize this hashtag on social media platforms, particularly Twitter, to generate anticipation for your booth.
Consider creating a unique hashtag for your company to use during the event. This allows you to track conversations about the event and share your own content effectively.
When planning to feature a unique form of entertainment at your booth, ensure you inform your audience. Utilize short video teasers to provide viewers with a preview of what to expect. Ensure the content is engaging enough to attract them to your booth at the event. Remember to include your booth number.
Imagine this scenario: You are preparing for the launch of a new product at the event. Take a photograph of the product in use. Share the image with a caption like, “Discover how this remarkable new product can transform your life. Visit us at booth 221 at #ShowHashtag.” #YourCompanyHashtag.
You can leverage platforms such as Facebook, Twitter, and LinkedIn to inform your existing contacts about your booth. Encourage them to visit and explore the engaging activities you have planned or highlight a special gift for your loyal customers.
Social Media During the Show
During the trade show, it is essential to maintain an active online presence. The momentum you have generated with your pre-show efforts should be sustained and further developed. Neglecting this will result in the momentum diminishing and eventually dissipating.
A straightforward method to integrate social media into your event is by utilizing photography. Capture images with VIP clients and showcase your booth in operation. Engaging images and brief videos of a bustling booth are more appealing than those depicting an empty one. People are attracted to dynamic activity and typically avoid booths that appear inactive.
Share your photos and videos on social media using your designated hashtags. Encourage attendees to contribute by sharing their own images, comments, or stories with the hashtag. To boost engagement, consider organizing a giveaway for participants who share a post. Remember to include your booth number to facilitate easy location.
Choose the most socially skilled member of your booth staff to manage this aspect throughout the event. Integrating this into your show strategy will attract considerably more social attention than relying on a spontaneous approach.
My clients have shared messages such as, “Interested in experiencing something AMAZING? Join us at booth #721 at 4:30 pm!” These messages were accompanied by a photograph of me engaging a large audience, and they proved to be effective. At 4:30 pm, we drew our largest audience of the day, and that particular presentation led to the company achieving a record number of leads.
Consistent posting will help your company and clients who were unable to attend the event feel engaged and included.
Social Media After the Show
You have now established a substantial presence on social media. It is important to maintain your efforts to sustain this momentum while your audience still remembers you. Capitalize on this opportunity for as long as possible, as it may not last indefinitely.
Utilize platforms like Facebook, LinkedIn, and Twitter to stay in touch with your new connections. Connect with them as friends, engage with their posts, send personalized messages, and follow their business pages. This approach will ensure your company remains visible to them and reinforces the positive experience they had at your booth.
Comments