HOW TO ATTRACT A CROWD - The Ultimate Trade Show Success Series
- Chad Chesmark
- Apr 10, 2024
- 7 min read
Updated: Jan 2
MAKE YOUR COMPANY PROUD AND BRING THE CROWD
Numerous elements contribute to attracting visitors to your booth. The location of your booth, its design, presentations, giveaways, and consistency all work together to generate interest among attendees.
Location, Location, Location
The location of your booth on the trade show floor can significantly affect the flow of attendee traffic. Have you ever encountered someone on the third day of a show and said, "I've been here for three days and didn't even know you were here?" They might respond, "Yes, our booth is in the front back corner."
Similar to radio waves, trade shows can have areas with little activity. If your booth is situated in one of these dead zones, you'll need to put in triple the effort to attract visitors. It's better to select a location that will naturally have high foot traffic. The perfect spot is one that is visible to the maximum number of attendees at any time. Aim to have long aisles on every side of your booth except the back. This strategy ensures that when you begin to gather a crowd, even more people will be attracted to your booth.
The Zoom Zone
Some individuals think that placing their booth close to the main entrance is a smart strategy, as it ensures that everyone will pass by as they enter.
The issue with the entrance is that it's referred to as the zoom zone. This means that when attendees first enter a show, they're very enthusiastic and quickly "zoom" past the initial booths. They are eager to discover what lies further inside.
I think the entrance could be suitable for some but not for everyone. If you have excellent promotions, activities, and presentations, the front might be the right choice for you.
Dead Zones
The dead zones refer to the booths situated directly to the right and left of the entrance, extending along the wall to the back of the room.
These locations typically receive the lowest foot traffic. Although they might not be perfect, you can still make them successful with a mix of outstanding promotions, pre-show social media posts, fantastic giveaways, and an impressive presentation.
The Action Zone
Ideally, you want your booth to be located in the action zone. To identify this area, picture yourself entering the trade show and draw an imaginary "V" shape 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
I've often heard the suggestion that setting up a booth near the food court or the bathrooms is beneficial. However, I have a few reasons for disagreeing with this viewpoint.
The Food Court
As individuals wander the trade show floor, their mindset differs significantly from when they are eating. The sensory overload at a trade show often necessitates occasional breaks from the bustling activity. The food court is a common destination for these breaks. During this time, they shift away from their adventurous booth-seeking mindset, aiming to relax, unwind, and rest their weary feet.
The Restrooms
The issue I have with deliberately staying close to the bathrooms, despite the fact that everyone will eventually go there, is that they undoubtedly have other things on their minds as they approach.
Even if they pause at your booth on their way to the restroom, they likely won't stay for long. They're heading that way for a specific reason, and it wasn't to stop and linger.
Sure, they might pass by your booth after leaving the restroom, but they won't be with their team. Most people, in fact, the majority, don't attend trade shows solo. They're typically accompanied by colleagues or business partners. When they go to the bathroom, they tend to do so alone. Wouldn't it be more beneficial for everyone in the group to experience your booth simultaneously?
Be Interesting
To achieve a strong ROI from the show, it's crucial to attract ample booth traffic to identify potential clients. To accomplish this, your booth must distinguish itself from the others.
At a trade show, half of the exhibitors will present an identical appearance: a sign, several banners, and a table filled with business cards and brochures. These booths are bound to be overlooked.
If I lay out a red deck of playing cards on the floor with only one blue card among them, which card will catch the most attention? Blending in as a lookalike booth isn't an option. To ensure a successful ROI, standing out is crucial.
Luckily, there are numerous methods to achieve this. The easiest approach is to create a bold booth design. Ensure your signage is extremely easy to read by using large fonts and straightforward logos. Avoid overcrowding signs with text, as it makes attendees exert too much effort.
Think Up (Elevation Eases Frustration!)
Whenever possible, raise your signs, video monitors, and presentations. I've seen many booths with a large video screen advertising their company. The problem is that the screen is usually placed at the back of the booth, no higher than 5 feet, with the booth staff standing right in front of it.
When I began my career as a trade show presenter, I delivered my presentation standing on the floor. I soon realized that once I gathered a small audience of 4-6 people, others couldn't see my presentation.
In the past, those who couldn't see would walk away. Now, I perform on a one-to-two-foot platform, elevating my act so that hundreds of people can watch. Since they can see, they stay. Try this at your next booth presentation. It works wonders!
Be Heard
Research indicates that people are willing to watch a movie with poor video quality if the sound is good. Conversely, they are unlikely to watch a movie with poor sound, even if the video quality is excellent.
What is the takeaway here? Invest in a reliable sound system. It's not an area to cut corners on. Opt for a professional-grade PA system with a minimum of 100 watts. Pair it with a high-quality wireless microphone.
I’ve participated in trade shows without the use of a sound system, and the impact was significant. The primary issue without a microphone is that only a limited number of people can hear your presentation at once, causing those just beyond hearing range to leave.
Another issue that arises without a PA system is that the presenter's voice will eventually become strained. Trade shows involve lengthy days filled with numerous presentations, leaving no time to rest the voice. By using a high-quality PA system and microphone, you allow the technology to handle the workload.
Anticipation
After you've attracted an audience for your company's presentation or product showcase, offer them something exciting to anticipate. Inform them that a surprise gift awaits. This isn't Mardi Gras, so refrain from distributing giveaways to every passerby. Instead, announce that a fantastic, free gift will be given to them at the conclusion of the presentation.
Leverage your giveaways strategically. By requiring people to earn them, they will perceive them as more valuable. Additionally, this approach will generate more excitement around your booth. People desire what is out of reach, and if you make them wait for it, they will.
I've observed numerous "static" trade show booths, as I term them, where giveaways are merely placed in a fishbowl for attendees to take at will. This approach does not leverage the giveaways effectively.
Using Social Media
By not leveraging social media to enhance your booth engagement, you're overlooking a highly effective tool. Nowadays, nearly everyone owns a smartphone, and the majority are active on platforms like Facebook, Twitter, Google Plus, Pinterest, LinkedIn, Snapchat, and YouTube.
Social media can and should be utilized before, during, and after the event. When used effectively, it can significantly increase traffic to your booth, keep your company at the forefront of people's minds, and be integrated into your lead follow-up strategies.
Social Media Before the Show
Prior to the start of the trade show, determine the hashtag designated for the event. You can utilize this hashtag on social media platforms, particularly Twitter, to generate excitement for your booth.
Consider creating a hashtag exclusive to your company for the event. This allows you to track what others are saying about the show and share your own posts.
If you're planning to feature a unique form of entertainment at your booth, be sure to inform people. Consider using brief video teasers to provide viewers with a glimpse of what's in store. Ensure the content is engaging enough to attract them to your booth during the event. Remember to include your booth number.
Consider this scenario: You're preparing for a new product launch at the event. Capture a photo of the product being used. Share the image with a caption such as, “Discover how this incredible new product can transform your life. Come to booth 221 at #ShowHashtag”
You can also utilize platforms such as Facebook, Twitter, and LinkedIn to notify your current contacts about your booth. Encourage them to drop by to discover the exciting activities you have in store, or promote a special gift for your loyal customers.
Social Media During the Show
At the trade show, it's important to maintain your online activity. You've already generated momentum with your pre-show initiatives, so continue to build on that progress. If you don't, the momentum will decrease and eventually fade away.
A simple method to integrate social media during the event is by using photos. Capture images with VIP clients and of your booth in operation. Photos and brief videos of an active booth are more appealing than those of an empty one. People are attracted to activity but tend to avoid a booth that appears inactive.
Share those pictures and videos on social media with your hashtags. Additionally, encourage attendees to share their own photos, comments, or stories using your hashtag. To motivate more participation, consider offering a giveaway for everyone who posts. Remember to include your booth number to make it easy for them to locate you.
Select the most socially adept individual from your booth staff and assign them to oversee this throughout the event. Incorporating this into your show strategy will garner significantly more social attention than if it were merely a spontaneous effort.
Clients of mine have posted messages like, “Want to see something AMAZING? Visit booth #721 at 4:30 pm!” They accompanied this with a photo of me entertaining a big audience, and it was effective. At 4:30 pm, we attracted our biggest crowd of the day, and that single presentation resulted in the company generating a record number of leads.
Regularly posting will make your company and clients who couldn't attend the show feel included in the event.
Social Media After the Show
At this point, you have built a substantial social media presence. Don't halt your efforts now. Maintain the momentum while your audience still remembers you. Take advantage of this wave for as long as possible, because once it's over, it's over.
Utilize platforms like Facebook, LinkedIn, and Twitter to stay in touch with your new connections. Befriend them, engage with their posts, send personalized messages, and like their business pages. This approach will keep your company in their sights and remind them of the positive experience they had at your booth.
Comments