ACTION-BASED TRADE SHOW BOOTH
- docalmendarez
- Feb 28
- 5 min read
MASSIVE ACTION FOR BOOTH ATTRACTION
Static trade show booths are not engineered for success and often lack engagement. As you navigate any trade show, you will undoubtedly encounter static booths where the staff is seated, engrossed in their phones. They anticipate that customers will approach them, yet this is not how trade shows function effectively.
An effective trade show booth operates dynamically. It functions as a well-coordinated system designed to draw in audiences, maintain their engagement, communicate your message, and transform potential clients into leads.
Distributing complimentary stress balls and pens to attendees can be a courteous gesture, but does it effectively generate substantial leads? Have you ever engaged in business with a company solely because they provided you with a pen featuring their logo? I have not, despite possessing numerous pens.
While giveaways can be highly effective when utilized correctly—a topic we will explore further in the next chapter—they should not constitute your sole strategy for success at the event. This is primarily because numerous attendees focus on collecting as many free items as possible, often without engaging with or understanding your company's message.
Use Games to Collect Their Names
Incorporating games into your booth can effectively introduce an element of action. The key is to select a unique activity that aligns with your company’s branding.
If the selected game does not directly align with your company's core activities, it is essential to utilize it for lead generation. Often, with sufficient creativity, you can integrate the game effectively with your company's objectives. Embrace innovative thinking and explore unconventional approaches.
A few ideas for games are:
Conduct industry-related trivia questions and award prizes to winners. Participants must scan in before playing for a prize.
Organize a contest with a large jar filled with coins or beans, awarding a prize to the individual who accurately guesses the total value or count. Participants must scan their badges to make a guess.
Hold a business card drawing to offer a prize.
Create a customized bean bag toss game and present prizes to the winning teams.
Develop a unique event hashtag and randomly award prizes to participants who share it on social media.
Provide entertainment, as engaging booths tend to attract more visitors throughout the convention. Consider several options to enhance your booth's appeal.
Celebrities
If your budget allows, as they can be quite costly, celebrities serve as an excellent attraction. The key is to select a celebrity who is recognizable to the majority of the attendees.
Trade shows encompass a diverse age demographic, making the selection of an ideal celebrity challenging. For instance, featuring a contemporary rapper at your booth may primarily attract a younger audience, whereas an older actor might predominantly appeal to an older demographic.
Typically, engaging celebrities can be quite costly, and they often do not remain for the entirety of the event. Their presence is usually limited to a few hours to attract your audience. Additionally, there is no assurance that your company's message will be effectively communicated through the celebrity.
Booth Babes
Although these occurrences are becoming increasingly rare, they still occasionally appear. Certain booths opt to employ attractive women in revealing attire to draw customers to their exhibit.
I would advise against pursuing this option unless your company is comfortable with such an association. This approach might be more suitable for a beer manufacturer.
Professional Trade Show Speakers
Specialized speakers are available to effectively communicate a company's message at trade show booths. They excel in their role, allowing your staff to avoid the task of public speaking.
In this process, you supply them with a script, which they learn and subsequently deliver your presentations 2-4 times per hour during the event.
Trade Show Magicians & Mind Readers
As a trade show magician, my expertise lies in attracting an audience, maintaining their engagement, and transforming them into potential leads.
I achieve this by integrating your company's message into a concise, engaging, and interactive magic and mind reading performance. After being informed about your company through this captivating mini show, attendees are directed to the booth staff, where they are qualified as leads.
The effectiveness of this approach lies in its ability to generate substantial traffic. A small group evolves into a larger audience, within which your ideal clients are present.
Other Entertainment
The range of entertainment options available for your booth is virtually limitless, including jugglers, balancing acts, branded body paint artists, and acrobats. It is essential to select an entertainer who specializes in trade shows and can seamlessly integrate your brand into the event.
To Chair or Not to Chair - That is the Question
Certain exhibitors opt to incorporate chairs within their booths. I have observed booths equipped with 2 or 3 chairs designated for booth staff, booths utilizing chairs as a resting area for attendees, and booths employing chairs to create a mini theater for presentations.
My opinion is that chairs should generally be avoided. Here’s why:
Chairs for Your Staff
From a psychological perspective, a booth with seated staff is generally more inviting than one with standing staff. However, a common issue is that seated staff often appear lethargic, as they tend to slouch and seem disinterested. This can deter potential visitors, as no one is inclined to approach a booth that appears unengaging.
Some exhibitors intend to use a table and chairs to facilitate deal closures. However, this approach is not advisable. The trade show floor is not conducive to finalizing agreements due to the numerous potential distractions present.
For one-on-one client meetings, consider renting a conference room or investing in a hospitality suite. This approach provides a dedicated space for engaging with your most qualified leads, enhancing the effectiveness of your business interactions.
Chairs as a Relaxing Station for Attendees
Please ensure that your booth is designed to be action-oriented. When guests approach your booth, they should experience a sense of excitement rather than tranquility.
Chairs for Your Presentations
Chairs will occupy a significant portion of space in your booth. If your objective is to create the impression of a mini theater, you will require at least five or more chairs. When not in use, these chairs can act as a psychological barrier to your booth.
Having an excess of chairs available during a presentation can result in them not being fully occupied, which may create the impression of an unengaging booth. Conversely, if there are insufficient chairs, attendees might opt not to stay for the presentation due to lack of seating. Empty chairs convey the message of a "Boring Booth."
An additional consideration against using chairs is the associated cost. You would need to either transport these large and cumbersome items yourself or incur expenses by renting them from the convention center. It may be more cost-effective and efficient to utilize that space differently.
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