There are a lot of different reasons why a company may choose to take the plunge and exhibit for the first time at a trade show, and there are a lot of reasons why there are many companies who make this a regular occurrence.
But, all of these myriad reasons (professional networking, lead generation, marketing) can be boiled down to a single goal: increasing engagement. You want your company to be more engaged in your own industry and you want your partners and your customers to be more engaged with your company.
It is obvious, then, that you will want to design trade show exhibits that are designed with this idea in mind. But, how do you actually improve attendee engagement with your exhibit or display stand?
There are several ways and we can talk about some of them here, but always remember that it is a good idea to consult with senior marketing personnel and others within your business to come up with your own ideas so that you can stand out from the crowd and give your display stand its own personality based on your specific brand message and strategic goals.
But, generally, it is important to understand that maximizing visitor engagement at your trade show exhibits begins with creating interest. People will be more engaged only after they are sufficiently interested. So, to create interest you should consult with exhibit designers to create a unique and attractive display stand. You should also make sure that your marketing materials are innovative and compelling and that those staffing your trade show exhibits are highly-knowledgeable and well-trained.
Of course, there is also no substitute for having an interesting announcement, product launch or idea that you can publicize to attendees. Without this, your trade show exhibits will be all fluff and no substance and people’s initial interest will wane when they realize this, losing you the ultimate engagement that can improve your bottom line.
So, the biggest tip we can provide to increasing engagement is to have something to say at your next trade show and then say it loud and in a stylish way so that you create interest and ultimately engagement to help you generate sales leads, effectively market your brand and forge strategic partnerships that will benefit your company for years to come.