The trade show floor can feel like a chaotic environment as crowds of attendees swirl through dozens of competitor booths. If you’re looking for new ideas to stand out on the trade show floor, we’ve got you covered.
Check out our tips below on engaging the five senses to make your exhibit a can’t-miss stop for attendees. But first, learn why we believe the best way to attract visitors starts before the show even begins, with pre-show marketing.
Entice with Pre-Show Marketing
Your trade show campaign can’t wait to start on the show floor. You need to capture attention before the hustle and bustle. Here’s how:
Mail Them Something
Direct mail still works. Whether you send your prospects a series of direct mail or just one, it’s a great way to start capturing attention before someone walks into the show. And an added benefit of mail is that it’s rare to receive something valuable in the mail these days. Direct mail is far less crowded than our inboxes.
Send Something Unique
Putting a flyer or a standard envelope in the mail probably won’t do the trick. In fact, it will likely get thrown in the recycle bin along with your ability to build awareness with your target audience. We’ve seen success sending something that is a nonstandard size or shape because it generates curiosity, which drives people to open it.
The Magic Mailer Formula
There’s a simple formula to follow to make sure your mailer is opened while everyone else’s is set aside. It’s actually pretty simple, but when you put it into practice you’ll start seeing results right away.
Here are the four components:
- Unique shape or size
- Standout color
- Simple and to-the-point messaging
- Textured or weighted paper
Bonus Tip: Provide an incentive in your mailer that will drive people to your booth at the show. The most common thing is a giveaway, but that doesn’t mean it will be best for you. The incentive needs to work for your audience.
Engage All 5 Senses
You’ve done your pre-show marketing work, now its time to follow up by making your exhibit irresistible to attendees on the floor.
Your booth space must be a multisensory experience. Otherwise, you’re less likely to pull people in and you’re not going to keep them there long enough to allow your team to make a connection.
Think through all of the ways that you can visually draw people into your space. Then, consider that what people see influences their perception of you. You need to be careful here. First impressions are everything.
Here are a few important components to consider:
- Product displays
- Monitors and graphics
- Staff attire
Smells are trickier than sights. Choose carefully here because many scents can turn people off. But if you can draw people in with their noses, you’re ahead of the game.
Here are some scents to consider:
Making your booth hands-on can build excitement and word of mouth throughout the trade show.
Here are some common ideas:
- Hands-on demonstration areas
Draw people in by the sounds that they hear. It could be music that makes you stand out from the crowd, a product demonstration, or even just the bustle around your booth.
Consider these options:
- In-booth activity
Busy attendees who don't have time to stop for lunch love it when your booth giveaway is food-related. Think through what you can hand out that will create a line out of your booth.
Here are some popular ideas, but we encourage you to be creative as well:
With a little preparation, unique communication, and an awesome multisensory booth experience, you’re sure to draw in attendees from every corner of the trade show floor.
Want more tips on knocking your next show out of the park? Check out our white paper: 7 Keys To An Irresistible Trade Show Campaign.