The typical trade show booth: one table, two chairs, and a ten by ten space for a brand to do what they want. A blank canvas with unlimited possibilities to engage event attendees. So why oh why do we constantly see the same branded freebies, repetitive raffles, and cookie cutter displays, complete with sales people staring you down as you walk by? That’s enough to make anyone keep walking–unless you’re offering free Lindt truffles, in which case I’ll snag one without making eye contact (it’s an art form) and then continue walking.
The truth is, trade show exhibitors pay top dollar to get in the room with their targets, and pay even more for prime placement along the most trafficked rows. When it comes to activations at the booth, it’s cost-effective and easy to stick to overdone tactics. But, we’ve collected some of the best tips for making your booth the one that everyone is flocking to, and not because you paid $1,000 more for booth 1A.
1. Step One: Demolition. The absolute worst thing you can do is leave your table in front, blocking all access to your space, and making it easier for people to stop by for a candy grab and keep moving. The very first thing you should do when you arrive at your standard issue block is to take down the 8′ table and bring in smaller, more inviting end tables. Place key information (and food) at the back of your booth, forcing people to step in and stay for a bit. Ditch the folding chairs too, and consider making your space more homey with rugs, small couches, ottomans, end tables, and bookshelves. Yes, it’s a bit more labor, but you’ve already invested some hefty cash into your space so you might as well make it inviting.
2. Create an event within an event. With your killer lounge set (hammocks even?) those milling around trade show aisles will look forward to resting their feet. What better way to get them to stay a while than by hosting your own little event in your space? Whether it’s a quick mixology course, a fun video feature, or a photo booth, there are hundreds of ways to make your space more interactive. At BostonFest (be it far from a trade show), Rue La La interacted with guests through their make-your-own flip book activation — and guests LOVED it. If the expo is part of a larger conference with panels and breakout sessions it’s always a great idea to get your brand involved there, but if you can’t, why not host your own panel discussion right our of your booth? A small karaoke set and some high stools are all you’ll need.
3. Speaking of food. Offer some. And not just candy, granola bars, or other grab and go items. You don’t really want attendees to grab and go, so why offer them the option? Check with your venue and event organizer on limitations, and consider running an ice cream bar, cupcake station, or or even a pancake house out of your booth. Why the hell not? Buffet lunches leave much to be desired, and news of tasty treats (for free) at your booth with travel around the floor in minutes.
4. Create a reason for engagement. Most event marketers go the raffle route, offering the chance at an iPad in exchange for an email address, but this strategy is not the most effective for getting people to stick around. What’s better? Trivia, games, and contests make guests truly engage and learn more about your product while still getting excited for high-quality free stuff. Another tip: leverage social media sharing through these contests for even more online engagement. If you’re dead set on the raffle, consider tailoring the prize to something relevant to the trade show itself. For a bridal expo, raffle off a weekend getaway voucher, or offer an at-home brewing kit at a beer fest. This way, you won’t be one of multiple Apple giveaways at the show and you’ll target the demographic you really want to connect with.
5. What ball and chain? With so much cool stuff going on at your booth we understand why you’re staying to guard the goods, but remember that you aren’t actually chained to your exhibit space. The best event marketers bring a couple staff members and take turns manning the table and networking with the crowds. If you didn’t pay for the primo placement it’s just as easy to stand by the bathroom and tell people about the totally awesome pancake breakfast at booth 14C, or pass out VIP vouchers for your wicked cool photo booth by the registration table. While an empty booth does little to grab attention and engagement, try standing across the aisle so guests don’t feel blocked by an impending sales pitch. Once they’re in you can totally corner them (half kidding), as an unattended booth with lots of goodies will lure them in.
6. Be generous with your promotions. No one wants a ten percent off coupon for your in-home pool installation. What they might want is a free, no commitment appraisal and quote at their residence. When developing special promotions to share with attendees, keep in mind just how many “exclusive” deals they’ll be inundated with throughout the day and use this as inspiration to make yours one they can’t lose out on. Create a call to action by setting expiration dates not too far into the future and make your discounts and raffles good enough that people will be pocketing them rather than dumping them in their bag with the rest.
These tips are just the beginning of the possibilities that a ten by ten space in the middle of an exhibit hall can transform into. Let’s think outside the box people, literally and figuratively speaking, and while you’re at it, click here to learn more about getting involved with a BostInno event.
