Success at a trade show requires finding a way to capture the attention of the largest number of attendees. Nothing can catch the eye like light, sound and motion. If you want to make the most of your trade show opportunity you need to tap into the technology available. Here are some effective options that clients often consider:
1. Pre-Show Technology. Before you even set up your trade show booth you will encounter technology options offered by the trade show organization. Investigate what’s available and take full advantage of those items that can maximize your effectiveness. Shows typically offer exhibitors with sponsorship opportunities on their web site, email lists & addresses of attendees, and contact / meeting technology that allows the attendees to look at all the business profiles and contact exhibitors in advance for appointments.
2. Interactive Activities. It’s a lot more fun to touch and feel something than to passively observe a product in action. If you want your trade show exhibit to be the show stopper you can use interactive technology to give your prospects an opportunity to be entertained and informed. The type of device you use will vary according to your product line. Touch screens allow companies to gain attendees interaction and help them to quality or disqualify them as a potential customer. Games can be incorporated in a number of ways, such as a prize game like slot machines, Plinko boards, Toss-N-Win games among others, but make sure the game is tied to your product offering.
3. Video Loops. An attention getting video will use vivid imagery, music, color and movement. The video should eye-catching while being concise and to the point. Make sure the material is up-to-date — don’t use one from last year that has out-of-date products featured. Many trade show exhibits can hold monitors of all sizes, even portable displays, like the Skyline Mirage with Monitor Mount or Stratus Table Workstation.
4. DVDs and Flash drives. After you draw the viewers into your trade show exhibit you need to have something more than a key chain to offer qualified prospects. Be prepared to follow-up your conversation with promise to mail or FedEx a DVDs or flash drives that contain relevant product presentations to give to anyone who shows more than a passing interest. The combination of video or an interactive digital piece is a complimentary marketing tool to printed materials such as brochures.
5. Social Media. A newer addition to the trade show technology toolbox, social media, can be a cost effective marketing medium. Many people use smart phones — sites like Facebook, Twitter and Foursquare allow exhibitors and attendees connect before, during and after trade shows. Post updates about your trade show exhibit & show experience on your Facebook Fan Page. Follow Twitter hash tags for the show to find & interact with attendees. Create a check-in for your booth space for attendees to create an interactive experience.
6. iPads & Tablets. While these items are also new trade show technology additions, they can be added to your booth experience as more than just a giveaway. Create an app for attendees to download on their tablets. Use iPads to demo your web site or share product photos. Create a testimonial video with a satisfied customer, which you can share during a conversation. Take notes and develop a digital lead card for booth staffers.
Learn about more challenges and opportunities with technology that face you and your peers at trade shows by reading The Evolving Role of Exhibit Marketers white paper. To request your free copy, click here.
