HIDE YOUR BRAND ATTRIBUTES IN YOUR BOOTH SPACE. MAKE IT FUN AND GAMES FOR YOUR ATTENDEES AS THEY SEEK FOR IT.
Trade shows and events are full of exhibitors trying to grab the attention of attendees. Gamification, the idea of educating and sharing information while entertaining your audience through games or interactivity is a great way to attract your audience. As long as you choose something that meets your marketing goals and is appropriate for your industry, you can expect better engagement.
Of course, when your product is something as popular as a drone, the theory of gamification becomes a no-brainer. So, proceed with gusto.
UsE Games to Liven Up Your BootH AND UPLIFT YOUR BRAND
Attendees are at the show to get information about new products and services, but after a while, fatigue sets in. Playing games in your trade show exhibit offers a new way to learn about your company while adding some fun to the mix. The best attractions both educate and entertain.
If you want to liven up your trade show exhibits, adding attractions such as contests and raffles might do the trick. For more dramatic flair, money cubes, photo booths, video games, prize balls, and treasure chests are attention grabbers.
Find the list of exhibitors that are exhibiting in a certain show. Then, if appropriate, 'piggy back' on a complimentary brand and enroll your booth visitors to a brand appropriate game that will benefit you and your partner brand.
USE GAMES TO KNOW THE PERSONA OF YOUR CUSTOMER BASE
Heck, we all talk about persona marketing. And those who have done it knows the complex and the ever changing rules of it given the fluid nature of your database. However, you can use your exhibit design to dig deeper in persona marketing.
Design your exhibit that talks to your existing persona. If you do not have one or, you want to expand on your existing personas, make provision for that, in your design offering.
“Games are the only force in the known universe that can get people to take actions..., in a predictable way, without using force.”
USE GAMES TO BRING FOCUS TO YOUR BRAND ATTRIBUTES
How do you choose the right types of games? Your goal at the event is to acquire leads, not to provide an amusement park guests. You want to offer “infotainment,” not just “entertainment.” Both approaches offer enjoyment, but infotainment allows you to tie in your brand and information into the game or entertainment.
Execute a booth design, that excites the visitors to answer questions related to your industry or to your business. Design an interactive with a pedestal where your audience can answer the questions, with a flat screen in front of them that displays the answer in real time and shows the number of points they accrue as they play along.
How do you turn attractions for trade show exhibits into functional tools for brand advancement?
There are a few ways to incorporate infotainment into your booth:
Most gaming devices offer a personalized option, so you can have the case or the background for the game emblazoned with your logo or advertising message. Some products such as photo booths can be fitted with vinyl skins that bear your advertising. Keep in mind— any step you ask your audience to take reward them with brownie points.
If you want to stand out amongst your peers, take your game outside. Check in with your event organizer and get to know the rules so that you can work around it. The idea is get your brand to stand out. How you do it is only limited by your imagination and to some extent on your budget.
You might incorporate what your company offers into many games. For example, on a slot machine, you can replace lemons or cherries with your products. On a prize wheel, you can have prizes that correspond to your offerings in each of the landing spots. If your game requires answering questions to qualify, focus the questions on your company offerings and services.
Of course, you can also offer games where players can win gift certificates or discounts off of your services or products, but if you want customers for the long haul focus on how you can help them upgrade their game on an incremental basis.
If you are a startup, and you are not even thinking about exhibiting at trade shows, paticiapte in the knowledge pool of the established industries. Find out the business that might obtain help from your product and services. Contact them and ask them about featuring your product in their exhibiit. Now, you get to devise a game for established business with your product as the underlying framework.
THE BORING BUT IMPORTANT LOGISTICS OF Fitting Games into Your Booth
Once you decide on the best attraction for your trade show exhibits, your next challenge is to position the game properly in your booth. Choose games that is appropriate for your exhibit size and make sure there is enough room traffic and space to play.
Most importantly, make sure your booth staffers have room to walk around and talk to the attendees in the booth. Get great leads and information from participants and don’t let them play without a little conversation before or after.
6 GAMIFICATION APPS FOR YOU TO CHECK OUT!
Actionbound allows you to create public “bounds” for other players to particpate. It doesn’t have to be restricted to a single event.
GooseChase is another scavanger app with 100+ tested missions on their app, you don’t have to build one from the ground up.
Social Point for tradeshows and virtual meetings.
Parts of this article was first published in www.skyline.com
For more ideas of how to engage attendees in your booth or enhance your in-booth promotions, download this visual book that is filled with little marketing gems to help you attain more brand awareness, attendees, leads, and sales.