Tradeshow Tonic

5 DETERMINED STEPS TO DRIVE FOCUSED FOOT TRAFFIC Into Your Trade Show Booth

Published on May 9, 2018 2:14:22 PM

 

light up your marketing-1

 

Your audience gets bored with your product — no matter how compelling the offer is

 

“You’re only given one little spark of madness,” said the late actor and comedian Robin Williams. “You mustn’t lose it."

This is true for your business as well.

Williams used his spark to ignite his comedic rocket and blast past the established boundaries of his craft. Your trade show arena provides a similar avenue to show off your spark: It enables you to push beyond the established boundaries.

 

THE TOUGH JOB OF THE EVENT MANAGER

When exhibiting in the industry of your trade, standing out among competitors is a tough job. You've done the hard work to have a unique and quality offering, but how do you cut through the clutter of the sameness and get aspiring attendees to visit your trade show display.

So how do you compete with the bells and whistles of your competitors to get the attention of solid leads? Here are 5 progressive ways that can help you maximize foot traffic to your booth so that you have a successful experience.

 

 

1. IMMERSE YOURSELF IN THE ROLE OF A RESEARCH REVOLUTIONARY

Usually, these are the common tasks that an event manager does in the planning stage.

1. Contact registered guests before you ever arrive on the trade show floor.

2. Send them a simple postcard or email asking them to register in advance on your website, and then send them a friendly email a few days before the event. Let them know you’re looking forward to meeting them and perhaps give them some advice about getting the most out of the event. This is a chance to get them excited to stop by your booth.

3. Mention any contests or promotions you’ll be doing in your booth and invite them to participate. Close with another invitation to stop by and meet you personally.

HOWEVER, IF YOU ARE VERTERAN TRADE SHOW MANAGER, YOU ALREADY KNOW THIS. YOU ARE READING THIS, BECAUSE, YOU WANT TO BETTER YOUR ART AND STAND ABOVE FROM THE CROWD

 

Before you design your next trade show booth experience, ask these 3 questions. You can be assured, once you go through this exercise, you are bound to stand

 

1. Is your brand’s core value proposition still an accurate representation of what you do well?

2. If so, are (enough of) today’s buyer seeking what you’re selling or do they seek something else?

3. Are you competing in a crowded category with established brands?

Get together with your stakeholders and get their input. Drive a consensus on the 3 KEY ASPECTS of your product, as explained below.

 

department alignment

As shown above: The above chart might look somewhat familiar to you. his has been furnished by Demandbase, leader in account-based marketing. As you can see, the role of the events manager is  tied to 'Demand Generation', 'Field and Channel Marketing', 'Director of Communications', and 'VP of Product Marketing'.

 

ACCORDING TO HARVARD BUSINESS SCHOOL, BY CHANGING THE PRODUCTS' POSITIONING IN THE MARKETPLACE, COMPANIES CAN PROPEL THEIR PRODUCTS BACKWARD OR FORWARD INTO LUCRATIVE GROWTH PHASE

To make a positive impact on your ROI, decision needs to be made on your product positioning, before you can design a successful exhibit that will engage your target audience.

 Stealth Positioning By associating a less appealing product, (or, if you are trying out a completely new marketing strategy) with a category consumers embrace, a company can overcome consumer resistance and advance the product from introduction to growth.

For example, when Apple positioned Apple Mini in the hyper competitive market segment of low-end PCs, it simply suggested that it was not a PC—a strategy that not only disassociates the Mini from other low-priced, commoditized PCs, but leaves future marketing options wide open. It emphasized the Mini’s many other uses: a music server; a dedicated Internet port for the kitchen; a mobile recording studio for the band; a backup device for your photos; a TiVo-like recorder and digital entertainment hub for the living room.

OR

 

 Breakaway Positioning By combining features of products in distinctly different categories, companies can reposition a mature product for growth. This strategy allows the product to shift backwards on the life cycle stage moving from the plateau performance of maturity into a thriving growth position. It redefines competition, it brings forth rapid disruption and give birth to a line of competing copycats.

TIME WAS NEVER PERCEIVED TO BE STYLISH — That is, before Swatch’s breakaway positioning also disrupted the watch category by creating a fashion accessory subcategory. Just to name a few, Calvin Klein and Coach followed suit. Fossil, for example, was launched a year after Swatch specifically to exploit the new market space. Using this breakaway positioning strategy, Swatch has become the best-selling wristwatch of all time.

OR


 Reverse Positioning By stripping away attributes consumers expect in a mature product, and adding some surprising new ones, companies can shift a product backward from maturity into the growth phase.

REVERSE POSITIONING IS A RADICAL IDEA - But, one that has gained mammoth momentum with companies ranging from General Electric to Procter & Gamble, and Levi's to Coca-Cola — who innovate and introduce products with global implications in the developing world. For example, the $500, battery operated electrocardiogram machine, intended as a solution for rural Indian markets, the product is now making inroads in the U.S. as a solution for first responders.

 

Still not sure, how to position your product?  Get busy in creating a questionnaire and asking your clients what they want. Make that the first requirement of your revolutionary role.

 

 portable

 

 

2. IMMERSE YOURSELF IN THE PLAY OF SEDUCTION

“Saints and Sinners may be separated by their actions, but they are united by their reaction to passion.”
Gaiven Clairmont

 

Passionately Woo Your Existing Clients and Indoctrinated Influencers

It is an added bonus if your clients, stop by your booth. BUT DO NOT EXPECT IT. Make every effort to give them a reason to visit your booth instead of someone else's. Yes, you can offer a giveaway, or something thing of a greater value, that is brand appropriate, instead of mugs and pens and other gimmicky items that will either get thrown out or, will degrade the perception of brand.

 

 

 INSTEAD, SEDUCE THEM WITH THE SCIENCE OF SEROTONIN 

Popularized by Simon Sinek, Serotonin is the chemical we feel when we are respected, admired, and given preferential treatment. It boosts our confidence and makes us feel awesome.

Above all, when our peers and our adversaries, see us, for being celebrated, it boosts their serotonin by making them feel good because, it is an universal acknowledgement of trust and tenure.


emotive experience for your clients As shown above: The marketing company, Marketo celebrated their contributors and their clients, under the hashtag #fearlessfifty. By acknowledging the "fearlessfifty, Marketo, as brand, is announcing their leadership in the industry and propagating the fact, that it is safe to do business with them.

 

 

custom islandscustom islandscustom islands

 

 

3. LIGHT UP YOUR MARKETING


“No one lights a lamp in order to hide it behind the door: the purpose of light is to create more light, to open people's eyes, to reveal the marvels around.”

Paulo Coelho

 

Start Marketing Your Event Marketing, Well in Advance

If nobody knows you’re going to be at the next trade show, nobody will take the time to visit it. Furiously, marketing your event, way before the before the event will make your event a true success.

However, before you do that, you have to come to a consensus “How Do I Position My Brand Effectively Today?” — the secret of your success lies here.

BECAUSE, THE LAST THING YOU WANT TO SAY: COME VISIT US AT BOOTH XXXX AND CHECK OUT OUR LATEST PRODUCT UPDATE. MARKET YOUR EVENT WITH A PURPOSE DRIVEN MISSION

 

booth marketing horizontal

As shown above: Sheridan Healthcare enticed their target audience with reduction score that tied in with their microsite, as shown below, and the final pay off, with a visit to their booth. More importantly, they did not disappoint the people who were not visiting them at the show. They had gift cards for the people who were filling to fill up certain data points that they needed for their research. {Yes, the marketing strategy was designed by our creative house.}

sherdan microsite

 

 

Marketers oscillate between two 2 contradicting goals — making their brands distinctive and making them central in their category. 'Central brands', such as Coca-Cola in soft drinks, and McDonald’s in fast food, comes to mind, as these brands are most representative of their type. "These brands shape category dynamics, including consumer preferences, pricing, and the pace and direction of innovation.

On the other hand, 'Distinctive brands', such as Tesla in cars, ("Tesla Motors has no advertising, no ad agency, no CMO, no dealer network".) and Dos Equis in beer (Most Interesting Man in the World - ”life should be lived interestingly.”)  , stand out from the crowd and avoid direct competition with widely popular central brands."

 

"If I am neither of the above, how should I advance with my product awareness?"

Short answer,

 DOUSE YOUR MARKETING WITH DOPAMINE 

Dopamine is highly addictive. "Dopamine is what produces that irresistible urge to check every notification on your phone."

LEARNING FROM ESURANCE

This new upcoming brand wanted to build brand awareness rapidly.
How did they do it?

Immediately following the 2014 Super Bowl, Esurance launched one of the very popular marketing ploys: the sweepstakes. In their TV commercial, which took place right after the Super Bowl ended, The Office star John Krasinski introduced the $1.5 million prize Esurance would give to a single Twitter user who tweeted using the hashtag #EsuranceSave30 during the following 36 hours.

DO NOT BE DISHEARTENED. YOU DO NOT NEED 1.5 MN TO DRENCH YOUR AUDIENCE IN DOPAMINE. HOWEVER, YOU DO NEED TO BE UNIQUE IN YOUR GIVEAWAYS TO ACTIVATE DOPAMINE.

 

HERE IS AN IDEA FOR AN UNIQUE GIVEAWAY. JUST ANNOUNCED!

ENTICE THEM WITH A BODY SUIT. SAY WHAT? —

Dubbed Zozosuit, it generates 3D models of your bodies once you put it on and scanned it with your smartphone.  The idea is that providing clothes that take the guesswork out of sizing will not only win over those who already shop online, but also attract customers who are put off by the hassles of shopping.

unique giveaway

Image: bloomberg.com

Brought to you by Start Today Co. this suit providing clothes that take the guesswork out of sizing will not only win over those who already shop online, but also attract customers who are put off by the hassles of shopping. According to Bloomberg, this suit will begin selling in over 70 countries by July.

 

The fact is, the HOOK NEEDS TO BE HANDSOME. MORE POWER TO YOU, IF YOU CAN SUB-CONSCIOUSLY INTEGRATE IT WITH YOUR BRAND OFFERING — that is the key to drive addictive marketing. Design promotional communications or advertise on the event’s website. Keep your website up to date and start building anticipation in your social media posts that tell what you’ll be doing at the event.

 

If you have new products or services, create SPLASH PAGES and SOCIAL MEDIA POSTS about. Write blog posts that will entice guests. Dab into INFLUENCER MARKETING — learning from the example from ESURANCE. The more people see your name and your unique hashtag before the event, the more likely, they’ll look for your exhibit once they arrive.

 

 

linear booth

 

 

 

 

4. EN-LIST THE RIGHT BOOTH STAFFERS TO DO THE RIGHT ROUTINE IN YOUR 3D SPACE

"Shared experiences are at the heart of connected customers. At the center of shared experiences is emotion, which fuels greater level of activity and interaction." Brian Solis

 

With all the talk of technology driving the four key realms of our world: commerce, health care, learning, and environment — it comes down, to the emotive business of people management that will gain you success at trade shows.

As the neuroanatomist Jill Bolte Taylor puts it, “The truth is, we are feeling creatures that think.” The word “motivation” and “emotion” share the same Latin root, “movere,” which means to move. Emotions are automated motions in action. "The challenge for marketers is that they originate without our knowing. We don’t consciously choose our feelings. They often choose for us." — unless, you are a zen practitioner by trade.

 

 OXYTOCIN IS THE OXYGEN OF YOUR TRADE SHOW MARKETING 

 

Again, popularized by Simon Sinek, Oxytocin is the chemical that we secrete when we are surrounded by trust and safety. It makes us feel good and wanted. Select your team of booth staffers and forge emotional bonds. Offer them incentives, just as you would offer incentives to potential leads. They will feel that they matter, thus, they will move with energy and act with purpose. Make a friendly competition for your staffers by challenging them to gather the most leads or schedule the most follow-ups. A gift card for a favorite restaurant or the promise of a few days off with pay can be inspiring as well.

Happy staffers are excellent for your trade. Because, they extend positive experiences across networks and influence the decision of others in real time, over time, thus lending longivity to your brand essence.

 

DECIDE WHO IS GOING TO DO WHAT —

FROM OUR FRIENDS at exhibitoronline.com

 

Hosts/hostesses These people act as your company's brand ambassadors. They use their eloquence and elegance to draw attention to your product or service, engage in promotional materials, and assist with food and beverage service.


Promotional models Promotional models are engaged in promoting a specific aspect of your product or your brand. DRESSED TO ATTRACT, They are usually, magicians, jugglers and tricksters, who will integrate your brand and product benefits with their act.


Greeters/receptionists They act as a central gatekeeper for all your booth activities by scanning badges, directing people to various areas of interest, such as demos, or ushering them to meeting rooms.


Product specialists/demonstrators Typically skilled in public speaking, demonstrators and product specialists offer basic product information or live demonstrations. However, they require considerable training to ensure they can speak intelligently about your product, company, and brand.


Crowd gatherers Friendly and inviting, crowd gatherers stop, greet, and engage attendees in the aisles. They may ask qualifying questions to gauge attendees' interest and then direct them towards, lead generator or sales assistant. They may also help seat visitors in a theater, scan attendee badges, pass out thank-you gifts, and lead visitors further into the exhibit after a presentation.


Lead generators These staffers often have more company/product training than crowd gatherers, and as such, they ask more probing questions to further qualify attendees. Lead generators also tend to record lead data and pass off the most qualified prospects to company sales staff for ongoing discussion.


Sales assistants A sales assistant is trained in a specific product area, although he or she may not offer demos or presentations. The sales assistant's role is to answer basic questions and write orders, keeping key salespeople available for VIP meetings and demos.


Presenters Presenters are the talking heads in your exhibit. Highly skilled at public speaking, they offer formal presentations often in theater or on-stage settings. To do so, they must acquaint themselves with your company, products, and services. Or, for most impact, train your CEO to be the one for your brand.


Master of ceremonies Often used to introduce a series of presenters, masters of ceremonies can also perform "carnival barker" duties, inviting attendees to enter the booth and participate in an activity.

 

 

 

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5. PROVIDE SPACE TO BATTLE THEIR ANXIETY


Nearly two-thirds of Americans (63 percent) say the future of the nation is a very or somewhat significant source of stress, slightly more than perennial stressors like money (62 percent) and work (61 percent), according to the American Psychological Association’s report,

"Stress in America™: The State of Our Nation"

TWO-THIRDS OF AMERICANS SUFFER FROM ANXIETY — IT IS REAL AND PRESENT

Hence, the math runs something like this. More than half of your attendees are suffering from anxiety that we often pass it off as 'STRESS".  Add to that, the numbing noise and the over-stimulation of information and conversation all around, makes them fatigued by the time they make their rounds and come visit your booth. If they are acting like zombies, do not be surprised.

 

Instead, before you talk to them, lead them towards the designate space in your booth where they can get their body moving, before they interact with you. Let them activate their boy parts before they activate their brain.

Use VIRTUAL REALITY to sleigh the monsters of anxiety and spread the buzz. "Beat Saber" is a virtual reality rhythm game where your controllers act as light sabers used to slice through oncoming beats with precisely handcrafted music. Unleash sound, sight and movement to silence the minds of your audience and stimulate their brains for an effective conversation!

 

Recordings from digg.com

Keep in mind about some basics — Minimize the clutter, provide comfortable flooring and seating, and be sure there is ample room for easy traffic flow so that guests can easily stop and chat without creating a traffic jam. Make your visitors feel welcome.

 

2018's Lasting & Must-Have Technology

 

AVOID BURN OUT AT ANY COST

By following these 5 easy steps, it is guaranteed that you will drive more foot traffic into your booth. Remember, to reap a marvelous result, make it work in unison.

However, as you are center point to your events, it's important to manage your work load to avoid burning out.

As Rob Davidson, from University of Westminster, where he runs a master's degree in Conference and Events Management states: "In our experience event organization is very much like an exponential curve. It starts slowly and gradually and as the event nears the workload builds and builds until the event itself, when you are trying to appear calm on the outside but running about daft on the inside making sure everything is going well, if not you're firefighting, and then before you know it the event is over. If you don't manage this properly with yourself and your team then you can burn out. If you don't manage the pressure, you make bad decisions. If you make bad calls, you exert more pressure on yourself. It's hard work no matter what role you have. The client expects a great event, the audience a quality experience and you are responsible for various aspects of this."

 

Celebrate your fortitude!

Sarmistha Tarafder

Topics: Trade show booth, Exhibition Booth Design, Trade Show Booth Design, The Value of Tradeshows, Social Media Marketing

Join 170,000+ exhibitors who has profited from our insights

 

 

 

 

YOUR BRAND PRESENCE IS NOT LIMITED WITHIN THE CONFINES OF YOUR BOOTH SPACE.

SCOPE OUT THE LOCAL BUSINESS. FIN OUT HOW YOU
CAN PARTNER WITH THEM.

ASK US — WE HAVE DONE IT

marketing design research

YOUR PRODUCT DOES NOT HAVE TO BE INNOVATIVE TO BENEFIT FROM RADICAL NEW POSITIONING —

HOWEVER, THE ARCHITECTURE & MESSAGING OF THE EXHIBIT DESIGN, MUST CREATE A TASTE FOR CURIOSITY IN THE PROSPECTS' MIND — AN EXAMPLE, THE TASTE OF TRADE SHOW SUCCESS

 

Design your booth with desciptive words that demonstrate the taste of your product

 

“Try to persuade a prospect, by saying outright what you want, by showing all your cards, and what hope do you have? You are just one more irritation to be tuned out.”

INSTEAD, PLAY UP DESIRE

“Desire is both imitative (we like what others like) and competitive (we want to take away from others what they have). This sense of rivalry... makes people compete for the attention.”

 

EXHIBIT DESIGNS WITH 12' GRAPHIC IMAGE OF YOUR CLIENTS, SMILING AT ATTENDEES, WALKING DOWN THE ISLE, DEFINITELY DEEPENS THE DESIRE OF YOUR PROSPECTS FOR KNOWING YOUR BRAND

 

 booth design for highlighting your clients

 

 

BREAK THE OLD RULES OF PRODUCT LIFE CYCLE BY SIMPLY CHALLENGING CONSUMERS' NOTIONS ABOUT WHAT EXACTLY
THEY ARE:

 

"Ask your customers what they expect your products to be, then shatter their expectations — You’ll find they’ll be delighted."

 

booth design for sheridan

 

 

 

 PAIN IS ADDICTIVE, AND IT SELLS

CREATE VIDEO SNIPPETS ABOUT YOUR AUDIENCE TALKING ABOUT THEIR PAIN POINTS


 

CREATE A COMPLETE BRAND EXPERIENCE WITH YOUR BOOTH DISPLAY — THE DESIGN, THE DRESS, THE MAKE UP,  THE HAIR CREATES A SENSE OF PLAY AND PERFORMANCE. HUMANIZE YOUR BRAND — MAKE YOUR AUDIENCE FEEL IMPORTANT AND LOVED — SPICE IT UP WITH MEMORY AND MYSTERY — INDUCE A SENSE OF RIVALRY — MAKE PEOPLE COMPETE FOR YOUR ATTENTION!

 

booth staffing for trade shows

 

5 EMOTIONS THAT ACTIVATES YOUR AUDIENCE

 

1. BELONGING

Belonging is a spiritual desire that makes us want to feel part of something bigger. You want people to feel part of your brand community, whether they use your product or not.


2. TRUST

Sincerity cannot be faked.


3. VALUE

Extremely persuasive: 'What's the value for the money?


4. HAPPINESS

The most complicated of all the feelings. It is illusive, yet very alluring. Unless you know your target audience extremely well, do not even bother with it.

 

5. FEAR

The most powerful emotion that drives people to take action. Selling fear is a time tested business model. Ever wondered why two thirds of the American population are suffering from anxiety — that is FOMO for you - fear of missing out.

 

 

design pitfalls

WAKE UP YOUR AUDIENCE WITH CONCEPTUAL REALISM

STRUCTURE 'STRESS AND FATIGUE' INTO YOUR GRAPHIC DESIGN AND ACKNOWLEDGE IT IN YOUR INTERACTION WITH YOUR ATTENDEES —

YOU ARE BOUND TO TOUCH A CHORD

 

 

 

 

Expriential both design for trade shows

 

MAKE YOUR ATTENDEES COME ALIVE WITH EXPERIENTIAL
ACTIVITIES

 

“Most of us live in a semi-somnambulistic state: we do our daily tasks and the days fly by. The two exceptions to this are childhood and those moments when we are in love. In both cases, our emotions are more engaged, more open and active. And we equate feeling emotional with feeling more alive.”

 

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