"ATTENTION HARVESTING" IS THE BIG BUSINESS OF OUR DIGITAL AGE
In a nutshell, all your trade show attendees have one thing common. They all suffer from ADHD to some extent or the other. In short, to survive in an attention economy, you have to stop hammering your audience with the same stuff that you did last time.
"If you’re not reevaluating and pivoting on a regular basis you’re being left behind. Now, more than ever, what worked yesterday won’t work tomorrow."
It is your job as a trade show marketer to get their attention focused on your offering, amidst the competing gadgets loaded with multiple apps buzzing and vying for their eye power and their brain power.
In this article, we have explored a few ways how you can may gain access to the minds of your visitors when you are one of the many competing for their attention.
IT ALL STARTS WITH YOU
1. DEFINE THE PURPOSE OF EXHIBITING AT THE VENUE OF YOUR CHOICE
Are you looking to distribute giveaway items (to increase brand awareness), trying to get direct sales, or simply collect information of the visitors?
No matter which it is, understanding what your goals at the trade show are will help you dictate the appropriate ways to command an individual’s attention.
HERE ARE FEW EXAMPLES:
a... IF THE INTENT TO EXHIBIT IS TO BUILD BRAND EQUITY — GAMIFY YOUR BRAND INTENT WITH GIVEAWAYS
FOR STARTERS, DO NOT GO ON THE CHEAP.
MAKE IT FUN AND GAME. WE ALL LOVE THE FEELING OF EARNING SOMETHING. MAKE THEM EARN IT.
Use lights, sounds, graphics in your space to deliver your intention or, provide attention grabbing attired individuals who encourage passersby to engage.
You could try the following games: Pachinko – Immediate gift giveaway, Raffle Tickets – Announcement of winners each hour.
Do your research. A good bet is to tie your giveaways with pre-show and post-show promotions. Keep in mind, the efforts of your trade show marketing does not exist in isolation.
We did some research for you.
PunchTab, acquired by Walmart Labs in 2015 is a leading engagement and insights platform committed to creating technology that allows brands and retailers to grow engagement and lifetime value with their consumers across any channel or device.
"Your customers are hungry for reward, status, achievement, competition and self-expression, and they'll go out of their way to engage with the businesses that give it to them. Gamification uses proven techniques from game design to satisfy your customers and engage them with your content, community or brand, while simultaneously driving meaningful value for your business."
If you want to run a sophisticated gamification loop, you might want to seek the services of Bunchball, a gamification pioneer, and offer a variety of gamification services including website integration and consulting.
Note: Use these platforms to launch games prior to your live trade show. However, the winner or the winners need to be present to collect the giveaways.
B... IF THE INTENT TO EXHIBIT IS TO BUILD YOUR BRAND TOP LINE — THE NOTION IS TO MAKE THE MAXIMUM AMOUNT OF SALES IN THE GIVEN TIME FRAMe
If your goal is to get direct sales, Show Discounts are popular giveaways. You may resort to that, or, you can devise a special strategy that will add more value to your existing product. This where you might ask your business partners to pitch in and package your goods with theirs, thus elevating the perceived value of your "Special Show Offering".
You could also try the following concepts:
Announce a new product – Special-opportunity just at the show, or schedule “next steps” appointments to close the sale in your office.
C... IF THE INTENT TO EXHIBIT IS TO COLLECT INFORMATION FOR MARKET STUDY — USE APPROPRIATE TECHNOLOGY
If your goal is to just collect information, provide some sort of a trade for their information. Some trade ideas you could use to collect include giveaways, discounts, contests, etc. A few of our Healthcare clients exhibit at shows to collect list of names of appropriate people for early trials and detection. They certainly make it very palatable for the people who are enlisting in the study by giving the certain significant monetary advantages.
You can collect information via surveys, a Business Card Scanner or by using lead retrieval. OR, you can sponsor an event industry event, (does not have to be fancy or big), and use that event as a crutch to gather viable information.
2. DESIGN A BRAND APPROPRIATE ENGAGEMENT INSIDE YOUR BOOTH
Great, you got people into the booth. Now what? Well, you must be able to further attract your audiences as they are engaged in what you have to offer. The main elements that you need to have in your booth include:
BY INVITATION ONLY — Make them feel special. Sen them brand appropriate invitation
Create intrigue amongst the NON-INVITED ATTTENDEES. Devise an alternative plan for them
TAKE CONTROL OF THEIR ATTENTION. Harness the brand appropriate atmospherics in your exhibiting space. SIMPLY WOW THEM
The correct people: As we have discussed in the past, it’s crucial to have the high skilled people in your booth who perform the duty of booth staffers. This includes individuals who are:
Warm and welcoming
Understanding and willing to listen
Once you have the ideal audiences in your booth, it’s up to the people to engage them appropriately.
Create & distribute appropriate collateral: Guess what? Not everyone will be looking for a large conversation. So, make sure you have collateral that’s available to be digested at a later time. Some of this data includes:
Business cards, RAC Cards, Minizines
Engaging people in the booth should be personal and emotional. This is the time you are allowed to be a little more informal (still professional) in engaging your potential clients.
3. “Jimmy John’s” goodbye for your trade show booth
How do you let them leave
How people leave your booth can really determine how they remember the experience. Was it exciting, unique, or just plain awkward? Make sure that you’re intentional about having a “walk away” strategy.
Think about Jimmy John’s for example. Part of their branding is yelling “hello” and “goodbye” in a friendly way. Because of this, you leave Jimmy John’s with a good sandwich and a memorable experience.
What’s your “Jimmy John’s” goodbye for your trade show booth?
Striking the attention of your trade show audience is completely up to you. BE INTENTIONAL.
'ATTENTION' IS A PRIZED POSESSION. TREAT IT WITH CARE AND CURTIOSITY.
Read the original post here.