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Sense appeal: Using the senses to draw visitors to your trade show booth
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When preparing your trade show exhibit, it’s very likely that you will put much thought into the way your booth looks. While this is important, it’s also important to appeal to the other four senses. In doing so, not only are you poised to attract more visitors, but you will also increase the chances that your visitors will recall your booth and your business—studies have actually shown that people are most likely to form, retain, and revisit memory when all five senses are engaged.Consider the following tactics to make sure you have all of your senses covered:Sight
The way many tradeshows are set up—booths in such close proximity to one another, hoards of people milling around—visitors will probably see your booth before they experience any of the other senses your booth may have to offer. That’s why you should always be mindful that your booth is visually appealing, brightly colored, and welcoming. A bare table is a sad sight at any tradeshow, so start by finding a brightly colored draping like a branded Close Back Table Throws. Then, forgo the standard curtain back drop for a floor display that really pops like the Standard Curved Floor Display Mural. Finally, make sure your reps look professional and bright in matching, fade-resistant polos like the Rivers End Easy-Care Polo.

Touch
Appeal to visitors’ tactile senses by providing samples of products or allowing them the opportunity to try hands-on what your business has to offer. Researchers have found that consumers who touch a product are more likely to purchase. Additionally, display giveaways that offer a variety of textures that they can fidget with while talking to you about your business. A Vinyl Football has a texture and shape that makes it hard to resist picking up, and the Nutty Putty is a fun throw-back to a childhood favorite with an unmistakable texture.

Sound
Incorporate live demonstrations, music, or scrolling slideshows on an LCD screen with video clips or sound bites of commercials to draw the ears of visitors in your direction. These tools also are a great way to provide insight to the services and products your business has to offer. You can also provide Hand Clappers and let visitors make their own noise.

Scent
Smells stimulate certain areas of the brain responsible for creating emotions and memories. The human nose can identify and recall as many as 10,000 scents and as much as 75 percent of our emotions are generated by what we smell.

Lure people in your direction with scents that are familiar, enticing and unobtrusive. Foods, particularly fresh popcorn, just-brewed coffee or warm cookies, are all good candidates. A couple of non-food item options include Scented Candles or a lightly-scented eucalyptus and spearmint Stress-Relief Lotion. A word of caution: many people are very sensitive to scents—so be careful not to overdo it!

Taste
The same foods mentioned above that appeal to scent also appeal to taste. Wrap them up in branded Gift Boxes, so visitors can take a few bites on the road. Tickle their taste buds with the Mini-Snap It Tin filled to the brim with sugar-free mints or something savory, like a Goldfish Cracker Goody Bag.

These are all simple ways to appeal to the senses of trade show booth visitors. These tactics will get the people there, so you can spend your time talking about your business, products, and services, instead of flagging down passers-by. Not to mention, these tactics liven things up a bit, making it fun for others to engage with you and your brand in ways that they will be sure to remember. Who knows? Maybe after implementing all of these tactics, you’ll become too sense-y for your booth.

For more information about appealing to the senses and sensory marketing—check out our Blue Paper®.

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