A 2013 poll of attendees, from more than 30 trade shows, reports 49 percent come with intent to purchase. Further studies on exhibit performance show 81 percent of attendees remember visiting a company’s booth … yet only 52 percent report being engaged in any sort of meaningful exchange once there. Not a good way to start the sales process!
The success of any trade show investment hinges on delivering unique experiences through unique channels—in other words, on making a lasting impression. “Exhibitor” magazine editor Travis Stanton says, “ … if all you’re offering attendees is a regurgitation of what they can readily obtain on your website, your strategy is woefully insufficient …”
Here are four tips you can use to maximize face-to-face interaction and engagement opportunities with your target audience so your time and theirs is well spent and memorable.
Making a lasting impression with unique and engaging experiences is the key to success with any trade show exhibit or display. For more information on the topic, check out our two-part Blue Paper series on trade show trends and displays.
“Trade Show Trends.” EXHIBITOR Online. N.p., n.d. Web. Retrieved
“All-Show Averages.” Exhibit Surveys, Inc. N.p., n.d. Web. Retrieved 22 Sept. 2015.
“Trade Show Displays: Trends for Exhibitors— Part 2.” Info.4imprint.com. N.p., 03 Aug. 2015. Web. Retrieved 22 Sept. 2015.
Stanton, Travis. “The Brain Drain.” EXHIBITOR Online. Exhibitor Media Group, n.d. Web. Retrieved 21 June 2015.
Asimos, Tim. “9 Steps to Revitalize Your B2B Tradeshow Marketing Strategy.” Circle S Studio. Circle S Studio, 26 Mar. 2015. Web. Retrieved 21 June 2015.
Mulligan, De-de. “TRADE SHOWS 101: The Reason, the Value and the Future of the Industry.” Mulligan Management Group LLC. Mulligan Management Group LLC, 13 Apr. 2015. Web. Retrieved 21 June 2015.
3D Product Model Demonstrations. Kaon Interactive. Kaon Interactive, Inc., n.d. Web. Retrieved 22 Sept. 2015.