When attending a trade show as a business, the most important goal for your team is likely to be reaching potential new clients and customers. Your trade show booth is your shop window, so it pays to make it eye-catching and inviting, so people can’t help but stop and find out more about the products or services you offer.
We’ve gathered some of the best ideas we’ve seen at recent trade shows to help your booth stand out from the crowd.
One of the key things that will bring people to your booth is a level of interactivity. Most people like to get involved with anything interactive and, if it’s linked to demonstrating your business, more success for you.
To capitalise on the draw of interactivity, make sure that whatever touch screens you’re using – whether it’s iPads or TV sized screens – are visible and easily accessible by attendees. This way, they can interact actively with your content, instead of purely receiving information passively.
Gamification can be a fantastic way to promote unique brand associations and get people in your booth excited about learning about your products or services. The experience of being involved in a game will leave a lasting impression in their minds beyond the end of the event and will allow you to connect your brand with the game.
Games could include prize wheels, gaming apps, quiz shows, social media content and interactive activities. Making the prize linked to your business – even if it’s just through branding – can also leave a lasting impact.
3. Video walls
Few things catch the eye more than a video wall, especially since it creates movement in a relatively static environment. Using a video wall is a great way to stand out from the other booths around you, and also showcase your company from a distance.
Video walls are far more visible from further away than text on a board, so even if you’re showing a slideshow of product images or a graphic using the branding colours of your business, you’ll be more noticeable than other companies.
4. AR and VR
There’s nothing that says trade shows can’t be fun as well as informative, and what better way to bring some entertainment into your booth than by embracing new technologies. AR and VR are developing in leaps and bounds and, if your company is able to use them to your advantage, there’s no reason why you shouldn’t.
Why not consider a virtual scavenger hunt around the exhibition space or VR experiences including demonstrations of your products – at Goodwood Festival of Speed this year (2018), Siemens gave attendees the opportunity to travel in an autonomous car using a VR headset.
5. Promotional gifts
Everybody loves freebies. However, giving away freebies that can be easily discarded, have no value, or aren’t things people will use again can actually work against you instead of for your brand.
Instead, work on making sure that the items you’re planning on giving away are both useful and/or something that people will want. For example, capitalise on the idea of staying hydrated at a trade event by giving away reusable water bottles. People will not only be thankful for them on the day but will be more likely to use them in the future too.
Or, give away something that will make a statement, but make sure it connects with your brand. Google Cloud demonstrated this effectively recently by giving away cotton candy at their recent trade event, capitalising on the cloud-like nature of the sweet treat.
6. Booth design
One core detail to remember when designing your booth is that, while it’s important to make sure your space is eye-catching and original, it should also be tailored to reflect your company and branding.
Sustainability is a trailblazing concept that has started to seep into the trade show world – some companies are branching out to show their commitment to sustainability by building their booths out of cardboard. If there’s a concept or a movement that your company is involved in, embrace it and create something that reflects it.
7. Work with the space you have
Trade show booths aren’t always the largest of spaces to work with, so it can often feel a little limiting when designing a space. However, don’t let size restrictions limit your creativity – sometimes the most eye-catching booths are the ones that use the space they have most effectively, instead of the ones that fill their space completely.
For example, maximise the space you have by using an open plan concept; doing away with the chairs, tables, dividers and stands at the entrance of your booth that stop attendees exploring further into your space. Instead, keep the front of your booth open, allowing people to explore at their leisure and not to feel blocked or trapped by your décor.
8. Add some mystery
If your company is announcing something new at a trade show or event, why not consider employing techniques to keep it an intriguing mystery? The best way to do this could be making your booth fully enclosed with a single entrance to allow attendees in.
Secrecy is a great incentive for people to visit your booth since they won’t be able to see what it’s about from the outside. You will have to employ some incentives inside the booth when people visit so that they can spread the word about what’s really inside.
9. Decrease sign-up time
Trade shows move at a quick pace, with talks and presentations happening throughout the day. Due to that, it can often be quite difficult for attendees to spend long amounts of time at the booths they’re interested in.
If you’d like to ensure more sign-ups for information at your booth, but can’t incentivise people to stay and chat for long, why not employ a different technique? Put a jar at the entrance of your booth, with a sign that tells attendees to put their business cards in the jar if they want to find out more – incentivise this by letting them know that one business card will be selected at the end of the day as the winner of a prize.
This way, people who are interested in your company but don’t have time can easily give you their contact information to find out more and could possibly even win something too!
10. Photobooths or photo walls
Everybody loves taking photographs to remember a day and, if you create the best place for them to take their photos, then they may be more willing to chat to your team while they’re there. Creating a photo wall on one side of your booth is a great way to maximise visibility and also engage with people in a fun and creative way.
Theming the wall around the event, with some subtle links to your brand as well, will allow for you to appear in social media posts as people share their attendance at the event.
If you’re looking for a venue that can host your trade show, look no further than London’s The Brewery. We have a number of different venue spaces in varying sizes that can be tailored to showcase each of the businesses attending. Find out more information about our venue here, or contact us to talk about your event.