What do you do if your trade show display needs a boost?

Although you can upgrade your graphics, have fancy interactive displays or demonstrations of product/service, it's not always the answer. Consider how you are interacting with the audience; what are they interested in and how will they engage with you? Also consider how your booth is set up. Somethings the layout is not inviting or conducive to enable people to come and see what you do. Clarity is important to grab their attention within a few seconds.

I have a simple mantra for all of my decisions in business. All problems come from profit. If you told me this year that I needed to update my trade show display, I might agree but in order to do that the team and I would have to earn it with increased profit. The best way to do that is with a little guerilla marketing. Think outside the box and incentivize folks to actually visit your team inside the booth you have to get that last bang for your buck and then redesign the booth with the extra sales you made from thinking outside the box(or booth). As well in every show you attend doing direct reach out to the media that will be in attendance is force multiplier because good press equals earned media. Go Get Em!

Add a clear invitation to our Swizzle Happy Hour for the win. Representing Bermuda, I have access to the visual images which are already stunning, however, adding an invitation to sample something local is next level.

A quick win with graphics, is to always include a challenging question that is visible to make people curious, stop and come over to your booth. A great question one of our customers used was "How important is patient comfort for your drug development?" at a medical conference. It worked wonders for engagement.

I suggest good graphics with clear message (where language is not a barrier) and appeal will surely draw attention. It keeps brand being relevant.

Technology and engagement is far more important that booth displays. QR codes, interactive content, custom immersive experiences will make your products and services far more relevant and memorable.

In the past having interactive technology like a photo booth or social vending machine have created a buzz for our tradeshow booth.

In the past we have kept it simple at the booth and had a computer monitor displayed on our table. We presented videos and product information that captured a lot of attention.

To make a trade show booth appealing to all visitors, I believe it requires not only an attractive booth design concept but also appropriate touchpoints that encourage interaction. For me, these are systems that function similarly to virtual goodie bags while also contributing to lead capture. I have had very positive experiences with these and found that they can enrich the trade show experience for all involved.

I recommend backing the display with NFC support. This allows users to seamlessly access a well-crafted landing page containing comprehensive information, along with convenient options to reach out to your team for further inquiries. Additionally, scanning the NFC tag adds an element of enjoyment and offers the easiest means to transfer your information to their phone!

Creating an experience in the booth space is more important than the booth itself. (putting on my contrarian hat) However, if your booth is dumpy, and the messaging is off target, and the lighting is non existent...you won't get a chance to engage in the space because people will already have made their mind up about your company. (PS, it wont be good) Engaging demos can be a great way to start conversations, to educate, to make yourself memorable. But most importantly, engage with them in a way that makes an impact. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou

Think about using a game people can play for a prize at your booth. Or spin the wheel for a prize. It tends to create interest and other people want to see what you are doing. Have some people ready to pitch product and someone running the game.

Content is key to engagement - and that is what the trade buyers & visitors wants to see & learn! If it's the "same old" approach, there is no difference with them visiting the tradeshow or browsing online. Demos can be curated in the form of a talk session, workshop or education content onsite at the booth. Invite an industry speaker or domain expert to share more from their POV.

Live demonstrations offer a dynamic way to highlight the practical application and advantages of your products. Providing attendees with a firsthand view creates an educational and engaging experience that leaves a lasting impression. To maximize impact, ensure your demos are concise, focused, and conducted by knowledgeable staff who can address questions in real-time.

I totally agree with interactions with the viewers . When I read the crowd I usually incorporate some of them to be live models . By demonstrating what I do gives them a more visual approach and invites comments and conversations about sustainable fashion practices. Sometimes I find when I listen more to the audience the presentation becomes more organic .

Swag can attract the wrong kind of attendees. So best way to use Swag is as a reward to qualified attendees for viewing a demo or participating in an activity at the booth. Yes things like tote bags can increase brand awareness, but I would rather have happy, rewarded, engaged, qualified attendees anytime.

One of the best things about going to show is the SWAG! Make yours count! Stand out, be different -- look at your target audience at what they would like and also take into account what's trending in the promotional products space. You would be surprised your SWAG will be in someone's life -- being used and reminded of your great organization and it's stellar products and services.

1) Stand out from your competitors. Look at what other stands offer - there's a good chance attendees don't need another tote bag filled with pens and disposable plastic merch. Be different & stand out. 2) Quality over quantity. Prioritise a memorable and useful giveaway instead of a handful of smaller items that'll be consumed & forgotten. 3) Offer different giveway tiers: Low cost items for casual attendees walking past your stand, quality items for good conversations (socks/umbrella/power bank) and a full blown swag pack for promising, high-value prospects. 4) Think about the venue & timing. Attending a London expo in Winter? Hand out umbrellas (it always rains in the UK) or gloves that people will use straight after leaving the expo.

Displaying a prize draw seems to work well because you can collect a lot of contact information and gain an understanding about the traffic that flowed through.

Unique and valuable giveaways can make a lasting impression at trade shows. Consider high-quality, branded items that align with attendees' professional or daily needs. Thoughtful and creative swag choices leave a memorable mark and keep your brand top of mind long after the event.

Booth layout is something that we plan carefully when designing an exhibit space- There a lot of ways you can give the space a boost, but this one likely will require you starting form scratch and moving away from what you are using currently. you can create a customer journey, quite literally, where people enter in one place and move thru a sequence of stops to better understand your offering. you can go very open format, such people can enter from anywhere and engage with any part of the booth at any point. you can completely shroud your booth (consult show regulations) to go in the opposite direction (of an open concept) and create the desire of attendees to see what is going on in there and "why can't I get in"? VIP experience

Some booths feel crowded. Set it up so there's an "in" and "out position, and people get to jounrey through the booth for an engaging, gusided experince

Try to undestand the real needs of client, sometimes one piece of tech and a design more "elegant" gives a boost to booth layout without crowded with stuff or increase the price of construction.

Assign specific job roles to your team based on their communication style. So the greeters/engagers should be high energy confident people. Product demonstrators should be great at asking probing questions and listening. Hospitality staff should be warm and welcoming. Train everyone on your core objectives and that role they have to play.

Ensure as an organiser that you regularly meet with the team both before and after the event, set expectations, collaborate and agree on confident, aligned communication so that the correct engagement is successfully actioned for your brand.

Not everyone is made for trade show work. Make sure your team is the most charismatic people you have. Make sure their communication before, during and after is intentional and compelling. Have more than one staff member so they can play off of each other. The look of the booth doesn't matter if the right staff isn't in place. The right staff can almost always draw in the audience!

Your staff are the frontline ambassadors of your brand at trade shows. Investing in their training ensures they possess the knowledge and skills to engage effectively with visitors. Clear communication of your brand's message, confident handling of inquiries, and efficient lead capture are all vital. Friendly, proactive staff can truly elevate the success of your trade show display.

Staff training is absolutely critical. Taking finance as an example, attendees approach your booth seeking insights into intricate financial products or regulatory matters. Without well-trained staff, these interactions could falter, potentially costing valuable leads. However, with thorough training, your team becomes equipped to handle any query with confidence, demonstrating expertise and building trust. They're adept at navigating complex topics, qualifying leads effectively, and initiating meaningful conversations that drive tangible results. Investing in staff training isn't just about imparting knowledge; it's about empowering your team to be the face of expertise and credibility, ensuring every interaction at the expo counts.

The key to driving booth traffic is to create demand way ahead of the event. This is the difference between a hugely successful event and a frustrating one. Why fight the crowds and the noise hoping some people will come to your booth. Why rely on cool graphics or awesome swag?? What people really want is help to solve their problems and hit their goals. I find the right type of demand generation campaign with a strategic, consistent LinkedIn system creates online relationships that lead to massive booth traffic. There is nothing better than a prospects walking into your booth looking for you because you have been engaging with them online, they have invested in your content because it's valuable or they listen to your podcast.

Using additional promotion solutions to invite professionals to visit your booth is also essential. Enhance your visibility, shout out loud before and during the trade show "My brand is here"! There are various ways this can be achieved, such as: - Advertising in Professional Magazines related to the industries of interest, - Promoting your presence via Social Media Platforms, - Advertising in Banners and Billboards, - Advertising in Exhibitors Catalogues, Lanyards, or other offered solutions by the exhibition, - Sending Invitations to existing and/or potential clientele, - Etc. Remember: Your participation in a trade show does not begin when the trade show opens it's doors to visitors, it begins when you decide to participate.

If you're not happy with your results, look at your booth process. Decide what isn't happening, so you can find out what part of your process isn't working. - not stopping enough aisle traffic? - not generating enough booth traffic? (dead aisle?) - not converting aisle traffic to conversations? - conversations with the wrong people? - non-productive conversations? - no offer? - no second step? - no process for keep/expand/refer/reactivate prospects? - no booth process at all? Adapting a conversational sales approach and a direct response structure will keep your booth on track as a sales- and revenue-generating machine. Also - sometimes an "old" booth is working really well. Don't obsess over the new and throw out the "good!"

How about organizing a collaborative challenge or competition within your exhibit? Invite attendees to participate in a hands-on activity related to your products/industry. Offer prizes or recognition for the best ideas or solutions generated during the challenge. This kind of approach not only engages visitors actively but also fosters creativity, networking, and memorable experiences, setting your exhibit apart from others.

Analysis of “what’s missing,” review of what your competition’s presenting - which one & why they’re drawing the attention. Evaluate why you’re the better choice & accentuate your positive benefits against what they are presenting. You don’t have to “out flash / tech” them - present your benefits against.