How to bring crowds to your trade show stand (+ examples)

Trade shows are a huge investment for any tech B2B company in terms of both time and money. When done right, they are the perfect accelerator for your business, bringing in new connections, creating a buzz for your brand, and generating plenty of leads. However, if foot traffic is low and the results disappointing, you might be wondering if the effort and cost is worth it.

In these days of tight budgets, how do you ensure your trade show investment is worth the investment?

In this blog, we share tried and tested tactics to create a buzz for your brand at trade shows, backed by examples from experts. Let’s dive in.

1. Offer an interactive experience featuring your product or services

If you’ve attended trade shows before then you’re bound to have come across some impressive demonstrations. From fairground rides to virtual reality experiences, businesses are ready to pull out all the stops to grab headlines.

Fortunately, you don’t have to have a multimillion-dollar budget to create memorable experiences at your next event. Start with your product or service and ask yourself how you could make it come to life at the stand. If you sell a platform or software service, you could showcase one of your client’s products as a living use case, or set up an interactive screen to help visitors explore the technology ?behind your offer.

Here’s what some experts have successfully tried at events.

Example #1: display real products

“We display real surgical instruments—like the ARTAS robotic hair restoration system. This attention-grabbing, high-tech machinery always draws a crowd. It also opens people’s eyes to what’s possible in our business—which is always our primary goal when we attend trade shows. Although it requires a fair amount of logistical planning to transport the equipment, taking this initiative has always paid off for my medical practice.”– Jae Pak, MD, Jae Pak MD Medical

Example #2: host a demonstration

“Hosting an interactive product demonstration is best practice for trade shows. In our case, a fully equipped campervan with all the bells and whistles speaks for itself, but there also needs to be some showmanship and technical knowledge to accompany any demo. You never need to go full carnival barker in terms of showmanship, just enough to show what makes your product or service cool and unique. The same goes for technical knowledge; always be showing your industry differentiators.” — Kevin Callahan, Co-Founder & CEO, Flatline Van Co.

2. Grab attention with games and contests

Trade show visitors like nothing more than being entertained, which is why games and contests are a great way to grab attention at large-scale events and ensure your stand is not overlooked. Whichever type of game or contest you choose to create, make sure you have clear rules and regulations in place, so it stays fun. And if you can tie the concept back to the location of the trade show, or your business, that’s a bonus.

Create an additional buzz by involving social media into the process. Create videos of your visitors taking part, ask your followers to respond to polls, or even ask them to vote for their favourite picture.

Want some examples? Here’s what some experts have successfully tried at events.

Example #1: don’t be afraid to just have fun

“A winner that has worked for us several times in the past is bringing carnival-like games to our trade show stand. One year we hosted a game where people had to stack sushi pieces 10 high using chopsticks only, in under 30 seconds. If they won, they got a $100 gift card for a regional sushi restaurant. Another year we did a saltine cracker challenge, where each person had 60 seconds to eat 6 saltine crackers, drinking nothing. Though it sounds dumb, people aren’t afraid to try, and it always gets laughs from the crowd. Basically, we try to think up silly, simple games that anyone can try as they walk by, and ultimately gather small crowds.” – John Ross, CEO, Test Prep Insight

Example #2: create a wheel of fortune

“We have a wheel guests can spin to win freebies. It always draws attention because it looks like a smaller version of the “Wheel of Fortune” wheel.

We give away neat swag items that feature our logo, as well as healthy snacks. It’s an eye-catching feature that draws in many curious visitors. When people stop by to spin the prize wheel, it gives me the perfect opportunity to engage with them about our product. I highly recommend this idea to anyone looking for a fun way to draw people in.” – Stephanie Venn-Watson, Co-Founder, fatty15

3. Stimulate “all” the senses

Despite being like a big village, trade shows can quickly become monotonous to visitors. Grab their attention by stimulating their senses in an unexpected way. Whether that’s the smell of fresh popcorn, a catchy tune, or an intriguing video, there’s more than one way to leave a lasting impression.

Want more examples? Here’s what some experts have successfully tried at events.

Example #1: Big screens for big results

“We’re a neo-bank, so there’s not a lot of in-house “product” that we can rely on to draw sizable crowds. So we’ve had to get creative. Big screens with animated lottery tickets and dollar bills dancing around have worked well for us.

Do you remember those old Electric Company episodes in which an animated “Bill” sings about how a bill gets passed in Congress? It’s kind of like that. We use big screens that feature animation, singing, and musical accompaniment to get people closer to our booths—and then we sell them on the great services we offer.” — Trevor Ford, Head of Growth, Yotta

Example #2: Don’t forget about smell

“Visually, make sure you’re catching visitors’ attention with color, light, and movement. You could use a large LED sign or a rotating hanging sign, for example. For sound, use dynamic music or a great presenter to appeal to visitors. Don’t forget about other senses like smell, either. Offer freshly popped popcorn or fresh baked cookies to draw crowds that can smell you before they even see you. -Thomas Samuels, President, Cardinal Expo

Want more ideas? Read the full blog here.