The best way to attract and mobilize more customers to attend your trade show is to bring a "show biz" mentality to all your advance marketing and at-show strategies. After all, attendees are drawn by glitter and excitement, and turned off by events that seem to be the "same old thing." If you put on the usual show, you will generate little interest. Here are several effective strategies for putting more show biz into your trade or consumer event.
Think like DisneyThere was never a greater promoter than Walt Disney. Everything he did was exciting, colorful, and bursting with energy. Disney's legacy still continues as his namesake company dazzles and entertains millions with its products, parks, and superb customer service.
What does Disney do that every trade show organizer should emulate? Disney injects a show business mentality into everything it does by creating an image that makes people smile and lets them know they are in for a first-class experience. Disney employees undergo rigorous customer service training and are famous for their courtesy, cheerfulness, and problem-solving skills.
So when planning your preshow marketing strategies, remember to think like Disney. Everything you do to promote and implement your show must be first-class, energetic, creative, and professional. Train your show employees to provide enthusiastic and helpful customer service. Unpleasant experiences with trade show staff can ruin the attendee experience you've worked hard to create.
Make Experience InteractiveWhen people manipulate objects, they often form a personal attachment to them. They get an idea of how the products work and are more excited about the possibility of buying them. With this in mind, advise your exhibitors to set up audiovisual displays that attendees can easily operate—they will feel they are in control of the show experience as they connect with your exhibitors' products.
Put the Internet to work for you You can interact with potential exhibitors and attendees through the Internet, both in your pre-show marketing, and during the show. Experts believe that virtually all trade shows will incorporate the Internet into their marketing strategies in the near future.
At the very least, you should have a professionally designed Web site that provides information about your show, allowing consumers to quickly find out as much about your event as possible. Today's techno-savvy consumers are instantly turned off by Web sites that aren't interesting, aren't easy to access, and aren't informative.
Make Your Show Unforgettable "If meetings are really going to change our lives, meeting professionals need to begin to shape memorable events," says Jim Gilmour, author of The Experience Economy: Work is Theatre and Every Business is a Stage. "Successful meetings must create emotionally based experiences for attendees."
How do you generate such an experience? Capture the imaginations of attendees by providing a wealth of sights, sounds, aromas, and entertainment, along with a high degree of interactivity.
Make Your Show FunLive entertainment, educational seminars, clowns, puppeteers, and magicians are just a few of the tools you can use to make your show fun and informative. Advise your exhibitors not to rely on their products alone to sell the show experience. Booths filled with inanimate objects are boring and won't capture the attention of your audience. However, if you support your exhibitors by injecting a little excitement into the show, you'll have attendees in the palm of your hand.
Provide Lots of Comfortable SpaceMake sure you have enough space at your show, not just on the exhibit floor, but also in common areas to comfortably accommodate your guests. Don't try to cram as many booths as possible into the space allotted. A cramped show environment does not allow attendees free rein to wander comfortably. And harried, crowded consumers don't make good customers.
Help your exhibitors design their booths so they don't sacrifice comfort. Booths that are crowded with display items make it difficult for consumers to focus their attention. Advise your exhibitors to set up their booths so that attendees can see everything clearly in an uncluttered space. Booths should provide good lighting, easy-to-read signage, and attention-grabbing graphics. Consider publishing a brief pamphlet of booth design tips and distribute it to exhibitors.
It Starts with PromotionWithout resorting to hyperbole, your advertising should reflect the excitement, creativity, and flavor of your event. Observe how the producers of movies and Broadway musicals advertise their shows, and incorporate as many of those elements as are feasible in your own advertising. Every ad you place should showcase the opportunities that your show offers.
Train your most trusted show employees to lead the media to the most engaging exhibits. Have a staff member on hand who can articulately tell reporters about your event and what makes it unique.
Remember you are in show biz, and you must create and promote an event that is as exciting and dramatic as a great movie or play. After all, your exhibition space is your stage. In order to generate interest, you must put on a performance that will keep attendees riveted to your exhibits and eager to come back for the sequel.
Susan A. Friedmann, CSP, is the author of Meeting & Event Planning for Dummies. She works with companies to improve their meeting and event success through coaching, consulting, and training. Visit www.tradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.