For attendees, trade shows can be an overwhelming experience as the sheer amount of exhibitors puts constant pressures on attendees to make decisions. Which booth should I start at? Where should I go next? Is it worth my time to stop by this booth? Given that trade shows force attendees to make these decisions roughly every 10-30 feet, it comes as no surprise that people take mental shortcuts in an attempt to make the best decision on their next direction.
Trade shows are an excellent investment for increasing brand awareness and generating leads for your business. Even if you’re not on the main stage, it doesn’t mean you can’t be the one to steal the show. In order to grab the attention of passing attendees, your booth should be eye-catching, entertaining, and informative. Follow these tips to maximize the ROI of your next show.
Trade shows are an essential aspect of a healthy marketing strategy as they present the opportunity for your business to develop and expand relationships through face-to-face marketing. The brand exposure generated from exhibiting at an expo not only introduces you to consumers, but to the experts in your industry. However, when it comes to capturing someone’s attention, there’s no space more competitive than the exhibit hall at a convention.
People are often seen moving throughout the public in a very subconscious way. So in a trade show, people may wander into your booth and stay to learn about the solution, but may not realize why they were lured into your exhibit space in the first place. One of the ways that people try to take advantage of these subconscious decisions is through the location and style of the booth they’re exhibiting.
When analyzing the success or failure of a trade show, you must determine whether the ROI (Return on Investment) is a number great enough to consider that investment a net positive.