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| Image Credit: UnSplash |
{This is a collaborative post}
Trade shows can be exceptionally crowded spaces. As a result, people tend to pass by stands in seconds, judging whether they stop or not on a gut feel. Your job is pretty simple on paper: turn as many of the right passers-by into conversations as possible.
In practice, this consists of reducing friction at every
step in their journey - seeing your brand, stopping, stepping in, staying
longer, and leaving with a reason to return to that conversation.
Create a hook
Visitors decide whether they’ll hang around or not fast. One short pitch, high and visible on the wall, works better than a paragraph explaining your whole business history. Instead, simply outline the problem you solve or the outcome you facilitate.
Keep it visible and obvious, whether through words or a
graphic design or an image. If they have to solve a puzzle to figure it out,
they won’t. In addition, keep the front of the stand open - no tables or
awkward pillars forming a barrier - so stepping in feels natural.
People first
Greatgraphics won’t do all the work for you, if the team looks bored. Make sure that their phones are down, shoulders open, and eyes up. They can open with a warm “hello”, then a light question - “What brings you today?” - not a strong sales pitch.
Make sure that they arrive rested, and rotate every 60-90
minutes if possible so that energy levels don’t dip. Put the natural greeters
on the edge; the deep listeners and technical experts can take over once a chat
begins.
Give them a reason to stop moving
Motion beats posters, especially in spaces where people are already being bombarded with marketing. A tiny demo loop, a tappable screen, or an interesting sample to try - anything that invites a more hands on approach to interaction. Design experts like Focal Exhibition have heaps of experience in these areas, and it’s well worth getting them involved early on.
Micro-interaction buys you time, and that time gives you an
opportunity to initiate a conversation. If the product isn’t demo-friendly, run
a quick “before/after” story on a loop - short, pleasantly aesthetic, no sound
needed.
Use small commitments, not hard sells
While you want to get as many quality leads as possible, you don’t need to convert these on the spot. Offer two tracks: a lighter option (take a guide, subscribe to a mailing list) and a more in-depth one (book a slot, request a personalised demo). People can then choose what fits their intent on that day, meaning that your approach is more likely to meet more people in a favourable light.
Increasing engagement might seem complex, but it really doesn’t need to be. Create some clear hooks, use an open layout, and make sure that your reps stay excited and present. Hands-on moments, useful takeaways, and providing a range of ways to stay in contact ensure that you bring people in, without potentially alienating them or pushing them away with a pitch that’s too pushy or too strong.
