Beyond engagement: Science of visitor persuasion

This paper looks at applying Cialdini’s Six Principles of Influence to exhibiting. Cialdini’s theory forms the foundation of marketing and exhibiting plans the world over. Our aim is not to teach you marketing theory, but to get straight into the guts of application and help you develop actions you can use at your next event.

You won’t need a marketing degree - or the dragon-like thick skin of a sales person - to make this method work for you. Just the time it’ll take you to finish a coffee while you read this paper.

"Our best evidence of what people truly feel and believe comes less from their words than from their deeds."

-Robert Cialdini