We’ve all heard “butts in seats,” but what about “feet on floors.” As trade show managers, there’s nothing worse than empty exhibit floor aisles. Unfortunately, capturing the attention in today’s landscape is tricky, making curating a program that boosts attendee dwell time on the show floor more important than ever.
So, how do you make this happen?
Level up your strategy
Generating buzz doesn’t have to be complex or break the bank. Some well-thought-out creativity goes a long way, whether using existing tools or creating new spaces. Plus, you can monetize concepts like those below as sponsorship opportunities.
- Tap Into Technology
Areas like self-printing registration are a start but you can raise the bar by facilitating attendee and exhibitor introductions through the show app or with programs like
Swapcard . Letting them schedule meetings and network pre-show establishes an early connection with your brand. - Go for Gamification
What’s a little competition amongst friends? According to BizBash creating games and offering prizes, “can lead to a 30% increase in booth interactions.” There’s no right way gamify — use printed game cards, the mobile app, push notifications or announcements in the show daily. - Display Dynamic Designs
When designing the show floor, think outside the booth. You could use a unique aisle layout or incorporate themes and dynamic designs for cafes, lounges, theaters or your own booth. Unsure where to start? Check out the GES Design and Production Gallery for inspiration.
- Shine a Spotlight
Curiosity draws a crowd! The Center for Exhibit Industry Research (CEIR) says that 60% of exhibitors are already trying to entice engagement with in-booth product interactions. Try offering new opportunities to develop these interactions with sponsorships to showcase new products with live demos, one-on-one workshops or product displays in an innovation spotlight. - Execute an Experience
Trade shows may ultimately be about face-to-face business, but they’re also about meaningful moments. More than ever, attendees want to feel the energy (and maybe create FOMO for colleagues.) Offering life size hashtags or interactive scenes based on the city or pop-culture are appealing photo ops. And don’t forget, if the show celebrates a special anniversary, you want to make the most of promoting that. - Next Level Networking
Great business is built on trust, and nothing does that like an informal setting. Create a place for casual gatherings by offering lunch and breaks on the show floor (don’t forget to add areas for eating).
Happy hours during the last two hours of the show and activities like fitness classes, community service projects and DIY workshops are fun ways to facilitate meeting new people. - Top Notch Training
CEIR reports that 78% of exhibitors train booth staff in-house, but it’s unclear if that training is product training or show-floor tactics. To help exhibitors keep customers in the booth, offer a crash course on communications, approachability, and inclusivity during pre-show sessions (onsite or on-demand).
Become the hottest spot in the industry
Your pathway to show success doesn’t end with simply selling out the show floor; it requires a keen strategy and investment in the overall experience. Are you ready to get started? Speak with your Business Development Contact about how our creative team can level up your next show!