Marketing experts have long touted the benefits of trade shows when it comes to lead generation. However, today’s trade show has come a long way from the trade shows of yesterday. If you are looking for information to create a better, more effective trade show display, you’ve come to the right place.
Trade Show Trends
Buyers are coming more prepared.
One of the first things you should realize is that buyers use trade shows in an entirely different fashion today than they did years ago. In decades past, buyers came to trade shows to learn about new products coming to market. However, that desire to simply “see what’s out there” is far from the norm these days. Buyers at trade shows today are much more informed and are looking to be wooed. This means that the success of your trade show booth will depend on what you provide to your buyers before they ever get to the show itself. Build brand awareness online by making information about your products available so that your company makes the short list on more visitors’ lists.
Technology is changing the playing field.
While technology was a novelty just a few years ago, it is a necessity today. Today’s trade show attendees want to be wowed and using technology in new and exciting ways will definitely do that. Here are a few things that you should know about using technology in your trade show display:
Digital marketing collateral
Several recent studies have shown that most (not all) print marketing collateral winds up in the garbage long before the visitor ever leaves the show. However, interactive technology, brightly lit displays and other technological advances make a huge impression on guests.
Virtual/Augmented reality experiences
Adding lesser known/used technology will definitely put your company on the map. For example, virtual reality technology is a great way to help your visitors truly “experience” your products. Oculus Rift VR makes it possible to engage visitors with your brand by creating augmented reality experiences on smartphones, tablets and other mobile devices, superimposing graphics and other sensory stimuli onto the real reality of the visitor’s physical environment.
Social media interaction is becoming more of an important success indicator.
Social media. It seems to be the scourge of the 21st century and yet hundreds of millions of people around the world engage in some form of social media sharing on a daily basis. Finding new and innovative ways to integrate social media with marketing your products is the key to performance in a trade show environment. Social media engagement is also quickly becoming the gold standard for measuring ROI. Many companies use the number of shares, likes and other social media indicators to rank a company’s standing in the marketplace. Those who have spent more time carefully cultivating an engaging social media presence will reap the rewards in this particular category, so consider expanding your social media engagement before you display at your next trade show.
As you can see, the face of the successful trade show exhibitor has changed significantly over the past few years. However, understanding what visitors are looking for will help you better structure your next display.