A trade show for trade show folks is like a wedding where you’ll be seeing your ex. Success means accomplishing three goals: look amazing, become wildly popular, and bring your A game until they shut the place down.
This year’s EXHIBITORLIVE was no different, as the industry’s finest tried fresh tactics to achieve all three … for better or worse. A few key traits separated the big winners from all the rest at EXHIBITORLIVE this year. Adopt them to ensure your next experiential endeavor is a showstopper.
Don’t waste your precious experiential interactions hawking materials by the foot.
1.) You Really Are a Unique Snowflake (So Plan Accordingly)
Trade shows got their start as traveling showcases of wares, but today we have another name for a portable storefront: website. So don’t waste your precious experiential interactions hawking materials by the foot.
Instead, strip away all the details and think about why your brand is different. What’s the story that separates you from everyone else? Once you’ve nailed your unique story, develop a theme that tells that story and let it define everything else. From the graphics to the staff to the tech to the swag, make every element an instrument in your symphony on the show floor.
2.) More Is Not Always More
If you want to grab a lot of attention in a short time, it’s tempting to throw the whole budget at a massive sign, a yuuuuge structure, or the tech trend of the moment. But without a driving message, big gestures mean big misses — and wasted cash. No story, no connection.
Revisit your story and rethink your show experience. A smaller, more intimate vibe might be a better fit. The same goes for technology; sometimes the most refreshing approach is no tech at all.
3.) It’s about People, People!
Forget sales; on the show floor, focus on conversation. Get to know your visitors — their needs, their products, and how you can help them (rather than bait and hook them). Whether it’s a wine bar worthy of a magazine spread or a jungle paradise exploding with discoveries, remember: experiential marketing is about memorable experiences that inspire connection with real people.
Experiential marketing is about memorable experiences that inspire connection with real people.
You can maximize those connections by bringing a broad variety of staffers to the show. Having product specialists, fabricators and executives all manning your experience ensures that no matter what kind of customer shows up, the perfect team member will be there to help.
What Did We Miss?
If you had unlimited creative chops (and budget) at your disposal, what kind of experience would you whip up? Let us know via the form below and we’ll show you some love!