$25 billion. That is the annual spend on events in the United States. Today, there is more pressure than ever before on each of those dollars to drive consideration and revenue. Our own Justin Hersh shares critical steps to creating a successful exhibit booth design every time.
Start with Why, Focus on Experience
“Just because everyone else is doing it” isn’t a good enough reason to spend on an exhibit. Whether it’s generating sales leads or building awareness around a product, make sure you start out by identifying why you are exhibiting. Once you’ve decided to do show, the most important consideration is what type of experience you want your booth visitors to have.
Events Landscape is Evolving, So are Your Attendees
Exhibit booths may have grown more sophisticated over time, but so have trade show attendees. They are no longer showing up just to get freebies and listen passively to a long-winded spiel. Show attendees do their homework beforehand and come armed with information about the company and its products. They visit booths to interact with the products and services as well as with content experts. If your products don’t engage them they are going to move on. Give them opportunities for digital interaction and leave the “salesy” pitch at home. Your focus should be bringing together the online and offline worlds and creating a larger-than-life experience for this evolved audience.
Design vs. Dollars
There are a number of ways to be creative and yet keep the budget in check. As just one tactic, gamification has massive potential to engage audiences in a cost-effective way. Working with an expert such as Group Delphi can also help keep costs at bay by connecting you with alternate ideas and methods to achieve impact without breaking the bank.
There has never been a better time – nor a more challenging time – for event marketing. You can catch more of Justin’s insights in the recently released Industry Insights report by the Center for Exhibition Industry Research (CEIR). The report titled “Best Practices for Exhibit Booth Design – for Companies of All Sizes” is here.