The Impact of Interactive Trade Show Displays on Buyer Engagement
In a sea of brochures and branded swag, exhibitors can stand out by elevating their buyer engagement with interactive technology. This requires marketers and agency creatives to shift their perspectives on what makes a compelling trade show experience.
Kiosks are a great way to ramp up interactivity on the exhibit floor. They can showcase product videos, virtual tours, and more.
Branding
Consider offering an engaging brand experience rather than barraging visitors with well-rehearsed sales speeches and brochures that get lost in the din. Interactive activities draw and hold booth visitors’ attention and boost the success of your team’s trade show talks. These activities can range from games and prizes to display technologies, which businesses like Infinity Exhibits can help you with.
Video is a great way to generate buzz and excitement before the event. This can include testimonials, footage of previous events, or a branded holographic projection that highlights products or a speaker on stage.
Incorporating live performances and presentations also helps to draw attention to your exhibit. However, choosing entertainment relevant to your brand and reflecting your products or services is important. It also helps to promote these performances and presentations ahead of the event so that attendees can plan accordingly. A live performance will likely require additional staff and budget for your company, so this should be considered when planning your event.
Networking
Regardless of the amount of lead generation your sales team does through digital channels, nothing beats face-to-face interaction. Using games, product demonstrations, and integrated technology, exhibitors can create multimedia experiences that activate customers’ senses—adding depth to their brand promises in other channels.
Attendees remember brands that offer entertaining presentations. Consider hiring a professional entertainer for the booth or bringing in an artist whose work supports the brand message. Similarly, attendees recall brands that try to meet them at the booth. An engaging emcee draws people to the booth and holds their attention while the salespeople engage them in conversations.
Adding interactive video walls and monitor displays to the booth allows attendees to learn about your company at their own pace. Educating attendees about your products or services helps them to identify the right solutions for their needs. This also helps them to distinguish your brand from similar competitors.
Product Demonstrations
Using product demonstrations can be one of the best ways to boost engagement in your exhibit. This is especially true if your products are highly technical and require in-person guidance to understand fully.
A demo also enables your brand to address potential buyers’ concerns. This is important because buyer concerns are often rooted in preconceived notions or misinformation.
Use monitors and kiosks to provide virtual tours, business movies, and portfolios that exhibit your brand in addition to in-person presentations. Companies like Infinity Exhibits can assist you with this. These can help connect your brand with customers even after the show ends, allowing them to reconnect with your story and values. If you cannot bring your products to the trade show, consider videotaping your product demonstration and including it in email communications with existing or potential customers. This provides a more personalized experience and demonstrates that you were able to meet your buyers where they are at.
Technology
Providing innovative digital integrations can support staff at a vendor booth and encourage buyers to spend more time there. Digital technology also provides a means to communicate the company’s value to potential customers and leads in a personalized and contextual way.
Virtual reality transports attendees to a new environment, making it a natural fit for booths that are selling a large product or want to provide a more hands-on experience.
Adding interactive elements to a booth’s design will draw the attention of passersby and make it stand out from the other boring displays surrounding it. This will keep attendees engaged longer and give representatives a captive audience to start conversations about the company’s products or services. This increases the likelihood that a visitor will become a customer. In addition, interactive displays can capture valuable data that can be used to track ROI.
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