The best way to attract and mobilize more customers to attend your trade show is to bring a "show biz" mentality to all your marketing and at-show strategies. After all, you are in show business. In today's marketplace, consumers are drawn by glitter and excitement but turned off by humdrum events. If you put on a dull show you will generate little interest. Following are seven ways to put more show biz into your exposition. Think like Disney.
There was never a greater promoter than Walt Disney. Everything he touched turned exciting, colorful, and was bursting with energy. The Disney legacy continues as
Disney Corporation dazzles and entertains millions with its products, parks, and superb customer service.
What does Disney do that every trade show organizer should emulate? Disney injects a show business mentality into everything it does by creating an image that makes people smile and lets them know they're in for a first-class experience. Disney employees undergo rigorous customer service training and are famous for their courtesy, cheerfulness, and problem-solving skills.
So when planning your pre-show marketing strategies, remember to think like Disney. Everything you do to promote and implement your show must be first-class, creative, and professional. Train your show employees to provide enthusiastic and helpful customer service. Unpleasant experiences with trade show employees can ruin show biz experience you've worked hard to create.
Make your trade shows interactive.
When people manipulate objects they often form an attachment to them. They get an idea of how products work and are more excited about possibility of buying them. Thus, advise your exhibitors to set up audio-visual displays that attendees can easily operate -- they will feel like they are part of show experience as they connect with your products.
Put Internet to work for you.
You can interact with potential exhibitors and attendees through Internet, both in your pre-show marketing and during show. Experts believe that virtually all trade shows will incorporate Internet into their marketing strategies in near future.
At very least, you should have a professionally designed Web site that provides information about your show, allowing consumers to easily find out as much about your event as possible. Today's techno-savvy consumers are instantly turned off by Web sites that aren't interesting, easy to access, and informative.
Make your shows unforgettable experiences.
"If meetings are really going to change our lives, meeting professionals need to begin to shape memorable events," said Jim Gilmour, author of The Experience Economy: Work is Theatre & Every Business is a Stage. "Successful meetings must create emotionally based experiences for attendees," Gilmour said. How do you generate such an experience? Again, think Disney. Capture imaginations of attendees by providing a wealth of sights, sounds, aromas, and entertainment, along with a high degree of interactivity.
