How to Convert Eyeballs to Finger Taps with Interactive Trade Show Displays and Sponsor Materials
As an event sponsor or exhibitor you pay top dollar to get as much exposure at trade shows as possible. Your options usually range from 10×10 to 20×30 booth spaces if you’re an exhibitor and if you’re a sponsor you may be offered anything from program booklet space to banners to carpet logos.
For sponsors, literally every inch of the venue where attendees travel is valuable real estate. Just about any area that receives foot traffic can be transformed into opportunity for you to get your brand in front of attendees. But is that considered to be engagement? Did the attendee actually stop and interact with your brand or did they merely thumb over your booklet ad, walk past your banner display or even worse, just stand on your carpet logo? Okay, so that’s a bit harsh but you do get my point.
Although I respect the influence of multiple impressions from a marketing standpoint (It’s all about eyeballs) I can’t help but point out that we now live during a time where everyone not only carries a smartphone but they use it as a tool to connect with people, learn about products and share content.
Considering our company has created solutions to increase what I call Interactive Touch Points (ITPs) for brands, I often scratch my head when I come across sponsorship ads or booths at events where there’s no second or third level experience that the attendees can access. In other words I’m asking myself “why haven’t brands upgraded their trade show displays and materials to interface with the current generation of smartphone users?” This would not only allow the attendees to dive deeper into their brand but it would also indirectly communicate to the user that your brand is “in the know” and your competition…well…they’re not.
Although we have created and provided many interactive trade show displays for corporate events and trade shows, I’d say that one of the best executions of this was with PepsiCo. We created an interactive trade show display that linked to our gamifaction platform for several of their brands including; Pepsi, Tropicana, Lays, Quaker Oats and Gatorade. The experience for the user not only increased their knowledge about the brands but also created a buzz around their booth that drove foot traffic and dwell time.
So, for sponsors and exhibitors looking to increase attendee engagement during events, make sure using interactive trade show displays and materials are at the top of your list. That way the next time an attendee is standing on your logo they can dive deeper into your brand with a few taps on their smartphone.
This is only one of the many ways interactive trade show displays and materials can be used during events. As I continue to blog I will share others that are applicable to events and have been proven to be effective within the conference and trade show industry.
Contact us if you are looking for new ways to engage with attendees through interactive trade show displays or materials. 1-800-975-5161 Ext.703