As an event and trade show marketer, you’re competing for attention. It’s often a very crowded marketplace, where brands are vying for the eyes, ears, engagement, and commitment of attendees. How do you amp up engagement? How do you make sure that your brand, product, and message take center stage and shine? Here are five tips to move you in the right direction.
1. Less is More
Frame your brand’s message and story in a way that is crisp and clear. Less is almost always more – think billboard not bulletin board. Simplify complex information in a way that invites, not intimidates. As the late, great Steve Jobs once said, “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
2. User Interaction
Engage the senses with interaction. Search for ways to bump up the engagement and interaction. Think like a visitor – help them gain control over the experience: what do they want to see and what do they want to know? Make them feel welcome.
Incorporate technology and energize your environment with interactive technologies. From iPads to touch screens to gesture-based technologies, improve the overall face-to-face experience.
4. Element of Privacy
Think privacy in a public space. Consider ways in which you can add an element of privacy to your demo stations or meeting environments. Doing so will encourage a more natural, less forced interaction and likely will increase dwell time.
Remove the clutter. Attendees know that you are working hard, but they don’t want to see it. Not only does it make them uncomfortable; it detracts from the real reason they took valuable time to stop by your exhibit in the first place. Make sure you include adequate storage and behind the scenes space in your exhibit plan.
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