Tips For Making Trade Show Exhibits Interactive
Studies have shown that trade show exhibits have three to five seconds to capture an attendee's attention
. Good exhibitors invest much thought into finding the right "hook" to attract attention and visitors, and adding interactive elements has become one of the most effective tools for garnering attention and helping attendees remember the company and its products.
That doesn't mean an exhibitor should rush out and purchase a money machine. While there are many interactive options available, not all can deliver the right kind of attention for a company's business goals.
Proven Attention Grabbers
Games are always a popular attraction at trade show booths. Money machines, prize wheels and mock TV game show sets are trendy. They create excitement, prize winners and sometimes even crowds of observers.
Motion is another way to attract attention. There are trade show booths with revolving signs, running water, flashing lights and laser shows to create motion.
Other features seek to engage the senses of smell and hearing. Playing music is a classic technique for attracting attention and creating ambience. Some trade show booths might use a popcorn or cookie baking machine to pull in visitors, who might learn a little about the company while they graze on snacks.
Informative Tools Boost Trade Show Booths' Effectiveness
Some trade show exhibits include 'edutainment' features that share company or product information in a fun way. There are many trivia based games available to exhibitors, again with the benefit of potentially attracting a crowd of observers.
Product displays can also become interactive tools. The more booth visitors can touch and manipulate the product, the better. It's possible to use computer programs to create an experience around almost any product or service.
Informational videos should not be an overlooked tool. While they're not ideal for the hard sell, a well made video can feature music, movement, lights, humor, and even famous personalities.
Cost & Goals Guide Choices
While it might seem desirable to create the set of Jeopardy complete with Alex Trebek and a laser light show, there are other considerations. These include cost, space and the company's communication goals.
The more elaborate the prop, the more likely it is to be expensive and large. You wouldn't want to obstruct the company name or hinder the booth staff from interacting with visitors. Likewise, the best video in the world won't make up for a poorly designed or poorly staffed booth.
If space or cost is an issue, exhibitors can consider more modest options. Almost any prop can be rented. Games can be a computer in a kiosk instead of a prize wheel. A TV and DVD player might work instead of a projector and screen.
Exhibitors should consider how interactive tools further the business goals for exhibits. Some features lend themselves to showing off products, while others are better for branding.
A trade show booth is a temporary fixture, but one that aspires to create a permanent impression. Nothing creates a stronger impression more than a memorable experience. A good interactive trade show exhibit doesn't just attract eyes; it creates memories about a company and a product that outlast the exhibition.
by: Chris Harmen
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