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You might have the fanciest convention booth displays but if people are simply glancing around at your booth and moving on, your engagement rate is low and there are no leads. Moreover, with hundreds of exhibit systems, only the ones that have something interesting capture the attendees’ attention. This is why many brands choose product demonstrations to engage with the attendees.
- Attendee Involvement
Attendees are more likely to lean towards buying a product if they can try it for themselves. This is why after the product demonstration is over, you can give the attendees a chance to try out the products. Make sure you assist them while they are using the products and answering their queries. The staff can also chip in and briefly explain the features while the attendees are using the product.
For example, if you are a coffee machine brand, hand out freshly made coffee and let them make some for themselves using your machine. Or, you can have VR and AR stations for game and car companies.
- Experienced Staff
Product demonstrations require attendee interaction, so the staff must choose their most experienced marketing or sales representative. The rest of the staff on the other hand can work on the rest of the trade show booth setup.
- Staff Personality
Your staff’s personality must be charismatic, friendly, and over approachable. Since they are going to deal with different kinds of attendees with different or even the same questions, the staff must cheerfully answer all their questions.
If the staff show even a hint of irritation or disinterest, attendees could leave the exhibition booth. This is because disinterest gives the impression that products are that good and that the attendees are forced to talk about them. This will negatively impact your brand and its products.
- Keep it Short
To keep the product demonstrations are interesting and fun the maximum time you spend is 10 minutes. Anything more than that may lead the attendees to get bored and move to other trade show stands. Another reason is that with a larger crowd at the trade show booth, you cannot afford to keep the attendees waiting for a long time.
- Play the Product’s Launch Video
If you have a larger stand, say a 20×20 trade show booth, you install a video wall for the attendees to wait their turn for the product demonstration.
You can play the product’s videos to highlight the product and brief the attendees about it before they can see it. Apart from the features and benefits, the video can also include examples of how the product can be used in real life to help the attendees.
- Promotional Item
As humans, we can all collectively agree that nothing makes us as happy as free things. So, for the attendees who were present for the product demonstration and tried it for themselves, you can give them a promotional item as a token to remember your brand.
For example, you can give a keychain in the shape of the trade show display product or a miniature toy of the same. If the products can be consumed in any way, you can always hand out sample products. Or, a discount coupon for that particular product will surely be beneficial for attendees when they shop from your brand.
- Advantages Over Features
While talking about the features of the brand is customary, focusing on its advantages is also important. Tell them about how this product will benefit their lives. How it solves their problems and so on.
For example, you are a skincare brand launching a new hyaluronic serum. But the catch is there are many brands selling the same thing, so why is yours any different and worth the time and money? The answer lies in its advantages.
The advantages are things that only your brand can offer to the audience, and which makes their life simpler and more efficient. The idea is about what new are you bringing to the market, or if you are creating a new market altogether.
We hope this article helped you gain insight into better ways to host product demonstrations. At a trade show, attracting attendees to your exhibition booth is quite the task. This is why product demonstrations have become increasingly popular.
But with so many brands using product demonstrations, it is hard to stand out. This is why these tips will help you have an edge over them.
Tip of the Day: You can record the product demonstration at your trade show booth and upload the video on your social media page so that your followers and potential customers can view it. Moreover, it also gives a chance to the people who couldn’t attend to see the trade show display product.
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How Your Trade show Booth Design Can Benefit
Marketing is all about getting noticed. If you make a great television commercial or give out a full page print ad or even put up a huge digital hoarding at the Times Sqaure – you know your purpose is to get noticed and get remembered in the minds of your audiences.
While ATL marketing is extremely expensive due to the cost of media buying, your BTL strategy can be economical, measurable and result oriented. You would agree that a well designed and eye-catching custom trade booth can make all the difference, particularly if you are looking to make an impression on a precise community or industry and extend the word about the services you offer. Let’s take a glimpse at some of the benefits a trade show booth design can offer to your business.
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1. Engage with your target market at your trade show.
Trade shows are a great opportunity to interact with potential clients and consumers who are actively engrossed in the goods or services your business provides. Most trade shows usually see thousands of visitors who are all congregating in one place to learn more about a specific industry and what are the new trends and opportunities it offers. There are many possibilities to develop a business in today’s market, but few offer a chance to engage with your ideal customer the way a correct trade show booth design does. Your booth can attract your audience towards it and the experience that you build around it can ensure that once inside your guest spends maximum time interacting with you and your exhibits.
2. Meet potential customers face to face at your exhibition booth
Marketing just isn’t as intimate as it once was. Online ads and digital marketing are a large aspect of your advertising budget, but these ways just can’t replace the trust and goodwill your business can possibly build by meeting with people face to face. One of the best places to meet people is at your trade show booth. So when you design your booth keep in mind to keep a lot of open spaces with comfortable seating for business interactions. It’s ideal to have a food and beverage counter, this ensures that you cater well to the people that matter most to your business – your customers.
Fun Fact: Did you know that over 60% of exhibitors put up a trade show booth as they feel that this is the only place that they can meet maximum old and new customers within a span of 3-4 days.
3. Build Your Business Network and Industry Knowledge at Exhibition Seminars
You may set up a small 10×10 exhibit or 10×20 exhibit at an upcoming trade fair, but it is an excellent opportunity to create partnerships and network with the contemporaries in your industry. It also gives you access to business seminars where you can cross brand promotions with companies that offer allied services that you can bundle up to the benefits of your customers. Trade shows reveal the pulse of the industry. By meeting industry experts and networking with them you will get a general feel of what is working in the market and also what the market is collectively working towards. Then you can see if your products and marketing is in line with the trends or is ahead of them.
4. Observe your competition and what they did right with their exhibition booth design
When it comes to direct competitors, it can be fruitful to simply observe how they are giving expression to their brands via their booth design. If a particular booth is popular, try and decipher what they are doing that is a crowd puller? Is it a way their team is, or exhibition booth design is, or is it their branding, or something else. Issues such as pricing, loyalty offers, and overall sales or branding strategies should also be taken note of.
Fun Fact: Many industries that have product displays incorporated into their booth specifically attend exhibitions to see what their competitors are doing and how their products look, feel and operate. This is especially true for industries like building materials, automobiles, white goods, stationery and food.
Trade shows have been an essential part of marketing businesses across various industries for many years. While digital marketing approaches such as social media and paid online ads have radically altered the advertising landscape in recent years, partaking in a trade show with your own booth can still be very valuable for your business. Make no mistake, participating in a trade show isn’t cheap. Registration fees, the cost of sending employees, and the cost of building the correct trade show booth design are all costs you’re going to want to reflect upon. Ultimately, though, the potential return on your investment can diminish these costs if you properly organize and generate high-quality leads that convert to sales for your company.