Trade shows are a vital part of many businesses’ marketing strategy. They present the perfect opportunity to meet with clients in person to update them on products and services. Exhibiting at a trade show is also an effective way to showcase offerings to a large, targeted audience.
Attracting people to your booth at a trade show is tricky. It is essential to stand out from the crowd and offer visitors something interesting that will make them approach your booth. So, what can you do?
Provide a multi-sensory experience.
Marketers realize that they are not limited to engaging visitors merely with sights and sounds. There are five senses in total, and trade-show marketers can appeal to all of them. Here are a couple of the senses that are being targeted more often at trade shows.
Using touch to connect
It has been said that when connecting with others, there is no greater power than touch. Since touch technology is commonly known through today’s smartphones and tablets, consumers are already used to the intuitive control of digital content with simple touch gestures.
Drive innovation and empower your audience with a compelling, interactive experience. Interactive digital displays offer users a personalized experience by placing them in the driver’s seat and allowing them to control what they see and how they see it. Just about anything you can load onto a tablet can be loaded onto a trade show kiosk. Visitors can play videos, display your catalog, and drill down into your products and services.
IGM Creative Group can develop the ideal interactive digital display to communicate with your visitors and build your brand effectively. Utilizing the latest innovations, we can go beyond multitouch with options like gesture recognition, touch emulation, computer vision technology, and more.
Scent marketing strategies
Scent marketing is a sensory marketing tactic used to create specific impressions, evoke certain moods, or influence buying behavior. It involves diffusing strategically selected scents to elicit a specific response.
Scent marketing can be divided into two main categories: ambient scenting, used to fill an area with a pleasant smell, and scent branding, using a signature scent specific to a brand, creating an olfactory logo.
The right scent can turn a space into a welcoming atmosphere. It is a brand experience that people powerfully connect with. Using an aromatherapy diffuser, you can emit attractive scents and capture the attention of visitors passing by your booth.
Going beyond the senses
Businesses in almost every industry are experimenting with augmented reality (AR) and virtual reality (VR) tools to increase engagement with their target audiences. The rise of AR and VR in the marketing industry is especially noticeable at trade shows and conferences. These technologies allow businesses to create a memorable impact while connecting with their audiences. AR and VR can increase foot traffic, raise brand awareness, and get people excited and talking about your brand.
Merge your audience’s real-world experience with augmented reality.
Augmented reality makes trade show content more engaging. AR can superimpose digital information, like images, text, and sound, onto a real-world environment. It adds to the reality around you rather than replace it. This can be accomplished through AR goggles or a mobile phone.
These real-world environments can be exhibit spaces, brochures, or product displays at a trade show. Many businesses are developing proprietary AR apps for show attendees to download onto their devices.
In essence, AR creates an experiential trade show booth enhancing the visitor’s experience of the brand while keeping them in the space.
Immerse your audience in virtual reality.
Virtual reality provides attendees at a trade show with experiences that evoke genuine emotions. Unlike AR, virtual reality immerses users in settings that are completely detached from their real-world surroundings.
You can transport your visitors to other places like your company headquarters or the middle of a product presentation. There truly are no limits to where you can take your visitors. They can even travel to imaginary places. All this and more right from your trade show exhibit.
Including VR in your trade show booth design will enable visitors to interact with your brand in a unique way while learning all about your products and services, resulting in an unmatched audience experience.
An impressive trade show experience builds relationships and creates deep, lasting interactions. The more memorable the experience, the more likely your audience will connect with your brand. Entrust your trade show necessities to IGM Creative Group and receive high-quality, outstanding results.
About IGM Creative Group
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