Exhibiting is a key marketing tool and when planned correctly can reap a lot of rewards. There has been a paradigm shift from how businesses now market themselves at exhibitions and one of the most common tools which is implemented on booths is stand engagement, this includes incorporating games, refreshment services, experiences and rewards to enhance visitor interaction and participation.
For some, an exhibition is vital to gain leads or sales, for others it provides an opportunity to conduct research or host product demonstrations to the intended target audience.
But how in a crowded exhibition hall where attention spans and time are both in short supply, do you maximise the potential to attract visitors to your stand? Our answer is visitor stand engagement!
We’ve compiled the following points on why you should use visitor stand engagement on your next stand, outlining why and how you can use engaging content, tools and technology. By implementing them, you can increase the number of people you talk to, improve conversation quality and ensure you see a return on your investment.
Stand out from the crowd
From experiential engagement to reciprocal reward engagement, the possibilities of exhibition stand engagement are endless. Rather than simply hiring a game, opt for a branded experience with integrated analytics which will provide your team with the necessary platforms to contact visitors post-show. Branded engagement solutions are sure to attract visitors to your stand, increase brand time and help visitors remember who you are post-show.
Capture leads effectively
It’s unlikely that someone will just walk up to your stand and readily allow you to scan their badge for data capture. There must be an incentive or motivation for delegates to share their information willingly. Integrating an engagement tool into your stand creates a compelling reason for visitors to explore your business further and feel more inclined to share their data. Nimlok’s stand engagement offers a unique advantage: data capture occurs before the engagement even begins, eliminating the need to scan visitor’s badges. After the experience is finished, it becomes easy to initiate meaningful conversations and understand the delegate’s objectives.
Take refreshments to the next level – Capture data and offer a complimentary beverage
Providing refreshments at an exhibition stand has become a standard expectation among delegates. However, merely offering a drink without any additional interaction does little to generate leads. Our personalised self-serve drinks machines enhances brand exposure. Visitors are invited to input their details on the branded screen (which can be customised with logos and brand colours) while they await their drink. This approach is more likely to spark meaningful conversations compared to simply handing over a drink and watching the delegate move on.
Creative graphics can make such a difference!
There are many considerations when designing graphics for an exhibition stand; sightlines, hierarchy of communication and appropriate brand scale and positioning to name just a few. Providing too much information on graphics can be overwhelming and will ultimately diminish the way delegates perceive your stand.
Understanding your target market with ‘punchy’ informative content (which is easy to digest) will allow your visitors to understand your brand. Every little detail matters so be sure to include those special little additions!
Integrating an engagement tool on your next exhibition stand enables you to communicate your brand message through interactive gameplay. Check out our blog on Advergames to see how brands combine their brand message and personality into gaming experiences. When paired with on-stand graphics, it’s a perfect combination!
Themes can be so fun!
Creating something truly unique will surely allow you to capture the attention of passing visitors within a busy exhibition hall. Remember that visitor’s engagement span is between 3-7 seconds so it’s key to find ways to capture the attention of visitors instantly! A well thought out theme which can relate to the business, combined with an engagement tool is a great way to attract attention to your stand.
Seven points to remember when choosing stand engagement:
- Engagement ideas come in many styles to suit different budgets. Don’t immediately buy into the ‘flashiest’ tech or the latest ‘fad game’ it could cost your business a significant amount and not deliver the necessary ROI.
- Before making any purchases, ensure that your engagement tools align with and strengthen your brand message. Don’t simply place them for the sake of it. Engagement tools serve as a great ‘break the ice’ conversation point so don’t miss out on a great opportunity to seek out some new customers!
- Your chosen form of engagement should have an easy way to track and measure gameplay and data, decide which metrics you need to support your results and what you aim to do with the data collected post-show.
- Incorporate a competition board at the end of gameplay to attract visitors to participate and create a ‘buzz’ around your stand. The more people who are involved and around your stand will spark curiosity for others and drive more visitors in! Offering an incentive or prize is a great way to drive footfall to your stand!
- Don’t lose the opportunity to integrate your engagement ideas with your wider marketing campaign. Tease your audience through your pre-show marketing, communicate live from the show, or share the engaging content captured after the show in your follow-up emails/ social posts.
- Enjoy yourself! When your team is happy and genuinely interested in being at the stand, they naturally attract visitors and encourage participation in conversations and engagement. This extends brand exposure and aids visitors in remembering your brand after the show.
- Above all, your stand team need to believe in the value of your engagement tools and business and should therefore be trained to use and deliver the engagement correctly so seamless and successful visitor interaction can take place!
Are you looking to power up at your next exhibition? Contact our friendly sales team today or visit our showroom for inspiration. You can book an appointment here
Nimlok, the leading global exhibition stand design and build supplier has over 54 years’ experience to help clients deliver exceptional exhibition stands. Nimlok’s expertise includes bespoke sustainable stand design solutions, on-stand engagement, analytics on stand and stand staff training, all with the objective to help clients increase their return on investment on event.
Beyond the exhibition industry, Nimlok also leverages it’s expertise to create tailor-made interior spaces for meeting rooms, showrooms, and reception areas.