The economy has taken a toll on every sector and the trade show industry has not been spared. The number of exhibitors is down. Floor traffic is down. And as a result, booth traffic is down. While this environment appears dismal, it actually represents a fantastic opportunity for aggressive exhibitors who are looking for ways to grow. Today, we’ll explain how investing in new trade show displays during the slow economy can play a key role in your success.
Standing Out On A Less-Crowded Floor
At your next event, take a walk through the convention hall. You’ll witness the effects of the recession firsthand. Some of your competitors have likely either scaled down their presentations or have chosen to attend fewer shows. As a result of scaled-down budgets, you’ll notice worn trade show displays that have clearly seen better days.
At the same time, companies continue to send their buyers to shows; in many cases, the owners themselves are attending. While some of the support staff that once roamed the convention floor during better economic times are staying home, the decision-makers are still attending. These buyers, unrushed due to the reduced floor traffic, will take more time in identifying potential vendors to meet. One of the first measures of professionalism they’ll note are your trade show displays.
Attract, Engage, Reward
Drawing traffic to your exhibit doesn’t only hinge on how professional or nice your display looks. In such a busy environment, booths that have some form of attention grabbing, interactive trade show attraction tend to drive the most traffic. Inviting passersby to participate in something that will be fun or give them an immediate benefit will drive a visit at a much higher rate than a quick pitch barked at passersby.
Trade show attractions that have proven effective are those that attract, engage, and reward. Examples of such trade show traffic drivers include the Cash Cube Money Machine, Wheel of Chance, or a Promotional ATM. These type of tradeshow attractions are versatile enough to be adapted to a variety of promotional themes and, by their nature, almost demand the attention of the crowd.
If you want to stand out to buyers on a less-crowded floor, focus your time and energy on your display area. It is a cost-effective way to present your business as a leader in the industry.
Putting Your Best Foot Forward
During the current slow economy, you may notice that trade show floor traffic has tapered off. At many shows, attendee volume is lower than what you may have seen in years past. Don’t be concerned. The number of visitors that your booth attracts is less important than the type of visitors who come.
Remember, there are more buyers on the floor as a percentage of attendees than is normally the case. This is the reason high-quality trade show displays should be one of the first areas in which you invest. You can wring more value for your dollar in this area than purchasing a bigger booth or more space. A small exhibit adorned with a top-notch display area will do far more for your company’s professionalism than a larger exhibit with lackluster displays.
Your competitors are holding back and waiting for a more robust economy. Meanwhile, buyers are coming to the show and looking for vendors. This is a great opportunity to reach out to these decision-makers with a trade show display area that exudes confidence, reliability, and experience.
About the author:
Jonathan Edelman provides helpful advice about trade show strategies. With years of experience in the trenches, he is an expert on booth displays, follow up techniques, and using trade show marketing strategies to boost revenue.
