There are a few common mistakes when it comes to generating trade show booth traffic. Some marketers lack an effective pre-trade show marketing strategy. Some pick the wrong booth location or don’t invest in the right trade show promotional products.
Are you worried about how to drive traffic to your trade show booth? You’re not alone. Many exhibitors struggle to effectively attract and engage trade show traffic.
In this guide, you’ll discover how to drive traffic to your trade show booth. Find everything you need to know about attracting customers.
1. Conduct Pre Show Promotions
Figuring out how to drive traffic to your trade show booth should start way before the show. 70% of targeted show visitors already have which booths they’ll visit in mind. So you must ensure most of your targeted customers are aware of your participation.
A good pre-show promotion attracts qualified leads and ensures your booth brings expected ROIs. Advertising before the show is more targeted─ unlike the event’s day promotions. You reach people who are definite about what they want from your business.
Trade show experts recommend a two-pronged approach to boost trade show traffic. The first step is to reach out to your existing clients through email blasts, mailers or flyers. Send a postcard or a message to your regular customers, contacts, and stakeholders.
The next step is to ask for access to the registered attendees’ list. Most organizers won’t mind sharing this list with their customers. Conduct ethical outreach to the attendees you feel are likely to like your products or your business.
2. Create a Fear of Missing Out (FOMO) Effect
One of the creative ways to drive traffic to your trade show booth is to generate anticipation. Make people eager to attend the show. Get them to feel like they’ll miss out on a lot if they don’t.
Look for niche influencers in your industry to help hype the upcoming show. Influencers hold persuasive authority over their followers. Having them discuss your participation can help boost interest and make people extra curious.
Talk about a special offer or a product launch to give people the incentive to attend your show. Your audience wants to feel there’s a valid reason to show up. The mention of product discounts at your booth, price promotions, or giveaways can help increase your traffic.
3. Request to Speak on a Panel
Speaking on a show panel can be an effective way of how to drive traffic to your trade show booth. Most trade show hosts usually announce expected speakers months before. Enlisting to speak reinforces your company image and sparks interest in new customers.
Tell your audience early on through brochures, social media, and newsletters. Let existing and targeted clients know what topics you’ll speak on. More people are likely to attend and visit your booth if they see the trade show as a learning opportunity.
Speaking is a chance for product demonstrations and inviting people to your booth. You have your audiences’ undivided attention when speaking. You can share how your product is beneficial and ask people to visit your booth.
4. Pick a Distinctive Spot for Your Booth
Booth spots can be a launchpad for trade show success or cause for failure. Choose a noticeable spot for your booth. Place it where a lot of people are likely to sit near or pass.
Near the entrances or exits can be great places to station your booth. You can also station it near the food court or on the bathroom pathways. This way, people can easily find or access your booth.
5. Create an Attractive Booth
Trade shows usually bring competitors in front of you. So you must figure out a way of ensuring your audience doesn’t visit a competitor’s booth. A great way to make this possible is to design a unique and attractive booth.
Most people may not notice a standard big banner or stand. Everyone can create one and they have become commonplace in trade shows. Go the extra mile to make your booth feel inviting if you want people to visit it.
Have a theme for every trade show and decorate your booth to make it attractive. Set up a sofa or add some plants to enliven it and grab people’s attention. A great booth design stands out from the rest and can attract the targeted foot traffic
You want to make your audience comfortable and interested in your business. You can have a separate or private room where you can host overflowing audiences. Let people know you have extra sitting places where you’re hosting product demonstrations.
6. Use Eye-Catching Big Banners
Even a well-designed booth still needs some advertising for people to pay attention to. With many companies attending, it can be difficult to grab people’s attention. An eye-catching custom banner creates an impactful impression and is a great way to stand out.
Colored giant banners are usually one of the first things people see in trade shows. Make sure you choose colors that represent your brand, industry, and messaging. If people already know your brand it won’t take long before they identify your booth.
A perfect banner also uses a simple message, unique image and has ample white space. People don’t have to struggle reading your message. They should be able to read everything from some meters away.
7. Incorporate Game Play
Events can be long and tiring. You’re not able to engage or interact with everyone who visits your booth. Games can pull the crowd to your booth especially when people start getting bored.
Games are perfect entertainment to induce interactions and build relationships with attendees. They can make people feel comfortable around your employees which helps build connections. Consider your audiences’ preferences and likes when choosing trade show games.
8. Include a Lounge Area
Trade show setups encourage walking as one of the ways to drive traffic to various booths. A lot of companies usually interact with customers while they’re standing. If you want the upper hand over the competition, consider integrating a lounge area in your booth.
Let people relax after or welcome them into your lounge before any engagement. Have brochures and catalogs in this area to allow them to learn about your products. Many people will pay more attention to your product demonstrations when they’re comfortable.
Integrating a charging station and outlets can also help pull more traffic to your booth.
9. Have Live Product Demonstrations
Live product demonstrations are another way of attracting traffic to your trade booth. A small group of people can turn into a larger crowd due to curiosity. People tend to flock to areas that seem interesting during trade shows.
10. Run Contests
Contests can provide the atmosphere you need to attract people to your booth. The excitement of a contest can be the traffic magnet you need in your booth.
Here are a few contest ideas for your booth:
- Fill containers with beads, coins, or mints and ask your audience to guess the number of items in a container
- Sporting or athletic contests
- Industry-related trivia to give attendees a chance to share their knowledge
- Prize wheels
- Raffle or random giveaway
Introduce contest prizes to get more people interested in your booth. Examples of content prizes that any audience will love include:
- High-end products with branded packaging
- Gift cards or credit cards
- Free samples
- Gift bags filled with branded apparel and promotional items
- Free trial of your products or services
Offering these types of activities and incentives helps your booth become more approachable.
11. Reward Quality Leads
Free giveaways can be an incredible way to get people to visit your booth. People love free items and they typically won’t want to miss out on a chance to grab one.
You could hand out promotional items like golf balls, coolers, drinkware, t-shirts, polos or sports gear. Brand every item to increase brand awareness. This could be simply adding your logo and putting the items in your brand colors.
If you want a better branding impact, categorize gifts into cheap and premium items. Give the free items to everyone and restrict premium ones to quality leads. Quality leads are more interested in helping promote the brand.
12. Share on Social Media
Americans spend up to 5.4 hours a day on their phone. Even in an event as busy as a trade show, tons of people are absorbed in their phones. Staying active on social media allows you to reach out to your ardent social followers.
Use social media to generate excitement and drive traffic to your booth. Use trending trade show hashtags and stories to reach out to your online audience. Offer free samples, discounts and branded merchandise to anyone who shares your posts.
Also, keep an eye on what attendees are posting on social media. Use the opportunity to engage them and direct them to your booth. If there are any complaints about a competitor, respond quickly to boost your appeal.
Learn How to Drive Traffic to Your Trade Show Booth
Figuring out how to drive traffic to your trade show booth doesn’t have to be a big challenge. Invest in creating an impactful pre-trade show advertising strategy. Have a standout banner and an eye-catching booth to pull traffic your way.
Above all, make sure your booth is attractive and functional. Also consider hiring professional help to make your presentation a hit. Contact us today if you want your branded apparel to leave a memorable impact on your visitors.