In my previous trade show display ideas article, I talked about ideas for the elements of the stand itself, how to get ideas on layout and design as well as ideas for getting your message across by using great graphic design.
In this article, I am going to talk about trade show display ideas for attracting visitors to your stand, whatever your stand type or budget.
First of all when trying to devise trade show display ideas, you should remember the acronym AIDA.
This stands for Attention, Interest, Desire, Action because your stand needs to:
Grab Attention
Create an Interest
Arouse Desire
Demand Action
1. Making the stand itself the attraction.
When looking for trade show display ideas, think about ways incorporate your attraction into the design of the stand itself.For example, you might use a series of fairground mirrors to show amusing distortions of visitor’s reflections and use the slogan “How does your customer see you?‟(image from corporate-entertainment-hire.co.uk). Mechanical devices are always an attraction – “Heath Robinson‟ contraptions of levers, balls and water or moving models like butchers chopping meat or others appropriate to your trade always arouse interest.
Sometimes it is possible to have a game built into the stand; for example, virtual golf or a fruit machine game on computer. There are many online sites with great trade show display ideas for machines you can hire – like the money blowing machine for example. But you do not have to spend a lot of money to get an attraction fairground games such as a try your strength machine (using a mallet to ring the bell) are inexpensive to produce DIY versions of and are great fun. Another idea is to have a large roulette wheel with chocolate chips to place bets – visitors get to keep these whether or not they win. Prizes for any of these games can take the form or your norma corporate gifts and give-aways.
Underlying all of these ideas is the fact that trade shows are often boring and tiring for visitors who trudge round all day trying to collect information to take back to their company. Most visitors are bored and most will be only too keen to take part in any bit of fun which is therefore magnified out of all proportion. These are the stands that attract.
2. Give-aways.
a. Give-aways should always be linked to a method of recording the visitors’ details to enable contact after the show and database building.
b. Give-aways need to be innovative. They should be logo’d and carry your telephone number and/or address. Pens are always welcome, but there is a limit to the number of key-fobs and bottle openers people need. Teddy bears are always popular as are colourful mugs and “crazes” such as “yo-yos”, etc. Of course, as trade show display ideas, these have to be “in fashion” at the time – as nobody wants yesterday’s craze.
3. Make The Stand Staff An Attraction.
Choose Fun Clothing for your stand staff. Polo shirts in bright colours with the stand theme across the back and the company logo on the front and a standard colour of trousers/skirts and shoes are easy, attractive and inexpensive trade show display ideas for attracting visitors – after all, you have to give your stand staff something to wear, why not make it work for you too! Equally a special uniform such as clown’s gear or some other brightly coloured outfit worn by every stand member is again an attractive proposition. Plan your garments carefully, bearing in mind that exhibition stands are hot. Remember bored people are attracted by a bit of fun.
4. Using Toys as Attractions.
Toys are good fun (most adults – men in particular – are overgrown children) and having any form of toy whether mechanical or electrical on the stand is always a good idea where there is space. The image on the right shows a giant toy race track attracting a huge crowd. (Image from theedge-uk.com). Stand members juggling or playing with yo-yos or other simple toy can also form an attraction. Avoid noisy attractions however – I once used a karaoke machine at an exhibition and was eventually told by the organisers to stop using it!
5. Use Video Loops and Moving Images as an Attraction.
A full scale company video is not a good idea on a stand as nobody will wish to watch it in full. However, video clips and still photographs advertising your product flashing onto a screen can sometimes be used to good effect even though plasma screens are still quite expensive to hire. Remember that a moving image is many times more likely to attract attention than a still image.
6. Use Moving Laser Displays To Attract Attention.
Lasers dancing your company logo around the stand and into the corridors is also a good means of making your stand different.
7. Use Simple And Inexpensive Ideas, Like Balloons.
Balloons and Banners with suitable logos and legends can greatly enhance the appearance of your stand and make it visible from some distance away. Most exhibitions have a four metre height restriction but why not make use of that extra height with gas-filled balloons that will float above your stand? (Image from http://www.balloonsbydesigncba.com).
8. Use Plants To Make Your Stand Look More Attractive.
Plants may be hired from the exhibition nominated company who will maintain them during the exhibition, or, of course, you can supply your own. Plants make the space look more inviting, more friendly. If you are a company proud of your environmentally friendly credentials, careful choice of plants is a great way to reinforce this to your visitors.
9. Use Fun Competitions as an Attraction.
If you have competitions running throughout the show, make sure that you announce the winner(s). If you can get this announced over the P.A. System it is free advertising – you can even get the announcement to give your stand number and location and a message to be sure to visit the stand to enter tomorrow’s draw/competition/event!
10. Use a Performance Artist or Demonstration as an Attraction.
Trade shows, as mentioned earlier, can be very dull places, using a performance artist like a magician for example can be a brilliant way of attraction visitors to your stand. When I worked for a laundry company, we employed a napkin folding demonstrator to create beautiful designs using the company’s serviettes – these demonstrations were one of the most successful trade show display ideas we ever had, attracting huge crowds to the stand!
Trade Show Display Ideas Can Include Using A Demonstration
Finally, research has shown that the maximum time you have to make an impression is 5 seconds. MAKE THEM COUNT. Use some of the fun ideas above which need not cost a fortune as the basis for your trade show display ideas for attracting visitors to your stand has fired your attention. Remember that injecting an element of fun, competition and the possibility of winning a prize all attract the attention of jaded trade show visitors. I would like to acknowledge the invaluable help of Ken Wheeler in creating this guide and his enthusiasm for – and success at, making trade show displays of all types, sizes and shapes, a huge success for the company.
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