Summary: Learn how small business owners can stand out and attract visitors at expos. From engaging booth designs to personalized marketing strategies, this chapter covers everything you need to make an impression and boost your ROI. Did you know that it takes most people one-tenth of a second to form a first impression? Believe it or not, these impressions aren’t only visual. The human brain rapidly takes in a range of sensory information. It uses these initial impressions to come to a conclusion about a person, image, or experience. When visitors approach your booth at your next expo, what will they see, hear, or experience to draw them in? Standing out is even more crucial if you’re new to exhibiting. Likewise, it’s critical if you aren’t standing behind an established or recognizable brand. In this chapter, we’ll explore how to attract audience attention, engage people, and make your booth stand out. Continue reading to learn the tried-and-true business expo ideas that keep the visitors lining up! Setting the Stage for Success The more visitors you attract, the more leads you generate, and the higher your potential event ROI will be. Attracting people is about more than creating an attractive and compelling booth. In fact, much of your preparation can begin before you arrive at the expo center. Research and Contact Expo Visitors in Advance Before preparing your booth, request the attendee list from the conference organizer. You can use this list to identify strong potential leads before you go. This provides an opportunity to communicate with visitors in advance. Say hello, let them know your booth number, and even offer an incentive for stopping by. Here are a few ways to encourage visitors to stop by: Send personalized invitations Allow them to pre-register for a demo slot and send a reminder Offer a free giveaway for pre-event email recipients Send out an event map to ensure they can find you easily Publish and link to press releases to build hype and authority Research Competitors in Advance You can also request a list of fellow exhibitors in advance. Take some time to identify your direct competitors and look into what they do to attract visitors. That doesn’t mean you need to use the same approach. In contrast, researching their tactics allows you to brainstorm a unique approach. Thinking outside the box may draw in other segments of your audience. Aim to stand out. Novelty is more likely to attract attention. Plus, it can make your brand more memorable. Interactive Booths Make a Difference Color, lighting, and clear branding go a long way when attracting people to your booth. Today, interactive displays make it easier for visitors to engage and find the information they need. Both tech-based and live demonstrations have the power to draw people in. Some popular, engaging options include: Trade show games with prizes Touch screen technology Raffles, door prizes, and giveaways Offer snacks, drinks, or water Free photo ops with your branding incorporated VR experiences You can also think outside the box! We’ve seen exhibitors use close-up magicians to draw attendees in. You can also leverage relationships with influencers to create buzz and interest in your booth. Even a mascot in a costume can be a draw! Don’t forget to integrate social media wherever possible. Make QR codes accessible, offer interactive surveys, and use an event hashtag. Photos guests take in your booth are free marketing and can be used as User Generated Content. Make sure people can see it! Likewise, make sure visitors have access to your product, even if your representative is busy with another attendee. Remember that raffles, touchscreen exhibits, and photo ops aren’t just fun ways to attract attention. They also help you capture and segment your leads. Once you have their information, you can reach out following the event to keep the conversation going. Prioritize a Welcoming Atmosphere Remember, body language and non-verbal communication matter! Ensure all representatives are trained in how to authentically connect with your visitors. Plus, comprehensive knowledge of the product and customer pain points is essential. If your representative doesn’t know the product, you lose authority, and visitors will go elsewhere. To learn more about communication and conversation, revisit Chapter 2 of this guide. Prepare Trade Show Materials and Handouts Make sure prospective leads can contact you if decision-makers decide to take the next step. Digital materials are helpful, but some physical handouts will keep your brand at top of mind. Consider the following: Business cards Flyers Postcards Brochures Stickers Promotional materials, such as pens, post-it pads, and chargers, are also a great way to keep your brand at the forefront. The more desirable the giveaway, the more likely visitors are to take and use them. Booth-Building Services Ensure Expo Success You’re the expert on your unique product or service. You don’t need to be an expert at building a visually attractive expo booth! Instead, rely on those who understand what it takes to attract audience attention and tell your brand story. The Small Business Expo offers professional booth-building services to take the stress out of planning. We’re dedicated to your success and want to ensure you are satisfied with your ROI. Our team works with exhibitors to align booth design with your brand identity and goals. We offer booth setup, teardown, and logistical support. When you register as an exhibitor at The Small Business Expo, you’ll gain access to our rates and services. Register today and discover our powerful lead generation and B2B marketing.