How to Maximise Trade Show Engagement

Trade shows have the potential to be one of the most lucrative marketing activities. They unite hundreds, if not thousands, of visitors in buying mode, creating opportunities for brand awareness, sales, lead generation and significant return on investment. 

Yet in such a competitive environment, it can be difficult to stand out. You’re shoulder-to-shoulder with some of your greatest competitors, all vying for the most attention. 

We want visitors to get the most out of their trade show investments, which is why in this guide, we explore the greatest ways to maximise engagement at trade shows.

Making sure you are at the correct events is the easiest way to improve engagement at trade shows. While it may sound obvious, one industry can have a range of trade shows, each attracting slightly different audiences. 

When you select a show that aligns with your products and offerings, you open your business to a much more receptive audience, giving you an immediate leg-up in terms of engagement. 

Before selecting your shows, conduct research on visitor numbers, previous exhibitors, and research to find the one that best aligns with your offerings.

Choosing the right location for your stand is key to improving trade show engagement and meeting your individual goals. It’s also one of the first things you will organise once deciding to attend an event. There are a few things to consider:

To maximise trade show engagement you’ll want a space that garners a lot of foot traffic. The most high-traffic areas are typically the entrances, exits, toilets and around the food courts.  These areas can bring your company lots of visibility, however, they might not bring you the most engagement, as the “irrelevant” foot traffic can actually distract and deter high-quality leads and engagement.

Being close to, but not actually by, the entrance can work – people will want to move away from the busy entrance quickly before looking around. Find where the main industry players are positioned, as they will be a magnet for the crowds. If possible, book a spot close to them, as you can benefit from their traffic, so long as your stand is well-designed.

The centre of the hall typically generates the most visibility and relevant foot traffic. The floor spaces tend to host island stands, so there’s four-way traffic and visibility, which can be great for engagement when businesses work the stands effectively. However, it is worth noting that these spaces can be quite pricey. A more budget-friendly alternative is the ends of aisles which gain great cross-pollination from walkways.

If you’re unsure which space is best for you, our team can help advise based on your budget and goals.

Don’t underestimate the impact of exhibition stand design! Even key decision-makers and budget holders are visually driven, which is why eye-catching exhibition stand designs drastically increase engagement.

The best stands have clear, compelling messaging, emotive lifestyle imagery, attractive colour schemes and design features to add interest or interactivity. Here are some examples –

If you want to improve engagement, you might have to provide incentives. Whether that’s introducing a giveaway or a free trial of your products and services, there are a wealth of ways to entice people onto your stand.

Here are some of our favourites: 

• Include demos, led by an expert 
• Where products or settings cannot be accurately shown on the stand, incorporate unique VR setups
• Add an interactive game or giveaway to your stand 
• Feature a celeb
• Offer free trials of your products/ services in exchange for contact details
• Run a raffle with exciting prizes to entice guests back to your stand later in the day

It might be controversial to say, but your staff play as great a role in your engagement as your exhibition stand itself. 

When planning your exhibition, you should make staff selection and training a priority. Make sure your team is not only knowledgeable but also warm, friendly and approachable.

Don’t forget that visitors attend trade shows to engage face-to-face. Try to keep your reactions natural and treat each visitor as an individual. What worked for one, may not work for another, so you have to think on your feet.

This same principle should be taken into the follow-up process. Try to reference anecdotes from your interactions to show clients that you have genuinely listened and value their business.

Trade show engagement is all about choosing the right show, stand space and team, organising an impactful exhibition stand, and incentivising visitors to speak with you!

Here at Quadrant2Design, we have over 25 years of experience in exhibitions, and we are always happy to help, so if you’d like further advice, please do get in touch.  Email design@quadrant2design.com or call +44 (0)1202 723 500 to speak with an expert design consultant or to receive a free, no-obligation design proposal.