Using Interactive Media to draw people into your stand

By | October 17, 2011

When it comes to trade shows and exhibitions you are faced with two challenges. The first is to draw potential clients to your stand and the second is to engage them. It’s a similar to the challenge that is faced by high street shops but with a couple of crucial differences. First you will be targeting a pre-selected customer base who you already know are either interested in your products or services or something similar. The second is that rather than competing with a selection of different stores appealing to different customers, your competitors are just as highly targeted as your customers.

Interactive media such as short games and multiple choice questionnaires can be a great way to draw people to your exhibition stand. These applications can be anything from a cheap gimmick to a highly targeted marketing tool. For example a wedding cake baker at a wedding show could have a game where potential customers design their fantasy wedding cake. Not only would this attract attention to his stall, but it could also give him an idea of popular colours, shapes and decorations. (Give or take a few jokers.) Online questionnaires also have the huge benefit of letting you collate the results more easily. You can also disguise lead sheets as sign up tables for high scores. Particularly useful if offer a prize for the highest score.

Of course the main concern with this kind of set up is the cost. There are two or three different costs depending upon how you use your exhibit. The main cost is setting up a display system. The second is developing the game and the third, if you choose to have it, is the prize.

The display system is challenging, just having a laptop open to play a simple flash game on is both boring and amateur. A tablet PC is a better option as their open format makes it easier to display the game, In addition if you have a holder for it then you can create a temporary monitor. The small screen may encourage people who are feeling a bit shy to play the game, but it is unlikely to attract as much attention from passers-by. In contrast if you put in a larger screen to either play on, or let people watch the game being played you will attract more people, but at a higher initial cost.

Developing the game is another area where the cost will be highly dependent. A simple option is just take a simple puzzle game and add your logo or other branding to it, but you can also create more complex games depending upon how much you are willing to pay and what you want out of it.

Which option you go for will depend both upon media and cost. For example if you are doing a questionnaire then small screens will be a far better option, both for privacy and cost, but it is worth talking to your stand supplier as they will have a lot of experience in attracting potential clients to stalls.

About the Guest Post Author: This is a guest post written by Daniel Frank, he is a marketer and blogger working on behalf of Nimlok.