Get FREE Trade Show Marketing Tips in Your Inbox! Click Here

How “Experienced” Are Your Booth Attendees?

If I were to describe to you the thrill of driving a racecar on a track at speeds incomprehensible to the common driver, you would hear “words.”  You might get a partial glint in your eye as you try to imagine the physiological strain, mental challenge or fear.

Similarly, if you share a photo, even a huge mural, of a product or a demonstration of services your company provides, presented by your booth staffer the attendee might “get it.”  But would they have the same burning desire to ‘get it’ as if they had been immersed in the relevant products’ operations or benefits?

attendee experience

When deciding to invest in a trade show, there is a reason you put your money, time and company reputation on the line.  Surely among the hierarchy of goals is to be remembered positively, since most B to B shows aren’t overly focused on writing orders on the spot.  Here are a few ways your company can enhance results from exhibit marketing:


Basic Booth Staff Training – Even if you do nothing else, be sure the people working your booth are equipped with a thorough understanding of your company’s goals for the show; knowledge of the lead capture process and ideally both the knowledge and techniques essential to maximizing your presence at the event.

Interactive Presentations – Much like the racecar experience above, instead of telling someone about your company, allow them to interact with it.  By playing a role in what information gets selected, in what order, perhaps in a fun, interesting, and impactful manner (as compared to a verbal sales pitch) you’ll achieve greater prospect interest and memorability.

Virtual or Augmented Reality – What just a few years ago may have cost six figures and taken months to create may now be affordable and easily achievable.  Whether it’s as simple as a desktop screen system or strapping your smartphone to a headset, there are multiple technologies that can intrigue, inform, train, compare and most importantly involve your attendee prospects in an at-show experience that will pay dividends.

Hands-on demos – If being hands-on with your product (something tangible or even software) is possible and would offer a unique selling point, then be sure your booth staffers are allowing their visitors to do the touching, to operate the keyboards and get a sense of how the attendee would use it in their work. Greater involvement equals greater memorability.

Appeal to more than one of 5 senses – Not every company can create a ‘Cinnabon in the mall’ experience whereby the wonderful smell is creating a pathway to your booth.  And most exhibitors aren’t interested in lining their booth spaces with massage chairs.  But remember, most booth experiences consist of sight and sound.  If you can add taste (hospitality); smell (fragrance is subliminally powerful and memorable) and touch (something that is physically creating a positive sensation) now you’re capturing the best chance at success.


Have you had success creating a memorable experience in your booth? What tactics did you use to create an experience, and how did you know you were successful? Let us know in the comments!

Better Booth Staffing for Greater Trade Show Results Book

To help you with the challenge of booth staffing, read the Better Booth Staffing for Greater Trade Show Results white paper. 85% of what attendees remember about your booth is based on your staffers, so make sure they are readily equipped.

To request your free copy today, complete the form below and we will send you a copy as soon as possible!

About the Author

Steve Hoffman, President of Skyline Exhibits & Design, Inc. has spent almost 30 years in the selling and marketing of marketing products. Following a successful career in the TV Program Syndication business, he joined The Holt Group/Skyline Displays as a Marketing Consultant, then moved into management, ultimately purchasing a portion of that company. He is the author of "The Reality of B.S. (Big Sales...That Is)." Steve is dedicated to helping his South Carolina trade show displays clients achieve their worldwide exhibit marketing goals while improving their efficiencies, too.

2 responses to “How “Experienced” Are Your Booth Attendees?

  1. Great article Steve. Augmented reality apps are getting more and more amazing; I can’t wait to see how those are used at trade shows in the near future. The possibilities are endless.

    On the virtual reality side of thing, you could create an app that would allow people to “visit” your booth even if they weren’t able to make the show. Or has a organize, create an app to walk the whole show without being there. Do you think something like that would have a positive or adverse effect on the industry?

  2. Great writing. Your booth attendees represent your company. They’re the ones who carry your philosophy to visitors and it’s important to ensure they create a good impression.

    Technology has impacted the exhibition industry. But there’s so much more that can be done. Still to be explored and exploited. It would attract visitors and make their work easier.

Leave a Reply

Your email address will not be published.

Stay Up To Date