How to Engage and Draw In Customers at Trade Shows and Conventions
Trade shows and conventions always have a uniquely tense atmosphere. Not only are you investing a substantial amount of time and effort into putting on a show, but you’re also competing with hundreds (if not thousands) of other vendors for your customer’s time. You should assume for the starters that a trade show customer has already seen it all; if you want to engage customers, you need to take it a step further.
Focus On Interactivity
Interactivity is one of the easiest ways to engage a customer. Rather than treating them to a slideshow or a looped presentation, prompt customers to answer simple questions or to choose the type of presentation that they are given. Something as simple as a customer inputting their personal industry or company size to find out more will make them more inclined to sit through the entire presentation. Short quizzes and questionnaires in a digital format are also good — such as “Which Product Is Best For You?” — just remember that brevity is important.
Let Them Self-Service
Most buyers have a limited amount of time. They already have a planned itinerary of stops that they need to make, and they’re trying to incorporate as much as possible into their day. By allowing self-service informational panels, you can make it easier for them to get the information that they need. Trust your buyer: they know whether your product is suitable to them, and they know what they’re looking for. A mounted touch pad or tablet will let them take the first step.
Keep Them Coming Back
Rather than letting disinterested buyers walk away, prompt them to either visit your mobile site or otherwise engage later. QR codes on business cards and discount codes offer solid incentives for the buyers to contact you later. Remember: it usually takes multiple contacts before successful sale. Your trade show will often operate as the first point of contact, but you’ll still need to touch base later if you want to secure your sales.
Flash and swag are nice bonuses, but they can only go so far. The premium buyers at trade shows aren’t distracted by showmanship; they’re looking for substance and quality. By making it easier for them to find the information that they need, you’ll also make it easier for yourself and your staff members to make a sale. BMS Computer & AV Rentals offers all of the equipment that you need to create an interactive, engaging presentation at your next event — just contact us today for information.