One way to find out what show attendees really want when they walk into a trade show booth is to ask. That's what CEIR, the Center for Exhibition Industry Research, did. Here's what they found out.
1. Show attendees want engagement.
No, not the kind that leads to marriage vows. The kind that places your products in their hands, entertains and educates, and leaves new prospects with a lasting impression of your brand. It may not lead to marriage but it can forge a new relationship with a prospective buyer.
Why bother? Because booth visitors say that these are the kinds of interactions they enjoy and are receptive to when attending a trade show or conference, according to a CEIR report published earlier this year.
When it comes to giving booth visitors what they want, Augmenix, hit a home run. Show attendees at their booth during AUA 2018, the American Urological Association's annual conference last month, were given the opportunity to try their hand on the company's new procedural simulators and learn how the product can help protect quality of life for prostate cancer patients. Was it a hit with booth visitors? Look at their faces and you decide.
Combine this with CEIR's findings that only a small percentage of exhibitors actually offer some of these types of interactive experiences at their booths, and this puts those who do offer them at a competitive advantage.
2. Booth visitors are captivated by presentations and one-on-ones.
Inviting someone who actually uses your product to be a presenter in your booth and answer visitors' questions based on their own experience is a win-win. Last month, Convergent Dental, maker of the Solea dental laser, did just that during the 2018 American Academy of Pediatric Dentistry Meeting in Honolulu. Convergent had one of their customers, Dr. Andrea Gamble, educating pediatric dentists at their booth. These new prospects were hearing, first-hand, how using Solea on her patients had transformed her pediatric dentistry practice.