Did anyone listen to the "Most Memorable Exhibits" by the Center of Exhibition Center Research?
These results were taken away from a survey from 270+ trade show events. Here is what I took away from this presentation:
Product interest is the best predictor of the overall success of the exhibitor - so make it interesting and make sure you are targeting the RIGHT event and the RIGHT audience!
More exhibitors using smaller exhibit spaces - but size does matter (recall to the attendees higher with larger booths)
Crowds do attract traffic - people are curious! Have something interactive in your space - and draw a crowd!
So many of our clients have gotten away from developing an event strategy - of any kind - and I think this is a mistake. Planning is the biggest factor in making your trade show event a success. Did you do ANY pre-show marketing prior to the trade show so that people knew to seek you out?? Probably not.
Don't just build it and go - make it a major marketing tactic that provides your business results!