Revealing the true power of the senses
In order to harness the true potential of your brand at a trade show, one must appeal to their customers. Many fail to realise that the best way to do this is by stimulating, not one but all of the five senses.
It can be difficult to do this with other forms of media like television or radio, which is why trade shows present the perfect opportunity to meet people face to face and capture their attention in every way possible.
Unconventional as it may seem, it is becoming increasingly more popular to use alternate methods to capture an audience, even the most traditional Art galleries are giving it a go – Please Touch the Art Work: New Tate Exhibit Will Stimulate All Five Senses.
Trade shows are conventionally highly visual in nature. If budget allows, choose the tallest display permitted to maximise your company’s presence. Additionally, consider choosing a flooring colour that will make your products ‘pop’.
Whilst a professionally designed display booth can help impress attendees, incorporating LED lights to tablets and other fancy gadgets can also make your booth look visually ten times better.
If your company is promoting a service rather than a physical product, consider showcasing impressive studies and results about your services in a visually appealing way such as video, interactive displays and/or infographics.
90% of information transmitted to the brain is visual. Visuals are processed 60,000X faster in the brain than text. With that being said as less text more graphics.
If you have a physical product, incorporate it into your display as a prop for you attendees to allow them to touch and feel it firsthand.
Lack of touch and a sense of personal space can also be equally important – trade shows can be crowded with little breathing room. In such a hectic environment, attendees can sometimes long for a place where their personal space isn’t invaded. If you have a sitting area on your booth make sure it’s spacious and easily accessible.
Placement of catalogues and literature should be towards the centre of your booth. Along with comfortable seating, it can all encourage product interactions and make people actually want to enter your booth space.
The sense of the smell is one of the most evocative and memorable senses that we have. It has a greater impact on purchasing than everything else combined. Depending on the type of industry, you can stimulate this sense in many ways.
When choosing a scent, consider a scent that best demonstrates your industry and incorporate it into your display through scented oils or air fresheners.
If your company sells food then this should be a no brainer, but even if you’re not in the food and drink industry consider the positive effect of offering some form of refreshment.
Trying to engage passing trade in a competitive environment is hard and enticing people in with a free cupcakes or coffee is one of the easiest ways to gather a crowd around your stand – then the hard works done, you’ve hooked them in, it’s time to talk business!
If your company has a well-known jingle or a sound that is associated with your brand, then consider including it into your trade display to reinforce your brand as well as generate a bit of an atmosphere. If your stand looks and sounds exciting the crowds are more likely to gather.
However, keep it subtle. Unique sounds and music can draw attendees attention but having loud, obnoxious noises can also deter them away.
The ultimate goal is to reach the subconscious and trigger your visitors memories and emotions. Generally when you hear a song for the first time, it may not automatically stick on your mind until you’ve heard it a few times.
“If one of the senses is stimulated to evoke a memory, other memories featuring other senses are also triggered.” – read more here.
There are many creative things that you can do to create a pleasurable and sensory experience for your attendees. The possibilities are truly endless with a little bit of imagination!