Recently, my company was invited to display our flagship products at a trade show. The setting was to be highly public, and conveying the right impression would mean a huge increase in both the reputation of the company and in turn, our profitability. We realized just how important it was that we set up a display that worked both to attract customers to our particular showcase as well as be informative enough to have them interested the second they saw it. In order to pull this off, we needed to figure out a way to honey trap the attendees of the trade show.
Pulling off the perfect display
During brainstorming sessions with the team, there were a number of ideas proposed. Each of these were oriented towards attracting customers to our stand. However, most of these just had to be shot down, innovative as they were. We didn’t think that the organizers would appreciate us having a hawker stand outside and wave customers towards our company’s designated area. However, we did need an idea worthy of consideration, and that is just what we got. The standard display when it comes to trade shows is a 10 or 20 inch display set, or some sort of banner that attracts customers who happen to see it.
The problem with such displays is that they are not eye-catching enough. See, we wanted to make our company stand out amidst the rest of the herd. A sort of….cow among the chickens effect. Not that we had any sort of beef with the other companies at the trade show, of course. The smart idea came forth, then, to have a full floor display for trade show attendee attraction. We approached a number of companies that did this sort of business until we found exactly what we were looking for. All that remained was to see it in action.
The Full Floor Display Exceeds Expectations
What we utilized this full floor display for was a number of things. We put in videos, images, and even documentaries about the range of new and current products we offered at our company. The display worked wonders! Every head was turned towards us. This wasn’t just because we were the loudest stand out there (we weren’t, but the other guys were pretty lame). No, it was more because of the sheer size and quality of the full floor display when compared to the rest.
Sure, it cost a little more than the usual kind of display that other companies at the trade show had. However, by the sheer frequency at which customers turned towards our stand simply because of how attractive the full floor display was, you could tell that the investment definitely paid off. In fact, it took the bar for performance that we had set, broke it into pieces, and skyrocketed into space. Getting a full floor display for our company’s setup at a trade show is definitely something we will be repeating, because it paid off like we had never thought it would.