Vast Amount of Trade Show and Event Exhibits Lost on Visitors
Dallas, TX, October 13, 2014 (Newswire.com) - How many people want to go to the effort and expense of attending a trade show just to click a computer and watch/listen to a recorded report or advertisement? If that would be the extent of a booth exhibit, the exhibitor would be better off creating a Web site that did the same thing, and everyone could stay home.
But trade shows are events—people meeting and listening to other people share, demonstrate, and explain their various devices, products, and systems to improve lives and businesses. People want answers to their questions, and nothing beats a trade show for doing just that.
It was a show stopper and the statue even answered a few questions from attendees!
Lensar , company spokesperson
But how do exhibitors get people to their booth with so much happening around the show floor? Often, it’s the look of a booth and/or the presenter. Sometimes it is the sound of the voice broadcast from the booth. The actual item or topic of interest also intrigues select audiences, and preplanning and advertising will generally create a certain amount of awareness to appeal to a more specific crowd.
Assembling all these components together is what most companies try to do well. What separates the best from the rest is largely remembered well after the show by the uniqueness of the brand, the visual, and the concept of what the brand or the item is highlighting.
Making an impact at an event earlier in 2014 was a model that was “painted” to appear as a statue and posed as the “Thinker” statue.
“It was a show stopper and the statue even answered a few questions from attendees!” was the response from the exhibitor. The idea generated plenty of attention even when remaining silent, and was used all year long in all their meetings and events.
In the upcoming AAO show in Chicago, Illinois at McCormick Place, October 18 through 21, Lensar, seller of cataract surgery equipment, will be using male and female versions of the Thinker to populate its exhibit space. “The lasers have a lot of intelligence built into them, making them easier to use, thus the reason why the Thinker is a good fit for the technology” said one company spokesperson.
The theme of the thinker anchors in the mind and is retained for a longer period of time than exhibits with common features and functions. And word-of-mouth advertising spreads fast, especially with today’s electronic media where an image is captured and shared hundreds of times a minute.
Many times it is just such an idea or theme that resonates for months or even years with attendees. How much is something like this worth to a company or marketing professional? Getting people into the booth is one aspect of the professional trade show model, but there are additional uses for these talented people.
Professional demonstrators and presenters provide a unique and interesting style, and add personality as they communicate the features and benefits of products and services. Their skill at learning and remembering key information is a close second to their attractiveness and magnetism. Because they are so good at their jobs, they make everyone from the exhibitor to the attendee feel good about being part of the experience, rather than just someone at the event.
