Trade Show Marketing

Interactive Displays
Let People "Feel" Your Message

Ever notice how so many trade show booths present the same static feeling? Reminds me of an old song about "ticky- tacky houses all in a row". For the trade show marketer who has become complacent about a display, "ticky-tacky" is a natural state. Sure, some people will stop in the booth and you may even write a few orders, but you won't be overwhelmed with the type of activity that a well planned display can provide.

One method of ensuring that your display is one that won't be forgotten is to bring interactivity to your booth. Interactive systems allow visitors to participate with you in their quest for information about your product or service. There are several reasons to consider using these systems in your booth besides just looking different.

1. Interactive systems have "feelings". Your visitors can actually experience your products.., they can feel your message. Prospects can smell, touch taste and hear your message... they become involved!
    
2. Interaction allows people to learn at their own pace. It allows them to stop and question whenever they want. They are not held captive by a "canned" pitch which can have little holding power. They have the ability to control the interview process. People in control are likely to ask more questions which will allow you to do a better job of qualifying.
    
3. Interaction can be fun. We often overlook opportunities to bring our message to the show visitor in an entertaining mode. Who said that trade shows have to be black and gray serious? Why not have some pink and blue fun? Let your prospects have fun and learn about your products and services at the same time. You may want to create an interactive video game to tell your story and let players select prizes for correct answers to probing questions.
    
4. Interactive systems bring you into the 21st century. They send a message that you are a progressive firm on the cutting edge of technology in your industry.

Exhibits that involve attendees offer welcome relief from mundane, static displays. Studies comparing companies using interactive displays with those using static displays show that people will stay in an interactive display almost twice as long as a static display, giving the exhibitor a greater opportunity to build stronger relationships. Involvement and relationships are key factors to increased sales.

If you have read this far, you probably have some questions like... How do I start, and how much is this going to cost?

First things first. Don't try to do this on your own just because you have a high level of comfort with the computer. Leave the design and integration of interactive systems to the pros. There are several companies that can guide you to your goal.

When investigating these systems, you will find that cost is determined by the degree of sophistication you desire. A system using a keyboard for input is less expensive than one using a touch screen. Addition of special sounds, graphics and printers will also increase cost.

Systems that use keyboards with basic sound and graphic packages will generally come in at less than $5000, while the addition of touch screens and enhanced sound and graphics will boost cost to $7500 and more.

Interactive systems are not new and are not always computer driven. Educators have used interactive systems for years to teach students in ways that will increase the attention span and make dull subjects interesting. Simple tools such as flip charts and blocks are examples of basic interactive learning systems. Don't forget interactive promotional items like puzzles and scratch-off cards. Surveys and product questionnaires are also good examples of interactive systems.

If you determine that an interactive display is for you, don't forget one of the basics of booth design... Keep it simple and informative!.