The audience is the key to success at any trade show. That is common knowledge. Tips for engaging include being friendly, starting the conversation and having information ready to share in a personal way. However, there are other methods that can be useful in engaging the audience.
Activities like a “hackathon” can focus a group on a common problem for the industry and find a collective solution. The hackathon itself was created by the technology industry and is defined as an event where computer programmers and individuals in the software development market work closely together for software projects (Wikipedia).
The use of a hackathon can be a way to get the great minds of various competitors together while in a central location. This not only can build a rapport between competing factions, but it can resolve the problem facing the industry as a whole, which is a benefit to everyone.
Splitting this brainstorming activity up into 15-minute segments scheduled throughout the day can be a beneficial way to drive traffic, catch the attention of the audience and show that specific companies have the dedication to changing the industry for the better.
When it comes to content, benefits for the online variety are well-known. There are benefits to both creators and audience alike. Meanwhile, at one-on-one events where connections are made in person, the benefits may not be as obvious.
Useful and valuable content that addresses needs and can engage the audience is key to a successful trade show appearance. The best content will be valuable not only during the trade show at various points but also throughout the following year.
The industry and learning new information is an important reason for attending a trade show. For those attendees, it helps to keep topics and sessions a surprise to incorporate spontaneity into the feel of your booth. Meanwhile, you can be confident you are engaging the audience and driving traffic.
Take the opportunity provided by an event filled with experts. Bring them together for a question and answer session that provides valuable information to the audience.
Current issues and trending topics should be the top of the list for coverage, since those are what the audience would most like to gain information about. Find the right presenters who can carry the conversation forward.
Interactive exhibits are a great way to reach a new-age audience. The idea of interactive trade show display is currently a debatable topic that has varying opinions on different fronts. While it is a focus of debates, there is proof that this approach has positive results.
For those who want to engage the audience, use their typical focus to your advantage. Create a location for social media as part of your trade show display, sharing daily topics and facilitating discussion. There is always the option to lead Twitter chats as well.
There is one opportunity that will be alive as long as trade shows are, and that is exploring the methods used by others to engage the audience. Visit other trade shows and see what techniques are employed by exhibitors there.
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