Adding a trade show interactive has become one of exhibitors’ favorite tools to getting today’s more reluctant show attendees to cross from the aisle and into and their booth space.
Why are trade show interactives more necessary than ever? Let me count the ways:
- Attendees today have more control of the buying process, because they can easily get product info from the web. So, exhibitors must offer a more compelling experience attendees can’t get online to get them into their booth.
- Attendees love technology, and spend much of their personal time playing with their phones and tablet computers consuming digital content. So, tech-driven interactives meet their expectations – especially with Millennials, which are now the largest generation in the workforce.
- Attendees are overwhelmed with too much work and not enough time. So, when they return to work after the show, they all too quickly forget much of what they learned, except for the most compelling experiences.
- Time-starved attendees need a more personalized experience that gives them just the information they need, in a faster and more memorable fashion.
- The high potential sales value from trade show visitors justifies investing more to create greater impact and results from each face-to-face interaction.
For all these reasons, trade show interactives are more popular than ever.
Trade Show Interactive Definition
What actually is a trade show interactive? It can have many elements about experience, senses, journey, and more. Here is our definition:
A trade show interactive takes attendees beyond just looking at displays or conversing with booth staffers. With a trade show interactive, attendees interact in a staged, planned, personalized, multi-sensory way with objects, technology, games, and people to more memorably experience the exhibitor’s marketing message or story. A trade show interactive can be as small as a trade show game on an iPad or as large as an entire island booth.