To get the most return on your tradeshow investment, you need to connect with the audience. How you connect with them begins with knowing who they are and what they like.
Tradeshow Demographics
Almost every tradeshow can provide some background on the attendees. These audience profiles are typically posted to the websites and may include:
- Profession
- Job level
- Age
- Income
There may be more information available on the audience. This may cost extra, but it’s worth it, especially if you are exhibiting for the first time.
The General Audience
There are certain generalizations you can make about the audience and what they like or dislike. Younger audiences are much more likely to engage with technology (although this is quickly changing). For example, Millennials are considered to be “digital natives.” Their entire life has been surrounded by technology. They will also give personal information more freely.
Older audiences use technology a little differently. They are attracted to easy navigation, a compelling story, and no frills. They are also more apt to engage face-to-face, investigate, then follow up through email.
Professionals Are People, Too
While looking at the audience profile, remember that professionals are people, just like everyone else. An interesting booth will generate more interest and spread awareness about your brand.
Interactivity is a great way for everyone to experience your brand in a fun and challenging way. Another thing to think about is where your booth is located. If your booth is in an odd location, then play to the strengths of being unique. For example, you’re in the middle of the showroom, try offering visitors water and snacks to help them get to the finish.
This Ocean Optics trade show booth had several stations with demonstrations and interactive sessions. It was pretty incredible and fascinating!
Make It Memorable
For anyone attending the same show, year-after-year, it can feel monotonous. Making your booth an experience, and not just an information depot, can leave your audience with memorable impressions about your brand. This is very important for brand recall and positive associations.
If you’re looking to exhibit your business at a trade show, the ADM Two staff are experts on display design and fabrication. Give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your tradeshow needs, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.