Kristin Hovde
Kristin Hovde is the Website Manager and Blogger for Smash Hit Displays, an online trade show display company that has many booths, accessories, and flooring available.
4 Tips to Connecting With Your Trade Show Audience
April 17, 2015
We’ve all been to trade shows where exhibitors try to outdo each with the biggest booth and the most state-of-the-art gadgets to draw in a crowd. As much attention as these display systems receive, sometimes it is smaller, more intimate and personal settings that attendees will remember over how many trinkets and brochures they collected.
Having fancy giveaways and booths do not necessarily mean you will stand out to potential buyers, it just shows you spent more money. Attendees love knowing that they are listened to, that their space is respected, and that they will not be pressured to buy anything. Creating an environment like this for your audience is actually very simple with these ideas.
Think Small
Large trade show displays that are bigger than some houses can actually be pretty overwhelming to attendees, especially when the trade show aisles are lined with exhibits just like this one. It’s easy for anxiety to kick in when surrounded by over-the-top booths like these, so opt for a smaller, more intimate booth instead. Give it a homey feel by adding a table or two with some chairs where you can comfortably sit down with your potential customers and have a conversation with them.
Give Them Their Space
Attendees are like deer; one sudden movement and they will disappear faster than you can say “Is there something I can help you with?” Watch for body language cues that show the attendee wants to be left alone, such as avoiding eye contact and turning their backs to you as they view your booth. Also, be cautious with attendees who have one foot in your booth and one outside of it because these people could be ready to bolt at any given moment. Give these people space and when they are ready to talk to you, they will.
Tell a Story
The most memorable booths are not those that have flashy, yet random graphics scattered throughout the exhibit, but those that have images, literature, and other marketing materials that tell a story. If your company is family-owned, you could let your audience know where your company started, how much it has grown, and what you and your employees have done for the community. Let potential customers know who you are through the use of story-telling, which will create a more personal relationship with your audience.
Include Giveaways That Matter
Pens, stress balls, and t-shirts have been handed out so often at trade shows, they have lost their appeal. Hand out items that would matter to your audience, such as signed books by an industry leader or another product that would mean something to your audience and can’t be thrown away. If your company creates cookware, consider handing out a set of branded spatulas, timers, or anything else they may find useful in the kitchen.
Exhibiting isn’t always about being the biggest and best, but is more about making meaningful relationships and connections with attendees that they will remember long after the trade show has ended.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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