How to Stop Trade Show Zombies and Bring Them Back to Life

April 21, 2013

Zombies are having a renaissance lately, what with the popular “The Walking Dead” T.V. show on cable, and now the romantic comedy “Warm Bodies” in the theaters.  But unfortunately, zombies have always been all-too popular at trade shows.

Trade show zombies are those slow-moving, nearly brain-dead attendees stumbling down the aisle.  After a few hours wandering a trade show floor, their brains are on overload from the visual and sensory torrent.  They’ve lost the mental ability to recognize why they should stop in your trade show booth and talk to you.

So how do you stop a trade show zombie from staggering right past your booth?  There’s no need for supernatural weapons when you use these 7 things:

  1. Bold Color:  Surprisingly, much of a trade show floor is filled with exhibits decorated in greys, blacks, and other shades of color that are more suited for corporate camouflage
  2. than creating brand distinction.  Take advantage of the eye’s attraction for bright colors and cover your exhibit graphics with hues that will shock a zombie out of their stupor.
  1. Motion:  To survive in the wild, man’s vision became hyper-sensitive to motion, and the potential danger – and food – it implies.  When you are hunting trade show zombies, use motion to get their attention.  Motion can come from a demonstration, a presentation, a bold video, even from your exhibit itself.
  1. Targeted Words:  They say the pen is mightier than the sword, so fight those zombies with words.  Find the words that will break through the clutter and shock passing trade show zombies out of their apathy.  Those words may be a strong benefit statement on your trade show exhibit, or a great engaging question from your trade show booth staffers.
  1. Food & Drink:  Happy trade show attendees devolve into zombies the further they trudge down the trade show aisles.  It’s not hard to guess why: they are hungry and thirsty.  Cure the unfed undead of their zombiehood with a light snack and a cold or hot drink.  At European trade shows hospitality is a common practice.  Try it at your U.S. shows and watch the zombies flock in.
  1. A Gift:  Halt an otherwise passing trade show zombie by appealing even louder to their never-forgotten self-interest.  Give them a gift that is colorful, useful, cool, and appropriate to their particular needs and interests.  Just be sure to get them talking about what they are looking for at the show before they stash the giveaway into their bag and stagger on.
  1. A Place To Rest:  On their long journey up and down the trade show aisles, zombies slog as if on a forced death march.  Lift them from their burden with a place to sit for a while.  Let them recover their breath for a bit before launching into a sales pitch, or else they will still be too much the zombie to willingly listen.
  1. Friendly Enthusiasm:  Your booth staff, if chosen correctly for their positive attitude and kept fresh with plentiful breaks, can be the best antidote for trade show zombies.  Your staff’s genuine interest in helping attendees find the best solution to their challenges can cure even the most hardened zombie heart.

Employ these 7 methods to wake trade show zombies from their mindless wanderings and you’ll not only save them from a fate worse than death, but you’ll also win business that no one else will.

And good zombie hunting!

Add new comment

Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.