Seven Ways To Put Show Biz Into Your Tradeshow, Part 2

by: Susan Freidmann

Make your trade shows interactive.

When people manipulate objects they often form an attachment to them. They get an idea of how the products work and are more excited about the possibility of buying them. Thus, advise your exhibitors to set up audio-visual displays that attendees can easily operate -- they will feel like they are part of the show experience as they connect with your products.

Put the Internet to work for you.

You can interact with potential exhibitors and attendees through the Internet, both in your pre-show marketing and during the show. Experts believe that virtually all trade shows will incorporate the Internet into their marketing strategies in the near future.

At the very least, you should have a professionally designed Web site that provides information about your show, allowing consumers to easily find out as much about your event as possible. Today's techno-savvy consumers are instantly turned off by Web sites that aren't interesting, easy to access, and informative.

Make your shows unforgettable experiences.

"If meetings are really going to change our lives, meeting professionals need to begin to shape memorable events," said Jim Gilmour, author of The Experience Economy: Work is Theatre & Every Business is a Stage. "Successful meetings must create emotionally based experiences for attendees," Gilmour said.

How do you generate such an experience? Again, think Disney. Capture the imaginations of attendees by providing a wealth of sights, sounds, aromas, and entertainment, along with a high degree of interactivity.

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