Tip of the Week #26 - Increasing Traffic By Reducing Boredom

When entering an exhibition, we tend to gravitate towards stands that are visually appealing or arouse our curiosities. Most brands with these factors have an edge because the brand is lucky enough to be associated with something fun and exciting. Many are not so lucky in that department and once they finally attract a visitor, that visitor is faced with a one on one chat which drowns them in information which some would say is not so entertaining. 

A proven method to attract visitors to a stand is setting up a fun activity for them. Little mini games are often used to attract and keep exhibitors at the booth willingly for slightly extended periods of time. This creates an opportunity for the host to engage in conversation with the visitor, build rapport and hopefully attain them as a customer. 

At the annual expo for Bunnings in 2014, Gerni setup a mini game as their exhibition stand. The stand comprised of several different models of Gerni water pressure cleaners each standing in front of its own target. The objective was to aim and shoot at the target, while it showed off its water pressure and minimal water usage. This stand was highly successful as it had drawn the attention of many exhibitors and explained the true potential of each of the products. 

                     

Paint. It’s an ancient product. As you can imagine it would be difficult to pull exhibitors who are genuinely keen to hear about the wonders of paints and why their paint is so much better than its competitors. Dulux take advantage of its branding, by bringing in their mascot, The Old English Sheepdog. This dog has been used for its advertising campaigns since the 1960’s. Surely enough it has everyone excited to have the presence of The Old English Sheepdog among them. This method gains a lot of traffic, and it becomes a great opportunity to educate the visitors on the brand and product.