Face to face is the most powerful way to make lasting connections, generate new leads and resonate through the noise.

The 5 E’s of face-to-face engagement cover everything you need to accomplish a knockout trade show performance. Learn these smart steps here and apply them to your marketing strategy to make your next exhibition a golden investment.

#1: End Result

When the expo draws to a close, how will you define success? Return on investment?

Appointments generated? Brand awareness? Your end result is the bedrock of your marketing strategy. It gives you direction, helping you make your exhibition vision a reality.

#2: Engagement Strategy

You now know what you want to achieve. Your next step is to devise a strategy to engage with booth attendees to maximise your expo performance.

An effective engagement strategy should include:

 How you will attract attendees and qualify them as sales prospects (personalised

openings, product demonstrations etc)

 The ways you’ll differentiate your stand from competitors (competitions, themes etc)

 Key people and their roles (lead generator for qualifying leads etc)

 A plan to upskill and inspire your team (briefing session, feedback etc)

 A compelling reason qualified prospects will want to see you again (exclusive industry intel, special exhibition deal etc)

Plan your booth activity and share this plan with your team to keep them focused and on-track for success.

#3: Entertainment

The meat of your trade show experience should be the entertainment you plan to provide.

How will you magnetise visitors to your booth?

“When you walk through a sales tradeshow with 100 different booths, every one of them promises to help you sell more and save money, don’t they? But what do you go home that night and tell your spouse about? It’s the booth with the coolest features.” – Ken Krogue, Forbes

Whether your budget is big or small, design a memorable experience to captivate your visitors.

#4: Education

53% of attendees visit trade shows to learn something new.

Your booth visitors are on the hunt for product or service information. Providing this effectively starts with finding a creative way to engage the senses.

California-based Marketing and PR firm, The Shepherd Group, taught its booth visitors about the different clients they work with using coffee giveaways. They offered thousands of coffee packages branded with the companies the firm represented. Thinking about the strategy from an attendee’s perspective allowed the company to generate more leads and a better recall.

 #5: Emotion

We humans like to act on emotions first and use rationale later. Which is why attendees’ feelings are pivotal to the success of your engagement strategy and in achieving your end result.

Think about how you’d like them to respond and the ways you will elicit positive emotions through your booth.

Move away from superficial giveaways and dive deep into your business’s values; how you plan to improve the lives you connect with; past examples of the ways you’ve benefited customers.

Use humour, inspiration, fear or love: whatever suits your business’ brand. Resonate your message through marketing material and post-show interactions to extend your impact.

Exceptional Engagement Made Easy For a high performing trade show, remember our 5 E’s of engagement:

1. End result

2. Engagement strategy

3. Entertainment

4. Education

5. Emotion

Do this and every precious minute spent on the show floor will count towards success.



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