What do shopping and heat maps have to do with trade shows?
The majority of marketers know they can use heat maps to improve their marketing. created by following the eyes of consumers as they browse over promotional materials like brochures, websites, etc. What you might not be aware of however is that the appealing elements that work well either online or on paper can also produce top results with trade show displays.
Furthermore, those who observe the buying habits of consumers have a lot of insight into how people move through crowds. When you combine the two fields of study and you’ll get a powerful combination of data.
The two main goals of any trade show booth are to draw attention to the booth and draw visitors to the exhibit. It’s a lot easier said than done when you’re in with hundreds of companies and thousands of attendees taking over every aisle. Let’s examine the best ways to use the research into consumer behavior to increase the flow of visitors to your booth.
Shopping vs. MeanderingWorld-famous consumer behaviorist Paco Underhill wrote one of the best books on how people shop.
Why We Purchase Why We Buy: Science of Shopping delivers exceptional facts that were actually observed in real-world retail settings. One interesting fact Underhill mentions is that people generally turn right when they enter a store’s entrance. If you take note of other scenarios that require people to “shop” for something (or wander through a hall brimming with booths for trade shows) you’ll notice that this happens frequently also in these kinds of situations.
Watch from a distance. Take note of the number of attendees at any trade show that make a right turn after they enter the doors in contrast to. those who leave. What do these numbers mean? Find a booth at the left side, if you can. Visitors will be there immediately as they arrive, after they’ve refreshed and engaged instead of exhausted and trying to avoid an ever increasing crowd.
Applying Heat Map Strategies to Trade Show Displays
Heat maps illustrate various shades, where the eyes of people’s are first when they view the web or printed piece. The more vibrant the colors are (yellows and oranges, as well as reds) and the more appeal certain elements possess and the longer the audience stays attracted to those elements.
What is it that always wins? Images, colors and other things that are different from the norm. The same principles can be used to design trade show booths, to get visitors to focus on your booth in contrast to other booths.
Inflatables provide you with an extraordinary benefit because they cover all three of these components. Imagine how fast people at trade shows would settle into your booth if you had the company’s mascot at 15 feet tall. It would be a soaring figure above all others, it would surely catch all the attention. What about huge inflatable replicas of your products ? A 20-foot-tall, vivid replica of your most popular product is considered to be unusual certainly. What about booth giveaways? There are inflatable keys balls, balls miniature replicas of products and much more that will fit the need.
Exhibiting outdoors? inflatable air tents offer people on the midway something to listen to because they are big colourful and equipped with customized banners. Motion is another attraction. This is why inflatables filled with helium are the perfect feature for any trade show exhibit. When they’re moving in the breeze, or outfitted with remote capability so that they can be able to fly wherever they please at will, you’re bound to attract attention from all around.
I can envision it now I can see it now: You reserve a corner booth located on the right hand side of the hall, near the front. You then add the giant inflatable mascot as well as some giveaways that are inflatable to the mix, and people simply flock to you! It could be the most profitable trade show display you’ve ever experienced!