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Boost Trade Show Traffic Outside Exhibit Hall
By Dick Wheeler
To be competitive today, trade show exhibitors not only need to grab attention to their trade show displays inside the exhibit hall but also beyond the exhibit floor.
More and more, creative trade show exhibitors attract crowds to their trade show booth by using nearby venues as a springboard. Attracting attention at neighboring hotels where the trade show visitors are staying or public places where attendees frequent, is a good start. This goes for neighboring restaurants, bus routes, cabs and local night clubs as well.
Increasingly, instead of letting a custom or trade show diplay rental at the expo stand on its own, savvy marketers are adding value by identifying key places outside the trade show to tee up traffic to the trade show display arena.
Event Marketer Magazine spotted three brands that successfully made the tie-in connection to their trade show booth from sites outside the exposition hall.
The first was in Chicago. GE Healthcare launched their campaign, Healthcare Reimagined at the Radiological Society of North America trade show in Chicago in 2005. They were on the lookout for popular locations outside the trade show hall to enhance awareness of their trade show display presence. According to Sean Burke of GE Healthcare’s Diagnostic Imaging and Services, “We were looking for something different that would create word of mouth and buzz.”
The trade show had over 60,000 attendees staying in Chicago. GE came up with the concept of all-white-clad “molecule people” that roamed Chicago sites before and after show hours, in nearby hotels and on the RSNA bus routes, as well as at neighboring restaurants and night clubs.
Wearing branding for GE Healthcare, the all white molecule actors batted around giant inflatable molecule structures and used bubble machines to complete the look and feel of what they wanted to portray. They were able to visually and kinetically capture the health care aspect of GE Diagnostic Imaging. This played directly to the imagery created at their trade show exhibit.
The second was at a consumer oriented show in Washington DC. A month before the Auto Show, Chevrolet started its awareness campaign at sites around the capital city. They set up mini tailgating parties out of the backs of Chevy Silverado Hybrids at construction sites, George Washington University, Home Depot stores and commuter rail stations. Consumers got to drink coffee and play Xbox 360 games. Chevy representatives gave out cards to visitors they could redeem at the trade show for a chance to win a Silverado Hybrid.
Chevy wanted to drive traffic to the trade show display. It worked. The results were measurable and dramatic. Because the scan cards were handed out at dealers and at the tailgate parties, over 20,000 consumers visited the trade show booth or were able to scan their cards with Chevy reps in the convention main lobby. The scan cards brought in 1,900 dealer leads.
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