Building Impulse on the Trade Show Floor
About 13 years ago, in Las Vegas, the agency I worked for set up a trade show booth to showcase their digital product. They wanted to try a novel idea in getting attention at the trade show venue, and the idea was to just throw money out into the aisle. Surprise, it worked really well.
So before you buy your next trade show materials and display booth assemblage, consider that event attendees can be activated and captured many different ways.
In our agency’s example, it was only $1 dollar bills, so it wasn’t the money that attendees liked. It was just the idea of money floating through the air into their hands. They had fun and the money gave it physical benefit.
The tactic grabbed their attention, drew their interest, engaged them and created an action. The goal was to get them to try a new casino game on the big screen TV and they were successful. What they succeeded in doing was stimulate impulse buying behaviour.
Breaking Down Restraint by Being Irresistible
Shoppers are always restraining themselves and marketers are getting better at releasing impulse behaviour in stores. They have to do the same at trade shows.
Trade show booths and displays are expensive as is the whole event itself. It’s so important to:
- Capture attention (get flashy, do something visual and wild)
- Build interest (let them see your product/idea and value proposition)
- Build desire (Ask how they will use the product, and what the benefits are; explain them)
- Create engagement (use video, samples, pop displays, incentives, giveaways)
- Generate an action (use the displayed product or incentive in the POP display to get them interacting and ask for an email address, phone number, or
The problem with most trade show displays, especially for product promotion is they may be too slick with all the chrome or black carbon steel fixtures and lighting, video displays, plastic signs, sign and table throw fabrics, and glossy signs. It comes off as too cold, formal and impersonal. It’s missing something. That something is a sales device that feels comfortable and stimulates the person’s sense of touch and texture. This is your impulse button.
A Soft Selling Sales Aid
Paperboard or cardboard POP displays have a soft, feelable texture, along with a reputation for containing products. The consumer retail experience should be integrated into trade shows. You can put your product, promotional merchandise or incentives in the display. The point is to create an emotional bridge to the visitor.
The pop displays encourage the booth visitors to touch, pickup, and keep the product. A metal and glass display just doesn’t generate the buying impulse the way soft textured cardboard does. The visitor almost feels as though they’re at the supermarket. We’re using the power of association to reduce the visitor’s resistance to experiencing, learning, and experiencing so they can consider buying.
My suggestion to you is package your beauty cosmetic product, soap, electronics product, toy, luggage, or pharmaceutical, using custom built cardboard POP displays. And the graphics can add to the visitor’s delight to, by pulling them in and reinforcing the value proposition.
Like money floating from the heavens, it’s something that makes people feel good. I’m not suggesting you give up on pricey pop ups, modular walls, table throws, and video displays. A richer visual experience is important.
Make sure the thing that is closest to or which carries your product is a soft, feel good kind of material. At your next trade show, use your soft selling skills.
See the results of our POP displays survey which asked about the features of displays that packaging people thought were most important.
Is it time to discover how POP displays will help you create the ideal customer experience. Contact us today.