Category: Technicals

Exhibitors at trade shows often compete for more than attention—they compete for memory. Amid rows of booths and a flurry of conversations, only a few displays leave a lasting impression on attendees. What distinguishes these booths from the rest often boils down to one key factor: surprise.

Understanding how surprise works—both psychologically and experientially—can give event planners a strategic edge. This article explores the science behind surprise and provides actionable ideas for incorporating it into trade show booth design.

Why surprise works: the psychology behind the reaction

Surprise is a powerful psychological response triggered when expectations are violated in an unexpected but relevant way. From a neurological perspective, surprise activates the brain’s reward system, heightens attention, and enhances memory encoding. This means that surprising stimuli are more likely to be remembered and discussed long after the initial encounter.

According to research published in Nature Communications, unexpected experiences cause the brain to release dopamine, reinforcing the value of the moment and increasing its recall value. For exhibitors, this translates into higher engagement, improved brand recall, and potentially more qualified leads.

In a trade show setting—where routine interactions and standard visuals are the norm—an element of surprise can disrupt the mental autopilot of attendees and open the door to deeper conversations and longer booth visits.

Strategic use of surprise in trade show booths

Incorporating surprise doesn’t necessarily require big budgets or high-tech gimmicks. What matters most is relevance and timing. A well-placed unexpected element can shift perception, ignite curiosity, and reinforce brand messaging. Below are several strategies to apply the science of surprise to booth design.

1. Unexpected interactions: rethinking first impressions

Most booths follow a predictable script: attendees walk in, pick up a brochure, chat with a rep, and leave. Breaking this sequence can reset the tone of the interaction.

Ideas:

• Interactive entry points: Instead of a standard welcome, use a motion-activated greeting, tactile entryway (e.g., stepping through a sensory curtain), or a live “doorman” with a twist—such as a magician or improv actor.
  
• Reverse layouts: Place seating or demo stations at the booth’s edge rather than its interior, encouraging casual interaction from passersby and disrupting their expectations of spatial design.

2. Creative use of movement or sound

Movement and sound naturally draw attention, but they can be even more effective when used in unconventional ways. A subtle ambient soundscape or kinetic display can create intrigue.

Ideas:

• Silent surprises: A wall that slowly changes color or animates using low-energy displays can create a visual moment of wonder without adding noise.
  
• Hidden sound triggers: Use directional speakers or sensors to activate sound only when someone passes a specific point, creating a moment of surprise and drawing them in.

3. Playful or mysterious design elements

Mystery engages the brain. When attendees are prompted to solve a puzzle, open a hidden drawer, or interpret a coded message, they’re more likely to become emotionally invested in the experience.

Ideas:

• Secret compartments or “Easter eggs”: Include small interactive features that invite curiosity, like drawers that reveal branded giveaways or embedded QR codes hidden in graphics.
  
• Ambiguous branding: Temporarily obscure your company name or product and invite attendees to guess what you do based on design clues. The reveal reinforces memory through contrast.

4. Unexpected giveaways and swag

Freebies are ubiquitous at trade shows—but most are predictable and often forgettable. Introducing surprise into your giveaway strategy can turn a simple transaction into an experience.

Ideas:

• “Mystery box” draws: Instead of letting people choose their swag, let them pick a sealed box or bag with various tiered prizes inside.
  
• Surprise-and-delight campaigns: Give random attendees VIP passes to special experiences (like a private demo, premium lounge access, or lunch delivery) with no prior announcement.

5. Live moments that interrupt the routine

Scheduled booth programming is common, but unannounced live moments are more memorable. Short, well-timed activations can turn heads and gather crowds quickly.

Ideas:

• Flash demos or performances: Schedule 2–3 minute demos or live acts that begin spontaneously, then repeat every 20–30 minutes.
  
• Surprise guests: Invite an unexpected speaker or celebrity associated with your brand and keep their appearance off the program.

6. Multi-sensory stimuli in unusual pairings

Engaging multiple senses at once deepens memory. Most booths rely on visuals and occasionally touch—but combining senses in unexpected ways can create standout experiences.

Ideas:

• Scent marketing: Introduce a scent that reflects your brand values (e.g., fresh pine for sustainability). It’s rarely used in B2B booths, making it instantly memorable.
  
• Texture walls: Include a tactile feature—such as a velvet graphic panel or interactive materials board—that surprises through touch.

7. Augmented Reality or unexpected digital layers

Technology can amplify surprise, especially when it reveals something hidden or elevates the physical booth into a dynamic experience.

Ideas:

• Augmented reality (AR): Use AR via tablets or attendees’ phones to “uncover” hidden product layers or company stories.
  
• Smart mirrors or screens: Have a mirror that reveals messaging only after a person steps in front of it, or touchscreens that react with unexpected visuals when idle.

8. Unexpected branding or humor

A brand that doesn’t take itself too seriously can stand out. Humour, irony, or a play on words—when done with tact—can deliver a surprising twist that makes a lasting impression.

Ideas:

• Inverted messaging: For example, a banner that says, “Don’t come in. It’s boring in here.”—prompting curiosity and laughter.
  
• Brand storytelling through parody: Create a fake product or slogan just believable enough to start conversations, then reveal the real message behind it.

Points to consider before implementing surprise

While surprise is powerful, it should be used with intention. Poorly executed surprises can lead to confusion or misalignment with brand goals. Here are a few practical guidelines:

• Ensure relevance: Any surprising element should tie back to your brand identity, product, or value proposition.
  
• Consider the audience: What may surprise one demographic may alienate another. Know your attendees and test your ideas with a sample group if possible.
  
• Keep accessibility in mind: Interactive or surprising elements should be inclusive and usable by all attendees, including those with mobility, sensory, or cognitive differences.
  
• Balance with consistency: Your booth should still feel cohesive. Too many surprises or clashing elements can overwhelm rather than engage.
  

In conclusion

In trade show environments saturated with visual noise and competing agendas, surprise acts as a circuit breaker. It refocuses attention, ignites interest, and—most importantly—improves recall. When thoughtfully executed, unexpected elements do more than grab attention; they create emotional anchors that tie attendees to your brand long after the event ends.

By applying insights from psychology and design, event planners and exhibitors can craft booths that don’t just attract foot traffic but spark conversations and create buzz. In the end, the element of surprise isn’t just clever—it’s strategic.

Author: Veronique Colombani

The art of sales isn’t something you’re born knowing. Preparing a sales dialogue that can convince your target customer can be difficult. But rest assured, anyone can become a good salesperson. All it takes is knowing how to talk to customers, and that is exactly what we’re offering to show you today.

Keep reading to discover tips from our custom trade show booth team on how to craft a compelling sales dialogue. We’ve also included some examples of good sales dialogues for specific situations.

How to convince a customer

Convincing a customer to buy a product or service means getting to understand their needs, preferences and motivations, then proposing a suitable solution. Here are some strategies and tips for convincing a customer:

1. Understand the customer’s precise needs
2. Present the concrete benefits of your service or product
3. Approach your customer with an appropriate greeting
4. Ask open-ended questions
5. Personalize your sales dialogue
6. Learn to deal with customer objections
7. Let the customer decide on their own

Focus your sales dialogue on the customer and their needs

In a way, customers are selfish. They only come to see you to fulfill some need of their own. This means that the sales dialogue must focus on them, not you.

Even if your company is the best in its field, don’t put the focus on praising your success. Your sales dialogue should be built on an understanding of why the customer has come to you today. It’s your job to demonstrate how your product or service meets their needs.

Example of a sales dialogue that is focused on customer needs

Don’t: “Our veterinary clinic is over 100 years old.”

Do: “Here, your pet can benefit from the most comprehensive expertise in town.”

Talk about benefits rather than features

Take the example of Contour portable exhibition booths, which boast a tubular aluminum structure that makes them easy to assemble and dismantle without tools or spare parts. This characteristic is a feature, as are the product’s dimensions and weight. Simply put, a feature is something that a product or service “is” or “does”.

During a sales dialogue, product features do not convince a customer to buy. The ways in which the feature can benefit the user are the selling point.

What is a benefit ?

A benefit is something that a product or service offers to the customer, or what the customer gets out of it when they use it. Let’s take the example of our portable trade booth. These booths offer a variety of benefits:

• Eco-responsible and sustainable
• Upgradeable and customizable design
• Easy to assemble and transform
• Available for purchase
• Supplied in a compartmentalized wheeled carrying case
• Ultra-compact and lightweight

During your sales dialogue, talk about the benefits of your product or service rather than its features.

Example of a sales dialogue that highlights the benefits of your product or service

Don’t: “This trade booth is the best choice for your trade show.”

Do: “This trade booth will help you attract more visitors to your trade fair thanks to its innovative design.”

How to approach a customer

Customers like to be taken care of. That’s why more are more trade shows and stores are using digital signage to better welcome customers when staff are busy.

Approach the customer first

When someone enters your booth, don’t wait for them to come to you. Approach them first. If you don’t and they walk away, you will have lost the opportunity to create a valuable customer.

Use a proper greeting

Always greet your customers appropriately. There’s no need to overdo it. A simple, warm “Hello!” will do the job.

Once you’ve broken the ice, follow up with an open-ended question. “What brings you to our booth today?” and “How can I help you?” are two examples of open-ended questions that work perfectly to get the conversation going.

Ask open-ended questions

Unlike closed questions, open-ended questions will encourage your customer to engage in conversation. The important thing is to be natural and sincere: take a genuine interest in what they have to say.

Personalize your sales dialogue

If you’re given a sales script, don’t just recite it word for word. The best thing is to practice saying the script until it becomes second nature and you can repeat it easily and naturally. The best salespeople will tell you that this is the key to communicating with confidence.

If you have the opportunity, and if the customer allows it, address them using their first name. This will help to create a more personal communication between the two of you. However, bear in mind that depending on where your trade show is being held, local customs may not permit this type of familiarity. This advice also applies when writing invitation emails for a trade show or other event.

Sample welcome dialog

Don’t: “What brings you here?” or “What are you looking for today?”

Do: “Hello and welcome! How can I help you today?”

Example of a convincing sales dialogue between a salesperson and a customer

Here’s an example of a dialogue between a salesperson and a customer. You can use it to improve your pitch from the moment you greet your customer. Remember to highlight the benefits of your product or service.

Salesman: “Hi, how are you today?”

Customer: “Hi, I’m fine, thank you.”

Salesperson: “How can I help you today?”

Customer: “I’m looking for [name of product/service] because I need it for [purpose or need].”

Salesperson: “Okay, so if I understand correctly you need to [repeat objective or need]. Let me ask you a few questions to better understand your situation and find the best solution for you.”

Customer: “Of course.”

Salesperson: “What’s most important to you in [name of product/service]? Is it quality, price or being easy to use? [Ask any other relevant questions]”

Customer: [Customer responds].

Salesperson: “Perfect, I think [name of product/service] fits your needs pretty well because [Present the relevant features and benefits of the product or service.]”

Customer: “OK, that seems to be just what I’m looking for.”

Seller: “We also offer [mention special offers, guarantees or additional services]. Would that be of interest to you?”

Customer: “Yes, it would.”

Salesman: “Great! Do you have any other questions for me?”

Customer: [Customer asks questions if any].

Salesperson: “[Answers questions.] I’m delighted that [name of product/service] is what you were looking for. So, I’ll [explain the next steps, such as finalizing the sale or scheduling delivery/service]. Does that suit you?”

Customer: “Yes, that’s fine with me.”

Seller: “Excellent! [Finalizing the sale]. If you need anything, don’t hesitate to contact me. Thank you for your confidence and I wish you an excellent day.”

Customer: “Thank you.”

This sample conversation can be used as a general guide and should be adjusted to suit the products, services and personality of each individual customer and salesperson. The goal is to create a fluid conversation geared towards understanding your customer’s needs and proposing an appropriate solution.

Control your reaction if customers object

As the sales pitch progresses, the customer may express one or more objections.

Objections are normal.

When a customer disagrees with you, don’t get defensive, even if they’re wrong. Ask them to tell you more, and listen to what they have to say. Maybe they’ll tell you something you hadn’t yet taken into consideration.

Of course, objections aren’t always well-founded. Sometimes they’re simply due to misunderstanding, context, or a lack of information. This is your chance to clarify the situation.

Example of a sales pitch involving a salesperson and a dissatisfied customer

Seller: “I understand your point of view, [Customer name]. Can you tell me exactly what you don’t like about our suggestion?”

Customer: [Customer expresses concerns or objections].

Salesperson: “Thank you for sharing your concerns with me. I understand that this is important to you. Please allow me to clarify some points to see if we can find common ground.”

Address the customer’s concerns: Address the customer’s specific concerns with focused answers. Explain the benefits of your suggestion in light of their concerns.

Salesperson: “Regarding [customer’s concern], here’s how we can address it: [propose a solution or explanation].”

Customer: [Customer reacts to salesperson’s response].

Offer alternatives: If the customer still disagrees, offer alternatives or options that might better match their expectations.

Salesperson: “I understand you have reservations. How about [offering an alternative]?”

Customer: [Customer expresses agreement or concerns].

Negotiate and compromise: Work with the customer to find a compromise that satisfies both parties.

Salesperson: “I understand your point of view. How about [proposed compromise]? This could meet your expectations while respecting our capabilities.”

Customer: [Customer accepts or proposes something else].

Salesperson: “Thank you for this discussion. We’ll work together to find a solution. How about [suggest a concrete action or next step]?”

Customer: [Customer accepts or suggests something else].

Salesperson: “Thank you for your time and openness to discussion. I am pleased that we have found a solution. Please do not hesitate to contact me if you have any further questions or concerns. Have a nice day.”

Let the customer decide

If you want to convince a customer to buy your product or service, give them the power to make the decision themselves.

Towards the end of your sales pitch, you can ask them “What would you like to do next?” or “What steps would you like us to take next?“.

Of course, you can guide their decision and suggest that they choose from select available options.

For example, “Would you like to go with the red model or the blue model?” Or: “Would you like product X delivered this week or next Monday?“

By asking these kinds of questions and letting the customer decide for themselves, you’re letting them know that their opinion counts. How do you convince a customer to buy your product? Simple: show them that they have a choice and that their opinion really counts.

Convince your customers with the right sales dialogue

That sums it up! Now you know how to design a sales dialogue that will convince your customers. We hope our tips come in handy, and that they’ll help you create a unique brand experience and sincere and profitable relationship with your customers.

For more tips on the world of trade shows and other events, feel free to browse our blog. Or, you can contact us directly. Our team of trade booth manufacturers is always ready to answer your questions!

In B2B event planning, managing last-minute changes and unforeseen emergencies is an inevitable part of the job. While every event professional hopes for a smooth experience, the reality is that unexpected challenges—from technical malfunctions to last-minute cancellations—can quickly disrupt plans. 

Being prepared to handle these situations effectively is essential to maintaining professionalism, minimizing disruption, and ensuring the event’s success. 

Here’s a guide to navigating these scenarios with efficiency and composure.

1. Understanding the nature of event emergencies

Events are complex and dynamic, with multiple moving parts that can go wrong. The most common last-minute challenges include:

• Technical failures (e.g., audiovisual issues, internet outages)
• Vendor delays or cancellations
• Weather-related disruptions for outdoor events
• Key personnel or speaker no-shows
• Crowd management challenges

Identifying potential areas of risk helps event planners prepare for quick, effective responses when unexpected issues arise.

2. Prioritizing risk management in event planning

Proactive risk management lays a strong foundation for handling emergencies. Risk assessment should start during the event planning phase, with attention given to high-risk areas and potential points of failure. Having contingency plans makes you better equipped to respond swiftly when issues occur.

3. Building a flexible event plan

A flexible approach is crucial in managing the unpredictable nature of live events. Consider building adaptability into your plans by:

• Scheduling buffer times between key activities, allowing room for delays.
• Overstaffing in critical areas (e.g., tech support, security) to respond to high-priority issues.
• Pre-selecting alternative options for crucial vendors and equipment in case primary suppliers fall through.

Flexibility doesn’t mean sacrificing structure; it allows room for adjustments without derailing the event.

4. Communicating the contingency plan to all team members

Clear communication is essential when last-minute changes are required. Every team member should be aware of contingency plans and know their role in executing them. Conduct pre-event briefings to ensure alignment on the following:

• Responsibilities during disruptions
• Emergency communication protocols
• Fallback procedures for essential functions

Assign a point person for each key area (e.g., technology, security, catering) so that, in a crisis, everyone knows who to consult for quick decisions and solutions.

5. Preparing backup resources

Having backup resources ready is one of the most effective ways to handle last-minute issues. Consider the following backups:

• Technical equipment: keep spare microphones, projectors, and extension cords on hand.
• Staffing reserves: arrange for a few extra personnel who can fill in if team members fall ill or face other issues.
• Venue flexibility: if hosting an outdoor event, reserve a nearby indoor space as a rain contingency.

Preparing backups in advance allows you to quickly substitute key components without noticeable interruptions.

6. Real-time problem-solving and decision-making

In the event of an emergency, swift decision-making is essential. Use these strategies to maintain composure and address issues as they arise:

• Evaluate the situation: quickly assess the problem’s scope and impact on the event’s primary goals.
• Consult key stakeholders: in a B2B environment, client expectations are paramount. Brief clients on the issue and your plan of action.
• Make informed decisions: based on the assessment, choose a course of action that balances resolving the issue with maintaining event flow.

Staying calm under pressure is a skill that becomes more refined with experience, allowing you to address issues effectively.

7. Leveraging technology for crisis management

Technology can play a significant role in managing last-minute issues. Utilize event management software and communication tools to stay updated and informed:

• Real-time updates: use apps that allow team members to share instant updates on developments or issues.
• Automated notifications: set up notifications for essential suppliers or team members to ensure timely responses.
• Crowd monitoring: for more significant events, consider crowd-monitoring tools to help address overcrowding or flow issues.

Technology can streamline your response and help you stay organized, even when facing unexpected disruptions.

8. Communicating effectively with attendees

Transparent communication with attendees is crucial, especially during noticeable disruptions. Use these methods to keep guests informed without alarming them:

• Announcements: if a delay or change impacts the schedule, make a brief, clear announcement that explains the issue.
• Event apps or text alerts: notify attendees of changes through digital channels for larger events.
• Signage: if necessary, post clear signs to redirect attendees or inform them of changes.

Effective communication minimizes attendee frustration and helps maintain a professional atmosphere.

9. Working closely with vendors and partners

Vendors and partners play critical roles in an event’s success, so clear communication with them is essential when things go wrong. Establish strong relationships early on and ensure vendors are part of the contingency planning. When emergencies arise:

• Contact vendors immediately: inform them of the issue and discuss possible solutions.
• Negotiate for flexibility: request adaptable terms or backup support if needed.
• Reconfirm details: double-check key logistics on the day of the event to minimize misunderstandings.

Good vendor relationships can be a lifeline during emergencies, as supportive vendors are more likely to go the extra mile to resolve issues.

10. Handling speaker or performer no-shows

A no-show from a speaker or performer can be challenging, especially in a B2B event where specific expertise or presentations are expected. Prepare by:

• Lining up backup speakers: arrange for someone who can step in or provide alternative content.
• Flexible session formats: have filler content, like Q&A sessions or networking breaks, to maintain engagement if a segment needs to be rescheduled.
• Virtual connections: for remote speakers, ensure backup connections or prerecorded sessions are available.

Handling no-shows with poise keeps the event moving and minimizes the impact on attendees.

11. Creating a calm atmosphere for the event team

Event team members often mirror the lead planner’s demeanor. If the planning team stays calm, it encourages confidence and stability. Keep the team composed by:

• Briefing them on potential challenges: highlight the most likely areas of disruption before the event.
• Reinforcing roles and responsibilities: remind each team member of their specific duties during disruptions.
• Providing support and encouragement: show appreciation for team efforts, which can boost morale and effectiveness under stress.

A focused, calm team will work more effectively to manage the event and address any issues.

12. Documenting emergencies for future learning

After the event, thoroughly review any issues that arose and evaluate the response. Documentation is critical for improving future event plans:

• Record each incident: include details on what happened, how it was handled, and the outcome.
• Gather feedback from team members: team insights can offer valuable perspectives on what worked well or could improve.
• Update contingency plans: use the review to refine contingency measures for future events.

Regular reviews and updates create a knowledge base that strengthens your preparedness for handling emergencies.

13. Emphasizing crisis management training for staff

In event planning, training team members on crisis management is invaluable. Equip your staff with the skills they need to react professionally and efficiently during high-pressure situations. Consider:

• Simulated emergency exercises: run drills to prepare the team for various emergencies.
• Role-specific training: focus on critical areas such as crowd management, technical troubleshooting, and client communication.
• Ongoing education: encourage continuous learning on crisis management tactics and tools.

Trained staff members increase the event’s resilience to emergencies and ensure a more consistent experience for attendees.

14. Engaging with attendees post-event

Following up with attendees after a disrupted event shows professionalism and respect. Share a post-event communication to:

• Thank them for their patience: acknowledge any issues, and express appreciation for their understanding.
• Gather feedback: collect insights on how attendees experienced the event and any areas for improvement.
• Highlight positive aspects: emphasize successful parts of the event to leave attendees with a positive impression.

This post-event engagement reinforces the event’s value and provides valuable input for future planning.

In conclusion

Handling last-minute changes and emergencies is a core skill for B2B event planners, requiring preparedness, flexibility, and effective communication. While no event is entirely immune to unexpected challenges, a structured response plan ensures that planners can address issues calmly and professionally.

Through risk management, team training, and strategic use of technology, event planners can safeguard the event experience, maintaining client trust and delivering successful outcomes.

Author: Veronique Colombani

Trade shows present an excellent opportunity for businesses to showcase their products, network with industry peers, and engage potential customers. However, with numerous exhibitors vying for attention, standing out can be a challenge. 

Offsite marketing strategies can significantly enhance brand exposure, complementing your on-site efforts and ensuring your brand resonates with a broader audience. 

In this article, we will explore how to leverage offsite marketing effectively to maximize the success of your trade show.

1. Pre-event engagement

Leverage social media

Begin your marketing campaign well before the trade show. Use social media platforms to announce your participation, share booth information, and highlight what attendees can expect. Create a countdown to the event, use relevant hashtags, and engage with the event’s official social media pages. Interactive content such as polls, contests, and Q&A sessions can generate buzz and anticipation.

Dole777—Unsplash

Email marketing

Reach out to your existing customer base and potential leads with a targeted email campaign. Provide details about your trade show activities, exclusive offers, or product launches that will be showcased. Personalize emails to different segments of your audience to enhance engagement and drive interest in your booth.

Press releases and media outreach

A well-crafted press release can capture the attention of industry journalists and influencers. Highlight any significant announcements, special events, or new products you’ll be unveiling at the trade show. Collaborate with industry publications to feature your company in pre-show articles or advertisements.

2. Engagement during the event

Live streaming and real-time updates

For those unable to attend, live-streaming your booth activities, product demonstrations, or key presentations can extend your reach. Utilize platforms like Facebook Live, Instagram Stories, or LinkedIn Live to broadcast in real time. Keep the online audience engaged with regular updates, behind-the-scenes content, and interviews with key personnel or industry experts.

Paul Einerhand—Unsplash

Influencer partnerships

Partnering with influencers in your industry can amplify your presence. Influencers can help generate excitement through live mentions, booth visits, and social media posts. Their endorsement can lend credibility and attract their followers to your booth.

Networking events and offsite gatherings

Host or participate in networking events, dinners, or informal meet-ups offsite. These gatherings provide a more relaxed environment to build relationships with key stakeholders, potential clients, and industry peers. Promote these events through your trade show marketing channels to ensure a good turnout.

3. Post-event follow-up

Content marketing

Post-event, share recaps, highlights, and key takeaways from the trade show on your blog and social media channels. Create content such as articles, videos, and infographics that showcase your experience, feature customer testimonials, and display your products in action. This not only extends the life of your trade show presence but also reinforces your brand message.

Email campaigns

Send follow-up emails to attendees and new contacts you made during the event. Personalize your messages, referencing specific conversations or interests. Provide additional information, special offers, or invitations to future events to keep the momentum going.

Survey and feedback collection

Collecting feedback from attendees and staff can provide valuable insights into what worked well and areas for improvement. Use surveys and feedback forms to gather data, which can inform your strategy for future trade shows. Showing that you value attendee input can also enhance your brand’s reputation.

4. Leveraging technology

Event apps

Many trade shows offer event-specific apps that facilitate networking and engagement. Ensure your company is well represented on these platforms. Use the app to schedule meetings, participate in discussions, and share updates.

Augmented Reality (AR) and Virtual Reality (VR)

Innovative technologies like AR and VR can provide immersive experiences that capture attention and leave a lasting impression. Use AR/VR to create virtual booth tours, product demonstrations, or interactive experiences that attendees can engage with both on-site and remotely.

Stephan Sorkin—Unsplash

5. Building a strong online presence

Website optimization

Ensure your website is updated with information about your trade show participation. Create a dedicated landing page featuring event details, product showcases, and ways for visitors to connect with your team. Optimize this page for search engines to attract organic traffic from individuals searching for trade show information.

SEO and SEM strategies

Implement SEO strategies to rank higher in search engine results related to the trade show and your industry. Utilize search engine marketing (SEM) to run targeted ads that promote your participation and direct traffic to your dedicated event landing page.

Stephen Phillips—Unsplash

In conclusion

Maximizing brand exposure at trade shows requires a multifaceted approach that extends beyond the event floor. By implementing strategic offsite marketing tactics before, during, and after the event, you can enhance your visibility, engage a broader audience, and create lasting impressions. 

Event organizers and exhibitors who effectively leverage these strategies will not only stand out in a crowded marketplace but also achieve a higher return on their trade show investment.

Author: Veronique Colombani

There are many good reasons to attend a trade show: to gain visibility, to present your products and services and even to win new customers.

However, first you need to get people to show up.

In this article, we’ll teach you how to entice your customers to come see you at your next business event. To help you with this, we’ll explain why and how to write a trade show invitation email. We’ll even provide you with a free sample that is sure to get the highest possible number of responses!

Why send a trade show invitation email?

The probability that you’ll sell a product to an existing customer is 60-70%. The probability of selling to a new customer is only 5-20%.

In other words, inviting your current customers to come see you at your next trade show will help you to attract more visitors to your booth and sell more products. These customers may then talk about you to their friends, and a satisfied customer’s opinion is always very convincing.

It’s also a great way to build loyalty and develop a more authentic and personal relationship with your customers. By inviting a customer to an event like this, you remind them of your existence and show them that they are important to you.

It’s the same for old customers: contacting them can help you to reconnect and get them to reconsider you. And even if they don’t show up on the day, you’ve still created an opportunity to converse again with that invitation email.

Since it can be expensive to host a booth at a trade show, it’s important to attract as many people as possible to make it profitable.

Trade show invitation email writing tips

There are a few important things to include in an invitation to a trade show. You need to carefully craft your message and make sure it includes all the essential event details.

Here are 6 tips to get the highest possible number of opens and maximize the number of attendees!

1. Be clear and concise

It’s very important to answer the basic questions of who, when, where and why:

• Who: Include your company name, logo and contact information.

• When: Specify show date and times.

• Where: Include the location of the event and indicate where your custom trade show booth will be located at the show, as well as its number and any other information that can help your visitors find you and stop by to visit.

• Why: Instead of just announcing you’ll be at the event, explain to your customers why their presence will be beneficial. Give relevant reasons and explain what the exhibition is about.

These elements are all key to an effective invitation email!

2. Attract customers’ interest with an appealing subject and opening paragraph

Once you’ve put all this essential information in your email, it is time to expand on it. An invitation email to a trade show should go beyond basic facts and grab the recipient’s attention.

A professional receives 50 emails on average every day. If you don’t grab their attention, your email could end up in the trash.

Following this logic, the first thing to do is to prepare your email’s subject line. Write a catchy subject line, using keywords and images that your customer will relate to and that will make them want to continue reading as soon as they open your invitation. You need to capture their attention from the start.

3. Personalize your invitation

Show your close relationship with your customer by mentioning their first and last name in the first few lines, as well as the name of their company. This way, they will feel directly involved and they’ll be more likely to respond as they’ll notice that it’s not a generic email.

4. Highlight the benefits of participating

An effective invitation will highlight the advantages and benefits of your event and motivate potential participants by piquing their curiosity.

As an event organizer, you should clearly indicate:

• The program: topics to be covered, speakers and their expertise, event format (conference, seminar or webinar).
• The benefits for participants: the knowledge and skills they can acquire, networking opportunities, exclusive advantages such as access to product previews, premium content, etc.

The idea is to make participants want to find out more about your event. Be clear, concise and precise, without revealing too much. Make them feel that there is even more to discover if they attend.

Make them want to visit your booth at the trade show by mentioning any gifts, promotional offers or contests you’re organizing that might interest them. And stick to it!

5. Get them engaged with powerful calls to action

Create a sense of urgency to encourage them to confirm their attendance quickly. For example, you could create a confirmation deadline or explain that there’s a limited number of spaces.

You may also want to direct your customer to your website, where you can give more details about the event. This way, you avoid writing an email that is too long, but you leave the door open to more information, which will pique your reader’s interest. A call-to-action button can be a good idea, directly integrated within the body of the email.

6. Make your email invitation visually appealing

Visually appealing content will go a long way to enticing recipients to read your invitation. A polished presentation contributes to a positive brand image and makes people want to find out more about your message.

Keep the design clean, and consistent with your corporate identity. Aim for elegant, professional results. Strategically position the call-to-action button to optimize sign-ups and encourage your readers to take the next step.

Free sample trade show invitation email

To help you with the writing part, here’s a sample trade show invitation. This one is specifically addressed to a long-standing customer, but you can adapt it to any type of event or customer by using all the above tips.

Dear [client’s name],

We are very grateful that you’ve been a loyal customer for [number of years].

In the near future, our company will be taking part in the [name of trade show], which will take place on [date] in [city].

We would love to invite you to visit us at the [exhibit number] booth.

You should find this event interesting because [personal reason].

As a thank you for coming to see us, our team will present you with an amazing gift on entry and you will be entered into a prize contest for a free trial of [your product]. We’d be delighted if you decide to join us.

Spaces are limited, so please confirm your presence before [date] so that we can send you your free access card.

For more information, feel free to contact [person in charge’s name] at [phone number] or by email via [email address].

You can also find more information on our website: [web address].

Hope to see you soon at our event.

[Signature]

[Position/professional title].

When to send a trade show invitation email

We suggest that you send your invitation email well in advance. Generally speaking, you should contact your audience around 6 weeks in advance for local customers, and up to 2 months before the event for international audiences, so that they have time to make their arrangements for attending the event.

Planning the use of your event communication tools – such as e-mail invitations – is one of the keys to a successful trade show.

Should you follow up after sending an invitation email?

If you still haven’t received a reply 1 week after sending your invitation email, you can contact the customer again.

How do you follow up with your customer?

You can follow up your trade show invitation by email or phone. When you follow up with your customer, be friendly and avoid turning it into a sales pitch. That isn’t the goal here.

Instead, seek to establish a relationship that goes beyond the general provider/customer framework.

Be human and talk to them honestly and coherently. Talk to them as if you were talking to a friend, while remaining professional. You are only trying to confirm their presence, not sell them your product or service. Instead, save that work for the day of the trade show.

Thanks to marketing automation, you can easily monitor who has registered for your event and send reminder emails to those who haven’t yet registered. This will free you up to concentrate on organizing and managing your event. You can send another reminder email in the two weeks leading up to the event, and another message one or two days before the registration deadline. However, avoid overdoing it, as this could have the opposite effect and discourage them from attending.

Example of a professional invitation

Dear [client’s name],

We have noticed that you have not yet registered for [Name of event], taking place on [date] at [location]. This event will be a unique opportunity to [state the interest or objective of the event].

Don’t miss this opportunity to [attend a conference, network with professionals, discover the latest trends, etc.]. We’ve planned inspiring keynotes, interactive workshops and plenty of networking opportunities.

To register and secure your place, click on the link below: 

[Insert sign-up link]

If you have any questions or require assistance, please do not hesitate to contact us. We look forward to welcoming you at [Name of event]!

See you soon,

[Signature]

[Position/professional title]

Send a registration confirmation and reminder email

Remember to send a registration confirmation to people who have registered for your event. You can also send them a reminder by email or SMS 24 hours before the event starts. This is an especially good idea if they registered well in advance, as they may have forgotten the date. You can always use the advanced filters in your marketing software to send additional targeted emails.

Sample event registration confirmation email

Dear [client’s name],

We are delighted to confirm your registration for [Name of event], which will take place on [date] at [location]. Thank you for your interest and participation.

Here are some important details to help you prepare for the event:

Program: [Brief program description or link to full program].

Venue: [Full address of venue].

Times: [Event start and end times].

If you have any questions or require further information, please do not hesitate to contact us at [e-mail address or telephone number].

We’ll send you a reminder with practical details 24 hours before the event. In the meantime, you can also visit our website [insert link] for more information.

Once again, thank you for joining us. We look forward to welcoming you at [Name of event]!

We look forward to seeing you soon,

[Signature]

[Position/professional title]

Sample pre-event reminder message

Dear [client’s name],

We would like to remind you that [Name of event] will take place in [number of days] days, on [date] at [location]. We’re thrilled you’re part of this event, and hope you’re as excited as we are.

Here are a few details to help you prepare:

Venue: [Full address of venue].

Start time: [Event start time].

Program: [Brief program description or link to full program].

Instructions: [For example, safety instructions, practical tips, specific requirements, etc.].

Don’t forget to bring [e.g. your e-ticket, ID, business cards, etc.].

If you have any questions or concerns, please do not hesitate to contact us at [e-mail address or telephone number].

We look forward to seeing you at [Name of event]!

See you soon,

[Signature]

[Position/professional title]

How to respond if your trade show invitation is refused

If your event invitation is refused, it’s important to respond in a respectful and professional manner. Here are 4 tips for writing an appropriate response:

1. Start by thanking the person for their response and for taking the time to consider your invitation.
2. Indicate that you understand the reasons for the refusal.
3. Mention that you would be delighted to collaborate or interact with the person in the future, should another opportunity arise.
4. Close your message on an optimistic or cordial note, wishing the person good luck or success in their projects.

Sample response to a refusal

Dear [client’s name],

Thank you for your reply. I fully understand that you cannot accept my invitation at this time. I look forward to collaborating with you in the future should another opportunity arise.

I wish you every success in your projects.

Sincerely,

[Signature]

[Position/professional title]”

By following these tips, you demonstrate that you respect the other person’s decision and still maintain a positive professional relationship.

Send an invitation email for trade show success

Planning your next trade show should not be left to the last minute. To attract a crowd and grow your business, we recommend that you send an email ahead of time to invite your current customers to your next trade show event.

If you send the email at the right time and in the right way, you will likely get a good response rate.

We wish you great success and hope you enjoy writing your invitation email!

In the dynamic world of Quebec trade shows, creating a captivating trade booth is crucial to attracting and engaging audiences. But how do you know if your booth has made an impact? Trade show surveys are a powerful tool for gathering valuable feedback, which could be the key to making your next event a success.

Let totm trade show booth manufacturers show you how customer feedback surveys can transform your approach to trade shows and help you create memorable experiences.

Trade show surveys provide useful intel

The success of any event, including Quebec trade shows, depends largely on the experience of participants. Trade show surveys are crucial for evaluating and optimizing participants’ experience. Here’s why and how these questionnaires are essential for both organizers and exhibitors:

1. Gather feedback for improvement: Trade show surveys allow you to gather information about visitors’ first-hand experiences and perceptions. You can use this feedback to identify what works and what doesn’t, whether it’s your trade show booth location or design, interaction with staff, or practical elements such as lighting and accessibility.
2. Strengthen your customer base: By asking for participants’ opinions, you demonstrate that you value their feedback, which reinforces customer trust and loyalty.
3. Identify trends: Survey responses can highlight new trends and preferences, helping exhibitors to adapt and innovate.
4. Marketing strategies: Survey data can be used to guide a more targeted and personalized marketing strategy, increasing campaign effectiveness.
5. Event optimization: Satisfaction feedback helps fine-tune the organization of future events so you can build relationships and attract new sponsors.

The use of separate questionnaires for different groups (participants, organizers, speakers, sponsors) can give you a comprehensive overview of each group’s satisfaction.

Creating an effective trade show customer feedback survey

Designing an effective trade show survey demands a combination of strategy and psychology. Here’s how to ask the right types of questions and use the data you collect.

Types of questions

It’s important to ask a variety of questions in customer feedback surveys to get complete and accurate feedback:

• Open-ended questions: BY offering participants the freedom to express their thoughts and suggestions freely, you have the chance to collect unique and insightful details. These questions are perfect for uncovering new perspectives, but they do take longer to answer.
• Closed questions: Simple yes/no questions provide clear answers and are easy to analyze. These are best for collecting concise data.
• Multiple-choice questions: Predefined answers make it easy to follow up with statistical analysis. The presence of an “other” option can encourage even more diverse responses.
• Likert scale: This tool allows you to evaluate satisfaction on a scale, usually from 1 to 5. Quick and intuitive, it gives a quantitative overview of overall satisfaction or dissatisfaction according to specific criteria.

Each type of question helps provide a comprehensive view of participants’ experiences, and helps you make improvements for future events.

When to distribute your survey

Be sure to carefully plan when to distribute your survey. Ideally, it should be sent out soon after the event, so that participants’ experiences are still fresh in their minds.

Anonymity for the sake of honesty

Offering anonymity can encourage more honest responses, especially when it comes to offering criticism. Anonymity allows participants to share their thoughts freely without fear of repercussions.

How to use collected data

Analyze questionnaire data carefully to avoid repeating trade show mistakes. You can use statistical tools to process quantitative responses, or manually analyse qualitative answers to get more in-depth insights. Use the data to refine your strategy for future events, improve the technical and organizational aspects of booths, and optimize marketing approaches.

How many questions to ask in a trade show customer satisfaction survey

Creating a balanced customer feedback survey is crucial to improving your event project management. The survey should be short enough to keep users interested (5 to 8 minutes, or around 60 questions) and thorough enough to gather relevant information. Send it out within 48 hours of the event to boost participation, and specify how long people have to respond. You could even offer incentives in the form of gifts, and follow up with people who have not responded.

Questions to include in you trade show survey

To design an effective trade show customer feedback survey, consider including the following questions:

1. Gender identity: Are you male, female, non-binary, or do you prefer not to answer?

1. Occupation: What is your profession or industry?
2. Previous experience: Have you attended similar events before?
3. Motivation for participation: Why did you attend this event?
4. Overall assessment: How would you rate your overall satisfaction with this event?
5. Positive points: Which aspects of the event did you like?
6. Negative aspects: Were there any elements of the event that disappointed you?
7. Future interest: Would you be interested in participating in future events?
8. Recommendation: Would you recommend this event to friends or colleagues?
9. Registration: Did you encounter any difficulties when registering?
10. Important information: Did you have access to all the information you needed about the event?
11. Timing: Were the date and time of the event appropriate?
12. Speakers: What did you think of the speakers at the event?
13. Speakers for future events: Are there specific speakers you would like to see at future events?
14. Topics: Which topics would you like to see addressed at future events?
15. Sponsors: Which sponsor made the biggest impression on you?
16. Overall impressions: What do you remember most about this event?
17. Additional feedback: Do you have any other comments or suggestions?
18. Likelihood of recommendation: How likely are you to recommend this event to someone you know?
19. Future participation: Would you consider participating in another of our events in the future?

For online or hybrid events:

1. Online platform: How would you rate your experience with the online platform?
2. Ease of navigation: Was it easy to navigate the online platform?

Analyze post-event survey responses and compare current data with previous events to  assess your return on investment. Answers can help you measure event effectiveness and plan future trade shows more effectively.

Maximize the impact of your events with totm exposition

Now you have everything you need to create a trade show customer feedback survey that will make all the difference. You don’t have to wait to learn from your participants and fine-tune future events. At totm, we’re here to help you design memorable, custom trade show booths. Ready to make a lasting impression at your next event? Contact us – our professionals can’t wait to bring your ideas to life.Top of Form

 

In the world of trade shows, making a lasting impression on attendees involves more than just flashy displays and eye-catching graphics; it’s also about understanding the practical implications of booth layout psychology. 

How your booth is arranged significantly influences the movement of visitors and their level of engagement. To design an effective booth, it’s essential to explore the intricacies of human psychology and apply these insights strategically. 

This article will delve into the practical aspects of booth layout psychology, offering insights that can enhance the flow of visitors and optimize engagement levels.

First, understand the concept of flow

The first step in maximizing engagement through booth layout is understanding how people move through exhibition spaces. Most visitors tend to follow a pattern that includes walking the perimeter of the trade show floor before venturing into the inner aisles. This behavior provides a golden opportunity for exhibitors to catch their attention.

To make the most of this behavior, consider a layout that guides attendees through a defined pathway. This can be achieved through a design that invites visitors to enter and follow a clear route. The idea is to create a visual journey that stimulates their curiosity and keeps them engaged. 

Photo totm exposition

A central, welcoming entrance can serve as the starting point, followed by strategically placed displays, interactive zones, and informational stations along the pathway. This encourages attendees to explore your booth sequentially, ensuring they receive a coherent message about your brand.

Second, think in terms of zones of engagement

A booth can be divided into four zones of engagement. Each zone serves a specific purpose and caters to different visitor needs. 

The “Attract” zone

This is the first area of your booth that visitors encounter. It should feature a show-stopping element, such as an impressive display, a dynamic video, or a unique product. The goal is to grab attendees’ attention and make them want to explore further.

Photo totm exposition

For this zone, you might want to consider the power of contrast. Indeed, if the trade show environment features a sea of booths with similar aesthetics, a strategically placed, contrasting element in your “Attract” zone can make your booth stand out.

The “Engage” zone

Once visitors are drawn into your booth, it’s time to engage them actively. As they move deeper into your booth, you can create an “Engage” zone where they can interact with your products, services, or team. Because people remember information better when they actively participate in its acquisition, this is the space for interactive displays, product demonstrations, immersive technology, and live presentations.

Photo totm exposition

The “Relax” zone

After engaging with your brand, some visitors may need a moment to relax and absorb the information they’ve gathered. Consider creating a comfortable seating area with refreshments, as people tend to be more open to new information and ideas when relaxed. This is where deeper conversations can occur, and potential leads can be nurtured.

Photo totm exposition

The “Information” zone

In this zone, attendees looking for in-depth details about your products or services can find what they need. This area can be for brochures, case studies, and one-on-one discussions with your team. Visitors who are ready to commit or learn more will explore this zone.

For this zone, consider the principles of cognitive load theory, which suggests that people have a limited capacity to process new information at any given time. By organizing your “Information” zone with clarity, you can help attendees manage their cognitive load and absorb complex information more effectively.

Third, use psychology to improve the design of your booth

Your booth layout’s color, lighting, and overall aesthetics can significantly influence visitors. For instance, warm and inviting colors, such as earth tones and soft blues, create a sense of comfort and trust. Bold and vibrant colors can evoke excitement or intrigue. The strategic use of lighting, such as spotlighting key products or using ambient lighting to create a particular mood, can also guide visitors’ attention and emotions.

Color Psychology 

The psychology of color is a potent tool in booth design. Understanding the emotional impact of colors allows you to choose hues that align with your brand’s message and the atmosphere you want to create. For example, blue is often associated with trust and professionalism, making it an ideal choice for brands looking to establish credibility. 

Lighting Psychology

Lighting has the ability to affect the mood and perception of your booth. Carefully planned lighting can direct attendees’ attention to key areas and create a specific ambiance. Soft, warm lighting can create a welcoming and comfortable atmosphere, while bright, dynamic lighting can enhance excitement and energy.

Photo totm exposition

Aesthetics and Layout Psychology 

The overall aesthetics of your booth and the layout you choose should reflect your brand’s identity and the message you want to convey. For instance, a minimalist and modern design may convey innovation and simplicity, while a traditional, cozy layout might convey tradition and reliability.

Finally, incorporate storytelling within the layout

Storytelling isn’t just about the words you use; it’s also about how you design the journey through your booth. Consider how you can weave your brand’s narrative into the layout itself. Engage visitors not only with information but with a compelling visual and emotional journey that connects them to your brand story.

Incorporating the principles of storytelling into your booth layout involves creating a cohesive narrative structure within your booth. This structure should guide attendees through a meaningful sequence of experiences, from the initial attraction to the final engagement. Each element within the layout should contribute to the larger story, building upon the previous one and leading to a compelling conclusion.

In Conclusion

The psychology of booth layout is a powerful tool for maximizing flow and engagement at trade shows. By understanding visitor behavior, creating a well-defined pathway, and strategically designing zones of engagement, you can guide attendees through a meaningful journey within your booth. The art of psychology and design further enhances the experience, while storytelling weaves a narrative thread that leaves a lasting impact.

Ultimately, a well-planned booth layout can turn casual visitors into engaged prospects and loyal customers. 

At totm exposition, we specialize in custom-made booths that will help you reach your goals! If you have a project you would like to discuss, contact us!

Author:  Véronique Colombani

Trade shows can serve as pivotal platforms for businesses to make their mark in the industry. But companies typically face fierce competition during these events as they vie for the attention of attendees. Setting oneself apart in this dynamic environment can seem like a daunting task. 

To truly shine, businesses must leverage various strategies, from eye-catching displays to interactive technologies and riveting presentations. Yet, amidst these tools, one stands out: storytelling. 

“Storytelling is the social and cultural activity of sharing stories” and can be traced as far back as the Old Stone Age with cave art. 

Storytelling has transcended traditional media and found its place at the heart of trade show booth design, offering a captivating way to engage, connect, and leave a lasting impression on visitors.

In this article, we will explore how you can use storytelling for your trade show booth design.

The narrative arc in trade show booths

At its essence, storytelling is about conveying a narrative, and this narrative approach can be applied to trade show booth design. Just as a well-crafted story has a beginning, middle, and end, a booth’s layout and design can guide attendees through a narrative arc that weaves your brand’s story into their event experience.

“The beginning”—How to capture attention and build curiosity

In the crowded and visually stimulating environment of a trade show, grabbing the attention of attendees is the first challenge. Start with an eye-catching display or feature that serves as the “hook” of your story. This could be a stunning visual element, an interactive technology display, or an intriguing prop that piques curiosity. 

Photo totm exposition

Consider a visually striking backdrop that communicates the essence of your brand or product. This serves as the opening scene of your narrative, setting the stage for what’s to come.

“The middle”—How to unveil the narrative layers

As attendees explore your booth, it’s time to unveil narrative layers that will give depth and context to your brand’s story. This is where you connect the “why” behind your brand, products, or services, emphasizing the value they offer to the visitors. 

Photo totm exposition

Use graphics, multimedia presentations, and live demonstrations to provide these layers of storytelling. Interactive touchscreens or displays can allow visitors to explore your brand’s journey, mission, and products at their own pace.

“The end”—How to leave a lasting impression

Every great story has a memorable ending; your booth’s narrative should be no different. Conclude your narrative with a noteworthy takeaway. This could be a call to action, a special offer, or a personalized experience reinforcing your booth’s message.

Think of it as the resolution of your story—where attendees leave your booth with a sense of fulfillment and a clear understanding of what your brand stands for. 

Build an emotional connection by forging bonds through storytelling

Compelling storytelling goes beyond conveying information; it creates an emotional connection with your audience. Booth design should evoke emotions that resonate with your brand and message. 

Photo totm exposition

Consider elements like color schemes, lighting, and even scents that trigger specific emotions and align with your narrative. For example, warm and inviting colors can convey a sense of comfort and trust, while dramatic lighting can evoke excitement or intrigue.

Engage the senses by creating a multisensory experience

Storytelling is not limited to words and visuals; it engages all the senses. In your booth design, consider how to stimulate attendees’ senses to immerse them in your narrative.

You can achieve this through:

1. Visuals: Use captivating graphics, videos, and visuals that align with your story. These can be projected onto screens, printed on banners, or integrated into interactive displays.
2. Audio: Consider background music or soundscapes that complement your narrative and create a sensory experience. Sound can evoke emotions and enhance the ambiance.

 

Photo totm exposition

3. Touch: Incorporate tactile elements that encourage interaction. This could be touchscreens, product samples, or textured materials that convey your brand’s message through touch.
4. Taste and smell: If relevant, offer tastings or scents that enhance your narrative. This is particularly effective for food-related or sensory-driven brands.

Interactive storytelling and user-generated content 

Interactive storytelling is another interesting approach. Consider using virtual reality (VR) or augmented reality (AR) experiences that allow attendees to immerse themselves in your narrative. Through interactive apps or experiences, attendees can participate actively in your brand’s story.

Incorporating user-generated content (UGC) into your booth design can also be a powerful way to enhance your storytelling. Encourage attendees to share their experiences on social media with a unique event hashtag, then display these posts on screens within your booth in real time. UGC extends the reach of your booth’s narrative and creates a sense of community and participation.

In conclusion 

Storytelling has become a powerful tool in trade show booth design, enabling businesses to connect with attendees on a deeper level. By crafting a compelling narrative arc, evoking emotions, engaging the senses, and incorporating interactive elements, trade show booths can leave a lasting impression and drive meaningful connections.

In the fast-paced world of trade shows, storytelling can guide visitors through the noise and into your brand’s unique narrative. When your booth becomes a story worth experiencing, attendees become willing protagonists in your brand’s unfolding tale.

If you want a one-of-a-kind booth, the teams at totm exposition are here for you!

Author : Véronique Colombani