signalisation-bornes-numeriques-foire-commerciale
26 September 2024

How to Use Digital Signage at a Trade Show ?

Digital signage is part of our everyday lives. We now encounter digital signage everywhere we go: in trade shows, airports, malls, restaurants, and more.

Digital signage offers quite a few advantages when used at trade shows. Here is why having a digital display at a trade show is such a good idea.

 

What is digital signage?

Digital signage, also known as digital display signage, involves using digital screens to display multimedia content. It’s an innovative, interactive solution that captures visitors’ attention with captivating visuals, real-time content updates and interactive elements. In the context of trade shows, digital signage offers a modern and flexible way to stand out from the crowd by creating a more attractive and interactive booth.

 

5 advantages of digital signage for trade shows 

There are several advantages to using digital signage at a trade show.

1. Digital signage to better greet your customers

Customers do not like to wait. A few minutes of waiting can sometimes be enough to make a customer leave your business.

When you plan your next trade show exhibit, make sure that you have these 2 things, among others:

  • A high quality trade show booth
  • Digital signage

Installing a digital kiosk at the entrance of your trade show booth will make your visitors’ waiting time more pleasant. A digital display naturally attracts attention thanks to its ability to display multimedia content. Your visitors will be more inclined to wait if wall-mounted screens display videos, varied content or other information.

While you are momentarily unavailable, your digital kiosk will entertain your customers.

2. Digital signage to communicate more efficiently

Thinking of offering a range of exclusive promotions at your next trade show? Promote your special offers via a digital kiosk.

Digital kiosks, like billboards, are excellent for highlighting your promotions because the interactive display of digital signage can easily capture your visitors’ attention. You can broadcast a succession of messages in a completely automated way.

Digital kiosks are also useful for transmitting live information. For example, if you organize a trade show contest, you can easily promote your contest and announce the winner with the digital kiosk.

Exhibitors can customize their displays to suit their specific needs. They can be used to present products, announce events or interact with visitors via interactive kiosks.

3. Digital signage for a more immersive experience

Digital signage at a trade show also offers a more immersive, interactive experience. Visitors are encouraged to interact with touch screens, discover new information via videos or animations, or take part in competitions directly from the kiosks. This dramatically improves engagement and enables exhibitors to stand out from the competition. Digital screens modernize venues by creating a more technological and innovative atmosphere, while offering a captivating visual experience.

4. Digital signage to save money

Digital kiosks are not only used to welcome, entertain and communicate. They also contribute to considerable cost savings.

“How?” you may ask.

It is quite simple: digital signage eliminates the cost of printing promotional material.

Your digital kiosk’s content can be updated at any time. In doing so, it can quickly adapt to price fluctuations and product arrivals or backorders.

Digital signage not only eliminates printing costs, but also the time required to produce and update them.

5. Digital signage: more eco-friendly displays

As you may suspect, digital kiosks are also very eco-friendly. The production of printed material consumes a lot of resources and energy: water, ink, paper, solvents, etc.

On the other hand, digital signage uses LED lighting technology, which consumes very little energy. Digital signage will therefore help you reduce your company’s carbon footprint.

 

5 Ways to make the most of digital signage at a trade show

Digital signage is a powerful tool for trade shows. It attracts visitors’ attention, delivers relevant content and enhances the overall event experience. To get the most out of this technology, it’s important to carefully plan how you will use it and integrate it strategically into your stand.

1. Place screens strategically

Where you place your digital signage will influence the success of your booth. A well-positioned screen, at the entrance of the booth for example, can grab visitors’ attention immediately and encourage them to explore. It’s also a good idea to place screens at high-traffic points, where they’ll be visible to a greater number of people.

Integrating interactive kiosks or touch screens at various points in your booth will allow visitors to interact directly with the content you offer. Examples include consulting product sheets, taking part in surveys or finding out more about your services.

2. Adapt content to visitors

One of the great advantages of digital signage is the flexibility it offers in terms of content. You can customize messages to suit different times of day or different types of visitors you want to target. For example, you can schedule the display of specific promotions during peak hours, or show demo videos when visitors are positioned to interact with your booth.

Video content is particularly effective at capturing attention. Videos allow you to present your products or services in a dynamic way, while telling a story that will capture visitors’ imagination. Make sure your videos are short, punchy and aligned with the main goal of your trade show presence.

3. Interact with visitors via digital terminals

Digital kiosks and interactive screens offer a unique opportunity to create direct interactions with visitors. These devices allow passers-by to explore the company’s offers and services for themselves, while engaging in a more immersive experience. For example, a digital kiosk can feature a competition where visitors enter to win a prize by entering their details directly on the screen.

The interactive aspect can also be exploited to gather valuable information about visitors. By offering surveys or forms directly on the screens, you can collect important data on their needs and expectations, while offering them a fun and engaging experience.

4. Boost your booth with real-time content

Digital signage allows you to broadcast content in real time, which is a major advantage when it comes to reacting quickly to event needs. For example, you can display schedules for important demonstrations or announcements directly on a screen. This type of dynamic display will keep visitors informed throughout the day and maintains their interest.

You can display announcements about upcoming events at your booth, such as product presentations or live discussions with experts to encourage visitors to come back at key moments for maximum engagement.

5. Using data and analytics to optimize engagement

Modern digital signage solutions are often equipped with software to track visitors’ interactions with the screens and measure how well the content performs. This data can be used to adjust messages in real time and improve the impact of your signage.

For example, if you notice that certain content attracts more attention than others, you can promote it further to maximize its visibility. You can also collect data via interactive kiosks to adjust your communication strategy according to the centers of interest and behaviors observed at the show.

 

How do you create the right content for digital signage at trade shows? 

Creating effective content for digital signage at a trade show involves understanding visitors’ expectations and using the right formats to capture their attention. Content needs to be visually appealing, easy to understand, and capable of generating engagement. Here are a few key elements to maximize the impact of your content.

1. Choose attractive visuals

At trade shows, visitors notice visuals first. Your content needs to be designed to grab attention quickly and effectively. Use bright colors and high-quality images to make your content more appealing. Animations and videos are particularly effective for adding a dynamic dimension to your signage.

Images should be relevant and in keeping with the message you wish to convey. For example, to present a product, opt for detailed photos showing its use or benefits. Avoid dense text, and prioritize short, clear messages that can be understood in a few seconds.

2. Use short, powerful videos

Videos are a particularly effective format for trade shows. They tell a visual story and can hold visitors’ attention longer than text. Remember to keep your videos short (30 to 60 seconds maximum) and focused on a key message. Trade show visitors are often in a hurry, so every second counts.

You can show product demonstrations, customer testimonials, or even animated videos to explain your services in a clear and engaging way. A good illustration would be a video demonstrating your products in real-life use cases, helping visitors grasp how they can be used and their specific advantages.

3. Integrate interactive elements to capture attention

Interactive kiosks and touch screens are a great way to engage visitors directly. By allowing passers-by to interact with your content, you encourage them to spend more time at your booth and explore your products or services further.

You could, for example, integrate touch-screen competitions, allowing visitors to win a prize by interacting with the content. Or offer a quick survey to gather opinions while offering a gift in return. Interactivity not only increases engagement, it also gathers valuable information about your prospects.

4. Create a clear, structured message

Content displayed on a digital screen must be easy to understand. Your messages must be short, to the point, and focused on the benefits of using your product. Effective digital signage doesn’t overload visitors with information, but presents a clear, structured message.

Segment information into small sections so that visitors can easily take it in. Use catchy headings and subheadings to organize ideas, and accompany them with visual elements that reinforce the message. A succession of simple messages is more effective than complex blocks of information.

5. Exploit the audio format

Adding audio to digital signage can be a good idea, but it must be done carefully. In an often noisy exhibition environment, audio can help capture the attention of visitors who are near to the display. However, it is very important to adjust the volume so as not to disturb other exhibitors or visitors. Audio can be particularly effective for short announcements or presentations, but it should complement the visuals so as not to overload the experience. The important thing is to offer a harmonious experience that doesn’t distract from the visual content.

 

Digital signage: an all-in-one communication tool

Digital signage is an enjoyable and environmentally friendly way to communicate what you have to share at a trade show. It is also a good way to save money and reduce the amount of resources you consume.

Most importantly, digital displays are the best way to get attendees’ attention. We strongly encourage you to consider them.

Looking for a trade show booth manufacturer? At totm exposition, we specialize in the manufacturing of custom booths, modular booths and portable booths. Visit our website for more information or browse our services page to find out how we can help you make your next trade show a success.