Food is a powerful motivator in any context, whether you're trying to sell hot dogs at a baseball game as a fundraiser, or giving away candy at a convention to draw traffic. When people, hungry or not, see something they can eat, the response is instinctive interest. Many companies have developed ways to use this interest to their advantage, but some still struggle with problems like a lack of conversions to actual sales. With careful planning and consideration, adding a food giveaway to your trade show booth design is almost always a direct benefit to your ultimate sales figures.

Why Food At A Trade Show Stand Works

Free food is an effective tool for grabbing attention because it elicits a desire to eat. When food triggers this powerful drive, it's almost impossible for people not to look at wherever the food is; they may not necessarily be compelled to eat it, but they're virtually guaranteed to look. In order for this response to occur, it must be obvious that there is food, and it must be clear where the food is coming from. These two factors are difficult to orchestrate at a convention, and can often lead to the trade show stand seeing no gains after adding food to their marketing scheme. Adding something like candy giveaways in a small bowl won't have the impact you're looking for. To truly drive traffic, your food must be noticeable from across the room.

Incorporating Food Into Your Trade Show Booth Design

Including food into your trade show display adds a new dimension to the process. First, you'll need to clear the use of food with the administrator of the convention. There will be different rules on what is allowed depending on the country where the exhibition will be held, the local jurisdiction, and the preferences of the people administering the convention. It's unlikely that something as grand as a barbecue would be allowed, primarily because it would be messy and the health of the food would be difficult to monitor. Something like a popcorn machine, on the other hand, is common and tends to be permitted.

Choose Your Food With Care And Present It Well

Once you have determined the exact rules governing the placement and use of food in your trade show stand, you'll need to decide what type of food you want. The best by far is something with a distinctive aroma. Popcorn stands out as a good option; it can often be smelled clear across the hall, and is very tempting to someone who is hungry. Popcorn is also relatively inexpensive to operate, and machines can be rented. It's easy to manage, so you won't end up having a trade show display staffer burn or mishandle it. Try to avoid using candy or other non-aroma foods for the purpose of driving new traffic to your trade show booth. They won't promote your trade show display as well because they don't attract much attention.

Offer To Everyone, But With A Sales Pitch

Offering food that has the right aroma will draw traffic to your booth, but it's then up to your staffers to ensure that everyone who gets some of that food has at least a little bit of information about the company. They should always engage people in conversation while they eat, and never let them leave without a leaflet from the display. Giving out food completely freely wastes an opportunity for your company to bond with the people at the convention, and will lower the return on your investment. The key to success is simple: pick the right food, and ensure that you can talk with people while they eat it. Secure these, and you're likely to see great success after the convention.