Games in a trade show booth

By

Barry Siskind

Visitors at a trade show quickly learn that there is simply too much information and too little time to absorb it all. Often what peaks their interest is an exhibitor who moves away from pure information and gives this tired visitor a break by offering them some entertainment. We have all seen a plethora of games and contests that exhibitors have devised. It can be as simple as a putting green to some of the popular games like Guitar Hero or other X-box games.

So, the use of games has real value: it helps you stand out in the crowd of information clutter; it gives the visitor a well needed respite from the pressures of walking the show and it helps draw attention to your display.

It is important when you are planning your next exhibit to not lose sight of what you are trying to accomplish. Entertaining your visitors is not your exhibiting objective. Entertainment through games and contests is simply a technique for attracting attention it will not, on their own, generate quality leads or make sales.

So, what makes a good game or contest? The answer is that it needs to tie-in or reinforce your marketing message. Creating entertainment that takes people away from your messages is simple confusing. They will walk away and tell a friend but when asked, who the exhibitor was, they shake their head and answer "I don’t know."

To fix the problem here are a few helpful hints:

• Create a game or contest that doesn’t take long to play. You don’t want to play chess at the booth, rather find something that takes no more than a minute or two to play.

• Whenever possible tie the nuances of the game or contest to your marketing message. For example is you chose a slot machine then make sure that the symbols on the reel are programmed to reflect your marketing messages or product information. If the visitor is requires to answer questions that make sure each question focuses them on information you want to reinforce.

• Pick a Prize. A contest isn’t much of a contest without an incentive. You don’t need to give away $1,000 cash to get people to stop by your booth and play your game. But you will need to select a prize that will resonate with your target audience. You’ll also need to consider whether you’re going to have one winner (in which case you’ll probably want a higher-value item) or several winners (in which case you’ll want to choose something more affordable). Generic prizes include everything from iPods to gift certificates. But you will be better served when you consider less generic prizes and opt for something that is relevant to their offerings or industry. For example, consider awarding your winner with one of your new or best-selling products, or if any of your C-level execs enjoy celebrity-like status in your industry, consider awarding your winner a private lunch with your CEO.

• Allocate sufficient space in your display. While the game might become the focus point of your display you don’t want to lose sight of product information that you want visitors to see. When you are creating the layout of your display make sure that you have balanced both the needs of the game or contest with important messages.

• When the finish the game or have completed the ballot make sure one of your booth person is there to engage them in a conversation. Taking the completed ballot, stuffing it in a draw box and saying, "Thanks," means that your staff has lost a key opportunity. Don’t forget that the real reason for the game in the first place was to attract attention. Once that game or contest has accomplished its mission, it’s up to your staff to see if they can find out a bit more about this visitor and maybe create a good lead.

• One last tip. While visitors are waiting in line have your staff approach them. It’s a perfect opportunity to engage someone in a conversation which may lead to uncovering a quality lead.

Visitors tire easily of exhibits that are same-old. A well thought strategy where you include a game of contest may give your display some much needed pizazz. Just don’t lose sight of its real purpose.

End