One of the frequently asked questions I get  from newbies focuses on how to attract attendees to their trade show displays and get them to interact with you as an exhibitor.

The honest answer I have is, “Try everything!”, and this is no joke!

In my career and trade show experience I have tried everything from scantily clad bikini babes through to popcorn machines and everything in between.  There are some constants which keep appearing but no matter what the angle you employ, whatever the artful hook you think will worm its way into the minds and affections of attendees this is not really the right question to be asking.

The real question exhibitors should be asking is, “How do I get into the mind of my attendees?”

This is the first step for everything when it comes to trade shows and employing them successfully.

Attendees go through several stages when they attend a show; in the morning they are bright and generally awake, for those who are attending for several days or just for the day, they usually have been deprived of some sleep – have something available to wake them up such as coffee and some Danish.  I always make sure we have freshly brewed coffee because the smell is a great attractor of attendees looking for a caffeine jolt in the morning.

By midday, attendees are looking for lunch and a place to crash while they eat and take a look at their ill-gotten promotional gifts from exhibitors.  Again, I make sure we have good fresh coffee, club sandwiches and soup available – again, make sure it can be smelled a mile away because this brings in attendees.  For this to work, make sure you have plenty of privacy areas situated on your stand and make sure your people are on their toes when it comes to spotting potential clients who also happen to be in search of something hot and filling.

The mid-afternoon through to early evening are when many people are tiring; it is a long day in a convention hall and especially if you are on your feet all day whether as attendee or exhibitor.  I tend to arrange for a shift change-over in terms of those reponsible for manning the booth every 3 hours; an odd time shift but one I use because it keeps my booth people fresh and ready.  The flip side of the coin is that attendees are also becoming dead on their feet with fatigue – from mid-afternoon onwards I tend to make sure that we have something bright and snappy happening at the booth to liven things up when competitors are flagging.  Now is the time to have anything that looks bright, makes a noise and offers some alleviation from the convention drone and hum that permeates trade show halls.