Katelynn Varrige 2m 447 #tradeshow
The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.
Trade shows are bustling hubs of innovation, networking and opportunity. For both attendees and exhibitors, however, navigating these vibrant landscapes often resembles a challenging maze. With aisles brimming with booths, demonstrations and eager faces, it’s easy to feel overwhelmed.
What’s the key to making these events more successful? Answer: enhancing the attendee journey through strategic touchpoints designed to optimize engagement and foster meaningful connections. Below, we’ll briefly go over a few pointers on how to do just that.
The journey commences with pre-event promotion. Serving as the beacon guiding attendees through the maze, this step is vital for generating anticipation and increasing overall turnout. From targeted email campaigns to social media teasers, there are many ways for organizers to effectively spark curiosity, deliver key information and set the stage. Armed with knowledge of exhibitors and event highlights, attendees may then embark on their adventure better equipped and properly enthused.
As attendees approach the event horizon, an easy-to-use registration process can do wonders in streamlining their initiation. With digital check-ins and efficient badge retrieval, this once-daunting hurdle can become a mere steppingstone allowing attendees to cruise effortlessly into the heart of the trade show. A well-designed event app is also very constructive. Not only could downloading this handy tool help with registration, but also guests may utilize it to create personalized agendas and learn more about the sessions most interesting to them.
Another way to make the entire event more seamless is by crafting immersive experiences among the sea of booths. Whether it’s through interactive demos, engaging portable display solutions or hands-on workshops, each booth and display should be made to beckon attendees with promises of opportunity and discovery.
After the trade show has come to an end, effective post-event follow-up processes can serve as the compass guiding attendees and exhibitors to continued engagement. For instance, personalized thank-you notes can nurture the seeds of connection planted during the event, helping them to blossom into fruitful collaborations.
In the intricate dance of trade show navigation, event organizers hold the key to unlocking seamless journeys. By optimizing the experience through strategic touchpoints and technological innovations, organizers can craft a narrative that transcends the chaos. Attendees and exhibitors alike could come to see the trade show, not just as an event, but as a journey of discovery, collaboration and growth.
Would you like to learn more about enhancing the trade show attendee journey? Check out the accompanying resource from Nimlok® for industry statistics and additional pointers.
Resources
https://www.cvent.com/uk/blog/events/enhance-event-attendee-journey-event-tech
https://www.goldcast.io/blog-post/how-to-map-event-attendee-journey
https://www.108ideaspace.com/effective-journey-mapping/
Infographic provided by Nimlok®, a provider of custom trade show booth displays
(
