Recently, a colleague of mine visited an exhibition meant for the construction machinery industry. The participation was good and all the leading construction equipment manufacturers and dealers had their exhibition stands at the exhibition. Understandably almost all the exhibitors had their equipment on display at their stands, which the visiting public (all of whom were from the industry and were there on invitation only) could see and many of them were also giving live demonstrations of their products. Interestingly most of the visitors had a lukewarm response to these exhibits as the majority of products were just machines and the visitors knew how each of them functions. Some stands were serving refreshments and these had some visitors, though they were more interested in the snacks. The exhibition had a very good turnout and despite a record number of visitors, the exhibitors were complaining that business was slow and they were getting very few genuine leads which could be followed up by their sales teams. The exhibitors had spared no expense in building impressive exhibition stands and had their best products on display, yet the visiting public was not getting engaged.
What are they doing that is different from others
Among all these stands, my colleague noticed that one particular exhibition stand stood apart from the rest. Yes, this one was a very large well designed exhibition stand, they were also serving refreshments but what got his attention was the long queue of people waiting to enter the stand, there were easily around fifty people in that queue. Another thing that took him by surprise was that this particular stand did not have a single piece of equipment on display. He was curious to know what was attracting crowds to this particular stand even though it did not seem to have any visible exhibits in sight. On approaching one of the senior managers of the company who happened to be in the stand at that moment, after exchanging in the usual niceties and the customary handing around of visiting cards, they got chatting.
Using technology to your advantage
What my colleague learnt was a complete eye opener on how an exhibitor can innovatively engage their customers and prospects so that they get large numbers of footfalls and keep their visitors engaged, allowing their sales teams to interact with the customers. In this case the exhibitor had created a movie theater where visitors could see a ten minute long laser show where the audience could see the products and learn what the company was up to in the field of construction equipment and how their products were positively impacting projects all over the world. The 3D laser models of the machinery were so lifelike that the audience could almost reach out and touch them. The show displayed how the different machines worked and how they could use them to their advantage, thus not only demonstrating how their machines worked but also how these machines were used in different ways in the field.
Easily replicable solutions
The best thing about this kind of approach was that the exhibitor got the unwavering attention of their prospects for a period of ten minutes (unheard of in exhibitions) and the prospects got an inside view of the products, and couldn’t wait to speak to the sales teams to fix appointments so that they could further explore and probably buy the products. All this was achieved without displaying a single equipment, though the visitors got a better idea about the products without looking at live models. The recall value of the show was such, that word about the show spread like wildfire and by the end of the exhibition over 5,000 people had seen it! People recalled the brand and happily listened to the sales teams after the show and all this without the expense of distributing pricy giveaways or elaborately printed brochures. Generating so much genuine attention in an exhibition is indeed a commendable job. The company is now planning to take this concept all over the world to all the major shows that they participate in.
The concept, design and execution of this project were done by one of our associate companies, with active participation and inputs from us. At Expo Display we have been consistently helping our clients to think out of the box and in bringing disruptive technologies into the realm of exhibitions, so that they can achieve their goals beyond expectations. As one of the foremost exhibition companies in Dubai we are always happy to enhance and enrich your exhibiting experience so that you can touch new heights.