Tradeshow Entertainment / Attraction

Kelvin Gordon

For more information on corporate entertainment specific to tradeshow entertainment visit the PM Productions website at www.pmproductions.com/trade_shows.htm

When a company decides to exhibit at a trade show there is one goal in mind,  “TO OBTAIN MORE BUSINESS”.  How a company goes about

obtaining more business at trade show is a subject all on its own.

There are basically two types of exhibitors. First the gather; they gather as many business cards or electronic swipes as possible during a three day show. They don’t care if the information they are gathering is from a buyer, competitor or from the electrician working on the convention center floor! Their job is to gather. A goal is set and they must deliver the leads to their sales department.  Most exhibitors who gather leads base their return on investment on the amount of qualified leads collected at the show.

Then there are the hunters. Those can be seen walking the aisles, searching for the right color badge, looking to snatch them as soon as they walk by their booth. Swoop in and make their pitch and hopefully a sale. This type of exhibitor base their return on investment on total sales made at, or immeidately following the show.

Both approaches can be successful with a motivated staff in the booth.  The only problem each approach share is making eye contact with attendees and bring them into the booth so they can speak about their product or service.

 Bottom line, whether you are a gatherer or a hunter you need to bring prospective clients into your booth to gather information or make a sale. Research tells us that on average, each exhibitor has THREE SECONDS to catch the attention of attendees walking down the aisle. More research tells us that most trade show attendees know exactly what booth they want to visit and rarely stray off course.

What to do? You’ve research the shows in your industry, attendees, show costs, travel expenses, booth costs. Now how do you actually see your return on investment and bring attendees into your booth so that you can gather or hunt?

The answer: BOOTH ENTERTAINMENT / ATTRACTION. A booth attraction is a professionally trained entertainer to bring show traffic into your booth.  Attractions range from spoke-models to magicians and from jugglers to contortionists.

The enterainment or attraction needs to be relavent to the service or product of the exhibitor.  A recent example; a company introducing a new product; a toilet seat that is easily detachable for cleaning produced a booth attraction of a female juggler that could pose as the “World’s Busiest Mom”.

The result: a successful trade show as the talent juggled appointment books, soccer balls, pots, pans and of course the new toliet seat. The world’s busiest mom was able to stop traffic, juggle the items and give talking points about the new product. When the juggling show was over, the company representatives were there to answer any questions and gather the prospective client’s information.

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Paul Gertner