Boost Trade Show Traffic Outside Exhibit Hall
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Boost Trade Show Traffic Beyond the Exhibit Hall
Summary
Learn how to leverage nearby hotels, cabs, restaurants, and other venues to increase traffic to your trade show booth.Keywords
Trade show display, trade show exhibit, trade show booth, trade show, trade show display rentalArticle
In today's competitive environment, trade show exhibitors need to capture attention not only inside the exhibit hall but also beyond its walls.
Innovative exhibitors are increasingly using nearby venues to draw crowds to their trade show booth. Hotels where attendees stay, local restaurants, bus routes, taxis, and nightclubs can all serve as effective extensions of your exhibit strategy.
Instead of relying solely on your custom or rental trade show display, savvy marketers enhance their presence by identifying strategic locations outside the exhibit hall to drive traffic to their booth.
Case Studies
GE Healthcare in Chicago
During the Radiological Society of North America trade show in 2005, GE Healthcare took an innovative approach to boost awareness of their presence. Sean Burke of GE Healthcare’s Diagnostic Imaging and Services stated, "We were looking for something different that would create word of mouth and buzz."
With over 60,000 attendees in Chicago, GE introduced "molecule people" dressed in all white who roamed around hotels and key locations, handing out branded items and using bubble machines to create excitement. This visually engaging campaign effectively conveyed the healthcare aspect of GE's offerings.
Chevrolet in Washington, D.C.
Before the Auto Show, Chevrolet began its campaign by hosting mini tailgating parties around the city. Locations included construction sites, George Washington University, Home Depot stores, and commuter rail stations. Visitors could enjoy coffee and Xbox games, receiving cards for a chance to win a Silverado Hybrid at the trade show.
This strategy drove significant traffic to Chevy's booth, with over 20,000 visitors and 1,900 dealer leads generated through scanned cards.
Yahoo! in Las Vegas
At the Specialty Equipment Market Association show in 2005, Yahoo! captured attention by showcasing customized Mitsubishis on the Las Vegas Strip. They managed to temporarily close the strip at 3 a.m., drawing large crowds even at that hour. Bennett Porter, Yahoo!’s senior director of buzz marketing, explained, “We wanted to do it our way.”
Expanding Your Reach
Consider the possibilities if your company specializes in electronics and you're planning a trade show appearance in the San Francisco Bay Area. With tech giants like Yahoo!, Apple, eBay, and Google nearby, focus on targeting executives and professionals in Silicon Valley. Key venues include the Moscone Convention Center in San Francisco, the Kaiser Convention Center in Oakland, and conference centers in Santa Clara and San Jose.
Hotels, restaurants, gyms, and other popular locations are excellent spots for high-tech trade show marketing efforts. By thinking outside the exhibit hall, you can maximize the impact of your trade show investment.
By creatively using surrounding locations, you can significantly boost your trade show presence, attracting more visitors and making a lasting impression.
You can find the original non-AI version of this article here: Boost Trade Show Traffic Outside Exhibit Hall.
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