Events have become an integral part of a company’s demand generation process. Companies that exhibit at trade shows aim to reach out to their customers, create a sustainable demand for their product and build relationships. Therefore, your tradeshow booth is central to creating an enriching B2B event experience and converting a large number of these opportunities. By efficiently managing your booth traffic, giving your customers a seamless experience becomes easy.
Essentially, there are three aspects that tie into managing traffic at your booth:
> Interactive booth design
> Effective staff management
> Meeting/Sales management tools
These facets are interdependent on each other and influence how attendees perceive your exhibit. In this blog, we take you through how each of these factors impacts your event experience.
Hurdles attendees face at the booth
There are many types of interactions that customers have at trade shows – product demos, networking sessions, presentations, etc. Each of these interactions has a specific purpose i.e, reeling customers into the sales cycle. But before we dive into traffic management, it is important to first understand the three most important hurdles that attendees face at the booth.
They are pressed for time
Customers on the exhibitor’s floor are perpetually busy. They are constantly scouting for business opportunities and are at different stages of the buyer’s journey. These customers adhere to a carefully planned schedule. This tends to make them impatient and unwilling to wait for a long period of time to be attended to.
They prefer speaking to someone with authority
Given that customers are pressed for time, they tend to prefer productive conversations as opposed to superficial ones. Companies hire personnel to engage attendees and direct them to a marketing/ sales rep. In the event all sales reps are occupied, they often do not know enough about the product to engage customers. This can cause customers to lose interest.
They crave meaningful stimulation
At events, marketers are graded on the number of badges they have scanned. Taking this into consideration, customers often feel like they are not provided with the right level of engagement they need to understand the product or service. The challenge they face also has a lot to do with the content they are provided. There’s only so much they can take away from an activity or a pamphlet. And not handling this hurdle appropriately can make it increasingly difficult to lure them into the sales cycle and may hamper the decision-making process later on.
Now, with a deeper understanding of these hurdles, we look at how the three aspects discussed above impact the event experience.
1. Leveraging smart booth design
There is only so much that intelligent booth design can do. If you have designed your booth based on pre-determined traffic flow, you will need to leverage the potential of your booth by sticking to the plan. Conversely, mismanagement and clutter can undo all your efforts in attracting prospects to your booth. Assessing attendance and planning the flow of booth traffic is needed to ensure that your customers have a seamless experience at your booth.
2. Effective staff management
Your booth is most often the first impression of your brand at an event. If you have been to a trade show, you may understand what it feels like to go through a maze of event exhibits. The exhibitor’s floor is crowded all through the day and a lot of attention needs to be given to ensure that attendees have meaningful experiences. This is where your staff management regime comes to play. Effective staff management can be the difference between grabbing an opportunity and letting it slip away.
3. Technology and traffic management
Technology plays an important role in the event industry and is evolving at a rate that threatens to leave behind those that do not get on board. There are a many ways by which a meeting management software to ease the flow of traffic through the booth. Right from the registration process to meeting management, event tech plays a crucial role in how customer flow through your booth and impacts how many of these potential customers you manage to convert.
At the booth, attendees are often interested in your product and the problem it solves. They look forward to as many meaningful interactions as possible. But to give them a productive experience, it is crucial to ensure that they are led through your booth seamlessly and minimize waiting periods and the time taken to go through mundane processes.