5 Retail Tactics to Add Magic to Your Next Exhibit
October 1, 2024
Author: Russell Greenway, President, Nth Degree
The key to a successful trade show exhibit is drawing people in, creating a memorable brand experience, and ultimately making the sale. The challenge: Ever-shrinking attention spans leave mere seconds to captivate your audience.
Without a magic wand to conjure razzle-dazzle, let’s seek inspiration from retailers — the experts in audience engagement and salesmanship — for secrets and tactics to create the magic on the trade show floor.
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Attract and engage your customers with visual merchandising. Retailers use innovative arrangements of products, lighting, colors, and overall store layout to capture the attention of store visitors, and exhibitors can apply similar principles to booth design.
Some tried and true tactics include placing your key products in the “strike zone” — at eye level — for maximum visibility; implementing color blocking to define your space and lead visitors through your exhibit; and using lighting, sound and motion to attract potential customers, emphasize your products and shape the perception of your brand.
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Align with your visitors’ values. Gen Z prioritizes authenticity, minimalism, and sustainability. They appreciate clean, clutter-free design and are drawn to displays that embody minimalism. This means shifting away from extravagant trade show displays and demonstrating social and environmental responsibility.
On the environmental front, consider using recycled materials and energy-efficient lighting. And for the minimalist approach, pare your visuals down to the necessities. For example, consider your signage. Wherever you can get rid of words, do it. You’ll reach more people with quick snippets and visuals — like an IKEA install guide — than with long explanations.
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Create an experience and tell your brand story. Retailers increasingly focus on creating memorable experiences for customers. Similarly, exhibitors should aim to create engaging experiences at their booths.
Lean into activations. Interactive displays, digital catalogs, gamification, augmented reality experiences, and product trials will capture attendees' interest and keep them engaged. The key is to customize the activation, make it relevant to your brand and spark emotion. When people can immerse themselves into your story — touching, testing and actively participating in a demo — it becomes an experience and establishes a lasting connection. It also keeps them engaged longer, which can, inevitably, lead to the sale.
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Create social buzz. A well-planned, creative display has the ability to reach far beyond the trade show floor. Think about it … everyone loves to share their experiences on social media, and a photo-worthy display or backdrop with striking visuals and unique elements encourages them to do just that. Just remember to place your logo strategically to ensure visibility.
In addition, utilizing branded hashtags and offering a special deal or prize drawing for anyone who uses them can amplify reach and engagement, turning your trade show display into a viral sensation.
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Plan a Data-Driven Booth Design. Retailers use data to understand customer behaviors and optimize their strategies. As an exhibitor, you can leverage data from past trade shows, attendee demographics, and interactions to refine your display, determine product placement and scale your exhibit to the appropriate size. Or use real-time data analytics during the event to make adjustments on the fly and optimize traffic flow.
Rising above the clutter to become the shiny object on the trade show floor is a challenge, and captivating your audience enough to stay and give it their full attention is even harder. Unfortunately, it takes more than reciting, “Abracadabra … hocus pocus … presto.” But, with an eye toward retail trends and an innovative mindset, you’ll be on your way to engaging and driving attendees, maximizing visibility and sales at your next trade show.
Partner Voices
MGM Resorts is renowned for its exceptional service and diverse venue options across Las Vegas, Detroit, Springfield, National Harbor, Biloxi, and Atlantic City, providing flexible spaces for meetings of any size. Beyond these offerings, MGM Resorts distinguishes itself through a strong commitment to social responsibility and sustainability, making it an ideal choice for your next meeting.
At the core of MGM Resorts' company values is its platform, "Focused on What Matters," dedicated to meeting customer needs while advancing socially responsible practices. This commitment is evident in several key areas:
Protecting Natural Resources
MGM Resorts is home to industry-leading recycling, renewable electricity and water conservation programs. Some highlights include a cogeneration power plant at ARIA, producing ultra-efficient electricity; one of America’s largest contiguous rooftop solar arrays atop the convention center at Mandalay Bay; and onsite wells that provide water for the celebrated Fountains of Bellagio, avoiding reliance on precious Colorado River water. These efforts and many more save on natural resources while boosting attendee satisfaction.
Committed to Community
Always striving to be good neighbors, MGM Resorts works to avoid food waste and combat food insecurity with the Feeding Forward program. In partnership with local food banks, they safely divert unserved food to food insecure members of the community. Since 2016, over 5 million meals have been provided, highlighting MGM Resorts' commitment to minimizing food waste and addressing community needs.
MGM Resorts supports clients in their responsible-meetings efforts, not only with efficient venues but also waste-reducing décor and signage; sustainable food and beverage options; and outreach to help planners communicate sustainability efforts to attendees. What’s more, they offer a Mindful Meetings series that puts attendee wellness first—through fitness and mindfulness activities, and in give-back events with local charity organizations.
Fostering Diversity & Inclusion
To MGM Resorts, a diverse and talented workforce is essential to success. By cultivating innovative strategies that consider multiple perspectives and viewpoints, the company creates an inclusive workplace culture that benefits its employees and community. MGM Resorts takes pride in being a welcoming home for veterans, individuals with disabilities, people from diverse backgrounds, LGBTQ+ community members, and more. This commitment to inclusion is reflected in the company's recruitment and hiring practices and its social responsibility initiatives. From the workplace to the community, MGM Resorts' commitment to diversity, equity and inclusion remains unwavering, and its efforts continue to create a more equitable and sustainable world for all.
MGM Resorts offers unparalleled service and venue options while standing out for its proactive approach to sustainability and community engagement. Choosing MGM Resorts for your next meeting means aligning with a company that values social responsibility, efficiency, and attendee satisfaction, ensuring a meaningful and impactful event experience.
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