Why can that booth attract customers? Exhibition strategy of customer attraction success companies

When exhibiting at an exhibition, how much are you focusing on "attracting visitors"?

Offline exhibitions are often held at large-scale venues, and since many visitors gather in the first place,
it is assumed that a large number of people will visit your booth,
so there may be many people who have never had trouble with attracting visitors or have never thought about attracting visitors.

During the event, you are often busy with operations and customer service and may not have much leeway,
but when you suddenly look around and observe:

・You feel that the competitor's booth is more lively and your own booth is more deserted.
・There are booths where people don't stop coming, even during hours when there are few visitors.
・Customers who passed in front of your company stopped in front of the competitor's booth.

Aren't there things that make you wonder, "Huh?"

"Why do people gather at that booth?"

The moment you feel that question is a chance to step up to exhibition success!

We at BEEATS, who have supported many exhibitions, feel that successful exhibition booths have common points.
In this article, we will introduce the importance of exhibition customer attraction and the points that successful booths have in common.
Those who want to increase the customer attraction effect! Please use this as a reference.

▶출전을 성공으로 이끄는 「전시회 출전의 기본」매뉴얼 배포중!

The reason why you should focus on attracting visitors at a trade show is
not just to exhibit at a venue where many people gather, but to maximize that opportunity.

For example, imagine a stall at a festival.
The festival grounds are, of course, visited by many guests.
And there are many stalls lined up.
(You can also imagine that there are many stalls with the same food or games.)

In order for your stall to stand out among the many stalls and have customers come to you, just setting up a shop is not enough.

For example, you need to stop customers in their tracks by putting colorful decorations or lighting on the stall, letting the delicious smell drift around, or
actively calling out to customers.

The same goes for trade shows.
It is important not only to set up a booth, but to devise ways to attract the attention of attendees and keep them interested.

Even if it is not a well-known service or a flashy booth that cost a lot of money,
by accumulating ingenuity, you can create a trigger for people to stop in front of your booth among the many exhibition booths.

Focusing on attracting visitors to your booth at a trade show
leads to conveying the appeal of your company's products and services to the maximum and attracting new customers and business opportunities.

In this way, even at offline trade shows where many attendees gather, "attracting visitors" is a very important element.

- So how do you attract customers?

As typical methods to strengthen customer attraction at exhibitions,

●Clarification of Target Setting: Specifically define the target customer segment of your company.
●Strengthening Visual Appeal: Devise the booth's design and use visually attractive elements frequently.
●Addition of Experience Elements: Provide experiences that visitors can participate in within the booth to increase engagement.
●Strengthening Prior Notice: Utilize newsletters and SNS to send out exhibition information in advance and heighten expectations.

that is.

Although it is rarely seen at BtoB exhibitions, adding game elements that catch the visitors' eyes to strengthen the creation of a trigger to stop them at the booth, or preparing interesting novelties, are also effective means.

There are also methods such as setting up visitor benefits and promoting them in advance through newsletters for lead customers or your company's SNS.

There are various ways to attract visitors, but

we believe that the most important thing for strengthening visitor attraction is how to convey the appeal of your services and products with an effective message, and how to express that message in the booth.

When attendees pass near your booth, rather than just providing a fun experience, it is important to clearly convey that the product or service can solve the attendee's problems and make them realize its value.

To do this, you need to clarify the message you want to convey
and reflect that message in the booth's design and decorations.
Booths that stimulate attendee interest and succeed in attracting visitors often have this message design and booth design/decoration combined effectively.

Now, we will explain the representative steps of how to think about this message and reflect it in the booth design.

Also, what kind of trade show booth is good? What kind of booth is effective?
We also introduce it in Trade show booth success design techniques | Points for creating a booth that attracts attendees.
Please take a look!

I have organized the basic steps to effectively think about your company's booth message + booth design strategy for exhibitions.
By proceeding with the plan according to the following procedure, you can embody a message and booth design that gives a strong impression to visitors, so please use it as a reference.

Step 1: Identifying the Target
First, clarify who you want to approach.
Create a concrete persona, including age, industry, issues, needs, and position.

Step 2: Competitor Research & Definition of Core Message
Think about what value you can provide from your company's products or services, and drop it into a concise and clear core message. You also need to consider what kind of messages competitor companies are sending out at their booths. Even if you already have a catchphrase, think about a message tuned to the exhibition's target. It is important that this message includes content that solves the visitor's benefits or problems.

Step 3: Incorporate emotional words and numbers
By adding expressions that move hearts or specific numbers to your message, you can make it easier for attendees to remember.
The encounter between the attendee and the booth is fleeting.

As a device to make a deep impression within a few seconds,
・Call-out/Question expressions: e.g., "Are you still doing XX?"
・Limited expressions: e.g., "For those of you who are XX"
・Onomatopoeic/Mimetic expressions: e.g., "Snaps! to XX / Becomes a good XX"
・Addition of specific numerical appeals: e.g., "XX in 3 seconds"

Let's add catchy elements like these.

Step 4: Coordination with Booth Design
Communicate the message visually through design as well. Do not just place the message so that it stands out, but create a booth that does not have a discrepancy between the impression received from the message and the booth's design and decorations, and that further strengthens the message's impact.
Coordination with booth design is essential to strengthen the message and enhance the overall impression.

Step 5: Continuous Adjustment and Optimization
Observe visitor reactions during the exhibition as well, and fine-tune your message as needed. For example, some booths switch their messages by time of day.

By carefully executing these steps, a booth that strongly appeals to your target will be completed, leading to success in attracting visitors.

When planning a trade show booth, BEEATS
proposes trade show booth designs and messages based on the above steps and competitor research.

BEEATS is a company with a high "ability to convey," grasping concepts.
Please also check the interview with Yappli, Inc., for whom BEEATS was in charge of the exhibition booth construction.

To stand out at a trade show and succeed in attracting visitors, the message and booth design hold the big key.
It is important to carefully design these from the attendee's perspective and create an attractive experience.
This basic principle should not change regardless of the service or trade show.


We at BEEATS, for the success of attracting visitors and achieving your goals,
will provide total support for the entire process of exhibiting at the trade show.
We not only design the booth and formulate message strategies, but also propose the response to the secretariat and the operation plan for the day to achieve lead acquisition goals, etc.!

We will help make your booth stand out with impactful message design and design that promotes your products and services,
and build a strong connection with attendees.

If you have any issues regarding your trade show booth or concerns about strengthening visitor attraction, please feel free to consult BEEATS!
Let's take the first step toward a successful trade show exhibition!

▶ A manual on the fundamentals of exhibiting at trade shows to ensure your event is a success.

BEEATS, with its extensive experience in supporting exhibitions, will introduce eight essential preparations you should keep in mind!
Successful first-time exhibitors! A manual for the basics of exhibiting at trade shows. Please check it out!

BEEATS 의 전시회 사례를 정리한 자료는 이하로부터 다운로드 받을 수 있습니다.

Q1. Why should we focus on attracting customers at exhibitions?

A1. It is because just exhibiting at an exhibition will bury you in the middle of many booths. By devising ways to attract visitors' attention and get them interested, you can convey the appeal of your company's products or services and lead to acquiring new customers or business opportunities.

Q2. What are the typical methods to strengthen the attraction of exhibition booths?

A2. There are four typical methods: clarifying the target customer segment, devising visually appealing booth designs, adding participatory experience elements, and strengthening prior notice utilizing newsletters and SNS. Combining these increases the customer attraction effect.

Q3. What are the features of exhibition booths that succeed in attracting customers?

A3. The most important feature is that there is an effective message that clearly conveys that your company's products or services can solve the visitor's problems. Furthermore, it is common that the message is linked to the booth's design and decorations and is expressed in a visually easy-to-understand way.

Q4. Please tell me the points of the message strategy that increases customer attraction power.

A4. The point is to incorporate emotional words that move the heart into the core message, and concrete numbers. By using questions like "Are you still OO?" and concrete numbers like "OO in 3 seconds," you can give a strong impression to visitors in a short time.