EXHIBITIPS - APRIL 2009
| COME TO YOUR SENSES - IT’S ENGAGING! |
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| Does your display use all the senses? |
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An exhibition is the only medium that stimulates all five senses, increasing the likelihood of achieving a sale. Now we refer to five senses, however, I would propose that there are six senses, and we will explore that as well.
AN EXHIBITION offers a real time, live, three-dimensional, interactive experiences. Stimulating the senses doesn’t mean big expenditure on multi-media and interactive technology; you can achieve striking results using the simplest ideas. Also, long after an exhibition, the memorability factor is far greater than that of traditional advertising.
A great example is India Tourism at the Travel Xpos, who have maintained and increased interest by ever-changing activity. They have successfully combined a number of aspects to give visitors a total experience. Devices used have included music, dance, Henna tattooing, flower garlands, palmistry, painting, and fortune telling. A quiz with correct answers taking home an Indian gift or charm has also been used.
So this month let’s get you thinking about what extra dimension you can use to create that edge.
Now for the senses, and remember to consider - does the activity take away from the stand’s objective?
SIGHT - the most important means of gathering information
•Your stand design should stimulate sight by using colour, graphics, light and movement, with product displays that are clearly visible.
•If your product is too big or complex to exhibit, do you have an audio visual display? Or can you use a model?
HEAR - one of the most unused senses at an exhibition
•Music can create a suitable ambience to retain visitors’ attention while they are there
•A presentation/demonstration by someone creates interest and reaches a greater audience. A DVD may be effective to highlight a particular feature of a product.
•Consider using an act that captures attention, traditional music, magician etc.
Note: Consider fellow exhibitors and be aware of the rules around the use of sound at your stand.
SMELL - a powerful sense that triggers long-lasting memory. You don’t have to be at a food show to use this sense!
•Brewed coffee, popcorn and other snacks send out aromas that capture visitors’ attention
•Use flowers or perfumes-these can suggest emotions such as calmness, freshness and warmth.
TOUCH - exhibitions are a hands-on experience, let visitors use your product.
•Give them an opportunity to feel how strong/soft, light/heavy, tough, comfortable.
•Try to avoid barriers to your product, look at ways to involve visitors if touching the product isn’t possible.
•Remember, locking a product away may increase any fears or doubts, and may discourage potential buyers.
TASTE - we often form an opinion on whether we like something by the way it tastes.
•With a little imagination, you can connect by using confectionary, maybe in special shapes or sizes, or linked to your product’s origin.
•Use them as a conversation opener.
(Some states have food handling laws which mean sweets need to be individually wrapped). |
| Now for the sixth sense |
THOUGHT - stimulating the brain can really connect.
•Look at posing a question on the stand that makes people think
•A simple quiz with a reward assists to engage the visitor at your stand
•Use puzzles or games that relate back to your product/service
•Use a magician to connect sight and thought – how did they do that?
If you adopt the right approach and utilize as many of the senses’ connectors as possible, you will have a lasting connection that you can build on. Remember, consider when you implement one of the ideas above, how can we create a link after the exhibition to reinforce our sales message? Increasing a wider range of sensory stimulants will bring about purchasing decisions. |
| What’s important is not to overdo it – don’t take away from the message, and your sales objectives, by turning it into a circus! Pick one or two ideas to run with. |
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TODAY to help my business succeed I will… |
•Brainstorm with staff for ideas on how to stimulate the senses with our product.
•Nominate a staff member or team to source items to stimulate the senses. |
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