What is the single largest problem most businesses have when it comes to trade shows? It is not having the right trade employees working the trade show floor and it is not choosing the right marketing plan. The most common problem businesses of today face is designing the ultimate trade show booth. Without this one important piece to the puzzle, everything else is pretty much pointless.
Learn From Others
You could keep playing the guessing game when it comes to trade show booth design, or you could let another company lead the way. There are plenty of successful multimillion dollar companies out there who have already spent millions of dollars on research in this same exact field. They have already done all of the hard work for you! You could think of this as having a multimillion dollar budget of your own, and it is time to put this research to good use.
IBM Revamps Their Trade Show Displays
The giant computer company known as IBM does not need an introduction. They have helped to create and power the digital world that we all live in, but they have also recently done some very extensive research on trade show booths.
Just like any company who regularly attends trade shows, IBM wanted to get the most out of its trade show appearances. The only difference is IBM attends a massive 8000 events annually. This is a huge investment worth taking a closer look at wouldn’t you think? This is exactly what IBM decided to do.
Learning From One Another
IBM interviewed more than 95 experts who specialize in studying how people learn from one another. That is what a trade show is designed to do in the first place. Attendees learn from company employees and vice versa. IBM quickly noticed that the actual environment made a huge impact on how people willingly engaged in conversation and shared thoughts.
The end result of this research was nothing short of spectacular. By creating an environment that made people feel comfortable and by teaching employees techniques to make people feel welcome and comfortable, conversations naturally started to flow.
The trade show booth atmosphere was suddenly transformed into a casual coffee shop type of atmosphere. People stuck around for longer periods of time and relationships were made. In the end, these relationships helped IBM bring in more profit!
Trade show design means everything! Let us show you how our trade show designs not only engage more people, but make them feel comfortable as well.
