The key to maximizing booth traffic is to make sure the booth commands attention at several distances, starting with about 30 feet away. Your booth needs something eye-grabbing that attendees can spot from that distance. "Side wing" displays that catch attention from several aisles are also a good option.
Getting in the Zone—Three Zones, Actually.
But let's say you weren't able to secure such a desirable spot—or, for that matter, invest in a fancy exhibit booth. That's OK; attendees are still going to pass your booth at some point, and you can still attract—and sustain—their interest by displaying three types of messaging, each uniquely suited to viewing from one of three distinct zones:
- The Memory Zone—about 15 feet away.
- The Sensory Zone—close enough to interact with booth materials and demos.
- The Data Zone—as much a state of mind as a particular proximity, the Data Zone is where booth visitors are looking for evidence that your product or service will solve their problems. More.
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