Trade show entertainment is one of the more unique ways companies put me to work. Trade shows can be a valuable way to attract new clients, showcase new products, and create general brand awareness. However, it can also be hard to stand out when hundreds or even thousands of other companies are trying to do the same thing.
I was hired as trade show entertainment by Mapei for the World of Concrete trade show, which took place at the Las Vegas Convention Center over the course of four days. This particular trade show featured over 1500 companies exhibiting across more than 775,000 sq ft. With all that competition, Mapei wanted to find a unique way to attract attention.
How does a company stand out at a trade show?
Mapei did this by:
- ◾ Choosing a prime location on the trade show floor.
- ◾ Creating an open and clutter free booth staffed with knowledgeable experts.
- ◾ Scheduling industry related demos throughout the entire day.
- ◾ Bringing in Kevin O’Connor, an tv personality known in the industry, to host their demos.
- ◾ Hiring me to speed paint as trade show entertainment to draw crowds to the booth.
- ◾ Having me use their Elastocolor line of coatings to demonstrate its versatility.
How does trade show entertainment increase booth traffic?
Trade show entertainment is a great way to catch attendees attention and I love helping companies generate buzz during the show. With the World of Concrete, in particular, there was so much to compete with. Attention was spread between seminars, course certifications, and over 1500 exhibitors. The convention was laid out across three halls and there were even outdoor competitions like a bricklaying contest and a John Deere operator challenge.
With so much going on, finding ways to stand out at a tradeshow becomes a top priority for many exhibitors. This is where trade show entertainment definitely comes in handy. By creating an experience not available in a typical booth, people feel compelled to stop in.
How to incorporate trade show entertainment?
Mapei placed their stage near a busy aisleway and the open floor plan of their booth allowed for maximum viewing potential for all their demos, as well as my performances.
For this particular trade show, the company had a line of coatings, called Elastocolor, that they wanted to showcase. They worked with me to color match a wide spectrum of colors so I could use them in my speed painting performances throughout the show.
I performed at the first three days of the convention, doing “mini” versions of my typical show, three times per day. At each showtime, I created one painting of a legendary icon, each taking roughly 5-7 minutes. In this setting, I always do a business card raffle of the paintings at the end of the performance. This can be extremely helpful for lead generation.
Before the raffle, Mapei took the opportunity to say a couple of words about the selling points of their product. Taking just a few moments before the raffle happens to make a short announcement is a great way to open the lines of communication with gathered prospects. It’s also the perfect time to invite them to hang around and learn more.
During each of the performances, the company took further advantage of crowds by using the time to also scan the badges of those gathered.
What are the benefits of trade show entertainment?
So, not only did the company create a unique draw by using trade show entertainment, but they also found a fun way to show off the versatility of their product and gather leads. By doing this, they were still able to pull large crowds into their booth, even during periods of decreased traffic to the show.
Generate more leads and increase foot traffic to your trade show booth by hiring compelling and engaging trade show entertainment.Overall, trade show entertainment allowed them to:
- ◾ Generate a buzz throughout the trade show.
- ◾ Attract large crowds to the booth.
- ◾ Create an opening for a “sales pitch” of their product.
- ◾ Collect a large number of leads.
- ◾ Encourage repeat visitation to their booth.
By the end of the trade show, I ended up creating a total of nine paintings. Each of the paintings ended up going home with potential and current clients courtesy of Mapei. Mapei was such a great company to work with. It’s always nice to create something that has the potential to leave a lasting impression with their prospects. For me, that’s always the ultimate goal of trade show entertainment!
