A Guide to Understanding Trade Show Attendee Behavior

Most cultures can interpret a smile and a nod to mean agreement, despite language barriers, because we share certain behaviors and habits. Take these universal attributes a step further!

Collective psychology can help you plan your trade show advertising and activities by analyzing trade show attendee behavior. Start recognizing who visits your booth, why they’re interested, and how they got there to build a customized trade show strategy.

To start, the following three principles can have a significant impact on visitor traffic.

The Path of Least Resistance

People prefer to travel from one place to another without being obstructed by anything. We’re less likely to put in the effort to get to a location the more difficult it is to get there.

Remember this for booth positioning. Avoid choosing spots near the back or out of the way in a trade show.

Instead, prioritize prime locations that are easy to get to. Consider spots near the entrance, intersections, or the booths of industry frontrunners. They may cost a bit more, but you can prepare for the expense with a detailed budgeting plan.

Judgement Is Normal

Though we don’t like to admit it, we judge people, places, and things by their appearance. Every trade show attendee who sees your booth does the same thing. Acknowledging this can help you create a display that catches their attention.

For example, consider color psychology. Various cultures associate colors with states of mind.

For example, you can use red to convey a sense of urgency, or blue to project a cooler, more laid-back image. Regardless, your pitch and booth should match the mood you set. Otherwise, attendees might walk away feeling cheated or put-off.

Dynamic Is Good. Noisy Is Not.

Our ancestors were in a tentative spot between prey and predator. Because of this, we have developed motion sensitivity; our eyes are naturally drawn to movement.

Even now, we still tend to watch digital advertisements and videos instead of reading because humans are hardwired for motion detection.

Positively integrate this knowledge into your trade show strategy. Many interactive trade show booths captivate visitors by striking a balance between color, motion, and pathways.

Studies have shown that games, prizes, and other experiential marketing boost attendee engagement. Some booths utilize visual effects to draw visitors’ attention to specific items or information.

Too much movement or excitement can muddy your message, though, so don’t go overboard. Otherwise, visitors may feel like you’re trying to distract them, like turning on random YouTube videos to occupy children.

Emphasize Advertising in Your Trade Show

Understanding trade show attendee behavior takes effort, but you will likely see a higher return on investment (ROI) as a result. Engaging trade show attendees in a positive and memorable way has its perks. Even one positive interaction can sow the seeds for future business opportunities and growth in the industry.

Oser Communications Group monitors various trends in the trade show arena and integrates that knowledge into our advertising strategies. We’re experts in improving booth showings and company development. Call (520) 721-1300 to step up your advertising game today.