In general terms, attraction is what draws one object to another. In the trade show industry, attracting attendees to your exhibit space is key to your success. You can attract people to your environment in a number of different ways: pre-show offering, innovative technology, or just leveraging human curiosity.

At 3D Exhibits, we have found success attracting attendees to our environments by leveraging all of the senses. Here are some examples of how to attract trade show attendees by engaging all of the senses:

• Taste: At many of our events we have provided attendees with refreshments and cookies. That has helped draw attendees to our booth and provides them with a unique experience. These elements have always been tied into our campaign so the attendee walks into and away from our space with a cohesive message.

• Touch: As we have redesigned some of our exhibits, we have looked to use materials that are not only intriguing to look at but are very tactile. We want our booth to be very interactive and user-friendly. Touch screen monitors, textured materials and other user experience technology can help to differentiate your environment.

• Hearing: Sound is very important. Music and audio can help provide energy and excitement to your environment. However, if you have too much noise it can be counter-productive and not very welcoming to your guests. Live demos, external speakers for music, and live entertainment all can be effective tools to attract attendees to your environment.

• Smell: While this one at times can be a bit of a challenge, there are numerous ways to attract attendees through various aromas. The scents of baked goods, popcorn, coffee, or other familiar smells can help cut through trade show clutter and ensure a memorable experience.

• Sight: This is what our graphic team takes pride in, creating a visually appealing experience. A great visual experience incorporates rich color and graphics, maximize space, and balances the exhibit space.

Developing a strategy utilizing all of the senses can be a useful tool to draw people into your environment however it will also give them a reason to stay engaged longer. It will also help attendees to remember your product or environment, post-show. The key is to be remembered long after the event has ended.

There is a delicate balance you need to strike when planning your trade show strategy. There are certain sensory targeting activities that may work for an environment, but you must keep in mind it does not work for everyone or everywhere. The key is to know your audience and the event you are attending. Then develop a well-planned strategy to ensure success.

What types of sensory marketing strategies have resonated with you? How have you used sensory marketing in your trade show programs?