Every trade show exhibit hosts a variety of visitors—each with unique needs. At 3D Exhibits, we group these attendees into three groups: paddlers, swimmers and divers. The most successful trade show booths incorporate elements that fit the needs of members of all three of these groups.
Here is what each group is looking for and how to connect with them:
1. Paddlers
Who they are: Paddlers are people who are conducting initial research on a particular product or solution. Some will recommend products to others in their organization and then step out of the loop, while others will continue to be a part of the process as their company moves through the sales funnel.
What they want: Paddlers seek basic information—a high-level overview of your products and what differentiates you from the competition. Often graphics alone, and possibly demos that focus on key benefits, are all that is required to satisfy this group.
What you need to be aware of and how to make a connection: Paddlers generally don't spend a lot of time in an exhibit and often suffice with a cursory glance around the exhibit—sometimes all conducted from the aisle.
Make sure you get onto their radar (and short list) with simple graphics and displays that make it clear what you have to offer and why they should purchase from you.
It is very important that your staff greet and engage paddlers because if you don't, you won't have a name to follow-up with and you loose the chance to verbally explain anything that might be important to the Paddler that she didn't pick up from her cursory observation of your exhibit.
2. Swimmers
Who they are: A swimmer's goal is to leave the trade show floor with an overall understanding of your product: what it does, what it doesn't do—benefits and ballpark costs. Typically, it is their job to narrow the field of bidders so the project can move forward in the sales process.
What they want: Swimmers typically require face-to-face interaction with staff who can answer specific questions that pertain to how your product would integrate with their business. It is to your benefit to have demos or case studies they can relate to—content and examples that show how similar companies have benefit from your products.
What you need to be aware of and how to make a connection: Swimmers have a specific agenda. But they also don't want to invest a ton of time at each exhibit. The best way to proceed is if your exhibit staff asks the swimmer a series of qualifying questions. That way you can get right to the heart of what they'd like to learn about your company and tailor the conversation to the swimmer's company's specific needs.
To connect with swimmers, integrate content tools into your exhibit (graphics, technology, presentations demos) that give a very thorough—but not overly granular presentation.
3. Divers
Who they are: As the name implies—Divers want to go deep. Often their agenda is to get the granular details that will enable them to make a final purchasing recommendation or decision.
What they want: Divers want details on procedure, time frame, integration and more. To fulfill their questions, you many need spec sheets, technical data, research, videos, demonstrations, white papers, subject experts and literature.
What you need to be aware of and how to make a connection: Engage divers by finding out exactly what they are looking for, and then produce materials that answer their questions. Be sure to understand exactly what they need so you don't waste their time—and consider integrating seating so divers can make themselves comfortable as you share content.
A best practice is to leverage technology to have a wide range of content at your fingertips to satisfy this group's questions. How do you serve the paddlers, swimmers and divers that visit your exhibit?
