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Enhancing your trade show experience with digital signage – how to boss it without overwhelming your attendees 

Enhancing your trade show experience with digital signage How to boss it without overwhelming your attendees


In what can often be a fast-paced whirlwind of trade shows and exhibitions, creating an immersive and engaging experience for attendees is crucial, particularly when you’re all competing for the same audience. Digital signage has emerged as a powerful tool for exhibitors to capture audience attention and leave a lasting impression. 


Grab attention

In a sea of booths and exhibitors, capturing attendees’ attention is paramount. Digital signage provides a dynamic platform to showcase your brand, products and key messages. Use eye-catching graphics, vibrant videos and animated content to instantly draw visitors in. Display compelling visuals that reflect your brand identity, convey your unique selling propositions and highlight your competitive edge. You don’t need to spend a fortune to do this – focus on creating an engaging and informative display that aligns with your brand.


Engage and interact

Though it might seem like a passive tool, digital signage offers interactive capabilities that can facilitate meaningful interactions with attendees. Incorporate touch screens, QR codes, or augmented reality elements to encourage engagement. Create interactive presentations, quizzes and games that allow visitors to explore your offerings while having fun. This interactivity helps foster a deeper connection between your brand and potential customers, leaving a memorable impression long after the event.


Don’t overwhelm

“Try not to opt for a form of media where you would require audio,” says Tom Bourlet, head of marketing for event specialists Fizzbox, “as this is a minefield at trade events.” He adds, “It can be incredibly loud at these events and this can sometimes irritate the stands next to you, especially if the sounds are very repetitive or loud. Also, they have a habit of breaking at the exact point you go to present to someone – so avoid the awkwardness and stick to something audio-free.”


Provide lively real-time information 

Trade shows often have constantly changing schedules and updates, which can be confusing and bewildering. Use digital signage to provide attendees with real-time information such as presentation schedules, booth locations, speaker profiles and upcoming events. This ensures visitors are well-informed, enabling them to make the most of their time at the event. But don’t just try to inform. Says Bourlet, “Try to make your digital signage entertaining as well. If you can build some form of game or something interactive into the signage then this can catch people’s attention and keep them glued. You may even want to provide some form of prize for the best results, or run it like a competition.”

Additionally, consider integrating social media feeds or live streaming on your digital displays to keep attendees engaged and updated on the buzz surrounding the event. 


But don’t overfill your digital signage 

Says Bourlet, “I have seen some where they try to include as much as possible so everything is written in small writing. What they forget is that most people glance over from afar and you have to capture their attention at a distance, so keep it minimalistic, focusing on what will bring them in.”


Showcase testimonials and case studies

Digital signage allows you to showcase testimonials, case studies, and success stories from your satisfied customers. Use video testimonials or captivating visuals to highlight the benefits and positive experiences that others have had with your products or services. Seeing these real-life examples can help instil trust and confidence in potential customers, increasing the likelihood of engaging with your brand.


Leverage data and analytics

Digital signage can give valuable insight into attendee behaviour and preferences. Use analytics tools to measure the impact of your signage, including dwell time, engagement rates and conversion metrics. This data can inform your future marketing strategies and enable you to fine-tune your approach. By understanding what content resonates most with your target audience, you can tailor your digital signage to maximise its effectiveness and drive better results.


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