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"Hands On" Trade Show Exhibits Lure Attendees

 by: Dick Wheeler

When trade show exhibit goers walk the vast exhibit hall floors and
come upon highly creative, interactive trade show displays, they get
to stop and join in some fun. The trade show attendee becomes part of
the exhibit. By using experiential activity, the trade show exhibitor
not only entertains but also educates their key customer prospects
with entertaining "hands on" experiences.

Why are such participatory activities important at trade shows? Quite
simply: they boost traffic to the trade show exhibit site, leading to
product interest and often substantial sales from experiencing first
hand a dynamic new product.

When Event Marketer covered the Consumer Electronics Show (CES) in
Las Vegas in early January 2006, they found exceptional trade show
exhibits that offered interactive experiences. Here are a few
exhibitors whose "hands on" trade show displays showcased new product
trials on the trade show floor:

Canon -- Canon's goal was to get attendees' hands on its products.
They had three hands-on display islands staffed by representatives.
One of the islands featured PowerShot and EOS cameras and camcorders,
another showcased printers, and the third island featured smaller
digital cameras and camcorders. Canon also had a theater that mimicked
a working film set with camera booms and professional stage lighting.
Visitors demonstrated Canon's new products and took photos and videos
of a working model-train village choo-chooing away in their center
island.

Dolby -- A TrueHD Theater was Dolby's centerpiece to run demos of its
high-definition audio technology. Separate semi-enclosed zones showed
off Dolby's audio technology for HDTV home theaters, surround-sound
video gaming, and PC home audio. The gaming zone offered visitors a
chance to try Burnout, the new Xbox 360 racing game. The Xbox's Dolby
Digital sound technology seduced game enthusiasts to come try their
new products.

Garmin -- Several interactive demonstration stations helped Garmin
get its portable navigation systems into people's hands. Two circular
islands each featured eight handheld navigation units for visitors to
try, while plasma screens atop the stations ran videos about the
products.

Nokia - The company divided sections of the trade show exhibit-which
featured everything from its mobile office products to its latest
Bluetooth-capable phones-to create individual environments for
products and presentations. Visitors checked out the products on
tables on the main floor. Nokia created interactivity with
touch-screen computer kiosk booths, where trade show attendees could
learn more about key product features.

Remember that people want to try before they buy. At trade shows,
they want to see for themselves and be part of the action. That is why
the use of interactivity works especially well at trade show displays
 that introduce new products and services.

 About The Author

Dick Wheeler is President of Professional Exhibits & Graphics
headquartered in Sunnyvale, California. His firm is a full-service
premiere trade show exhibit, graphics and management services company
with major showrooms in

Sacramento and Sunnyvale, California. Go to http://www.
proexhibits.com" target="_blank">http://www.proexhibits.com.