Each year, our Fab 50 program provides a list of the top fabricators serving the event and trade show industry in an effort to simplify the exhibit partner selection process. This year, in addition to the 2016 Fab 50 lineup, we offered a deeper dive into the state of the fabrication industry, including insights on attendee dwell time.
The way trade show attendees navigate booth spaces isn’t what it used to be. Fabricators are altering the way they view dwell time and the customer journey. Here, three tips for improving the in-booth experience.
1. Focus on Quality Attendees
“We have noticed over the course of the last two years, when we talk to our clients and prospective clients, their KPIs have no longer been the quantity of leads they’re getting at the show; it’s the quality of leads,” says Nicole Genarella, svp-marketing at 3D Exhibits. “So it’s driving
2. Reimagine the Attendee Journey
“We are very strong proponents of recommending an engagement strategy which gets into thinking through the choreography of the foot traffic in your booth,” says Rick Stoner, marketing director at Derse. “I think, oftentimes, certain brands rely on the design and intrigue of their booth… and for one reason or another, they don’t really think through a full choreography of, ‘How do I get someone from the aisle to engaging with somebody in the booth and having conversations that lead to sales?’”
3. Bolster Your Sales Force
“Research shows that when