7 Guideposts to Create an Immersive Trade Show Experience

August 09, 2022

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Creating an immersive tradeshow display is what can set you apart from the crowd. A booth that is not interactive or appeals to the senses in any way will remain unnoticed and is a missed opportunity. Planning ahead and brainstorming ideas with your team will help in designing and hitting your goals.

Few Different Ways that you can Create a Truly Unforgettable Experience for your Attendees

truly unforgettable experience for your attendees

Create a connection beforehand

Before you head to a tradeshow you need to build up the excitement and awareness for possible attendees! Without any preparation beforehand who will even know about your upcoming tradeshow event? 

If your target audience is more likely to read an email or pick up a phone call you could create an email campaign that offers all the information they need to know including who and what your company does that will be of interest to them, the address of the tradeshow, and where to find your booth. You can even include a fun email tip-off that provides a promo code that they can show to your team if they come to visit your booth! 

Make it interactive 

make it interactive 

So many people are coming to tradeshows not just to learn about a new product or business but to feel moved by a great experience. Instead of handing out brochures and having static flyers and messaging, why not include a touch screen and earbuds to create an augmented reality as part of your booth display?

A VR headset is also a very cool way to engage people and have them feel as if they are truly immersed in an experience. Having a VR set also expands on the actual real estate of your booth. For example, you could create an exact replica of your showroom that has multiple floors and things to look at. The attendee can then wander through these virtual rooms without leaving your booth! You’ve now just extended the square footage of your display without having to pay for extra space at the tradeshow! 

If you choose to use VR to better explain your brand story, keep in mind that VR is still a relatively new experience for people. Keep the demo between 1-3 minutes and be careful with how you use motion. It can easily make people feel nauseous. Unless you are in the amusement park industry, you don’t want people to feel sick as they are “walking” through your demo.  

If none of the above works for you due to constraints, try having an app that they can access on their own smart device, allowing them first-hand experience into who and what your business can offer. 

Become a destination 

Offer something that doesn’t just draw people in because of your business but draws them in because it is a necessity. For example, offering refreshments or a comfy lounge to take a much-needed rest after all the walking sets the stage for people to inadvertently come to your booth. Creating a space where people can rest and recharge can be a great opportunity to network with a variety of people. 

Another way to draw people in is to offer a charging station for their electronic devices. People can power up and have a talk with your sales team while they do so. 

Have fun with it 

Think about how much fun it is when you go to a trivia night with your friends. Or how about how pumped up you feel when watching a gameshow you really like? You’re excited, your dopamine levels rise and you can’t wait to shout out the answer or see the person competing succeed. What if you brought that same type of excitement to your tradeshow booth? Make your booth an interactive delight by creating a game show or trivia element. This approach allows people to become engaged and play a game to find out more information about your company. Have fun with this concept and put your own spin on it. Include a musical performance or a dance group to liven things up even further. 

Tell your brand story 

Connect deeply with your attendees by telling a compelling story about your company. The story doesn’t need to be just expressed through words or a brochure either. You can tell a story about your company by presenting your brand, either through a visual display, interactive, or both. Tell your audience why this company was built, what it means to serve the community you serve, and why people relate to and need your product. Building empathy and trust go a long way in creating strong customer relationships. Have customer testimonials available and tell the story of how you have helped people with x,y, and z. This information will resonate with people beyond just seeing you as a company that’s trying to sell something. 

Send a welcome message 

Geofencing software allows you to create a personalized welcome message or provide people with a page of information that gives more info about your company. Geofence technology works by creating a virtual parameter around your booth that will send a pre-programmed message to any smart devices that enter the defined area. You can program the technology to provide more than just a welcome message as well. Share all sorts of information such as a landing page with introductory information about your company or even a fun fact that will pique people’s interest as they wander by.  

Putting it all together 

Remember, the efforts you put into creating immersive trade show displays will truly be of benefit to your business. To recap, here are some main ways that you can make your booth the talking point of the tradeshow

  • Create a strong following of interest leading up to the tradeshow – send out emails, phone calls, social media postings, and whatever else to get the word out about your attendance at the show.  
  • Make it interactive – involve the human senses by providing an experience that immerses them in sound, touch, sight, and even taste and smell. 
  • Become a destination – make your booth a necessity. Offer refreshments, comfy lounge seating, and charging stations. 
  • Build your brand story– express a compelling story to the attendees about your company values and why you do what you do. 
  • Engage through a welcome message– send a digital welcome message or provide useful information directly to attendees’ phones. 
  • Have fun with it – ultimately, when people are having a great time they are more likely to associate a positive memory with your brand. Make it a fun experience by hosting mini trivia or a gameshow to engage the audience. 


When it comes to tradeshow planning it is best to start brainstorming ideas months in advance. Create a budget with your team to make sure realistic goals are set and you can properly execute the ideas you have. Ultimately you want to create a booth that is well thought out and has a lot to offer. No matter your budget size you can come up with some pretty creative DIY projects that will lead to higher engagement with attendees. If you can’t afford the fancy technology, don’t underestimate the traction that comes with serving top-notch refreshments and a great place to catch a break. Use every opportunity to seize a new connection, lead, and sell.

Frequently Asked Questions

Q1. How can I use geofence software to send personalized messages?

Ans. Mapsted is a company that offers a suite of location-based services including geofencing. If you’d like to request a quote for this service click here.

Q2. What else can I do to make sure my booth is gaining attention?

Ans. It is a good idea to have a well-trained and experienced team attending the tradeshow with you. If you have a solid team that is eager and willing to help customers it creates a lasting impression and more chance of creating leads and conversions.

Q3. In what ways can I promote the tradeshow I am attending?

Ans. Make sure you have made your tradeshow debut clear across all social media platforms such as YouTube, Instagram, LinkedIn, Facebook, and TikTok, as well as emails and phone calls. You could also think about hosting a webinar or a virtual demonstration of your product before the tradeshow to generate a buzz.

Q4. Why is it important to create an interactive display?

Ans. In a few words, interactive equals more fun and more engagement. If you spend the time to plan out an awesome interactive booth your attendees will notice and it will create more leads for your business.

Q5. How far in advance should I start planning?

Ans. You want to make sure that you start planning months in advance. It is important to create a budget to ensure you can execute all your great ideas and have the bandwidth to complete them. Once you have a budget you can create a realistic goal for your booth display.

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