How to Create a Sensuous Exhibit – G Rated, of Course!

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Think about your favorite place on earth – the place you always want to go whether things are bad or good.  Your favorite restaurant has food that tastes the best to you.  Your favorite spa has scents and sounds that relax you.  Your dream vacation may be the mountains that look beautiful or the beach with the sand in your toes and sun on your face making you feel at peace.  No matter where it is, it’s most likely your favorite because of feelings and emotions you have associated with that place.

To be attractive, whether personally or professionally, you must have positive sensual appeal.

Think of this in terms of your exhibit at a local trade show.  How do you get someone to stop (and stay) at your display?  Whether you have a small portable trade show exhibit or a giant display with all of the trappings, you must stand out and be attractive to attendees by appealing to their senses.

Smell

You might never think in terms of making sure your booth smells good, but this can be used as a tool to help sell your product.  Obviously, if you are selling something like candles or cologne, you already utilize this sense in your marketing.  However, this can be used to help compliment your business, even if a “scent” isn’t what you’re selling.

Look at realtors – they often will bake cookies in a house prior to showing it to create the feeling of home.  Retail clothing stores often spray cologne to draw in a youthful crowd.  Think creatively of what scents you can use to enhance the attendees’ experience at your trade show booth.

Sound

There may be limitations to the type of background music or accompaniment you can have at your display, depending on your venue.  However, music is known to create moods, so this can be a helpful tool in relaxing customers or creating a desired atmosphere for your exhibit.

Your voice can also either be a positive or negative experience for your attendee.  Have you ever passed those annoying vendors in the mall who literally yell at you to try their product?  Does that appeal to you?  Maybe I’m the only one, but that turns me off!  Speaking in a calm, but still confident, tone will definitely make a difference in having your customer feel relaxed and want to listen to what you have to say.  For advice on what not to say once you have their attention, read the article “7 Terrible Marketing Terms to Avoid” right here on Epic Launch.

Touch

I would not recommend freely touching your attendees, but think in terms of what they will be touching.  If your site has a cold cement floor, consider a plush carpet for them to stand on.  If your event is outside on a hot day, placing a couple of strategic fans or offering cold water will attract people to you and away from your competition.

Ensure your materials and promotional items represent the excellence of your business.  People know the difference between cheap and heavy weight paper.  They will be able to tell if you went for the lowest quality t-shirt or cared to give away the best.  Don’t underestimate the importance of investing in the details.

Taste

Think back to trick-or-treating as a kid.  Whose house was the best – the one with grandma candy or the one that gave out the chocolate?  The exhibit with the best candy wins!  Food is a strong motivator and can be used strategically to attract an audience.

Obviously, if you are selling a food item, nothing works better than samples.  Nobody can know how good your product is unless they try it for themselves!  A small investment in samples will produce valuable sales.

Sight

There is a whole psychology of color devoted to understanding how color creates emotional, mental, and physical reactions in people.  Blue calms, red excites, and yellow makes you happy.  Take the time to research how your company’s colors might be making your customers feel and use this when designing the appearance of your exhibit.

This applies to your personal appearance, as well.  How you dress reflects directly on your company’s representation.  Take the time to iron your clothes, comb your hair, and dress how you want people to think of your company – casual, formal, creative, etc.

Do you have any questions on trade show exhibiting?  Any other tips on how to stimulate the senses at your booth?  Let us know in the comments; we’ll be here to answer any questions you may have!