New research has revealed that interaction is an essential factor in building brand trust and loyalty, particularly at trade shows.
Connection with others is essential for our lives and our businesses. These face-to-face moments deepen relationships, convey knowledge, and provide a more positive customer experience. Live interaction also brings consumers and brands together, the foundation of building trust. And now there’s a new study supporting the fact that in-person connections at live events do indeed boost brand confidence.
Please read on for more information about this insightful research along with five proven tips for building brand trust at trade events.
Key Findings From the Freeman Trust Report 2023
Freeman, a global show contractor, recently commissioned Edelman Data and Intelligence to conduct a comprehensive research study on the impact of interactions at in-person trade events on brand loyalty and trust. The resulting Freeman Trust Report 2023 demonstrates a clear correlation between face-to-face interaction at events and brand trust. Key findings include:
- 77% of all respondents say they trusted brands more after interacting with them at in-person events.
- The halo effects from these interactions lasted at least a month for 64% of people surveyed, resulting in long-term brand trust, recognition, and increased sales.
“A brand’s most valuable asset is the trust it builds with its customers,” says Mickey Wilson, chief marketing officer at Freeman. “Freeman’s new research makes it clear that the companies who engage with their customers at live events build significant trust and loyalty. When considering the volume of marketing channels available to brands today, live events stand out for their unique ability to foster the connections and relationships companies most urgently need.”
Let’s Talk Engagement
Interacting or engaging with visitors will benefit your brand long after the trade show. Your booth is essentially a store window designed to entice and invite people to explore your brand. But once they enter your space, the interaction is up to you.
So here are four clever ways to boost the level of customer engagement and enjoyment at your next show.
1. Rely on the Magic of AV
With the latest innovations in technology, audiovisual (AV) equipment is no longer limited to projectors and screens. There are many tools available to make your AV setup more engaging and compelling. Using massive video walls to build an interactive display, for example, makes it vibrant, exciting, and eye-catching. Or, create a giant touchscreen to share key information and challenge visitors to fun interactive games. Creating engaging content for your AV presentation is frequently overlooked. This can have a big impact on the success of your event.
2. Entice Their Senses
Expert marketers know that to build an immersive brand experience, as many senses as possible must be involved. While visual cues are important, you can enhance them by recruiting elements that evoke sound, scent, and touch. Think about your favorite local coffee shop. It’s not just the menu or ambiance that’s appealing; it’s also the smell of fresh coffee beans and the familiar hum of the espresso machine that builds anticipation. When two or more senses are involved, they work together to make the brand more memorable. Adding a dose of interaction supports that significance and the same holds true for your trade show display. For instance:
- An aromatherapy company might display its lavender-scented diffuser and give product samples to attendees, creating a memorable association with their products.
- A hotel chain could model its exhibit to resemble the lobby reception area, complete with staff dressed as managers and a guest book where attendees can write their names and contact information. Visitors who do so could be given a numbered key that corresponds to their entry in the grand prize drawing. Participants are sure to recall the hotel brand in a positive light.
3. Keep Your Swag Relevant
Giveaways are the most common solution offered for attracting customers at trade events but many times, they fail to relate to the brand or its message. To maximize the effectiveness of your giveaways, make sure you have a clear message to convey and select swag that showcases it. For example, if your company is in the health or wellness industry, you might offer yoga mats or massage balls. Boost the interactive element by offering a free 10-minute yoga class or a mini-massage.
4. Carefully Select and Train Booth Staffers
It’s important to assemble a team that’s enthusiastic, friendly, and engaging. Ensure that any knowledge gaps are filled in with detailed training so that booth workers can focus on engaging with visitors rather than trying to remember product specifics. Allow plenty of time for staff training, ideally a month prior to the exhibition. Define your target audience, create a compelling sales script, and practice with your team until everyone feels comfortable.
When building brand trust is a priority, Adler Display is your ideal exhibition partner. With more than 85 years of experience, we have perfected the design process to make your trade show presence a resounding success. Please contact us to learn more.
About Adler Display: For over 85 years, Adler Display has been one of the best-kept secrets behind so many businesses looking their best. Designing and producing a wide variety of high-quality recognition displays, trade show displays, signage and exhibits, lobby and corporate interiors, and historical timelines, Adler’s expert team includes consultants, designers, project managers, and fabricators. Working from a 17,000-square-foot facility in Baltimore that includes a precision woodworking shop, Adler Display handles all printing, construction, and finishing on site. Learn how to achieve your imaging goals and make your business look amazing at: www.AdlerDisplay.com.