Andy Warhol once said that everyone will get 15 minutes of fame. For trade shows…well, that number is a bit inflated. Try 15 seconds.

That’s right – the average trade show attendee only spends 15 seconds per booth!

For most trade show participants, that’s a scary thought. After all, 15 seconds isn’t a lot of time to communicate all the wonderful things your business offers to a customer, right?

That’s true – unless you know how to make the most of that 15-second window.

Here are three easy (and I do mean easy) ways to make the most of your 15 seconds and deliver a message with impact.
Tip #1: Get Help – Turn to Professional Staffers

Your typical trade show features hundreds – if not thousands – of attendees meandering their way through the labyrinth of booths, displays, and presentations. Many of these attendees will dedicate at least a few seconds to virtually every exhibit, which tells you that gaining attention at a trade show is pretty easy.

Actually keeping that attention is an entirely different story.

One easy way to maximize your impact during that 15-second window of opportunity is to hire professional staffers for your booth. Now, done correctly, you aren’t hiring someone who is there to look great, smile wide, and hand out freebies. With the right professional staffer, you are hiring someone who:

Engages your customers in meaningful conversation
Qualifies your visitor to see if they are a part of your target audience
Advocates for your business effectively in an incredibly-brief amount of time
Entices your customer to take some sort of action at your booth
Encourages your customer to either stay or go – depending on what you want them to do

All of the above in just a few seconds; that is why they are called “professional”! Not hiring pros to handle your booth puts yourself at a disadvantage against the businesses who do.

Tip #2: Prey on the Senses

Another way to really establish a connection during that 15-second window is to prey on your customer’s senses.

As humans, we aren’t just thinkers; we get our information from what we smell, see, hear, feel, and taste. If you can play to two or more of those senses at the same time, your visitor is far more likely to stick around.

Host an interactive demonstration of your product. Play music or an up-tempo video.  Use bright lights. Waft pleasing aromas through the air. Give samples of food.

The more senses you impact, the more intrigued your customer will be – especially if you use professional staffers for a one-two punch.

Tip #3: Sit and Take a Load Off

Finally, one easy way to make the most of those 15 seconds – to either convince your interested prospects to stick around for more information or take action and give you an email address or number – is to offer them a seat.
Literally!

For your interested prospects, have a private area complete with a couple of comfortable chairs for you and your visitor. For those up front, a few plush bar stools can work wonders when you want your prospects to fill out a form or sign up for something. People hate standing when they don’t have to – and if you offer them an alternative, well, who are they to pass that up?

Trade shows are great ways to maximize your exposure. If you follow these three tips, you’ll make the most of your 15 seconds. After that, who knows? Maybe those 15 seconds will turn into 15 minutes and prove Mr. Warhol right – and make you a profit!

Don’t make the same mistakes:  Check out our article on Common Trade Show Event Errors