MisterEY Entertainment attends many Trade shows and exhibitions and MisterEY Entertainment still feel face-to-face marketing remains the most effective way to attract and influence new and existing customers. They allow exhibitors to create a specific mood and utilise the psychology of the human mind.
Doing many trade shows and exhibitions MisterEY Entertainment noticed how much exhibits are organic they are living, breathing spaces that can affect the attendee’s senses and emotional mind. This allows exhibitioners an exclusive, powerful opportunity to influence and interaction with attendees in real-time.
You can break exhibit psychology into two separate levels.
The first being the superficial level. This is how your company can appeal to attendee’s five senses. The way in which they immediately, instinctively respond to your stand. This relies heavily on the attendee’s subconscious, initial judgement that are based on the physical appearance of your stand staff, brand, service and products.
The second level is the Behavioural level. This encompasses interaction with attendees. The emotions the customer experiences during the interaction. This relies mostly on subtle behavioural cues of your staff: their body language, facial expression, a tone of voice, and overall energy they display.
Though the superficial and behavioural levels are two distinct pieces of the whole puzzle. They depend deeply on each other. If your exhibit fails on the superficial level, your stand will never get the chance to deliver into the behavioural level with attendees. Similarly, if your staff is unappealing on the behavioural level, you’ll lose the customers you attracted on the superficial level. So, in order to create a successful exhibit, you must thrive on both fronts.
However, you can Influence the Superficial Level by creating a space that is appealing, beautiful, and non-threatening. The easiest and most instinctual way to do this is with colour. It’s easy to overlook something as simple as your stands colour palette, but it can determine whether an attendee will stop and feel comfortable at your exhibit.
We react to colour in unique ways, studies have discovered the following to be true about the psychology of colour and what it symbolises to people:
Black – authority, elegance, seduction, and mystery.
Brown – dependability, efficiency, humility, and solidity.
Purple – dignity, wisdom, mystery, regency, and spirituality.
Red – love, warmth, and comfort. It’s also associated with excitement, passion, speed, and strength.
Pink – comfort, femininity, gentleness, and well-being.
Blue – authority, dignity, faithfulness, and dignity. Blue is described as a favourite colour by many people and is the colour most preferred by men.
Yellow – alertness, cheerfulness, happiness, and warmth. It enhances concentration and appeals to intellectuals.
Orange – ambition, endurance, pleasure, and strength.
Green – freedom, freshness, nature, and tranquillity. It relaxes the eye and has soothing effects.
Be sure to fill your booth with colour that accurately represents your brand and will generate an emotional response that will allow attendees to trust your image.
You can even combine the power of colour and the appeal of your talented staff who wear brighter colours, such as red, yellow, or orange are more likely to attract attendees than those wearing white or grey.
Influencing the Behavioural Level
In order for an attendee to have a comfortable, positive emotional experience at your exhibit, it’s critical for your staff to showcase the appropriate behavioural cues. They should appear bright, alert, and approachable at all times. This can be demonstrated with a simple smile and confident eye contact. It’s said that attendees make snap judgements of exhibits within the first three seconds of spotting them — so, make sure those three seconds are infused with an inviting smile and positive, open energy.
Your staff should also be aware of the behavioural cues to avoid. Brand ambassadors should steer clear of negative, closed body language such as folded arms or crossed legs — while also refraining from the use of electronic devices and appearing distracted or uninterested.
If a customer appears restless or fidgety, this can be a sign of boredom or disinterest. Your staff should notice this early on and make an attempt to intrigue the attendee with a demonstration or an open-ended question that will re-engage them in the interaction.
If the customer avoiding eye contact, leaning backwards, or keeping their arms closed? If so, they’re likely having a negative or uncomfortable emotional experience. You are losing them you staff should recognise these signs
It’s also important to note that certain attendees will be naturally shy or apprehensive about engaging with your exhibit staff.
Psychology Can Optimise Your Investment
As you can see, there are many psychological factors that contribute to a successful trade show exhibit. Most of these processes are subconscious to the attendee but can massively influence their decision-making process and willingness to engage with your stand.
In order to attract and create new customers, find ways to appeal to them on both a superficial and an emotional level. First, attract their senses with an appealing exhibit and staff. Second, facilitate a positive emotional experience during the interaction. By capitalising on these two factors, your company will discover the massive value that exists within face-to-face marketing.
MisterEY Entertainment helps many companies to have successful trade shows and exhibitions. Feel free to contact us to find out how we increase your engagement with new clients, footfall, warm sales and a return on your investment