The CMO for a large Asian destination exhibiting at an international trade show realized their booth was failing to draw adequate foot traffic. The booth had been designed by one of the best in the industry. Their people were well trained, yet no one seemed interested in what they had to offer. This did not appear to be an issue for other booths located in their immediate vicinity.
What they needed
The VP of Sales needed to know what was broken and how he could fix it immediately.
What we provided
Using a variety of tools and techniques, we conducted an audit of the exhibitors and the attendee’s booth experience. We determined the physical dimensions of the booth, that had numerous access points and seating areas, was appropriate for their native Asian population but proved ‘challenging’ for Western audiences. We recommended they incorporate a variety of cultural experiences that would entice attendees to find out more about their destination.
Attendees were so excited to discover all the unique experiences the destination had to offer, they didn’t want to leave the booth. They exceeded their expectations and standardized on this innovative, experiential approach everywhere they exhibited.