There are plenty of ways to measure success at a trade show, from how many attendees visit your booth to the overall ROI of your trade show budget. No matter how your team defines success, achieving your goals starts by tracking key metrics and refining your overall strategy accordingly.
Dwell time is one of the most valuable metrics your team can track. It not only tells you how long people are spending at your booth but also what aspects of your trade show booth design they found the most engaging. Here's everything you should know about tracking dwell time and how to use this insight to refine your trade show strategy.
How Can You Track Dwell Time?
A great trade show booth does more than engage attendees. It also provides your team with valuable insights about their overall trade show performance. When you design a custom booth with a reliable trade show experience partner, you can equip your booth with digital activations such as attendee tracking software.
Attendee tracking software allows your team to understand how people moved throughout the booth and how long they lingered in certain areas. You can even gauge sentiment through trackers. These useful post-show metrics can help your team refine your strategy and make adjustments for upcoming shows.
How Does This Insight Improve Your Strategy?
Improving your trade show strategy is about finding ways to enhance the attendee experience. Some marketing teams accomplish this by incorporating gamification and other engaging digital features into their custom trade show displays. Other companies might keep their exhibit simple with a sleek, high-quality portable kit and focus on training their sales team to connect with attendees through conversation.
Whatever approach your team takes to elevate the attendee journey, understanding dwell time can help you make the most of every interaction. Here are three ways to use this metric to enhance your trade show strategy.
Identify The Most Popular Areas of Your Booth
When your team learns how people move through your booth and where they linger, you understand what captivates your audience. Do people tend to breeze past your educational pamphlets but stick around to watch an informational video? Do attendees gather in a certain section of your booth while they wait to use your VR headset?
Figuring out what the most and least popular areas of your booth are allows you to strategically place your sales team members and incorporate more engaging features.
Refine Pre- and Post-Show Outreach
When your team has a better understanding of what your audience is looking for in a trade show booth, you can tailor your pre- and post-show messaging accordingly.
If tracking dwell time reveals that in-person product demonstrations attracted the most foot traffic, mention the times of your demonstrations in pre-show outreach emails. If most attendees stick around your booth long enough to watch an informational video about your brand, link the video in your post-show follow-up emails as a reminder about your products or services.
By using attendee tracking software from a trusted trade show experience partner, your team can improve your trade show strategy.
About Skyline Exhibits
A successful trade show strategy is about more than just attracting attendees to your booth. It's also about following up with meaningful leads, building brand recognition, and creating a lasting impression. Since the 1980s, Skyline Exhibits has provided companies of all sizes with valuable tools and resources to navigate busy trade show floors with confidence. From booth design and rental exhibits to digital activations that capture valuable metrics and data, Skyline Exhibits has the trusted solutions your marketing team needs to succeed at trade shows. With decades to hone their expertise, Skyline Exhibits has mastered the art of experience-driven trade show strategy. Whether your team is looking for a custom trade show booth that showcases your company's creativity or digital activations that capture attention and boost engagement, turn to Skyline Exhibits.
Learn how to track other valuable metrics at https://skyline.com/
Original Source: https://bit.ly/4k8n1xb
