Attendee Mind Reading 101

Ann Marie Burke | September 1, 2016

Summer is over. All the kids are back in school. Maybe it’s a good time for us to learn a few things too. Such as what exactly is on the mind of an attendee and how knowing what they are thinking can help you be more successful on the trade show floor.

Susan A. Friedmann, CSP, author of “Meeting & Event Planning for Dummies” teaches us that beyond your products and personnel your success has to do with understanding what’s really on the mind of the attendee and tailoring your exhibit experience accordingly.

Here are three instances in which our mind reading abilities have come in handy.

“I AM TOO BUSY TO EVEN BE HERE.”

Between conference calls, networking events and the pool it is key to not waste their time. So, make sure your message is clear, that you understand what they are expecting and provide it to them in a no nonsense manner. They are not tire kickers but are looking for someone to help them get what they came for as efficiently as possible.

"THAT IS TOO MUCH WORK.”

Attendees do not want to jump through any hoops to receive something. In some cases, they are even willing to pay more to avoid it. So, keep it simple and offer them the most hassle free special promotion possible. Most attendees are willing to give more when they feel they are getting more in return.

“I FORGET MY OWN NAME SOMETIMES”

In normal situations people need to experience a piece of information at least six times before they remember it. On a crowded trade show floor that number increases. Key messages and offers should be introduced before the show opens and reinforced throughout the exhibit, in sales presentations and in post-show follow-up communications.

At MG we have an unparalleled level of focus on the attendee, creating positive, engaging and memorable experiences that deliver results.

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