Read an excerpt of the article, "Tradeshows Making a Comeback for Brands That Know How to Engage Customers" by Jake Kellogg

Point To Point was on-site at IBS/KBIS to support our clients and take note of new innovations aligned to product and marketing initiatives. As a customer engagement agency, we are always thinking about our clients’ customers and building programs that attract, retain and engage their target audiences.

Viking, manufacturer of professional kitchen appliances, took a completely different path than every other company on our list. Literally. Its booth design was pretty straightforward: banks of ovens, ranges and refrigerators that attendees could examine. So how did they make a bunch of stainless steel appliances grab everyone's attention? They utilized floor clings around the booth to drive people to see celebrity chef demonstrations. And unlike most exhibitors, they included pricing on every single product.

With prices on the products, designers and builders could see exactly what they were dealing with and know immediately if they were the right audience for the product. Viking's sales team did not have to waste time interacting with an audience that would never be buyers and a visitor's time was never wasted.

Regardless of your industry or the trade show at which you exhibit, the key takeaway here is to ensure you're delivering an experience for your booth visitors that encourages engagement and the creative ability to use, touch and feel your products first hand. Shift the focus from you to that of your prospective customer. It will go a long way and generate a whole new return on your significant trade show investment.

See more at www.pointtopoint.com