Does this look familiar?

I recently visited the local auto show to scout out potential applications for some of our products including snapNwin cards and a new doubled sided promotional magnet.

It didn't take long to find an example of a promotion that was well intentioned but likely proved to be expensive but not very effective.

As the photo indicates, the after market supplier is trying to attract traffic to their display and likely build a database of contacts.  However, it wasn't clear who their target audience is or why someone should stop other than for the chance to win free gas or a car.

The concept is simple enough -  use the promotion to gain attention and draw attendees in to complete an entry form.  But this approach has some significant pitfalls.

Due to privacy rules, an opt in or opt out provision is needed to gain permission to contact the entrants. It is likely few of the entrants will choose to be contacted.  Even worse, is the low probability the company will be remembered after the entry form was deposited. There was nothing to remind the attendee and lots of competition as there were several opportunities for enter to win contests.

So what has this company accomplished? They have spent a considerable amount of time and money renting the space, arranging and paying for the prizing, and incurred costs for manning the booth. And the results?  My bet is they wouldn't recoup direct costs nor have made an impression of most attendees.

What could they have done?

First step is to identify the target audience they are trying to reach and clear objective on what will make participation at this show worthwhile. It wasn't at all clear to whom the display was targeted at.

Next ensure visitors to the booth become engaged and actually remember whose booth it they are stopping at.  Anyone stopping needs to be engaged beyond completing a entry form. 

Physical interaction is a great way to engage trade show attendees and stimulate memory. A simple game - golf putting, magnet darts, ball in the hoop is a good way to build interactivity.

I would also include a prize of some kind related to the company for everyone who participates.  Strangely enough promotional magnets still seem to work but it could be any prize. 

If being noticed and remembered  is the goal, handing out a game card that not only requires the player to do something (pull, scratch, enter),  but provides a reminder of who the sponsor is and contact information.

Stickiness is created when you can create interactivity and have your prospect leave with something in their hand.  Because you know most of your competitors won't.