Imagine: you’ve just decided to attend the world’s leading annual trade fair in your field of industry. You’ve done this before, so you already have the booth, the flyers, the merchandising. You’re sending two of your staff to man the stand. They are your best sales people. And you, the CEO, will attend the fair yourself on Day 1 for the opening of the event.
Here’s the catch: there is nothing new about what you’re doing. Is there? Plus, everybody’s doing it. Right? So, what do you need, for your investment in this fair to pay itself back? How will you ensure high numbers of visitors? How will you increase their awareness of your brand? In other words, how do you create conversion and impact when attending a trade fair?
It’s obviously all about emotions, about people liking you. Did you know, that human beings decide whether they like something or not within 3 seconds? That’s not even long enough to walk past your exhibition booth. Research into neuromarketing has shown that our left and right sides of the brain need to connect. Only if they both react positively to whatever the experience is they are responding to, will that person make a positive decision. In your case, a decision to stop at your booth (rather than absent-mindedly strolling by.) That process takes a maximum of 3 seconds.
How do you go about creating that positive response in only 3 seconds? There is a science to how we are persuaded. Behavioral design, neuromarketing and the chemical workings of the brain have a lot to teach us about how and why we say “yes” to the requests of others. Peak XV draws on all of these as we accompany you to achieve your maximum potential at your next event or exhibition.
- Behavioral Design: Nudging
Ideally, you want to nudge your customer. Gently influence him or her at the subconscious level. How? By low-key, low-cost, minor tweaking of your design. People can be convinced to make the “right” decisions by positive reinforcement and indirect suggestions. Nudging is based on the idea that by shaping an environment (or case in point designing your stand) in a certain way, you can influence the likelihood that one option (your product or service) is chosen over another by individuals. A key factor of behavioral design is the ability for the individual to maintain freedom of choice and to feel in control of the decisions they take. It will feel to your customer like they are following their intuitive, natural preference. So think about your routing, signposting, messaging, communication, in short, how you nudge your customer towards you.
Reciprocity is one of the principles of decision-making, identified by Dr. Robert Cialdini, a leading social psychologist in the field of persuasion and marketing. In the increasingly overloaded lives we lead, these shortcuts act as universals guiding our decisions.
Reciprocity is about give and take. People feel obliged to give back to others the form of a behavior, gift or service that they have received first. Take for example, the mint that comes with the bill in a restaurant. It has been demonstrated that that mint accounts for 3% higher tips. Two mints drive the tip up by 14%. And if the waiter gives first one mint, then comes back to say he enjoyed having you as customers, and so is giving you a second mint, then tips have been demonstrated to go up by 23%. Be the first to give and ensure that what you give is personalized and unexpected. Try it at your next trade fair: give your target customer something special, personal and unexpected. This could be asking them before the fair, how they would like their sandwich and then have it ready for them on the day, with their favorite drink on the side. Just a friendly thing to share… and to catch their attention. Be creative!
Cialdini’s next shortcut, or principle of persuasion, is scarcity. People want more of the things they can have less of. When attending your trade fair, make sure you have a unique proposition and give people the feeling that they are about to miss out on something very special. For example: a black box which visitors – handpicked at the fair – may enter (invitation only!) to get an exclusive preview of your latest innovation. A unique experience. You can make this restrictive: only ten invitees/ only between 1 and 2 pm, etc. Make sure your target customers get a sense of exclusiveness and point out what they stand to lose if they don’t come to your booth.
In our next News & Updates more about how to increase conversion & impact of your marcom campaigns in general and more specific your event & exhibition campaigns.
Want to read the complete article, click on the link:Conversion and Impact: it’s all about emotions
Richard Thaler and Cass Sunstein,‘Nudge: Improving Decisions about Health, Wealth and Happiness’, New Haven: Yale University Press, 2008
David Halpern on Nudge Theory, ‘How Small Changes can Make a Big Difference,’RSA Spotlights, https://www.thersa.org/discover/videos/event-videos/2015/11/david-halpern-on-nudge-theory
Dr. R. B. Cialdini, Influence, Harper Collins Publishers, 2007
Martin van Kranenburg en Laurens Boex, De psychologie van het overtuigen in een online omgeving, Blog posts on Marketing Facts, 2013
Victor Lamme, De vrije wil bestaat niet, Uitgeverij Bert Bakker, 2010
Paul Postma, Anatomie van de Verleiding, Boom Uitgevers Amsterdam, 2017
Job Boersma & Sarah Gagestein, Harder Praten helpt niet, Haystack Uitgeverij, 2015
Daniel Kahneman, Thinking Fast and Slow, Penguin Books Ltd, 2012
Dick Swaab, Wij zijn ons brein, Olympus, 2015
David Servan-Schreiber, Guérir, Pocket, 2005