Leveraging Computer Games at Exhibitions
If the first challenge at any trade show is to draw potential clients to your stand then the second is to engage them. It’s the same challenge as that which is faced by high street shops but with some vital differences. First you will have the huge advantage of targeting a pre-selected customer base who you already know are interested in what you have to offer. The disadvantage is that you are surrounded by direct competitors.
One great way of drawing people to your stand is by using Interactive media such as short games and multiple choice questionnaires. These applications might be anything from a gimmicky bit of fun to a highly targeted marketing tool. Imagine a wedding cake baker at a wedding show using a game where potential customers design their fantasy wedding cake. Not only would the game attract attention to his stall, but it could also give him valuable marketing date in the shape of popular colours, shapes and decorations. (Although he should take the results with a pinch of salt.) This data can also be collated and analysed more easily than if you were to create the same idea using paper and pen. To collect contact details such as email addresses you can use lead sheets as sign up tables for high scores, just remember to include an opt out box!
Of course the main concern with this kind of set up is the cost. There are two or three different costs depending upon how you leverage your exhibit. The main cost is setting up a display system. The second is developing the game and the third, which is optional but potentially valuable, is the prize.
Unfortunately just having a laptop open to play a simple flash game on would probably do more harm than good. A tablet PC would be a better option as the open format would make it easier to display the game and you could make a holder for it to create a temporary monitor. The small screen may encourage shyer people to play the game, but it is unlikely to attract much attention from passers-by. In contrast if you have a large display to let people watch the game being played you will attract more people, but at a higher initial cost.
Developing the game is another area where the cost will be highly dependent. A simple option is just take a simple puzzle game and add your logo or other branding to it, but you can also create more complex games depending upon how much you are willing to pay and what you want out of it. For example Nimlok an exhibition stand manufacturer also has a subsidiary that can create customised games for it customers.
Which option you go for will depend both upon media and cost. For example if you are doing a questionnaire then small screens will be a far better option, both for privacy and cost, where as a Wii game would really benefit from a large screen. It is worth talking to your stand supplier as they will have a lot of experience in attracting potential clients to stalls.