Game Shows at the Trade Show: Drawing a Crowd

Most of our clients and customers use game shows in their training programs. They're ideal for this; increasing content retention and enabling trainers to review, preview and present information in an incredibly engaging format.

However, as we've collected many, many stories and anecdotes from customers, we've discovered some alternate uses outside of the training department. As it turns out, some sales departments use game shows to promote their products to interested parties. Also, marketing teams are deploying game shows on the floor of trade shows.

Having used game shows at trade shows before (the screen cap in this post is from a custom game we designed for Mystic Tan), we can attest to the power of the medium. Game shows:

Attract a crowd: Whether a few people out of a crowd are playing along or everyone in your booth audience is playing along using keypads, game shows naturally attract an audience. Not only do people want to see whether others succeed or not, but they want to test their own knowledge (to see if they're "smarter than the player"--so to speak).

Engage people with your content: Game shows are a great way to uncover "ah-ha!" moments with your product or company by showcasing unique features/benefits in the form of a question. You can use specific content, (i.e. Which of the following is a new product feature, etc.) or general content to drive interest around a topic (i.e. As you see in the screen capture above--the question is tangentially related to tanning, but doesn't cover Mystic Tan's specific product line), or a mixture of both.

Can direct conversations: Game shows can direct meaningful trade show conversations in several ways:

• Booth personnel can listen to a game show round and then follow up with more information while attendees' attention is piqued (i.e. Yes, the new product has this feature...and did you know it allows you to do x, y and z as well?).
• Using audience response pads, you can measure what parts of the audience have knowledge gaps and incorporate survey questions to gauge the level of interest in particular topics or products.

Get people to spend more time at a booth: Game shows not only draw a crowd, but we've seen people who won't stop for a free tchotchke or engage with booth personnel spend large chunks of time at a booth when a game show is involved. And that's more opportunity to get qualified leads!