[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Trade shows and conferences are<\/span> excellent opportunities for companies to network<\/b> and present their products\/services to a wide audience. But taking part in these events also represents a major investment. That’s why organisations need to maximise their ROI by taking advantage of this opportunity to generate leads and sales. <\/span><\/p>\n In an environment where they are in direct competition with other exhibitors<\/span>,<\/b> how can we differentiate ourselves and achieve these objectives? Gamification is emerging as <\/span> an effective lever for attracting and converting<\/b> visitors.<\/span> <\/p>\n In this article, we take a closer look at the links between<\/span> gamification and trade shows<\/b>. We also share our tips on how to host a trade show and win new customers.<\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Gamification is the process of <\/span>turning any activity into a game.<\/b> It’s a particularly popular tool in digital marketing, but one that companies are increasingly transposing to the physical world. We have already mentioned <\/span>gamification in shops<\/a><\/span><\/span>, but it has long been a central element of trade show experiences.<\/span> <\/p>\n Exhibitors didn’t wait for gamification to collect business cards to generate leads and win prizes for participants.<\/span> Physical games have always been incorporated into trade show stands<\/b> to make them more attractive and encourage visitors to interact with the company.<\/span> <\/p>\n But<\/span> playable marketing has come a long way since then<\/b>and so are the technologies used on exhibition stands. The arrival of mobile screens and large-format displays (such as interactive kiosks) is opening up new possibilities for businesses. These phygital devices also help to bridge the gap between the digital and physical experience, boosting user engagement on their preferred channels. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Gamify your stand to host a trade show<\/span> with interactive activities for visitors<\/b> enables companies to achieve a number of strategic objectives. Here are some of them. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Trade shows are highly competitive events<\/span>. Pour animer un salon professionnel, <\/b> companies have to stand out from hundreds of other exhibitors. Their objective: to capture the attention of a public that no longer knows where to turn. <\/span><\/p>\n Gamification is an excellent way to stand out from the crowd. Exhibitors can attract visitors by creating <\/span> an interactive and entertaining experience<\/b> that will break the monotony of the other stands.<\/span> <\/p>\n The public will be more inclined to engage in conversation with a company’s sales staff<\/span> if they are directly invited to take part in a game<\/b>. This will be all the more the case if this interactive activity can enable them to win attractive prizes (goodies in the company’s colors, a free trial period, etc.).<\/span><\/p>\n Mechanisms such as random drawing or the<\/span> wheel of fortune<\/span><\/span><\/span><\/a> are ideal for trade shows. They are <\/span> clearly identifiable by visitors<\/b>, who will be naturally drawn to the stand and the chance to win a prize.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||58px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To ensure that their efforts have an impact beyond the exhibition, companies need to<\/span> put in place a lead follow-up strategy<\/b> via personalised content. So one of the biggest challenges of this type of event is lead generation <\/span>and data collection<\/span><\/span><\/span><\/a> so that they can be reactivated with relevant information or offers<\/span>. <\/p>\n Gamification is an excellent way of collecting data on prospects, such as their contact details. But an entry form for a marketing game or even the interactions resulting from the game itself (as with <\/span>a swiper<\/span><\/span><\/a><\/span>, for example), can give companies<\/span> even more valuable information about their audience<\/b>. This will give them more in-depth knowledge of their target audience’s preferences, buying behaviour and even direct feedback on their products.<\/span> <\/p>\n At the<\/span> French Salon International de l’Agriculture<\/span><\/span><\/a>, Lidl invited visitors<\/span> to take part in a<\/b> one-armed bandit game<\/b><\/span><\/span><\/a>. <\/b> Players had to line up 3 identical symbols on the theme of the event in order to win 50 euro vouchers in the chain’s shops. Before launching the interactive game, each participant not only had to fill in a form to provide qualified information. They also had to choose whether or not to receive the company’s newsletter. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2023\/12\/Exemple-salon-Lidl-jpg.webp” alt=”Exhibition example – Lidl” title_text=”Exhibition example – Lidl” align=”center” _builder_version=”4.23.1″ _module_preset=”default” width=”80%” custom_margin=”46px||64px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”73.2px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Result: <\/b>Lidl used the game as an effective lever to capture qualified data and generate downloads of its Lidl Plus application. Hosting a trade show enabled Lidl to collect 152K entries and 7K shares on social networks, as well as recruiting 71K optins. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n By boosting the visibility of its stand and facilitating lead generation,<\/span> gamification is already a powerful conversion lever<\/b> for companies taking part in a trade show. But it can also use its interactive animation to generate more sales, and so maximise its ROI. <\/span><\/p>\n In particular, the brand<\/span> can reward visitor interaction<\/b> with prizes in the form of purchase incentives. The prizes up for grabs in the Lidl one-armed bandit competition were vouchers to be redeemed directly in Lidl shops. <\/span><\/p>\n Similarly, promotional codes shared via an<\/span> instant win<\/span><\/span><\/span><\/a> can<\/span> encourage visitors to complete a sale<\/b> at the show. Simply adding a validity date (e.g. the duration of the event) can create a sense of urgency and boost the company’s conversion rate. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.23.1″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n To maximise the impact of hosting a trade show, companies need to <\/span>think through their strategy from A to Z<\/b>. Here are the steps they can take to ensure that they leave no stone unturned in their conversion funnel:<\/span> <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.1″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n\n
Gamification and trade fairs: the obvious way forward<\/h2>\n
<\/blockquote>\n
The benefits of gamified trade show experiences<\/strong><\/h2>\n
Gain visibility\/awareness and engage visitors at a trade show<\/strong><\/h3>\n
Generate leads and collect data through gamification<\/strong><\/h3>\n
Converting through hosting a trade show<\/strong><\/h3>\n
How can gamified marketing be used to host a trade show?<\/strong><\/h2>\n
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Conclusion<\/strong><\/h2>\n