Exactly! What has been helpful to my team is memorable engagement, whether it be a sort of entertainment, but something that is unorthodox to see at a trade show. Supplying amenities is a big one, such as water, food, charging for the phone, etc. A booth design that utilizes all five senses, such as bright contrasting colors, music, etc. Lastly, give aways that are not stress balls or pens. For example, if I was having a trade show in London, perhaps a give away of umbrellas or if the attendees are all sporty junkies, a branded sports bag would do the job. I think the biggest thing however is interactivity. How interactive is your booth? What are you doing to engage with these attendees? And how are you capturing their information?
Ramon A. Perez