If you are not doing live draws in your booth you are missing out on the energy and social proof that a live draw creates. If you have a draw that has the winning ticket drawn and then written on the whiteboard or posted somewhere, you are not taking advantage of what could be at your booth.
Second Chance to Impress
Your primary objective when exhibiting is to get people to your booth. If you can orchestrate a way to bring people back, by giving them an excuse to visit the booth again, you are generating more marketing impressions and gaining valuable mind share. By visiting the booth, seeing your signage and listening to your presenter again you are creating an additional opportunity to expose these potential clients to your core benefits and just maybe your messaging might sink in a little deeper.
One important tip to remember if you are thinking of using a live draw at the show. When you can, always have the prize on hand to be displayed or held up and showed off to help create even more excitement. Yes sometimes this is not convenient because of the size of the item or the logistics. People want to be able to walk away with something that they won. Being told that it will be sent to them takes away from their win slightly. Of course having the prize on display creates anticipation and interest in the draw in the first place. So, when you can have the prize in the booth.
Why Crowds Are Important
In another post I mentioned the benefits of social proof. Having a large crowd in your booth once a day or once a show is a good thing. Other attendees see the mob of people and wonder what they are missing out on. They also wonder why that company is so popular and what do those people know that I do not.
Follow Your Own Rules
Draws are fun and exciting, but if executed poorly they can have negative consequences. If you are doing a draw for a high-priced item, make sure to be fair and above board with all of your procedures. If there is anything fishy going on, the attendees will cry foul and you will have undone any good will that you have created not to mention a potential riot on your hands. A few years back an exhibitor held a similar draw where the attendees had to be wearing a t-shirt to win. They broke their own rules and awarded the Segway to a non-shirted individual. What ensues is quite entertaining but I would not want to wish that upon any fellow exhibitor. You can see the chaos here: http://www.tradeshowmemes.com/day/2012/07/11
Bottom line, draws are an effective booth activity and when used to their highest and best use will get you great exposure, more leads, and more energy in your booth.
If you can spot me in the picture and tell me where I’m standing in the comments I’ll send you my trade show R.O.I. calculator!