I’m excited to give you a sneak peek at my latest creation. I have to share this with you because I believe it can make a massive difference in the way you exhibit at trade shows.

I have just released a special report on the secrets to creating massive trade show traffic. I’ve taken all of my experience and the collective knowledge of all my mentors and poured it into this special report. I whole-heartedly believe that this report can make a major difference in the density and frequency in which your booth is visited.

Please enjoy this excerpt from “Trade Show Traffic Secrets“.

The Triple “A” Traffic Triangle 

Attention-Attraction- Action

Getting attention is the first step. You only have three seconds before someone walks right by your booth. You need to interrupt the pattern of the trade show attendee. Imagine their current mindset of going from booth to booth, seeing the same kind of thing over and over again. This monotony needs to be jarred violently so you stand a chance to capture their interest. How do you get their attention? You earn it. Give them something different and unexpected.

When selecting material for my presentations, I like to run what I call the “What the hell is this?” test. Whatever your booth activity or demonstration happens to be, it should look strange and interesting enough that when people see it for the first time, they will say to themselves, “What the hell is this?”

What is the visual tableau that your booth creates? A number of years ago the company Fusion-IO had a custom made bicycle-powered Ferris wheel in their booth. Upon seeing this you’d say to yourself, “What the hell is this?” Depending on your sense of adventure, you may have even wanted to try it.

Another more practical example—because we can’t all afford bicycle-powered Ferris wheels—is to change up your levels. I often start my pre-show crowd gather by performing some unique demonstrations of magic and mentalism on the trade show floor. I’ll be down on one knee and I’ll encourage the initial viewers to crouch down to see what I’m doing from a better angle. Picture yourself walking down an aisle and you see a group of six to eight people crowded around someone kneeling, staring at the floor. Would you say to yourself, “What the hell is this? What’s going on here?” Of course you would because it is out of the norm. This approach has been proven to be very effective.

Conversely, what could you do that is up high? Could you hang something off your booth that is unexpected? These are the questions you need to start asking yourself.

Creating unexpected scenarios bucks the trend and attracts the wanted attention you desire.


The next step is attraction. You may have stopped them, but without an invitation or some coaxing, they may go back to doing what they were doing before.

This past year’s VM World had a booth with robot mime dancers that wore the green screen suits, except they were all blue. Every so often the music would crank up and they’d start dancing like robots. This definitely attracted attention, but it lacked the attraction step. In the attraction phase you must answer the attendee’s internal mindset of “What’s in it for me?” If this question is satisfactorily answered and the dopamine kicks in, the booth visitor will anticipate the payoff and welcome the engagement.

Giveaways, unique demonstrations, and experiences really help with fully attracting prospects into the booth. How can you entice, cajole, and bribe booth visitors into the booth to fully experience what you have to offer? Is there a line up to try a game? A giveaway? A presentation that they want to see?


Action is the final stage of your traffic creation. This is where you physically get your booth visitors involved. When you can immerse someone into the experience, not only will this experience be remembered long term, but the visual of the “action” creates more interest by capturing the attention of new passersby. This is where your traffic creation becomes self-sustaining. Having an ever-busy booth is the ultimate goal.

For example, in my presentation, I often have someone from the crowd stand on the stage with me. By getting this one person involved helps emotionally to involve the rest of the audience. When people walk by the booth, they see that there is something going on and they stop to figure out why people are watching the proceedings.

“Nothing Draws a Crowd Like a Crowd”
P.T. Barnum

“To Build a Crowd, They Got to Be Wowed”
Anders Boulanger

Constantly producing crowds around your booth creates credibility in your booth activity and for the company itself. A full, busy booth signals that the “tribe” has decided there is something of value to be found at this location. Hitting that critical mass allows you to position yourself as a leader in the industry. What does it say to an attendee when they see your booth compared to the sparsely-populated competitor’s booth? Marketing is all about perception, and at a trade show you have the chance to control how you are perceived.

To read the entire special report, go to www.TradeShowTraffcSecrets.com and download a free copy now!