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March 2024
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In the engagement game, even small moves can start to yield big wins. Take into consideration the term “attendee.” It’s a term that we all use and one that is standardized within the industry. But it’s also a term that tends to be rather transactional in attitude, and in nature. It can be a more mass-focused mindset; number of attendees at the show, number of attendee impressions, number of attendee scans, etc. To many, including some of your event staff, an attendee is basically someone who is present at a conference and may happen to enter your booth. That transaction may simply be a scan, or a brief conversation, and on their way they go.
Consider instead, the connotation of a “guest.” A guest, is someone you may welcome in to your own home, or your corporate home, which your booth is simply an extension of. Guests have inferences of warmth and welcome. Somewhere in between, there probably is the word visitor, but that’s not my point today. My suggestion today is to begin to think of, and refer to, those people who are entering your space as guests. As you start that subtle shift between transactional and welcoming, you can begin to coach your staff, or encourage your clients to coach their staff to begin re-thinking that term of attendee and replace with guest. By doing so, you place a greater inferred value on the individual and the all-important experience that you are creating for that person. Engagement depth should follow as your team builds deeper interactions and develops stronger relationships with those valuable parties. And regarding that value, if you’ve done your preparation, you should be able to share with your team exactly the value that that each guest represents, both in lifetime value to the organization, and in investment at each particular event. On the surface, this all may seem like a very small move, but re-thinking your vernacular will help your staff change their attitude and their approach and potentially improve performance at your next show. Want to learn more about creating great guest experiences and improving your efficiency and effectiveness within your trade show program? Contact Ben Olson at the OLSON experience, LLC at [email protected] or visit www.theolsonexperience.com. About Ben Olson: With over 20 years in creating great experiences that bring brands and audiences successfully together face-to-face and face-to-screen, Ben has helped some of the world’s most iconic brands, in B2B and B2C spaces, engage, enlighten and evoke action with their target audiences. With senior leadership experience on both agency and brand sides, Ben has built strategic and creative experiential marketing teams and integrated marketing offerings in Director and VP roles at such organizations as; Momentum Worldwide, mg/MG Design and GES. Currently, Ben is Chief Experience Officer at the OLSON experience, LLC, offering experiential and brand strategy assistance to agencies, exhibit houses and directly to brands. Visit www.theolsonexperience.com to learn more.
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