Enhance your trade show presence with stock music for a display people will remember.
If you or your marketing team are regular exhibitors at trade shows, you know the value of standing out from the crowd. Stock music, when used correctly, can enhance your company’s marketing efforts at industry shows and events, increasing the ROI of your marketing spend.
With the typical trade show boasting on average 2.2 attendees per square footage of floor space, marketers realize the potential audience they can reach in a single event. With attendees spening 9.1 hours per show in 2012 viewing exhibits, it’s become increasingly important to create memorable and attractive experiences for audiences, to ensure standing out in a potential customer’s memory. Another key metric is Exhibit Attraction. Exhibit Surveys, Inc. calls Exhibit Attraction the percentage of an exhibitor’s Potential Audience who remembered visiting a company’s exhibit. Exhibit Surveys estimates Exhibit Attraction at approximately 81%.
If that’s true, trade shows are becoming more and more successful, but at the same time more and more competitive. “The function of the physical exhibit is to selectively attract its potential audience from among the total audience at the show. Factors which most often determine success in this regard include: awareness for the company and its products among the audience, pre- and at-show promotion, exhibit design and graphics, demos and attention-getting techniques, interest in products or services exhibited, and exhibit size. Over the past several years, exhibitors have been more successful in selectively attracting their potential audience,” says Exhibit Surveys website in presenting key metrics.
Creating a Multisensory Experience
If everyone is using eye-catching displays and graphics to attract their potential audience, companies are going to have to turn to new and innovative techniques for attracting visitors to their displays. This is where stock music comes in handy. Music and audio engages other senses that may be being neglected in the trade show environment, which is a typically sight- and touch-centered environment. By strategically playing stock music and even occasional sound effects, companies can increase their displays’ overall appeal and effectiveness. Here are a few ways you can successfully integrate stock music into your trade show displays:
1) Background music for live presentations and product demos. If your booth involves regular demonstrations by staff members and how-to sessions, you can spice these up with a little background music. Set the tone and grab attention with a “demo theme” track that you play before and after the demo starts. Include high-energy music softly underneath product demonstrations to keep the energy up and the presentation moving forward. Or just sprinkle in some sound effects for comedic effect (though that will take some rehearsing).
2) Soundtracks for promotional videos. Have tons of HD tvs and monitors surrounding your audience with moving images and recorded demonstrations? Add soundtracks to your videos with corporate, pop, and commerical stock production music tracks for a memorable viewing experience and keep your viewers watching those screens.
3) Sound effects as regular calls to action. Signal deals, raffles, or specially scheduled events to show attendees by playing a chime or cool sound effect for just a couple seconds. This can be a cash register sound effect to signal special giveaway at the top of every hour, or a boxing ring bell to signal a live demo or panel discussion.
4) Ambience for the entire booth. You can set the mood by continuously playing energetic or ambient music to create a multisensory experience for your visitors. Just remember to heed your shows’ volume regulations.
No matter how you do it, utilizing royalty free stock music can dramatically increase your memorability factor at a trade show, and draw attention to your display without a huge increase in cost, making the time and money at your next trade show better spent.