Yesterday a local tobacco processing company, the #SwanValleyGroup posted on the LinkedIn platform. The post featured a full colour graphic advertising the company’s participation at #ZITF2025. The message did not end there. It spelt out in both image and word why visiting the company’s stand would be worth one’s while.
The advertisement informed of the excitement that awaits visitors to its stand. These include virtual reality games, chances to spin a wheel and win various prizes as well as opportunities to win exclusive giveaways. The message brought to the fore the importance of games, competitions and other activities involving the visitor at an exhibition stand. Here are some of the reasons why exhibitors should invest in games and other activities at their stands:
1. Attracting attention
Exhibitions are generally noisy and visually chaotic environments. A game, especially one that is interactive or has motion, sound, or a crowd, draws eyes and feet to the exhibitor’s stand. It is like a magnet that draws visitors to the stand. Even the simplest of games like a spin a wheel have the potential to draw visitors to a stand for two reasons. Some visit out of curiosity to establish the prizes for the game, for example, while others visit to participate in the games. This presents a chance to the stand staff to engage them.
2. Encouraging interaction
Games give people a reason to stop by and engage. Instead of awkwardly hovering or walking past, they get involved in something light and fun, which naturally leads into conversations. Conversations enable stand staff to engage visitors and establish their needs and generate leads.
3. Breaking the ice
Although visitors incur expenses such as transport fares and entry fees to be at the exhibition, generally people do not want to be sold to. And not every stand staff member wants to dive into a sales pitch right away. A game, therefore, provides a relaxed and low-pressure way to ease into a conversation.
4. Creating memorable experiences
People remember experiences more than brochures. If a visitor had fun or won something at a stand, they are more likely to recall the exhibitor’s brand afterward. Visitors can record a short video of their participation in the games at the stand, which they will post on their social media handles, thereby increasing the reach of their experience and the exhibitor’s brand.
5. Facilitating data collection
Some games, especially digital ones, can be tied to lead capture — like entering a name or email to play. This is a clever way to collect data without feeling intrusive.
6. Driving social sharing
Fun games, especially those with a leaderboard or prizes, can encourage attendees to share photos or results on social media. This presents free exposure for the exhibitor’s stand and brand.
7. Reinforcing brand messaging
Smartly designed games can be themed around the exhibitor’s product or service, subtly teaching visitors about the exhibitor does while they play. Games can therefore be used to reinforce brand messaging.
8. Making the most of exhibition stand games
Games at the stand need to align with the exhibitor’s brand or audience. A random game with no tie-in to their brand message might bring people in, but may fail to convert them. The games should not overshadow the exhibitor’s actual offering. They should draw visitors to the offering but not eclipse it. The games are a hook, and not the main act. And ideally, the games must have a clear next step such as talking to a staff member, claiming a prize, scanning a QR code.
