How to attract visitors to your trade show stand

A trade show is a long aisle full of stands that look alike. Visitors walk fast, glance at their phones and only stop when something gives them a reason. Knowing how to attract visitors to your stand is mostly about giving them that reason in the three seconds it takes them to walk past. In this article we explain what works, what doesn’t, and why a branded food cart is one of the most effective hooks we have seen in more than 15 years of events.

Why people walk straight past

Most stands fail for the same reasons. It isn’t a lack of budget: it’s the lack of a clear reason to come closer.

• There is nothing to do. A counter, a few brochures and two people waiting behind it. Visitors assume that if they step in, someone will try to sell them something.
• The message can’t be read from a distance. A long slogan in small type doesn’t work at six metres.
• The team blocks the way in. Sales staff standing at the edge of the stand, chatting to each other or checking their phones.
• Nothing moves. The eye picks up movement before colour. A static stand becomes invisible.

Before the show: lay the groundwork

Choose your location carefully

If you have a choice, go for corners, aisle junctions and spots near cafés, toilets or conference rooms. That is where foot traffic is highest. A stand at the end of a dead-end aisle will need a much stronger hook.

Tell your contacts

Some visits are won before you even build the stand. Email clients and prospects with your stand number and a reason to drop by: a demo, a ten-minute meeting or something they can only get there. Tell them there will be freshly made popcorn on your stand and you have given them an easy meeting point to remember.

Decide what you want to achieve

Capturing new leads is not the same as booking meetings with existing clients. Set the goal and how many contacts you want to leave with. That way you will know whether the hook worked and you can measure it.

During the show: the hook that stops people

The hook is what makes someone change direction. The best ones have three things in common: they can be seen from a distance, they are understood instantly and they ask nothing in return.

Hooks that work

• Something made in front of the public. Food or drink prepared on the spot creates movement, smell and conversation.
• A simple game. A prize wheel or a quick challenge. It works if it is short and the prize makes sense.
• A live demo. Even better if visitors can handle the product.
• A place to sit. At multi-day shows, people appreciate five minutes’ rest.

Why a popcorn cart works so well

A popcorn cart packs almost all of the above into a square metre:

• The smell travels. Fresh popcorn can be smelt from the next aisle. No banner can compete with that.
• There is movement. The kettle turns, the corn pops, the cabinet fills up. People stop to watch.
• It creates a small queue. And a queue draws more people: if others are waiting, something good must be happening.
• It buys time to talk. While the operator fills a box, your team has a natural minute to say hello without sounding like salespeople.
• Your brand goes for a walk. Visitors carry a box of popcorn with your logo around the hall. Others ask where they got it.

Our standard cart serves around 60 boxes of 45 g an hour with one operator, runs off a normal socket and is set up in under an hour. All it needs is its own footprint plus a metre of free space in front for the queue.

When to step up to the XXL wagon

At large shows or on big stands, a standard cart can feel small. Our XXL popcorn wagon is a red four-wheeled wagon with a canopy, designed for larger machines and with more surface to wrap in your branding. It can be spotted from across the hall and becomes the meeting point of the pavilion: “see you at the popcorn wagon”.

Other options depending on the show

• Candy floss. Our candy floss cart gives off no smoke, so it can be used indoors without extraction. It is very eye-catching and takes your logo on the front.
• Slushies. At summer shows or in hot venues, the slush cart serves around 50 cups an hour and needs no ice.

Put your brand on everything visitors take away

A hook without branding only works in the moment. With branding, it keeps working along the aisles. You can customise:

• The cart itself, with full-colour vinyl or printed panels.
• The popcorn boxes or cones, with your logo, a slogan or a QR code.
• Cups, napkins and stand signage.

A QR code on the box is a simple trick: it can link to a show offer, a form or a product video. We explain sizes and lead times on our food carts for trade shows page.

Your team: half the battle

• Standing, inside the stand and with no barriers. No tables between visitors and the team.
• An open question ready. “What brings you to the show?” works better than “Can I help you?”.
• Short shifts. Tired people don’t attract anyone. Two- or three-hour shifts are best.
• No eating on the stand. Except the popcorn, of course: that is for visitors.

After the show: turn visits into leads

If it isn’t recorded, it didn’t happen. Capture contacts on the spot, with a tablet or by scanning badges. Jot down in one line what you talked about. Write to every contact within two or three days, while they still remember you. If you gave them a box of branded popcorn, mention it: “we met at the popcorn stand” is an easy way to jog their memory.

Quick checklist for your next show

• A high-traffic location, or a strong hook if you don’t have one.
• A main message readable at six metres.
• Something that moves, smells or is made on the spot.
• Your brand on whatever visitors take away.
• A rested team with a question ready.
• A way to capture leads and a follow-up plan.

Frequently asked questions

Can a popcorn cart go inside an exhibition centre?

Yes, in most venues. Check the show’s rules on food and electricity and order a socket for your stand. We can help you prepare whatever paperwork the organisers ask for.

How much space does the cart need on the stand?

The standard cart measures 157 x 50 x 94 cm (Height x Width x Depth). Allow for its footprint plus a metre of free space in front so people can queue without blocking the aisle.

How far ahead should I book?

The sooner the better, especially in trade show season. If you want the cart branded, printing the vinyl takes one working week, and printed boxes a little longer. You can request a quote here.