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The importance of entertainment at exhibitions to attract and engage the public

Elisa Marai progetta intrattenimento

We often take it for granted, but there is a secret ingredient that can transform a simple “Yeah… that’s nice.” into a passionate “Wow!“.

This ingredient is called entertainment, and it must be part of the recipe when talking about commercial trade fairs or general exhibition events.

Its function is as simple as it is decisive: to excite and involve visitors and potential customers, in turn giving a distinctive feature to what your company has to offer.

The imperative is to be as eye-catching as possible, because a uniform and monotonous stand is capable of eclipsing even the most virtuous corporate mission and vision.

With captivating performances, you can capture the audience’s interest and increase their time at the event or booth. In this way, you can expand opportunities for interaction with visitors.

Before starting, however, it is important to set the goals you want to achieve with these shows.

Understanding the audience and the goals of the exhibition

Here are 7 questions that must be asked before organizing an event at a trade fair:

  1. What is the objective of the fair? While it may seem obvious, the objective is the foundation, and you cannot achieve success with a weak base.
  2. Who is the target audience of the event? Here it is not only the demographics, age, and type of people you want to reach that count; it’s also crucial to be aware of their values, language, and behaviors.
  3. How is entertainment integrated with the theme of the event? The décor, display, and performance must enhance your message, not distract from it.
  4. What are the specific expectations and interests of the target audience? You need to understand what would appeal to and engage the audience you are interested in most. Imagine speaking to each of them individually rather than to a group. Imagine speaking to each of them individually rather than to a group.
  5. How much space and what technical resources are available for performances? It is important to evaluate logistics to ensure that performances fit into the space and infrastructure where the event will be hosted. This is a very technical analysis and should be carried out by personnel with expertise and experience in the field.
  6. What types of performances have been successful at similar or previous events? Analyzing past examples in order to understand which types of entertainment have previously worked well is another very practical step which provides a sort of prediction on the outcome of the event. Also in this step, competence and experience are essential.
  7. How can entertainment contribute to the overall success of the exhibition? You need to think about how performances can improve the overall attendee experience while simultaneously enhancing your brand. This is because memory is facilitated by emotions.

Involving the public: why it is so important

Creating direct interactions between visitors and artists is not only a method of entertaining, but also a powerful tool for improving the perception of your stand and your brand.

These interactive opportunities transform the visitor experience from passive to active, in turn creating a lasting memory associated with your brand.

This is based on a simple concept: when audiences directly participate in an activity, a personal and meaningful connection is made.

This engagement generates excitement and encourages sharing on social media, thus broadening the reach of your message.

5 examples of entertainment to promote products and services at the exhibition

In the context of the trade fair, shows can be designed to enhance the characteristics of a product/service or to communicate the values of a brand. Here are 5 practical examples:

Interactive product demos

Here artists directly use your product in an interactive show, showing its unique features while engaging the audience.

Magic shows with the product

Your product becomes an integral element of a magician’s tricks, thus surprisingly highlighting its functionality.

Dance performances with visual branding

Dancers and performers can wear clothing with your brand logo or use background sets that reflect your corporate identity.

Street performers with personalized messages

Artists can create artwork in real time, including your logo and messaging about your brand or promoted product or service.

Theatrical performances

These can be short plays that tell the story of your brand or illustrate the benefits of your products/services.

This type of personalized entertainment not only attracts attention, but also creates that emotional connection with the audience that we were talking about previously: useful in making the brand message more impactful.

Considering logistical aspects

Planning entertainment at exhibitions requires careful analysis of logistical and practical aspects.

First off, consider the space available. A show that requires motions with large movement will need an extended space. In contrast, individual performers, such as a solo musician, can fit into smaller areas.

It is also important to check the technical requirements. Make sure the performance area is equipped with the necessary infrastructure, such as audiovisual and lighting systems.

Don’t forget about safety: every performance should be assessed for potential risks, with preventative measures put in place to ensure the safety of both artists and visitors.

Finally, plan your timing carefully. It is preferable to alternate moments of entertainment with periods of break in a way that allows visitors to explore the fair without feeling like they are missing part of the event. The show’s length should be balanced to maintain the audience’s interest without tiring them.

Establishing a budget for your entertainment

This is a critical step that requires careful consideration. Several factors can influence the cost of a performance. The main ones are:

  • the fame of the artists
  • the technical complexity of the show
  • the duration of the performance

It goes without saying that renowned artists or shows that require special equipment or elaborate setups are generally more expensive.

Considering all these aspects should be done in the initial planning phase to avoid post-event surprises particularly in terms of spending.

Balancing the budget between entertainment and exhibition necessities is another crucial aspect. While high-quality entertainment can significantly increase the appeal of the event, it is important not to neglect other critical elements such as marketing, decoration, and infrastructure.

In short, when it comes to weighing the budget, the key word is “balance“.

Collaborating with a professional entertainment agency: the benefits

The notable difference in the creation of a successful trade fair show is made above all by the partner you choose to collaborate with.

The reason is simple: only those with many years of expertise will be able to bring professional know-how, experience and an extensive network of artists and performers, who guarantee high-level entertainment, suited to the specific context of the fair.

We at EM Event Design are used to managing all the elements that contribute to the creation of successful shows as we have been doing so successfully for over 15 years.

From logistics to technical issues, from the artistic sphere to budget management, we ensure that every aspect of the show runs smoothly and with maximum safety.

Collaborating with a specialized agency also means having access to creative and innovative solutions, often beyond what could be imagined by managing entertainment independently.

Contact us now and get a free quote for your corporate trade show event.

Elisa Marai

Elisa Marai

La mia vocazione è di generare emozioni e stupore nel pubblico, amore per l’arte e per la bellezza.