[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
At the International Agricultural Show, Lidl used an interactive activity to boost visitor numbers to its stand<\/strong>. By offering a \u2018one-armed bandit\u2019 game in line with its CSR commitments, the retailer recorded 152,000 game sessions<\/a>, 7,000 shares on social media and an opt-in rate of 67%. <\/p>\n Standing out in the aisles of a trade show<\/strong> remains a challenge. Between increased competition and limited visitor attention, capturing interest and generating leads requires a well-thought-out trade fair competition strategy. <\/p>\n Trade fair competitions are emerging as a powerful tool for achieving these objectives. By combining interactivity and data collection, they optimise visibility and return on investment<\/strong> for trade fair participation. This article presents four ideas for effective competitions to attract visitors to your stand. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Organising a trade fair competition<\/strong> is essential for maximising the return on your investment and standing out in a competitive environment. Competitions are a versatile format that can address a range of marketing challenges. From making your stand more attractive to promoting your offers, they are a powerful tool for boosting the impact of your trade fair participation. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n At a trade show, visitors’ attention is sought from all sides. A well-designed competition catches the eye and encourages people to stop. To celebrate its 10th anniversary at the Salon de l’Agriculture, Lidl offered a question wheel<\/a>. This competition offered the chance to win vouchers, which generated a large crowd at the stand. By reinforcing Lidl’s branding, this competition created a dynamic point of contact between visitors and the brand. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Competitions<\/a> are an effective way of gathering information about visitors<\/a>. In exchange for taking part, visitors provide data such as their name, email address and\/or telephone number, requirements or budget (for B2B trade fairs). This strategy enables you to build up a qualified database for high-impact marketing campaigns. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n An interactive competition encourages visitor engagement<\/a>. It transforms a simple visit into a positive and memorable experience. The activity encourages visitors to stay longer at the stand, which helps them remember the offer and creates a stronger connection with the brand. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”]<\/p>\n Competitions are a great way to promote your offering in an interactive way<\/a>. Caudalie, for example, used a Wheel of Fortune at its trade fair stands<\/a> to promote a new range of products. This activity generated nearly 1,000 unique entries per trade fair, while highlighting the benefits of its natural skincare products. <\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n By using simple but effective techniques, you can attract traffic, engage visitors<\/strong> and promote your offering. Here are four formats that are suitable for trade shows and can be customised according to your target audience and objectives. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The Wheel of Fortune<\/a> is a simple, visual animation that attracts visitors’ attention<\/strong>. It offers a fun experience and an immediate reward, encouraging passers-by to stop and participate. <\/p>\n This mechanism is effective for generating traffic at the stand and creating a friendly atmosphere with visitors. To maximise its impact, it is advisable to offer a variety of attractive prizes<\/strong> and to position the wheel in a visible place to catch the eye of visitors. The use of a touchscreen application can also modernise the experience and facilitate the management of entries. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2025\/06\/france-bebe-animation-sur-salon.webp” alt=”france be\u0301be\u0301 – trade fair competition” title_text=”france be\u0301be\u0301 – trade fair competition” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n Quizzes<\/a> are an excellent qualification tool at trade shows. By asking targeted questions about visitors’ needs, habits, or preferences, they allow you to segment leads as soon as they are collected. This fun format makes it easy to gather useful data<\/strong> while enhancing the experience at your stand. The answers can guide the rest of the sales process by identifying profiles that are sensitive to a particular product. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2025\/06\/Region-Normandie-animation-sur-salon.webp” alt=”Re\u0301gion Normandie – trade fair competition” title_text=”Re\u0301gion Normandie – trade fair competition” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n The digital treasure hunt transforms a visit to the trade fair into an interactive adventure. By scattering clues or QR codes around the stand or throughout the trade fair, visitors are encouraged to explore and interact with different areas<\/strong>. This activity stimulates curiosity and engagement, while offering a memorable experience. <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” locked=”off” global_colors_info=”{}”]<\/p>\n The Memory<\/a> game is a simple activity that tests participants’ memory while highlighting products or services<\/strong>. By associating product images or key messages, this game promotes memorisation of the offer. It is suitable for stands with limited space, as it can be installed on a tablet or touchscreen. To enhance the impact, it is advisable to customise the game with the brand’s colours and offer attractive rewards for the best scores. <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2025\/06\/Interparking-salon-de-lauto.webp” alt=”Interparking – car fair” title_text=”Interparking – car fair” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”84%” locked=”off” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”]<\/p>\nWhy organise a competition to liven up your stand?
<\/h2>\nCapturing visitors’ interest at a trade fair
<\/h3>\nCollect qualified leads
<\/h3>\nEngage trade fair visitors
<\/h3>\nPromote your products and services
<\/h3>\n4 ideas for competitions to run at a trade show
<\/h2>\n1. The Wheel of Fortune to boost the appeal of your stand
<\/h3>\n2. The Quiz to collect and utilise leads
<\/h3>\n3. Digital treasure hunt to entertain visitors at the trade show
<\/h3>\n4. Memory cards to promote your offer at a trade show
<\/h3>\n4 tips for a successful trade fair competition
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