Disney isn’t just about magic; it offers vital lessons for trade show marketing. In this episode of the Grow Your Show Marketing Playbook Podcast, Informa’s Caitlin Rodgers and mdg’s Emily Golding explore how the principles learned from Disney can transform your event strategies.
One insight shared comes from observing how guests naturally move to the right when entering Disney parks. Rodgers recalls an experience at one of Disney’s marketing events, where they emphasized this behavior. “Everybody goes to the right,” she said. This simple observation can be a game-changer for trade show organizers. Understanding how attendees navigate your space can significantly influence the layout of your show.
Rodgers and Golding discuss how to direct attendees effectively. For example, at the National Restaurant Association Show, they noticed attendees also tended to gravitate right. This principle of wayfinding is crucial; if you can guide people to the areas you want them to visit, you can enhance their overall experience. Rodgers emphasized the importance of pre-event communication, urging organizers to provide clear guidance. “It’s really more about communications and being able to tell them where everything is,” she said.
A key takeaway from the conversation is the need to cater to different types of attendees. While veteran visitors may be familiar with the layout, newcomers often feel overwhelmed. By offering tailored resources, like downloadable guides for first-timers or curated experiences for returning guests, you can ensure that everyone makes the most of their time at the event.
Golding shared insights from a leadership book by a former Disney executive, highlighting how investing in staff can enhance customer experience. “Disney takes a stance of investing in their staff… because they are the brand,” Golding said. This philosophy can easily be applied to trade shows, where your team’s engagement can create memorable interactions for attendees.
As the hosts wrapped up, they emphasized the importance of creating magical moments at trade shows, akin to those at Disney. Every interaction counts, and when your team is invested in the experience, it shows. “It’s all about storytelling and making connections that resonate,” Rodgers said.
Tune in to the full episode for more insights and actionable tips.
