At a recent home design show we were at, we saw a fantastic way of engaging with visitors. It wasn’t a big stand, it wasn’t an expensive stand but it was a clever stand particularly when coupled with the low pressure, high engagement strategy they used.
The exhibitor was Signature Stairs. As you would expect, they specialise in stairs. To engage with their target market (architects and interior designers) they built a wonky looking set of stairs (see below). As we came past the stand and had a look at the stair case, the owner of the business sidled up to us as and said, “So what do you think?”
After talking with him we discovered that these stairs actually meet the design code. In fact several architects observed that and mentioned how clever they were. For signature stairs their clever installation showed those in the know that they knew their stuff and can build custom and quirky designs. Just the thing an architect or interior designer may be on the look out for.
The most impressive thing was his engagement. It wasn’t “Buy my stuff!” but a more subtle “what do you think?” This understatement showed confidence in his product, his abilities and his knowledge of the subject matter.
So how can you engage with your target market in a way that stimulates them and shows off your skill at the same time?