I saw the newest Cirque du Soleil show, Totem, over the weekend.  Of course, I knew I was in for a treat, but I also sat next to a young man who said this was his twelfth show – he and his grandmother go every year as tradition.  Wow – can you imagine if your customers attended your booth with that regularity and commitment?

Which got me thinking:  what can you learn from Cirque du Soleil that you can apply to your next show?

1.  Start the show before the show starts.  Cirque doesn’t wait until the show starts to start the show.  They have their ‘clowns’ out and about, acting and interacting with the audience before the show begins.  This is true for your staff members.  They can interact and start engaging show attendees long before the show opens, not only with communication before the event, but opportunities that my arise from seeing attendees in the hotel, restaurant, bar, etc.  Have your sales staff keep their eyes open and not miss opportunities to nurture relationships.

Under the big top

2. Their passion is obvious – and contagious.  The performers in a Cirque show are clearly the best and are passionate about what they do, which is why their performance does more than just entertain.  I know you can think off the top of your head a few key booth staff members who are truly passionate about what they are bringing to the show.  Don’t miss out on taping into that passion for both your staff (to inspire) and attendees (to engage).  If several members of your staff bring their A game, the rest of your staff will work that much harder to keep up.  That will make each trade show a memorable one.

3.  Set the scene.  Cirque does a great job setting the scene with their stage, venue and storyline.  When you plan your booth, are you really working out the scene you want set, or are you going through the motions?  Each trade show has the potential to be your best show ever, and having the right backdrop makes a big difference.  It doesn’t have to be so complicated or over-the-top.  You can do alot with a really good booth set up, graphics and technology.  You just have to take the time and put in the effort to get there.

4.  Make the experience memorable.  If you can say anything about a Cirque show, you can certainly say that the experience is completely memorable.  Every single item in the show is set to be exciting and something you can take away as good entertainment.  The same standard should be set for your trade show.  Displays should be engaging, demonstrations solid and interesting, and technology used to help develop the total experience.  You do not want anyone to pull out a business card or one of your brochures, and not remember what they saw.  Now, this does not mean hiring the Chicago Luvabulls to dance in your booth (which I agree, you will remember, but I cannot even remember the company that hired them, and it was just a few years ago).  This means having each of your booth elements work in tandem to drive home your message and the overall experience.  Don’t do random here.

5.  They don’t repeat.  Each Cirque show is different.  They could repeat the same ones, but the idea is that you have a limited amount of time to experience that particular show.  If your attendees think they are going to see the same thing as last year, and the year before that, why should they bother to stop by?  I have an issue with doing the same booth set up, let alone the same tired demonstrations.  If you are planning things out (yes, you need to plan), you should be able to ‘up the anty’ on your booth and demonstration.   Mix it up so that it stays fresh, and your attendees are kept wondering what you are doing next to showcase your products and services.

Take a few pointers from Cirque – and make your next trade show a great experience for you and your attendees.

Lisa Apolinski is a writer and blogger, and has had the pleasure of being a trade show manager for over 11 years.  She currently lives in San Diego, close to the convention center.