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The Psychology of Engagement

The Psychology of Engagement

When it comes to exhibiting at trade shows there are a variety of different marketing tools available which you can use to ensure your exhibition is a hit.

In this blog, we’ll take a quick look at the psychology of consumer behaviour and some key factors thought to influence consumer decisions. Understanding consumer behaviour will help you develop the ideal marketing strategy that will maximise your exhibition success.

  • Reciprocity

The term reciprocity is defined as the practice of exchanging goods with others for mutual benefit. As humans we have a tendency to respond to positive actions with a positive action of our own.

This principle is a powerful social norm which marketers have been taking advantage of for generations. It helps explain how promotional products and giveaways can be used as an effective marketing tool.

Promotional giveaways are when branded merchandise is given away on occasion to potential prospects. These giveaways allow people to see, associate and recognise your brand with small and useful items, such as a water bottle or notebook.

This type of engagement will encourage gratitude towards the brand and increase someone’s overall experience.

Stuck for ideas when it comes to what makes a good promotional giveaway? Our expert guide to trade show giveaways is sure to provide some inspiration!

  • Authority

Studies have shown that people have a tendency to obey authority figures and we typically find such individuals to be more credible and trustworthy. This is why many advertising campaigns employ professional and authoritative figures – such as doctors – to front their campaigns, in a bid to enhance their credibility.

You can give your own marketing campaign a more authoritative air by emphasising your expertise and ensuring your exhibition stand staff are as knowledgeable as possible on the product and, ideally, on your company’s wider industry.

  • Liking

The principle of liking is also seen to have a key correlation with influencing customers’ purchasing decisions.

Research has demonstrated that not only are we more likely to buy things from people we perceive as being like ourselves, we are also more likely to engage and buy products from people we like and feel affiliated with. This is why it’s essential to build a good rapport with customers – so that they feel more positive towards you and your brand.

There are a number of ways you can help increase your chances of developing positive relationships with potential customers. For example, when communicating with customers, make sure to listen carefully and be as helpful as possible.

Here at Skyline Whitespace we’re one of the UK’s leading providers of exhibition stands and are experts when it comes to exhibition stand design. For more information about our range of products and services please don’t hesitate to contact us today and a member of our friendly team will be happy to help you with your enquiries.