Planning an exhibition stand is one thing. Planning an exhibition stand that keeps people talking, generates leads and builds long lasting customer relationships is another. Read here, how AIDA used ReactionLink to guide visitors through their multi-station stand while incorporating a quiz, a give-away, and a booking tool to get new customers on the spot.
The Hamburg Cruise Days drew a lot of visitors to the Hamburg harbour. From 19 August to 21 August, the event took place for the first time since the covid19 outbreak. More than 135.000 fans of cruises, light show spectators and nautical enthusiasts received a warm welcome from 5 ships, live bands and a program stuffed with entertainment. For AIDA, this was the perfect opportunity to try out a new interactive concept.
Upon entry in the AIDA Urlaubswelt (engl.: Vacation world), visitors were asked to scan a ReactionLink QR Code with their smartphones. The QR Code revealed a map of the highlights of the exhibition stand, giving information on what to expect at each station. Stations itself were a walk-through cabin true to size, a concert stage, a beach bar, and many more. But that wasn't it: Next to the highlights, AIDA implemented a sustainability quiz stretched across the exhibition stand with 5 QR Codes at different stations. Upon answering all 5 sustainability questions, this scavenger hunt-style activity allowed visitors to enter in a give-away of a 3000€ travel voucher for AIDA cruises. Close to 1500 visitors entered the giveaway.
For the many visitors who felt inspired to have a look at vacation options on the spot, ReactionLink incorporated a booking tool for on-site consultations with AIDAs experts. With a fill rate of 75%, AIDA was able to gain customers, get cruises booked and strengthen relationships with existing customers.
How to measure the performance of an exhibition stand? Of course, new leads, booked trips and overall numbers of visitors is great. Besides looking at raw numbers, AIDAs event managers also wanted qualitative data on visitors‘ opinion of the exhibition stand. Therefore, visitors were asked to voluntarily give their feedback throughout and at the end of their stay. Based on the answers, AIDA could draw conclusions, and measure what visitors liked and remembered in particular.