Ah, the trade show floor — a jungle of branding, booth designs, and overly enthusiastic sales pitches. In the wild world of exhibitions, how do you make sure your booth stands out like a flamingo among pigeons?
The answer: Mystery Shopping. We sat down with Joe Federbush, President and Chief Strategist of Evolio Marketing, to dig into the not-so-secret world of spying on your competitors…ethically, of course.
What Is Mystery Shopping?
Think of mystery shopping as your chance to become a trade show detective. You’re Sherlock, but instead of solving crimes, you’re solving the mystery of how your competitors are trying to woo your customers. With 25 criteria broken into three categories, you can dissect the trade show experience:
- Design & Branding: Does their booth scream “Look at me!” from a mile away, or is it more “Oops, you missed us”?
- Experience: Are staff actually talking to visitors like they’re humans? Or are they just running through a pre-programmed pitch on autopilot?
- Business Aspects: Are the products easy to find and even easier to understand? Do the demos actually make sense, or do they feel like a Rubik’s Cube puzzle?
“It’s not just about what’s happening inside the booth. Look at the whole experience — everything from the speakers they’ve got lined up to to their sponsorships.” In other words, mystery shopping is like being a trade show CSI, gathering evidence and piecing together the competitive landscape.
Why You Need to Be Doing This (Like, Yesterday)
Picture this: You’ve spent hundreds of thousands (maybe millions?) on your trade show setup. Your booth is dazzling, your staff is prepped…but you have no clue what your competitors are up to. That’s like going into a game without knowing the rules. Mystery shopping flips that script, giving you the power to see what’s working — and what’s facepalmingly awful — both in your booth and others.
Think of it this way: While you’re focusing on your booth, your competitors may be pulling out all the stops with innovative demos, interactive experiences, or killer engagement strategies that are attracting all the foot traffic. Without mystery shopping, you could be missing key opportunities to pivot, adapt, or even outperform the competition in real-time. Staying in the dark isn’t an option when every insight counts.
What to Keep an Eye On
So, you’ve decided to embrace your inner spy. What are the top things to snoop on during a trade show?
- Booth Presence: Can you spot the branding from a football field away? If not, it might be a “blink and you miss it” situation. And once people step inside the booth, the branding should still be clear and consistent, reinforcing who you are and what you stand for.
- Staff Skills: Are they asking questions or just bulldozing through their sales script? Pro tip: If your staff is channeling a telemarketer, it’s time to recalibrate. It’s not just about engaging visitors — it’s about qualifying them too. Your team should be identifying whether the person in front of them is a potential lead or just someone browsing. Without qualifying, you risk wasting time on conversations that won’t drive business.
- Demos & Activities: Are they wow-worthy, or are visitors giving the demo table a wide berth? A great demo should not only draw people in but also keep them engaged by showing real value and relevance to their needs. If your demo doesn’t leave them thinking, “I need that,” then it’s time to rethink your approach.
- Beyond the Booth: Don’t forget the after-hours events, sponsorships, and speaking gigs. Are your competitors hosting an epic networking event while you’re handing out stale mints?
As Joe noted, a small shift in strategy can set you apart. One of his clients realized most competitors weren’t doing demos, so they whipped out laptops and started running personalized demos on the fly — boom, instant game-changer.
The Rules of the Game
Look, we’re all for gathering intel, but let’s keep it classy. Joe’s top mystery shopping rules include:
- Don’t Be Shady: No sneaking into NDA-protected areas or bad-mouthing competitors. (Even if their booth does look like it was designed by a middle school art class.)
- Change Your Badge: If you’re scoping out competitors, wear an attendee badge instead of your company’s. You’re there to observe, not start a turf war.
- Document Everything: Snap pics, record video, but — discreetly. You’re not a paparazzi, after all. Since it’s a trade show floor and everything is in the public domain, photos and videos are usually fair game, so long as you’re respectful and not disrupting any activities.
And don’t forget: Mystery Shop your own booth! Joe recalled an experience where a client’s staffer failed to qualify him, launched into a long-winded spiel, and missed the opportunity to ask any questions. A little feedback, and that staffer was back in action, crushing the rest of the show.
The Price Tag
Is mystery shopping worth it? Short answer: Yes.
The costs range from $6,500 to $12,000, depending on the scope. But Joe recommends bundling it with on-site surveys for a well-rounded view. Together, they’ll set you back around $40,000 to $45,000. When you consider the overall cost of exhibiting, it’s practically pocket change.
For smaller booths, under 20×20 feet, surveys might not make sense—less foot traffic equals fewer insights—but mystery shopping? Always worth the investment.
Curious about how on-site surveys can complement your mystery shopping efforts? Check out our previous newsletter on Surveys.
Final Word
Competitive analysis and mystery shopping are your best bet to stay one step ahead of your rivals. Plus, who doesn’t want to play trade show detective? So, sharpen your sleuthing skills, and don’t forget to take notes (and maybe a few discreet selfies while you’re at it).
Need help measuring the success of your events? Consider letting the experts at Evolio Marketing guide you. Click the logo on the left for data-driven insights that make a real impact!
