Buying a trade show display shouldn’t be a last minute decision. It’s not like the trade show was suddenly scheduled a month ago. Yet you have clients who need an exhibit ASAP (or PDQ for those over 40 years old). Basically, a Hail Mary Pass!
We can help. In Exhibit Design Search, there are (7) Rapid Rentals and (7) Quick Ship designs available. All are packed in portable cases or crates and include (8) 10 x 10 kits and (6) 10 x 20 kits.
Since these designs are already built and packed: (1) The submission of your graphics will dictate the final ship date and (2) Any requests for structural, finish, or accessory modifications will automatically make them non-Quick Ship or Rapid Rentals Displays.
To identify theses designs, look for the “Speedy Delivery Van” icon in Exhibit Design Search. While there have been lots of successful Hail Mary passes in football, probably the most famous is Doug Flutie’s pass against the University of Miami.
You’re strolling down the main aisle at a trade show when suddenly you smell fresh baked chocolate chip cookies. It’s irresistible, and despite your brain telling you you’re being manipulated, you’re now on a mission to find those cookies. Be prepared, though—the line will be long, but definitely worth it, even if it means listening to a pitch about productivity software.
When it comes to smells, tastes, sounds, and all of our senses, we are driven by memories and primal instincts. Sensory marketing is a powerful tool for all types of events —whether it’s a trade show, supermarket, concert, or sporting event. Smart marketers know this and often combine sight, sound, touch, smell, and taste into a sensory collage tailored to specific audiences. While sensory marketing can sometimes feel like adopting the dark arts, it’s really just based on research, common sense, a targeted strategy, and audience demographics.
What is Sensory Marketing?
Sensory marketing is a strategy that appeals to consumers through their five senses: sight, sound, touch, smell, and taste. By engaging these senses, brands aim to create a more immersive and memorable experience, fostering emotional connections, and driving consumer behavior.
Here’s a breakdown of how each sense can be used in marketing:
Sight: Visual elements like packaging design, store layout, and advertising visuals can evoke emotions and create a brand identity.
Sound: Music, sound effects, and voiceovers can influence mood and perception.
Touch: The texture of products, packaging, and in-store experiences can impact how consumers feel about a brand.
Smell: Scents can evoke memories and emotions, influencing purchase decisions.
Taste: Food and beverage products can be a direct sensory experience that influences brand loyalty.
Examples of sensory marketing:
Starbucks: The aroma of coffee, the sound of espresso machines, and the cozy atmosphere of their stores create a welcoming and inviting experience.
Apple: The minimalist design of their stores, the sound of their iPhones, and the tactile experience of their iPads contribute to their premium brand image.
Bath & Body Works: The fragrance and colors in their product, combined with colorful packaging and graphic design, create a relaxing atmosphere.
By effectively utilizing sensory marketing, brands can create a more engaging and memorable customer experience, leading to increased brand loyalty and sales.
The Benefits of of Sensory Marketing
Sensory marketing is a powerful tool that leverages the human senses to create a more immersive and memorable brand experience. By engaging multiple senses, businesses can evoke emotions, enhance brand recall, and ultimately drive customer loyalty. This strategic approach goes beyond traditional marketing tactics, tapping into the subconscious mind and creating a deeper connection with consumers. Sensory marketing can significantly enhance a brand’s connection with consumers. Here are some key benefits:
Brand Recall
Memory Triggers: Engaging multiple senses creates a more vivid and memorable experience, making it easier for consumers to recall the brand.
Emotional Connections: Sensory stimuli can evoke strong emotions often linked to long-term memory.
Emotional Connections
Empathy: Sensory experiences can foster a sense of empathy and connection between the consumer and the brand.
Positive Associations: A positive sensory experience can create positive associations with the brand.
Customer Satisfaction
Experiences: A multi-sensory experience can make the customer’s interaction with the brand more enjoyable and satisfying.
Loyalty: Satisfied customers are more likely to become loyal customers.
Sales
Attraction: Sensory marketing can attract customers to a product or service.
Purchase Intent: A positive sensory experience can increase a customer’s intention to purchase.
Differentiation and Brand Identity
Unique Experience: Sensory marketing can differentiate a brand from competitors by offering a unique and memorable experience.
Consistency: Sensory marketing can reinforce a brand’s identity by creating a consistent and cohesive experience across all touchpoints.
By leveraging the power of sensory marketing, businesses can create a more engaging, memorable, and effective brand experience.
How to Leverage Sensory Marketing at Events & Trade Shows
Different industries tap into different senses. For example, Natural Products Expo West is a massive event for the natural products industry, featuring food and beverages, dietary supplements, personal care products, and lifestyle products. Expo West’s booth graphics are usually bold and colorful, tasting stations are everywhere, and attendees can expect a barrage of competing scents.
PACK EXPO on the other hand is a trade show that focuses on the packaging and processing industry. The show features the latest developments in packaging machinery, materials, containers, automation, robotics, digital printing, labeling, and supply chain solutions. Smell and taste are mostly non-factors in this show. It’s more about sight, touch, and to a lesser degree sound.
The MAGIC Fashion Events showcase the latest apparel, footwear, and accessories. In addition to the runway events, where designers use runway lighting, music, and elaborate sets to create a visually stunning experience, the exhibitors rely on color, texture, sound, and lighting to evoke an upscale and immersive experience. Smells are important too. Fragrances, like perfumes and colognes, are ubiquitous on models, exhibitors, and attendees, and many venues use scented candles or diffusers to create a specific ambiance.
Sensory Marketing Examples from the Trade Show Floor
Here are 10 examples of how trade show exhibitors can effectively use sensory marketing at a trade show:
1. Tech:
Visual: Create a futuristic, minimalist booth with holographic displays and LED lighting.
Auditory: Play ambient electronic music and use sound effects to enhance interactive demos.
2. Luxury Perfume:
Olfactory: Offer personalized scent consultations and create a luxurious fragrance experience with diffusers and scented candles.
Visual: Use elegant, minimalist displays with marble and gold accents.
3. Food and Beverage:
Gustatory: Provide free samples of their products in a variety of flavors.
Olfactory: Use scent machines to diffuse the aroma of their products throughout the booth.
4. Fashion:
Tactile: Allow visitors to feel the high-quality materials of their clothing.
Visual: Use natural, earthy colors and materials in the booth design.
5. Gaming:
Auditory: Play immersive sound effects and music from their games.
Visual: Create a gaming-themed environment with LED lights and large screens.
6. Automotive:
Tactile: Allow visitors to sit in and test drive their vehicles.
Auditory: Play the sound of their engines and feature interactive displays that showcase vehicle performance.
7. Home Decor:
Visual: Create a cozy, inviting atmosphere with soft lighting and comfortable seating.
Olfactory: Diffuse a pleasant scent, such as lavender or vanilla.
8. Fitness Equipment:
Tactile: Allow visitors to try out their equipment and feel the quality.
Auditory: Play upbeat music to create a motivating atmosphere.
9. Pet Food or Pet Supply:
Visual: Display pet products on shelves are pegboards framed with backlit graphics.
Tactile: Allow attendees to touch and test the pet products and offer sample bags of pet food.
10. Software:
Visual: Use futuristic, minimalist design elements including interactive videos showing how the software solves a problem
Tactile: Provide interactive demos that allow visitors to experience the software firsthand.
By engaging multiple senses, exhibitors can create a more memorable and impactful brand experience at trade shows.
Developing an Effective Sensory Marketing Strategy
Developing an effective sensory marketing strategy starts with an understanding of your audience. The audience at SEMA (the Specialty Equipment Market Association), a trade show for automotive specialty equipment, is much different from Cosmoprof North America, a haircare and beauty show in the United States.
Who is your target audience? What are demographics (age, income, gender)? What are their values (beliefs, lifestyle, interests)? What are their sensory preferences?
What is your brand identity? What emotions do you want to evoke in your target audience?
What senses align with your goals? Touch, smell, taste, sight? Something as simple as background music from your audiences’ teens, 20s, and 30s can create the right mood in a trade show booth.
Finally, create the appropriate sensory experience.
Sight: Use color, imagery, and design elements that align with your brand.
Sound: Choose music, sound effects, or voices that communicate the desired emotions.
Smell: Incorporate scents that complement your brand or products.
Taste: Offer samples or create a tasting experience, if applicable.
Touch: Use materials, textures, or packaging that enhance the experience.
At Connect Marketplace, where event agencies, corporate event professionals, convention and visitor bureaus, and suppliers meet, the exhibitors work hard to showcase what makes them unique. For example, in the Grand Rapids, MI booth attendees could sample craft beers from the city’s renowned breweries. At the Visit Albuquerque exhibit, the emphasis was on the region’s unique New Mexico culture and food. Dried chili peppers in the booth gave the booth a pleasant and unmistakable aroma.
Sensory Marketing Conclusion
It’s easy to overlook or ignore sensory marketing as a tool in your trade show toolbox. But that would be a mistake. Too often, exhibitors default to the familiar in their booth, like virtual reality, putting or cornhole games, or an endless video loop. By carefully considering your target audience, brand identity, and the senses involved, you can develop a sensory marketing strategy that creates a lasting impression and drives customer engagement.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
When you think of navigating a trade show, the words “chaos” and “exhausting” often come to mind. Those two or three days on the show floor can be challenging for attendees which is why more and more exhibitors are creating casual, relaxing environments for attendees within their booth space.
These booths offer all the benefits of a traditional exhibit, like large graphics, demo stations, storage, and reception counters, but add seating. This allows attendees and exhibitors time to relax and chat, a luxury which many potential clients will appreciate.
The Rental Option
The three rental islands below include soft seating (sofas) or exhibition seating (bistro tables and chairs). Rentals are an excellent option for many exhibitors since they allow for design flexibility and a lower upfront cost.
To explore over 100 island rental designs, visit this comprehensive Display Gallery.
This week, a colleague asked me why we promote Exhibit Specials during our busier months, like August and September. He said, “Is it really necessary to offer discounts when we’re already getting those orders?”
It’s a fair question. Discounts would seem illogical when business is good, like watering your garden when it’s raining. The answer is yes… and no.
From a Classic Distributor Perspective:
You have clients with healthy budgets. Others with mystery (or delusional) budgets. Some clients ask about specials. Exhibit Design Search allows you to appeal to all of those clients.
Your Sales and Marketing teams want a reason to communicate with clients. This Unbranded Specials make that easy with downloadable literature.
Specials spark conversations with clients, and those conversations usually land on an exhibit solution (that isn’t an Exhibit Special).
Specials have deadlines, which encourages your clients to decide — sooner rather than later.
From Classic Exhibits Perspective:
Not every Classic Distributor is familiar with Gravitee and Symphony, which are featured in August/September. Specials spark conversations with Distributors about those products. Those conversations lead to increased product knowledge and future orders. Like during slower months.
We’re very needy at Classic. We want you to visit our website regularly. Exhibit Specials give you a reason. Same with our monthly Lightning Deal.
Specials are easy for us. We’ve built those designs many times, so they flow seamlessly through Project Management and Production.
Here’s a secret we probably shouldn’t share. We don’t sell as many Specials as you would think. Not that we don’t want to, but the statistics don’t work in our favor. For August/September, there are (8) Gravitee and (8) Symphony 10 x 20 inlines in Exhibit Specials. All beautiful designs. However, there are over 1500 designs in Exhibit Design Search. That’s 16 vs 1500+ which is approximately 1% of all designs in EDS.
In the end, whether you choose the 1% or the 99%, we’re happy. Overjoyed actually. 😊
You’ve done the hard work preparing for your next trade show: formulating a marketing strategy, creating a budget, designing a new exhibit, and completing the show forms. However, you still have this nagging feeling you’ve forgotten something. You have. It’s time to pull together your trade show supplies.
No matter how prepared you are for the upcoming trade show, there will always be surprises. Every trade show warrior has learned to pack a treasure trove of essential items, from trade show supplies like extra lights, pens, and cleaning supplies to crucial trade show accessories such as banners, display stands, and charging ports. In this article, we’ll share multiple lists of trade show supplies that you should consider bringing to your next event. You may not need every item at every event, but having a checklist will (hopefully) make your preparations a little easier. Every booth needs a superhero who comes to the rescue when disaster is about to strike. It might as well be you.
A Breakdown of Essential Trade Show Supplies
Everyone’s definition of trade show supplies varies. However, most exhibitors would define “trade show supplies” as essential items used to create a professional and engaging booth at trade shows, conferences, and exhibitions. These supplies can range from basic necessities to more elaborate elements designed to attract attention and showcase products or services effectively.
For the sake of simplicity, we’ll organize tradeshow supplies into four categories. This will make creating a personal checklist easier and allow you to organize these supplies into groups. These trade show booth supply categories are:
Office, Sales, and Marketing Supplies
Cleaning, Packaging, and Tools Supplies
First Aid and Personal Supplies
Other/Optional Supplies
Trade Show Booth Supplies: Office, Sales and Marketing
Every trade show marketer has had that moment on the show floor when someone says, “Do we have [fill in the blank] or any more… ?” Finding the right balance between too much and too little can be challenging. No one wants to ship multiple unopened boxes of promotional products back to the office after the show. But not having enough can be equally frustrating for your booth staff. Here are some office, sales, and marketing supplies you may want to consider:
Office Supplies:
Sharpies/felt tip pens/highlighters
Batteries (if you use any wireless devices)
Business card holders
Notepad
Pens
Superglue
Stapler
Post-it Notes (or a staff that actually uses the lead retrieval software as intended)
Trash bin(s)
Sales and Marketing Supplies
Giveaways/Promotional Products
Printed Literature (This is one case where is better to undershoot the mark rather than overshoot)
Business cards (yes, these are still important)
Phone chargers (consider incorporating wireless charging pads into your exhibit design)
Candy (indispensable)
Chapstick
Extra branded clothing
Trade Show Display Supplies: Cleaning, Packaging, and Tools
You want a tidy booth space, not just when the show opens on the first day, but every single day during the show. By having basic cleaning supplies in the booth, you and your team can spend a few minutes each day restoring your booth to the Opening Day sparkle.
Perhaps no supplies are more crucial before and after a show than packaging and tools. Velcro and duct tape can fix just about any problem, at least for 2-3 days and packaging tape and stretch wrap are indispensable during the exhibit dismantle.
Cleaning Supplies:
Laminate Polish and/or Glass Cleaner
Towels – Paper or Cloth
Tide Stain Sticks (for fabric graphics)
Clorox wipes (mostly to clean your hands before touching graphics)
Mop and/or vacuum cleaner (if not using show cleaning services)
Packaging Supplies
Duct Tape
Packaging Tape (a must during dismantle)
Stretch wrap (if appropriate)
Foam (if appropriate)
Tools:
Basic Tool Kit, including Allen wrenches
Utility knife
Tape measure
Velcro
Screws, bolts, andfasteners specific to your booth construction
Laminate scratch repair pens
First Aid and Personal Trade Show Supplies
Blood on your graphic? That’s probably not the message you want to send to potential clients. Grab that first-aid kit. It’s in the box on the top shelf of your crate.
Scary Stuff
Basic first-aid kit: pain relievers, band-aids, disinfectant, burn cream, etc.
Hand sanitizer (Be wise. Sanitize)
Tissues
Breath mints
Safety pins
Other/Optional Trade Show Supplies
Everything Else (excluding the kitchen sink)
Carpet tape
Power strips/extension cords
Light bulbs/LED light modules
Bottled water (no one should have to pay $8 for a bottle of water)
A/V cables and supplies
Extra keys
Security equipment
Emergency contact information
Organizing and Transporting Your Trade Show Supplies
When not being used, trade show supplies need to be stored and properly maintained in order to maximize their lifespan. At the show, organization, and accessibility are critical. No one wants to rummage through three boxes, two counters, or a pile of jackets to find the first-aid kit. All too often, trade show supplies get tossed into the crate at the end of a show, forgotten like tangled Christmas tree lights until the next trade show or event.
If possible, organize your supplies in durable containers that can be clearly marked with the company name and contents. Since not all supplies need to be in the booth during the show, you’ll want to separate them into install/dismantle supplies and show supplies. Once your cases/crates leave the show floor for storage, they’re all but inaccessible during the trade show.
Finally, everything about a trade show is chaotic. Things get misplaced or lost, which makes an accurate inventory important. Taking a little time both pre- and post-show to review your supplies will ensure you avoid any last-minute surprises. There’s nothing more stressful than having to send someone to the nearest hardware store while at the show site for an item you thought was in your trade show supply inventory.
Trade Show Supplies: The Key to a Smooth and Successful Event
Trade show supplies are the unsung heroes of any exhibition program. They may not win design awards or attract attendees to your booth, but they have the power to divert a disaster, make your exhibit sparkle and shine, and keep your booth staff happy and focused. All that’s required is a little pre- and post-show planning and organization. For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
