Trade Show TalesBlog

The Power of Sensory Marketing at Trade Shows

September 11th, 2024 Mel White COMMENTS
sensory marketing

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. 

what is sensory marketing

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.  

  1. Who is your target audience? What are demographics (age, income, gender)? What are their values (beliefs, lifestyle, interests)? What are their sensory preferences? 
  2. What is your brand identity? What emotions do you want to evoke in your target audience? 
  3. 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.
  4. 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 strategy
sensory marketing at trade shows

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.

Tags:
Posted in Trade Show Marketing, Uncategorized | No Comments »

Three Rental Island Exhibits with Meeting Space

September 10th, 2024 Mel White COMMENTS

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.

RE-9195 Island Rental Exhibit with Seating and a 12 ft. Tower
RE-9193 Island Rental Exhibit with Seating and Demo Stations
RE-9194 Island Rental Exhibit with Seating and an Overhead Hanging Sign

Tags: , , ,
Posted in Classic Rental Solutions, Rental Exhibits | No Comments »

Is It Really Necessary When We’re Already Busy?

August 21st, 2024 Mel White COMMENTS
Classic Exhibits Specials

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.

Gravitee and Symphony Specials

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. 😊

August and September Exhibit Specials Gravitee
August and September Exhibit Specials Symphony

Tags: , , ,
Posted in Uncategorized | No Comments »

Trade Show Supplies Every Exhibitor Needs

August 21st, 2024 Mel White COMMENTS
trade show supplies

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

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, and fasteners specific to your booth construction
    • Laminate scratch repair pens
Trade show display supplies

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 lighting supplies

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.

Tags: , ,
Posted in Classic Exhibits Inc., Trade Show Exhibit Tips | No Comments »

Mastering Event Booths: Ideas and Tips for Success

July 25th, 2024 Mel White COMMENTS
event booths

Do you have an upcoming event or trade show? And you’re browsing for event booths? For many exhibitors, selecting an exhibit to buy (or rent) can be a daunting process. The industry terms are unfamiliar, along with the exhibition guidelines, and the display choices are overwhelming. But – and this is important – it doesn’t have to be stressful or scary. 

The key to selecting trade show event booths is to ignore them in the beginning. Which may seem counterintuitive. Instead, focus on your trade show or event marketing goals. What do you want to accomplish? Be specific. For many exhibitors, the easy answer is increased sales or new customers. That’s a given. Instead, dive deeper into your marketing goals. For example:

  • Are you planning to launch a new product or service?
  • Is the event more for existing clients than new ones?
  • Are you introducing new branding or marketing campaigns?
  • Which departments will participate in the booth design, planning, and strategy? 
  • Is there a budget? 
  • Will you be participating in multiple trade shows, events, and conferences? Will the event booth be needed at those events? 

By answering those questions, you’ll make the event booth selection process much easier. By then, you’ll know your booth size(s), your marketing goals, and your budget. which will narrow your choices considerably. Buying (or renting) an exhibit can seem like a Las Vegas buffet. What’s exhilarating for some is overwhelming for others. However, if you narrow your focus to the dessert bar, based on your strategy and budget, then choosing the perfect dessert (aka event booth) is much easier.. 

Mastering Event Booths

Let’s begin with the basic definition of an event booth. An event booth is a physical structure within a dedicated space at a trade show, exhibition, or event. It’s where a company or organization showcases its products, services, and brand to potential customers, partners, and industry peers. Think of it as a physical representation of a business’s offerings, designed to engage visitors and generate leads.

By participating in a trade show or event, you’ll: 

  • Increase Brand Awareness: Showcase your brand to a targeted audience and build brand recognition.
  • Generate Leads: Generate high-quality leads and expand your customer base.
  • Spark Networking Opportunities: Connect with industry peers, potential partners, and influencers.
  • Gather Market Research: Gather insights into customer preferences, competitor activities, and industry trends.
  • Introduce Product Launches and Demonstrations: Introduce new products or services to a receptive audience.
  • Increase Sales Opportunities: Close deals on the spot and build long-term customer relationships.

The Five Types of  Event Booths

In general, event booths can be categorized into five groups. The groups are based less on their cost than on their construction, assembly, and function

  • Basic Portables; This includes banner stands, table tops, pop-up displays, and many simple tube display structures. They’re generally inexpensive and easy to set up but limited in accessory options. Some are well made. Some are borderline disposable. 
  • Professional Portables: Think of these as portable displays you would bring to a major trade show (rather than to the local Chamber of Commerce event). Professional Portables generally ship via UPS or FedEx, assemble quickly, and include accessory options like monitor mounts, locking counters, workstations, wireless charging pads, and protective packaging. 
  • Modular Displays: Modular is often a catchall term, meaning a display “can be” reconfigured. However, modular is most commonly used as a term for full-size aluminum frames that connect together and accept fabric or direct print graphics.  These frames pack in wood crates. Like portables, they assemble quickly but have greater flexibility as components when reconfiguring an inline into an island and vice versa..  
  • Custom Exhibits: While custom traditionally means an exhibit built with wood, most custom exhibit construction includes aluminum, wood, fabric, and LED lighting. Custom, in its truest sense, simply means a display designed and built to your unique specifications. 
  • Custom vs. Customized: This isn’t really a category. More of a clarification. Nearly any display, except the most basic portables, can be customized to your specifications. That doesn’t necessarily mean it’s a custom-built booth. 

Sustainable and rental options are often available in all the categories listed above with the exception of basic portables. Accessories, like counters, pedestals, and workstations, are also available in portable, modular, and custom designs.   

Event booth

Essentials of Event Booth Design

This is a huge topic and can vary depending on the show, the exhibitor, and the current event booth design trends. There are several books available on exhibition booth design in Amazon including Exhibit Design That Works and a great blog post here.  Here are some basic tips to get you started. 

Your booth should be a reflection of your brand and a platform to connect with your target audience. By following these essentials, you can create a trade show experience that leaves a lasting impression.

Visual Appeal:

  • Branding: Ensure your booth reflects your brand identity consistently.
  • Color Palette: Choose colors that align with your brand and evoke the desired emotions.
  • Graphics: Use high-quality, eye-catching visuals that clearly communicate your message.
  • Lighting: Highlight key areas and create a welcoming atmosphere.

Functionality:

  • Layout: Optimize the space for foot traffic, product displays, and attendee interactions.
  • Storage: Provide ample storage for promotional materials, giveaways, and equipment.
  • Comfort: Offer seating or standing areas for visitors to relax and engage.

Interactivity:

  • Engaging Displays: Incorporate interactive elements like touchscreens, demos, or games.
  • Product Demonstrations: Showcase your products in action to create interest.
  • Lead Capture: Utilize technology or forms to gather attendee information.

Additional Considerations:

  • Clear Messaging: Communicate your key message quickly and effectively.
  • Call to Action: Encourage visitors to take the next step, whether it’s a purchase, sign-up, or demo.
  • Staffing: Ensure your booth is staffed with knowledgeable and enthusiastic representatives.
  • Technology: Utilize technology to enhance the attendee experience, such as digital signage or social media integration.
  • Accessibility: Design your booth to be inclusive and accessible to all attendees.

Innovative Event Booth Ideas

Every three years, Katina Rigall Zipay, the Creative Director of Classic Exhibits, attends EuroShop in Germany. This show highlights international exhibit trends. Katina reviewed those trends in the video below:

 Materials: 

  • Natural Fibers: Ropes, Baskets, 
  • Natural Raw Wood
  • Greenery 
  • Mirrors: Reflective and Textured
  • Tiles and Bricks
  • Corrugated Structures and Accessories
  • Wireframes Structures and Framing

Structures:

  • Arches or Pill Shape
  • Cubes 
  • Irregular, Organic Curves
  • Abstract Trees
  • Circles and Cylinders 
  • Accordion Shapes
  • Slats
  • Mobile Phone Shape (Arches)

Colors and Patterns:

  • Printed Greenery
  • Black, White, and Natural Woods
  • Spot Bright Colors
  • Color Blocking | Color Rainbows 
  • Segmented Shapes
  • Art Deco
  • Sketches:  Cartoon, Ink Drawings, Doodles

Lighting:

  • LED Bulbs
  • Edge Lighting
  • Rope Lights
  • Programmable RGB
  • LED Hanging Lights in Clusters
  • Basket Lights

Interactives:

  • Buttons, Cranks, Tunnels
  • LED Video Walls Including Animation 
  • Transparent Video Screens
  • Swings

Other: 

  • Mannequins 
  • Cathedral Shapes
  • Sculptures
event booth design

Tips for Setting Up a Booth at an Event

Your event booth has arrived at the show, either to the advanced warehouse or directly to the show site. Now it’s time to assemble it. The setup process can either be a “piece of cake” or a nightmare with multiple emotional meltdowns. You would probably prefer the former. Let’s review everything you can do before your booth arrives at the trade show to ensure there are minimal surprises. 

Right From the Start: 

It’s not possible to know how every event booth assembles. Every display manufacturer and exhibit house has spent years, and often decades, perfecting how their products will assemble. However, you may have preferences and expectations. You may want it to assemble without tools or in 3 or fewer hours or be packed in crates or rolling cases. Share those preferences with your exhibit professional who can then guide you on what’s reasonable (and unreasonable) based on your requirements and budget. 

During the Design Process:

Nearly identical booth designs can often be achieved using different materials and building techniques. For example, a reception counter could break down into subassemblies to pack more efficiently in a crate or could be built fully assembled and ready to be placed in the booth space. Headers or hanging signs are another choice. Hanging signs are an excellent way to attract attention and visibility in the show hall. However, hanging signs require riggers to lift and attach it to the ceiling, which can be expensive and take time. A header, which attaches to the upper section of a booth structure, may offer the same benefits but at an overall lower cost. 

Building and Documenting:

All event booths, from the most basic portable to a custom 50 x 60 island exhibit, should include documentation on how to assemble it. Don’t assume the instructions are comprehensive or easy to follow. On a portable, ask to see them before ordering the display. They should be available. On a modular or custom exhibit, the exhibit house can share with you examples of previous builds using similar construction. 

At some point, a modular or custom exhibit will be staged to ensure there are no issues, including fit and finish and graphics. If you have time, ask to be there during a portion of the staging to see how sections attach, in what order, and if there are any special techniques required. This will also give the opportunity to review the setup instructions to ensure they are detailed, logical, and complete.  

Choosing a Show Labor Provider

Many exhibits over a specific size require hiring labor to assist with the setup on the show floor. Regulations vary from facility to facility and occasionally, even show to show in the same facility. When hiring labor you have two options:  1. Hiring labor from the General Show Contractor, who will have a form in the show book, or 2. Working with an independent exhibitor-approved contractor. Your exhibit house can provide you with the pros and cons, along with recommendations on specific independent contractors. 

Regardless of which opinion you choose, schedule time to review the assembly instructions with the labor provider before the show. This allows the labor provider to anticipate any issues and to schedule the right team for your install. 

Completing the Show Forms 

Time is money, and poor planning is the ultimate waste of money when it comes to trade shows. Most shows have early deadline dates for “everything.” Those rates can save exhibitors up to 40% simply by completing the electrical, material handling, labor, cleaning, etc. forms before the first deadline. Those forms also allow the General Service Contractor and other show service providers a peek into the resources they’ll need during installation and dismantling. Getting your forms in time gives you a much better chance of your exhibit landing in your booth space when you want it and getting your electrical and flooring down without having to wait. That way you can plan for labor to arrive at the right time, preferably during straight-time labor rates. 

Strategies for Maximizing Event Booth Traffic

In trade show marketing, no expression is less true than “If you build it, they will come.” While attendees will be at the event or the trade show, there’s no guarantee they’ll stroll by or into your booth. The show organizer is responsible for attracting attendees to the show. You’re responsible for attracting attendees into your booth. A bustling booth is a dream for any exhibitor. Here are some rock-solid strategies to draw a crowd:

Pre-Show Promotion

  • Targeted Invitations: Send personalized invitations to your ideal customer profile.
  • Social Media Campaign: Build anticipation with engaging content, contests, and giveaways.
  • Email Marketing: Nurture leads and provide valuable content leading up to the show.
  • Press Releases: Generate media coverage to create buzz around your participation.
  • Offer Exclusive Deals: Create a sense of urgency and incentivize purchases.

Booth Design and Experience

  • Eye-Catching Booth: Create a visually appealing and interactive space.
  • Clear Messaging: Communicate your value proposition quickly and effectively.
  • Interactive Elements: Engage attendees with games, demos, or virtual reality experiences.
  • Comfortable Lounge Area: Offer a respite for potential customers to relax and discuss business.
  • Strategic Product Placement: Highlight your most popular or innovative products.

On-Site Tactics

  • Giveaways and Contests: Attract attendees with enticing offers.
  • Lead Generation: Use technology or forms to capture attendee information.
  • Staff Training: Equip your team with product knowledge and excellent communication skills.
  • Networking: Build relationships with other exhibitors and attendees.
  • Follow-up: Collect business cards and follow up with potential customers promptly.
  • Utilize Technology: Leverage digital tools for lead capture and engagement.

Post-Show Follow-Up

  • Thank You Notes: Express gratitude to attendees and provide additional value.
  • Social Media Engagement: Continue the conversation and share show highlights.
  • Lead Nurturing: Develop a targeted follow-up campaign to convert leads into customers.

Combining these strategies can significantly increase foot traffic to event booths and generate valuable leads.

event booth ideas

Event Booths: Conclusion

You have choices when selecting an event booth—lots of choices. Start the process by identifying your trade show marketing goals and your budget. Then begin formulating a strategy, including the trade shows you’ve identified as possibilities. Those will narrow your focus and make the selection process more manageable. Finally, don’t do this alone. Tap into the knowledge and resources of exhibit professionals. They can guide you through the intricacies of trade shows and event marketing.  Summarize the key points discussed in the article, reinforcing the importance of well-designed and strategically planned event booths.

For 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.

Tags: , , , ,
Posted in Custom Exhibits, Exhibit Design, Rental Exhibits | No Comments »

« More Entries
Newer Entries »