Marketing has gone through tectonic shifts,
especially in the last decade or so. We have made the shift from print media to
online media. We are witnessing the introduction of new tools (almost every day)
that make our communication with potential customers more efficient. We are in
the organic valley of social media indulging in a relentless two-way
communication loop. As a result, our addiction to real-time communication is
simply voracious and our attention to focus is scattered. And, these are only a
few of the recent changes that the marketing industry has gone through.
Given this technological dynamic, we as trade show marketers often question the
viability of exhibiting at trade shows. The short answer to this concern is:
Trade shows have never presented a better opportunity for an exhibitor to get in
front of decision makers. Premium level decision makers now walk the show. They
are there because they have a need that is not currently being met. I guess,
technology has not yet managed to eradicate the desire for the high touch of
Now that we know who our target audience is, let’s fashion a trade show booth
that will attract their attention and sustain their scrutiny. We have to become
skilled in the art of attraction.
Here are some pointers that always work!
Design with a Themed Purpose: In the illustration above, we designed a
50′s theme trade show exhibit with a flair for high touch modernity. Nostalgic
times in stride with technologically advanced products! Don’t stop there. Use
high-appeal promotional giveaways. It is all about perception. How do you want
to be remembered? This should be the end game of anything and everything that
Design with a Presence: Your graphics must always be larger than life.
Your architecture must be self defining. Always keep in mind of your target
Design with a Flow: Keep in mind about the laws governing spatial
arrangement in relation to the flow of energy. Have ample areas for natural
clustering. Have a sculpture or perhaps a multiple screen projection that wows
the audience. Again, you are going for memorability. In the above illustration,
the corner of the booth was highlighted with a car from the 50′s.
Design for a Motion: As Tony Robbins says: emotion is always moved by
motion. Movement attracts our eyes and turns our bodies. Implant a juggler, blow
bubbles or simply play with a yo-yo. Integrate it with your value statement.
Design for the Limbic System: Our sensory receptors reacts to the
stimulation from our environment. Make clever use of this proven method for your
booth design. Lavish your space with texture, light, sound, smell and color.
“Colors answer feeling in man; shapes answer
thought; and motion answers will.”
“There’s a collection of Zen koans called the Gateless Gate. Among other things,
koans transcend dualism. The traditional sales process is fully dualistic –
there’s a buyer, and there’s a seller. We are witnessing the dissolution of the
traditional sales role, as recommendation commerce evolves and storefronts
become wherever you happen to be, doing whatever you are doing. Which brings us
to the Storeless Store and Saleless Sale.” Valeria Maltoni.
And my friends, this is the new face of trade show marketing!
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