Why You Should Consider a Custom Trade Show Activation
Think back to the last trade show or convention you attended. Remember the massive amount of people? The crowded hallways? The hundreds of companies with booths that all looked almost exactly the same? Now, be honest: how many companies do you actually remember from that event? After a while, all the exhibitors just start to blend together, don’t they?
The terrifying prospect of being “forgettable” is becoming a reality more and more companies in the trade show and event marketing space. Without changing your strategy, you could be spending money every year on an activation that is not earning the highest possible return on your marketing investment.
If your company is considering purchasing booth space at a trade show, we highly recommend creating a custom trade show activation that sets your company apart from the rest, and creates an experience that attendees will remember long after they leave the show.
We believe in thinking outside the booth. We help our clients by not only fabricating a beautiful trade show booth, but also by working with them to create a comprehensive strategy that weaves their trade show experience into their existing marketing/sales strategy. By doing this, we can engage our client’s audience before, during, and after they have visited the activation space.
For a trade show activation, we place the highest importance on the DURING portion of the strategy. This is the critical time to stand out from the other companies in attendance, and to create a meaningful connection with the event attendees. With trade shows, just as with everything we do, we engage the audience’s five senses (sound, sight, touch, smell, and taste) as much as possible.
Sensory experiences have been scientifically proven to affect the deepest part of our brains, allowing for strong, intense connections between senses and perceptions. In other words, our senses have a great influence on our brand perceptions, associations, and our purchasing decisions.
To see the full power of engaging the audience’s senses, check out our latest custom trade show activation for the National Cattleman’s Beef Association (NCBA) here. We hit all five senses hard, creating a unique in-person trade show activation that engaged with nutritionists and dietitians. By focusing on two of the most powerfully memory-linked senses, (taste and smell) we were able to attract 1,200 hungry attendees in the first 90 minutes of the event by giving out homemade chili to those who stopped by the booth.
If you’re interested in creating a custom trade show booth, please feel free to contact us by phone, email, or interact with us on our blog, Facebook, or LinkedIn page. We would love to help you create a trade show activation that sets you apart from the competition and helps your company generate a higher ROI.