There are many ways to attract the attention of prospective buyers in the advertising and marketing world, but some are more effective than others depending on your industry and your budget. Some companies still count on traveling down traditional advertising and marketing avenues by using phone books, newspapers and magazines but that can only be so effective these days when the internet and trade shows are where their presence needs to be felt more than anywhere else. Event design is an industry in itself and an effective trade show booth that is designed by a professional can be a wonderful thing for any company who wants to impress or attract prospective customers to their booth.
That is right, there are businesses all over the country who create trade show exhibits for their clients so they can have a strong presence at the conventions and trade shows that they attend. This kind of marketing is sometimes called experiential marketing because it focuses on the experience and interaction that a company is able to create with their prospective buyers. There are many different techniques that are used in this loosely defined advertising genre, but it usually involves creating a memorable experience by creatively getting people to interact somehow with the display or exhibit. Activating one’s sense of touch with a creative display that is engaging is a very effective way to increase their chances of remembering their experience and the company that created it.
The most memorable experiences that people have in their lives are ones that engage as many of their senses as possible while also having an emotional connection of some kind. It does not have to be a deep emotional connection because how deeply can someone feel about a new jig to make cutting crown molding easier or a hose that roles up all by itself? Even just making someone laugh while simultaneously getting them to use their eyes, ears and hands can help fortify the experience in their minds to help create a memory. Laughter isn’t a bad emotional reaction for someone to associate with a company, any positive emotion in fact is going to make the experience better and more memorable than it would be otherwise.
It is becoming more common to create surprises and some element of shock with customers so that their reactions can be filmed and the footage can be placed online for viewing. A video going viral is pretty big in today’s internet age and when it happens in a way that a company can be directly associated with, it can do a lot for their brand. Staging big, shocking events, if it makes sense for the brand, can create a big buzz about the product and carve out a timeless place in the advertising world that people will never forget. The ultimate goal for any company who wants to be a big success is to become a household name because once that happens, they do not have to work near as hard to get people to notice them.
Creating life-size displays that are interactive and can support human beings physically, and capture and maintain their attention mentally, are often the best exhibit booths. The term ‘exhibit booth’ does not do these kinds of exhibits justice because they are not really booths; they are life-size exhibits. When one thinks of a booth, they think of a couple of company representatives sitting behind a folding table wearing shirts with company logos on them handing out business cards and pamphlets. This is the opposite kind of a scene that a good trade show exhibit designer wants to create because there is nothing memorable or fun about that thought.
Think about how much fun it was when you were at grade school and went to recess to play on wooden equipment that was designed to resemble an aircraft or a ship. That was fun, right? Running across a wooden bridge between two firm platforms with individual planks of treated wood held together by chains loosely connecting them in order to provide some slack, you remember those times, don’t you? Trying to recreate experiences like that with adult human beings is more difficult but if a company can afford it and their experiential marketing agency can pull it off then it will provide an experience that their customers will not soon forget. Getting them to come by the booth is half of the battle but getting them to remember the experience is what winning the advertising war at a trade show is all about!