Gaining the attention of trade show attendees can be difficult. If you’re not a large brand name in your space, you could easily get overlooked in the exhibit hall. You need something to set you apart from the rest of the crowd. You need to design your trade show display to create a memorable experience. As the old adage says, people won’t remember what you said, but they will remember how you made them feel. Offer a memorable experience that makes attendees feel good about your brand.

Your Trade Show Display Can Create an Emotional Response

One of the great things about design is that you can trigger an emotional response in people. The same is true of your trade show display. This can be accomplished in a variety of ways. Consider the following when designing your trade show display:

Theme.

Some of the most popular trade show exhibits are those that have a clever theme. For example, when Easterday Farms wanted to design their trade show display for PMA Fresh Summit, we came up with a barn theme. Every year, this trade show display draws visitors from across the exhibit hall to get a look at the red barn. Brainstorm a theme that would fit your brand identity and your industry when you work with your designer. A clever theme could go a long way towards creating a positive memory and brand association.

The Power of Color.

Color has an innate ability to create an emotional response. Depending upon consumer bias, they may naturally gravitate towards one color palette or another. However, generally designers seek to use colors that align along cool, warm, or neutral color palettes. If colors are too discordant, they could actually turn people off and create a negative memory of your brand. Using a mixture of color theory and color psychology, designers seek to create positive and happy emotional responses when designing your trade show display.

Gamification.

Gamification has become a trend at trade shows. Many brands are seeking ways in which to gain data from offering consumers a game to play. With this kind of technology, many brands seek to design a trade show display offering LED walls that will display their game. At a trade show, where things can begin to feel stale, it can be fun to sit down and play a game. When you can offer attendees fun like this, you can inspire a positive memory with your trade show display design.

Produce a Fun Corporate Video.

Corporate videos have a bit of a bad rap. Often, they’re so bad that they’re nearly comical. But they don’t have to be. You could produce a corporate video that showcases your product, goods, or services in a unique way that makes people want to watch more. At a recent trade show, we produced a corporate video that even made airplane parts look cool. Playing on an LED cube above their trade show display, the video got a great response and left people with positive memories.

Interactive Elements.

The newest trend in trade shows is experiential marketing. Every brand wants to introduce some sort of interactivity now, often seeking to immerse visitors in a brand experience. At CES, Polaroid offered giant cameras consumers took pictures with, a picture wall, and the opportunity to become a part of their brand story. Similarly, Kodak offered a Parisian themed experience with authentic artists, jugglers, and mimes to immerse consumers in the sense of joy and wonder their brand represents.

Get Physical.

It may seem counterintuitive to suggest physical elements when people are often exhausted walking long exhibition halls. However, we all know a little exercise can be good for us and increase the release of endorphins. At a recent trade show, one brand offered a basketball game on a half court to enter players in a chance to win a prize. This was easily the most popular trade show display in the exhibition hall where people left smiling, whether they had an immediate need for their product or not. A little physical exercise can go a long way towards producing a positive memory that will linger.

Host a Happy Hour.

What’s the best part of a trade show? You’re away from home, generally in a large city, and you’ve got an opportunity to share some war stories with colleagues, peers, clients, and prospects over a cold one. The first day is the best day to set a positive tone with a hosted happy hour at your trade show display. This gesture will draw people from across the exhibit hall and will leave a lasting positive memory. The rest of the show, your trade show display will be recognized and people will come back smiling.

The art of exhibiting is all about creating a memory that either drives prospects and consumers to do business with you or turns them off completely. The memory you create in the design and execution of your trade show display can linger far longer than the content passed out.