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10 Tips for a BuzzWorthy Tradeshow Booth



Stephen Mapes, Vice President, Creative Services for Impact Unlimited, has 10 tips for creating a buzz-worthy tradeshow booth.



Tradeshows, conventions and exhibitions provide your company with the opportunity to reach large segments of your target markets easily. The opportunity is great, but so is your competition. Creativity ensures that you stand out in comparison to competitors and is the single most valuable strategic tool in your tradeshow arsenal to help make your customers's interactions with your brand as memorable as possible. Here are 10 steps to ensure that your next booth has everyone talking, including your competition.



1. Shake up your customer'ss expectations. Put yourself in your customer'ss mind. Figure out what they would expect to see in your exhibit -- then shake it up and connect it to your message. The unexpected will last in their minds's8230;longer.



2. Stick to one message. Get all your stakeholders to agree to one key message for your tradeshow and then implement it throughout all your exhibit tactics. If you focus on communicating a single key message, there'ss a better chance your attendees will absorb and remember it.



3. Hit 'sem. Hit 'sem again. Harder. Bombard attendees with branding. Create a multi-tiered campaign. Send 2-3 waves of direct mail. Do a room drop. Have the in-booth activity reinforce your campaign. Give away a themed premium. Send a post-show e-blast.



4. Have a message Make it move. Humans are internally wired to notice movement. So put movement into headers, signs, graphics, and media to attract attention on the competitive show floor.



5. Incentivize them. Surveys have found that the premium in one of the key reasons tradeshow attendees visit a booth. So give 'sem stuff! Just be sure you make the giveaway relevant to your product and your message.



6. Think outside the convention center. Use City Branding such as airport advertising, cab tops, mobile billboards, etc. to get people talking and lay the groundwork for a must see exhibit.



7. Go to the video. Be smart about using video correctly. Use bold imagery and minimal words. And steer clear of playing talking heads. Studies have shown that video cuts increase recall up to a point -- but keep in mind that more than 10 video cuts in two minutes decreases recall.



8. Use aromas to stop their roaming. Smell and memory are intimately linked. So trigger the sense that no one expects at a tradeshow. Whether it'ss the comforting scent of roasted cinnamon nuts or the smell of freshly cut grass in an interactive theater they'sll stop and remember your exhibit.



9. Focus on process -- but keep it simple. Create an easy three-step process for attendees to follow when they enter your exhibit. Be sure the staff manning your exhibit is totally familiar with it. A consistent exhibit experience for attendees ultimately supports your total brand image.



10. Hire experienced professionals. Reach out to facilitators who can help draw attendees into your exhibit, knowledgeable tradeshow trainers who can prepare your staff, engaging hosts who can moderate your interactive theater, and (of course) a smart communications

company that knows how to pull it all together.



These 10 steps will assist you in creating the industry buzz that your company has been waiting for. To learn more about creative solutions visit www.ImpactUnlimited.com.



About Impact Unlimited

Headquartered in Dayton, N.J., with offices in Zurich and São Paulo, Impact Unlimited is a creative and strategic company that provides a breadth of products and services that help its clients optimize investments in events, exhibits and meetings.



The company'ss award-winning creative services, along with its in-house production capabilities and worldwide logistics network, provide clients with design-driven solutions for building their brands and their businesses at the most critical point in the marketing continuum -- face-to-face at events, exhibits and meetings worldwide.



With 30 years of experience and success, and more than 170 employees worldwide, Impact Unlimited serves a Blue Chip portfolio of clients spanning North and South America, Europe, Asia, Africa and the Middle East. www.impactunlimited.com






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