Transport Attendees Away from the Trade Show

Case Study, Tips

Yale's custom exhibit at Promat 2013

A major drawback to trade show exhibits is that you can typically only display a product, not its contextual usefulness.  With all of the distractions and unrealistic settings at trade shows, it can be hard for attendees to make an accurate mental connection to the product.  Taking an attendee away from those distractions and putting them into a real life environment helps them focus on how your products meet their needs, which in turn makes your products stand out.

The good news is that you don’t have to actually take attendees out of the convention center.  This can be accomplished in a number of ways with visual, auditory and emotional cues created by the experience within the space.  Even without the ability to recreate large or out-of-element settings to scale, your booth design and fabrication can mimic reality well enough to mentally place attendees in the time and place they will use your product.

Successful exhibitors have used lighting, graphics, props, sounds and even smells to their advantage.

At Promat 2013, Yale transported visitors from the show floor to their own warehouses without having to leave their exhibit space.  Sample palettes, shelving units, and industrial flooring helped show their forklifts in the proper working environments.  An added bonus came from branding the structure by housing Yale stress balls in some palettes, creating framework out of racks for translucent branded graphics, and highlighting the trucks with LED lights under the machines.

Yale's branded model warehouse at Promat 2013

Consider this approach for your next trade show exhibit— it truly does draw attention and gets buyers to think about the elements they need in their next product.

Get trade show tips, reports, checklists and more delivered to your inbox once a month by signing up to the Trade Show Marketing blog.

Related Articles

Social Media Marketing for Trade Shows: 13 Tips for Success

Social Media Marketing for Trade Shows: 13 Tips for Success

Social media is a great way to maximize the impact of your trade show schedule and investment. Whether you run complex trade show social media campaigns or simply use social media to boost awareness, there’s always room to learn and improve your tactics. Check out our...

What You Missed at IBS & KBIS 2022: EDE’s Exhibit Review

What You Missed at IBS & KBIS 2022: EDE’s Exhibit Review

After virtual shows in 2021, the floor was packed at IBS/KBIS 2022. Our team hit the floor to check out current exhibit design trends and also to give out some honorary virtual awards to our favorite booths. Themes on the Trade Show Floor As we walked the floor, we...

Trade Show Design Trends: How to Stand Out on the Show Floor

Trade Show Design Trends: How to Stand Out on the Show Floor

Over the past two years, design trends have done a 180. Clean, white kitchens and trade show exhibits alike have fallen out of favor, replaced instead by colorful, organic installations. What used to feel like a straight-up sales opportunity has now become a chance to...