Stand Out in the Crowd: Elevating Your Trade Show Booth Presence
"What stands out is better remembered."
This saying holds true across various contexts, especially in the dynamic landscape of events where the battle for attendees' attention is fierce. Brands want to ensure they stand out from the crowd. Not only is this a motivational quote it also has a psychological basis behind it.
The isolation effect, otherwise known as the von Restorff effort, a concept introduced by Hedwig von Restorff, explains how our minds focus on elements that differ from their surroundings, making the standout item more memorable in the long term.
For instance, in a line of people wearing black shirts except for one person in red, your brain will focus on the red shirt as a focal point, etching it into memory because it is different. Understanding this psychological phenomenon is crucial for making a lasting impression at events.
So, how does one take advantage of a scientifically proven method to make their company stand out among a sea of tradeshow booths? The answer is in the definition of the isolation effect - you need to do something truly distinctive and unique.
When it comes to tradeshow booths, too many companies have a rinse-and-repeat approach…
-Using the same booth year after year, packed up neatly in their warehouse that can be shipped, set up, and taken down without a second thought.
While this is a practical and economical strategy for those exhibiting at an abundant number of events throughout the year, the current trend emphasizes the need for distinctiveness.
Brands that persist with identical experiences are witnessing declines in ROI, post-show customer conversion, and attendee satisfaction.
With current trends showing a desire for in-person connections, diverse and inclusive content, and memorable experiences, those who do not deliver will fall behind.
When deciding how to update your booth presence you can look at your content under either a macro or micro lens.
Do you want to offer one new experience all year that can tie into a key touchpoint or initiative of your company?
- OR -
Do you want to offer a new experience customized to each show you attend?
Both can lead to your desired effect of standing out and both are powerful marketing tools.
Think strategically about the impact you are trying to make and then go a step beyond. Customize your design and experience to your brand, your audience, and even the venue or city you are exhibiting in. Don't be afraid to get creative and create a “WOW” factor.
Prioritize bespoke custom experiences, current market trends, and scalability. Isolate your brand by offering something unparalleled.
Your company is different from your competitors so make sure to showcase this throughout your end-to-end planning of your booth design.
Go a step further by focusing on a beyond the booth sponsorship where you have exclusive rights to provide and/or brand a service, item, or experience at the event. Create some FOMO by limiting the quantity and increasing your social media presence about the service, item, or experience.
If you focus on providing what your attendees are now looking for instead of what has always been done, you will create an impactful memory that will last throughout their holistic event experience.
So, when thinking through how to exhibit at your next event think about what impact you want to leave on your potential customers.
Once you are clear on what lasting impression you want to leave your attendees it’s time to start designing and planning.
Need a partner to guide you through creating a memorable booth experience?