People come to tradeshows and conferences to network and to learn. They also come for a more tangible, personal connection to a brand – something you just can’t get online.
 
Forbes magazine notes that the allure of tradeshows persists because “people, relationships and first-hand impressions matter.” Help your brand story shine in a bold new way and pull in the tradeshow heroes: your booth guests!
 
Make your tradeshow booth the best it can be, with some new thinking we’ve assembled for your consideration.

 
Make your booth a must-see

1. Quiz show
 
No one liked a pop quiz at school, but asking relevant questions in an interactive format can effectively grab attention.

• Bold graphics
• Hands-on quiz that users must click through and learn about

Gets people engaged in a hands-on way, so they form a positive impression of you. View an example quiz developed by Signal and G&S Communications for Syngenta.
 
2. Video simplicity
 
Make sure your videos tell an important story. No one wants to watch an overstuffed video that drones on and on.

• A 20 to 30 second micro-video
• Clean, crisp copy

Tells your story in a moment of time – more engaging than longer videos. Here’s an example.
 
3. Interactive wall with a human connection
 
Make sure visitors spend time with the wall – but have the wall connect them to the human participants as well.

• Large-form look
• Visitors can touch and play
• Representatives on hand to answer questions

People get to live your message. That way, they will be inspired to share about you.
 
4. Booth layout is very important
 
It needs to feel open and spacious. Let people interact with you in an uncommitted way.

• At least one wall must be open.
• Don’t give your space a cave-like feel.

Psychology says that people like to have an out. Make them feel chill in your space.
 
5. Push notifications
 
Not only does your booth have to be cool, you also have to alert people to your booth and get them to stop by.

• Work via mobile apps
• Gamify (treasure hunt)?

 
Become embedded in their daily phone activity and they will come to you… to claim a prize or just say hello.
 
6. Use bright, attractive signage
 
Think “Times Square” big. Coca-Cola, anyone?
 
Big, simple imagery rules right now. Convey your brand in an image. Two. Three, at most.
 
When your copy and design are clean and simple, people are drawn to you.
 
A great tradeshow booth can mean the difference between visitors who engage with your messaging – and those who just smile as they walk by.

Jim Ellis has over 20 years of experience in marketing strategy and implementation throughout a variety of industry sectors. Since 1999 he has been with Signal, a digital agency based in Wilmington and Raleigh, North Carolina. Signal has proven strengths serving as the “local agency” for global companies, generating solid results in web design, brand identity, mobile app development, digital strategy and more. Jim provides counsel to many of the agency’s largest clients with an eye toward integrated communications and a vast knowledge of both traditional and modern practices. As a songwriter and musician with a business degree, he believes his artistic/corporate “dual personality” gives him added perspective to be an effective liaison between clients and Signal’s talented creative team. Originally from Ohio, Jim graduated from the University of Richmond with a B.S. in Business Administration.