July 2012

ammunition

Sometimes dangling a delectable morsel as bait is all it takes to reel in attendees. At the 2011 Women in Business show, Mirror Show Management, a women-owned event-marketing firm, did just that by giving candy necklaces and lollipops to attendees who entered its sugary-sweet space. The entire 20-by-20-foot booth bore a candy theme, complete with the moniker "Sweet Spot," while a "candy girl" wearing a confection-laden skirt and candy jewelry handed out lollies, giving staffers time to chat with attendees about their event-marketing needs. The candy promo proved that a sweet tooth is deeply rooted in the psyche, attracting sugar fiends like rowdy children to a piñata. The doctor's orders carry a lot of weight, which is why AIA New Dimensions in Mktg. Inc. opted for a booth theme with a medical bend in its 10-by-10-foot exhibit at EXHIBITOR2012. The promotional-products company wanted to demonstrate to attendees that it was an expert at prescribing appropriate giveaways for its clients. So staffers donned blue scrubs, hung stethoscopes around their necks, and, like knowledgeable doctors distributing medication to patients, passed out pharmaceutical bottles filled with white pills. Instead of potent drugs, however, the bottles contained breath mints branded with the company's logo. In fine print, the bottles' labels read, "This drug may cause relief of the following symptoms: marketing woes, unmet deadlines, high prices, and horrible service. Do not use in conjunction with another promo company. Doing so may result in relapse or loss of function." The tongue-in-cheek giveaway showed off the company's sense of humor and branded AIA New Dimensions in Mktg. as an undisputed authority on memorable tchotchkes. Short of a Captain Jack Sparrow sighting, nothing attracts landlubbers' attention faster than a seafaring pirate ship. That's why two Titusville, FL-based companies - Infopia USA LLC, a manufacturer of diabetic supplies, and HME Providers Inc., a member-services organization for independent medical-equipment suppliers and pharmacies - used a pirate-themed exhibit to build booth traffic and capture leads at the Medtrade Fall show in Atlanta. After crafting a pirate-themed slogan, "Discover the hidden treasure of diabetic supplies," the two companies hired Atlanta-based design firm Compass Collective to create a 35-foot long pirate ship as the exhibit's focal point. The ship included a menacing skull that grinned from the stern, and the companies' brands were emblazoned on a banner that was hoisted high on the vessel's mast. Other themed props that seemingly washed up upon the 40-by-50-foot booth included rustic barrels serving as reception desks, ancient-looking scrolls displaying company information, sea-worn ropes, and a treasure chest. And for a realistic feel, reclaimed lumber was used to create the exhibit's boardwalk, reception area, signage, and graphic supports. With a space so alluring, attendees swarmed the booth, enabling staffers to bag nearly 800 leads. Now that's some serious booty.		Are you looking for a new way to draw attention to your product swatches? Then take a lesson from Tajima Europe, a Helmond, Netherlands, provider of vinyl flooring. At EuroShop 2011, the company crafted an eye-catching product display whereby a 2.5-foot strip comprising various flooring samples ran down an exhibit wall, made a quick curve over a support beam to become a tabletop, and then took another curve downward to eventually rest atop the exhibit's floor. Unique and functional, the display positioned the products where attendees could easily explore them. To cut travel costs for the Radiological Society of North America show in Chicago, Fujifilm Medical Systems USA Inc. sourced local help to supplement its four booth staffers. But rather than calling up any old temporary-employment agency, Fujifilm called on a Chicago-based event-management firm, which was also supplying Fujifilm with hosts and hostesses. The firm secured five additional local staffers with trade show experience. Considering the money saved by not having to pay for airfare and accommodations for those staffers, Fujifilm reduced its travel and staffing expenses by more than 60 percent. Looking to showcase its fashionable women's eyewear frames, Kenmark Group Inc. decided to embrace its feminine side at the International Vision Expo in Las Vegas. While the company's exhibit was awash in pink and decorated with dress forms, the real attraction was the daily prize drawing. Playing up the feminine theme, the company commissioned a set of women's bicycles - complete with baskets - one to be given away each day of the show. The bikes were designed with the pastel pink, blues, and green colors favored by renowned fashion designer Lilly Pulitzer, one of Ken- mark's top brands. To enter the drawing, attendees simply wrote their names and contact information on a small entry ticket, which they received inside Kenmark's branded show bags as they entered the exhibit hall. Staffers handing out bags encouraged attendees to enter the contest by dropping the ticket into a basket on one of the bikes in the booth. Kenmark staffers drew one winning name at the end of each day. The straightforward drawing and give- away not only attracted attention to Kenmark's line of women's eyewear; it also pulled people into the booth, where they could chat with the sales staff about the company's entire line of frames.
		What's The Big Idea? Do you have a clever exhibit-related tip? Did your last exhibit have an über-cool traffic builder? Contact Kelli Billstein at kbillstein@exhibitormagazine.com.