Hot-Pad Pallet
At the Food Marketing Institute Show, IFCO Systems N.A. Inc. crafted a perfectly appropriate giveaway. The wooden-pallet manufacturer distributed mini pallets that attendees could use as hot pads. Measuring 2.5-by-4 inches and featuring IFCO's URL, the multipurpose pallets were functional, easy-to-transport items that no doubt made it all the way home with attendees.
Whack Attack
Worth Ave. Group LLC wanted to create a full-blown whack attack in its booth at the 2012 International Consumer Electronics Show. The insurance provider sells policies that cover cellphones, tablet PCs, and other electronic devices. In the past, staffers invited passersby to pummel electronics with ball-peen hammers. But for 2012, the company wanted to create a little friendly competition to boot. Thus, participants were
invited to play a customized arcade game similar to the "Whac-
a-Mole" games. But Worth Ave. Group's version, dubbed
"Whac-a-Phone," featured smartphone-inspired targets instead
of moles. Sporting graphics that read, "insurance solutions for
the digital world," along with words such as "screen cracks"
and "theft" to highlight items against which Worth Ave.'s policies
protect users' gadgets, the game lured players like iPhone
evangelists to an Apple store. While attendees whacked
as many phones as they could in the allotted time,
staffers kept track of high scores, with the top scorer
earning an iPad at the end of the show. Additionally,
each participant was entered into a daily drawing
for an iPad. Attracting roughly 1,200 players over the
course of the trade show's four days, the interactive
game raked in record booth traffic and broke the ice
with attendees, allowing for much more substantive
conversations about its insurance options.
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Big Bend Theory
What's a surefire way to communicate the concept of flexibility? Hire a couple of acrobats
to perform in your booth. That's exactly what
H.B. Stubbs Cos. did at the 2012 Healthcare
Convention & Exhibitors Association Annual Meeting. To communicate its ability
to offer flexible solutions for its clients,
the company enlisted two acrobats to
perform on a stage in its 10-by-20-foot booth. While music played in the background, the two "flexologists" twisted and contorted, crafting beautiful positions that spoke to H.B. Stubbs' ability to bend and flex as needed. The presentation stopped attendees in their tracks and allowed staffers to swoop in after the acrobatics to explain H.B. Stubbs' offerings.
Tunnel Time
When you think of "Armor All," you probably imagine a shiny, clean car dashboard or glossy black tires. But according to Zep Inc., which markets Armor All Professional, most people are unaware of the myriad Armor All products available. So to generate product awareness at The Car Wash Show 2012, Zep created a roughly 12-foot-tall tunnel of sorts comprising brightly lit orange and red Plexiglas panels. Here, staffers guided attendees into one end and then out on the other side. In the interim, staffers educated attendees about five key Armor All products, including everything from presoak shampoo to tire dressing, while nearby graphics touted the product names and benefits. The glowing structure attracted swarms of attendees, all of whom left with an increased awareness of Armor All products.
A Chair Affair
A chair is just a chair, unless it's also an unexpected product display. Knowing attendees at the 2012 Surfaces show would be impressed by its flooring's plush texture â?" but understanding that they weren't likely to get down on the ground and roll around atop it â?" Stainmaster Corp. upholstered its in-booth chairs in its own flooring products.
As if that weren't enough, the company also created throw
pillows from its stain-resistant carpeting. The comfy, carpet-
covered chairs and pillows not only provided attendees with a place to sit down and rest their weary feet, but also went a long way toward getting potential buyers up close and personal with the products.
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On the Air
At the Society for Human Resource Management show, Adecco Staffing US hoped to establish itself as an industry leader. To that end, it set out to become a sort of media outlet and information hub for HR pros. Eschewing traditional exhibitry, the staffing and recruiting company turned its roughly 30-by-30-foot booth into a real broadcast studio, complete with lights, cameras, and technicians â?" all housed within a Plexiglas-enclosed sound booth that comprised the majority of the company's exhibit. Throughout the show, Adecco completed in-studio interviews with industry leaders and HR professionals that presented sessions at the show.
In addition to generating at-show awareness, Adecco extended the concept after SHRM as well. It posted
the resulting videos on
its website, where HR
professionals could
access them. All in all,
the strategy sent a subtle
message to attendees that
Adecco not only has access to some of the industry's most prominent experts, but also that it's an ongoing source of information for all things HR related.
Light Bot
An exhibit filled with recessed light fixtures is about as sexy as mom jeans. But combine those same fixtures into a robot-like form, and you've got a sure-fire attention getter. That's what Topaz Lighting Corp. did to sauce up its products at Lightfair International. Trading a traditional display wall for a 5-foot-tall robot comprising recessed lighting fixtures, Topaz attracted attendees and communicated its offerings in one fell swoop.
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