Picture-Perfect Promotion
Practically every company exhibiting at the Society for Human Resource Management Annual Conference and Expo is in the "people business," including job-placement firm Cornerstone Staffing Solutions Inc. To drive home its people-centric position and hold a clever lottery for its valuable giveaways, the company turned a portion of its back wall into a photomosaic starring SHRM attendees. Staffers used a digital camera to snap head shots of booth visitors, and a portable printer immediately produced roughly 2-by-2-inch copies of the images. Each photo was printed with a randomized alphanumeric code that corresponded to a specific cell on a grid placed on the exhibit's back wall. Certain cells were marked with a colored star, and attendees whose photos were assigned those spaces received either branded T-shirts or Apple Watches. The installation filled with a plethora of faces as the show went on, reinforcing the message that Cornerstone is truly in the business of people. Walk Stars
Humans are hardwired to respond to movement, so YTT Group capitalized on this scientific fact to attract attention at EuroShop in Düsseldorf, Germany. Rather than displaying a static sampling of its mannequins, YTT created a kinetic element that had passersby stopping and staring. Four headless, partially disassembled mannequins mounted to the exhibit's side wall seemed to walk in place as if activated by magic. In reality, the movement was controlled by a concealed motor that kept the mannequins walking in lockstep throughout the show, attracting passing attendees long enough for YTT staffers to swoop in, assess their needs, and initiate qualifying conversations. Wired for Attention
At Print 2018, BlueCrest Inc. – a mail, print, and data-management solutions firm – placed a complimentary phone and tablet charging station aisle side in its booth and right next to its reception desk. Thanks to the station's coded locking doors, attendees could recharge their devices without being tethered to one spot. Besides being a convenient courtesy, the charging station provided front-desk staffers adjacent to the device an opportunity to explain how BlueCrest helps companies meet their mailing needs. And more often than not, attendees wanting to stow their drained devices felt obligated to listen. Pour Over
There's something undeniably soothing about the sound of moving water. That could explain why so many attendees were loitering around Porous Pave Inc.'s exhibit at Greenbuild. The company, which specializes in permeable pavements, set up a display to demonstrate how water passes through its asphalt and re-enters the ground instead of being flushed to storm sewers. It placed a tile of its porous product over a basin with an open spigot of water flowing above. As the water splashed the paver, it filtered through the material, resulting in an acoustic waterfall cascading into the basin. The sound of falling water had listeners pausing long enough for staffers to drip the company's offerings into their ears.
Hot Potatoes
Attendees are usually up for a little friendly competition. That's why the Idaho Potato Commission facilitated the Great Idaho Potato Race at the National Restaurant Association Show in Chicago. To promote Idaho potatoes, the state agency set up a pair of 6-foot-long sloped racecourses. Each contestant used a steering handle mounted at the head of the track to tilt the surface from side to side and maneuver a ball around obstacles of faux red russets and Yukon golds. In head-to-head matchups, players tried to deliver their balls to the other end quicker than their opponents. The winner received a small bag of potato chips – made from certified Idaho potatoes, of course. The quick game allowed staffers plenty of time to educate contestants and those waiting in line about the benefits of Idaho potatoes. Who said learning can't be fun? Sketches and Selfies
To underscore the idea that great design starts "from scratch," German firm D'art Design Gruppe GmbH allowed EuroShop attendees to draw whatever their hearts desired using any one of a trio of iPads. Once participants were satisfied with their sketches, the creations came to life courtesy of a massive 15-foot-tall LED video wall, and staff encouraged artists to pose for selfies with their work. The sublimely unique engagement prompted discussions on how solitary sketches take on lives of their own as they come to fruition by way of the creative process. What's more, the engagement underscored the company's approach to design and provided attendees with a digital memento of their experience that, much like D'art's award-winning work, all started with a single free-form sketch. A Gutsy Move
Hoping to generate awareness for its lighting products while illustrating their modularity and ease of installation, DMF Lighting erected an ingenious product display at Lightfair International. Designers crafted a side wall out of nine roughly 12-inch-wide laminated planks. Positioned vertically and evenly spaced, the wooden planks each featured at least one fixture from the firm's OneFrame System line of recessed LED fixtures. In some planks, the fixtures appeared as they would in a home, with the finished sides visible. But in other boards, the normally hidden guts of the assemblies, which illustrated the modularity of the device, faced outward. The simple yet effective presentation caught the eyes of passersby while offering an immediate means to see, touch, and explore the fixtures' modular features.