Table Talk
After exhibiting at the International Pow Wow (IPW) for years, New Jersey Travel and Tourism knew booth visitors were typically unfamiliar with many of the Garden State's cultural and historical attractions outside of Atlantic City and the Jersey Shore. So to boost visitation and increase awareness of the region's varied offerings, the exhibitor partnered with Novak Birch Inc. to develop a simple yet creative graphic for its 36-inch round tables. Each blue, laminated-vinyl graphic featured a green illustration of the state with 26 notable destinations ranging from familiar icons such as the Statue of Liberty (in New Jersey waters) to less familiar locales such as Duke Farms and Adventure Aquarium. The diverse attractions were marked with dots pinpointing the sites, the names of the offerings, and a relatable icon. During their sit-down meetings, staffers and visitors easily referenced the tabletop elements as they plotted journeys around the state. Cold Open
It's one thing to say your new LED screens offer killer performance in all outdoor conditions. It's another thing to demo these claims right before attendees' eyes. That's exactly what Daktronics Belgium NV did in its exhibit at Integrated Systems Europe in Amsterdam. To tout the weather durability of its Optica LED Video Display Series, the provider of electronic scoreboards and large-screen video displays froze a working Optica screen inside a crystal-clear cylinder of ice. Measuring roughly 2 feet in diameter and standing approximately 3 feet tall, the internally lit sculpture rested atop an aisle-side podium. Here, it lured in curious attendees, who couldn't help but run a finger along the ice and ogle the encased screen, which displayed a variety of changing colors and patterns throughout the show. The demo communicated the products' benefits in a glance and gave staffers a totally cool conversation opener. Mice Going
Toshiba Global Commerce Solutions Inc. was looking to establish a positive emotional connection with visitors at the National Retail Federation show. Aided by exhibit house Exhibitus Inc., the retail-tech supplier splashed whimsical artwork around the outside its 50-by-60-foot exhibit. Much of the exterior featured faux brick and mortar walls, lending the booth a familiar urban vibe. Professional artists used the facades as canvases to create street art that included a crouching canine seeming to contemplate relieving itself on a worried-looking hydrant, a pair of cute rodents carrying shopping bags, and a dandelion with its seeds wafting toward an eager child. The charming artwork gave staffers the opportunity to break the ice before launching into the company's solutions. Vision Quest
Most windows let in the beauty of the outside world. Unfortunately, demonstrating this concept on the trade show floor puts eyes on one's competitors. Marvin, a high-end window and door manufacturer, solved this problem at the American Institute of Architects' Conference on Architecture, where it showcased a traditional bay window. The company installed the window in front of a comfortable bench where attendees could sit and relax. However, it then placed a large video wall about 4 feet behind the casement and suspended a screen directly overhead. While looking out the window, attendees saw looping desert vistas and winter wonderlands. And when they peered upward, the overhead screen continued the outdoor scenery, creating an alluring panorama that obscured nearby competitors. Sweet Offerings
Pharmaceutical company Novartis International AG was determined to provide in-booth hospitality at the Southern Council of Optometrists Congress (SECO) in Atlanta, despite COVID-related challenges. It did so with a safe and simple ordering app developed by Chicago-based exhibit house Matrex Exhibits Inc. Visitors could grab a seat at one of four meeting tables spread around the booth. Each table featured a pair of Quick Response (QR) codes (one on each side of the table) and a printed card explaining how to order. Attendees simply scanned a QR code with their phones, and a menu popped up showing a picture of tasty options with quirky names such as Just Peachy (dried peaches), Beary Good (assorted gummy bears), Healthy Twist (yogurt-covered pretzels), and Southern Crunch (Cajun sesame sticks). After attendees made selections and hit the order button, the requests were electronically sent to the in-booth hospitality station where a staffer filled them. Since QR codes were unique to each table, hosts promptly delivered the fare to the waiting guests. Besides safely distributing the food offerings, the engagement prompted attendees to sit down, which in turn provided the Novartis team time to engage in longer conversations about their products and services. Scaling Up
Japanese video game developer Capcom Co. Ltd. unleashed a couldn't-miss photo op at the Electronic Entertainment Expo (E3), where it was promoting the release of Monster Hunter World: Iceborne. Partnering with Pinnacle Exhibits Inc. (dba Pinnacle), the company erected a fierce-looking, 18-foot-tall polystyrene foam ice dragon with its wings unfurled in the front of the booth. Staffers handed visitors a 5-foot-long foam battle hammer with which they could pose as if about to smash the beast into a million shards. Not only did the immersive photo activation attract hordes of would-be dragon slayers, but also it practically ensured they shared their killer photos on social media. Dig It
Faced with the complexities of face-to-face marketing, it's easy for program managers to overlook the small details that can have a big impact. Not so for Real Food From The Ground Up Snacks, which was featuring its cauliflower chips and pretzels at the Sweets & Snacks Expo. Instead of relying on any old utensil, the maker of all-natural treats remained on brand by using gardening trowels and shovels to scoop snacks from its lettuce-leaf bowls. This attention to detail left an oversized impression in the minds of attendees.