Boring trade show displays don't usually stimulate much conversation. At least they don't stimulate much positive attention. By emulating some of these award-winning displays, your company could earn a better reputation and find more success.
Add Video to Your Trade Show Display
Image via Flickr by Ryan Somma
By nature, people like movement. Our eyes and brains are honed to focus on moving objects. When you include video in your trade show display, you can take advantage of that disposition. You'll get the most out of your video by hiring a professional team that can dazzle your audience with spectacular audio and visual recordings.
As an example, look at how Sikorsky Aerospace Services incorporated videos into their interactive display at Heli-Expo 2010. They created an airplane fuselage and mounted HD monitors to play videos of employees working on various projects. You don't have to get as complex making your video display, but you can still take an innovative approach that will wow visitors.
Include Games in Your Display
Image via Flickr by Blake Patterson
Just about everyone likes to play games. After wandering around a trade show for an hour looking at dull displays, attendees will jump at the chance to participate in a game. It could be something as simple as a roulette wheel that awards lucky players. You could also branch out by using more sophisticated games. If your company works in technology, make it central to the game to motivate and influence your audience.
In 2011, Wargaming.net LLP built game modules into five turrets built to look like tanks. These, along with several laptops mounted on ammo boxes, allowed visitors to play the company's game "World of Tanks." Any business can riff on this idea to create a game that incorporates essential elements of the company's products and services.
Build a Unique Space for Visitors to Gather
People are attracted to interesting spaces. Just visit any trade show, music festival, or amusement park and you'll see visitors gathering in the coolest spaces. What qualifies as cool, however, depends on a lot of things, such as who you want to attract and how you want to present your business.
In 2008, Derse Inc. built a gathering space based on the Spanish Steps. Using this inspiration, they created a soothing place where visitors could relax. While they were relaxing, of course, they were learning more about the goods and services that Derse could offer them. If you build a spot that makes people want to stop for a few minutes, they'll happily take some time to hear what you have to say.
Make a Design That Re-brands Your Products
Image via Flickr by Robert W. Howington
It's hard to find real success when your products only appeal to a narrow market. Many companies use their custom trade show displays to re-brand their products to appeal to a wider market. You might find that you can do this by presenting your products in a new way that makes people take notice.
Daimler AG did this in 2009 with a trade show display for its Smart car. The Smart car had a reputation as a vehicle that only neo-hippies wanted to drive. Daimler AG put the car in a futuristic design that made it look more high-tech than granola.
Trade show displays have the ability to attract attention and redefine brands. What are some of the most extraordinary displays you have seen?
