WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak Certification Awards News Advertise
Topics
Research
& Resources
Editorial
Commentary
Trade Show
History
Plan B
Ideas
That Work
Trade Show
Video
New
Tools
Research
Ask
Dan
Special
Projects
Glossary
of Terms
Trade Show
Trends
ammunition
Ideas That Work
Creative Coverup
Product displays are often an effective way to garner attention on the trade show floor. But what if your offering is as bulky and unsightly as a car wash system? That's the situation Washworld Inc. faced at The Car Wash Show. To camouflage the ugly steel framework required to support its machine, Washworld came up with a clever solution.
The company affixed printed graphics of brickwork and Plexiglas windowpanes to the steel framework, making the system look more like a free-standing car wash than a big hunk of metal. What's more, the simple solution gave attendees a sense of how the car wash system would fit into a real-life setting.

Cash Flow
Nothing stops people in their tracks like the sight of some cold hard cash lying on the floor. So at the 2013 Healthcare Convention & Exhibitors Association Annual Meeting, Optima Graphics Inc. integrated a realistic image of a $1 bill into its vinyl booth flooring. The material, which was actually the company's own Instep product, looked like a strip of tile running across the front of Optima's 10-by-10-foot space. But the image of a face-down $1 bill positioned immediately next to the reception desk made passing visitors stop and stare.
Some attendees even tried to pick it up, only to discover it was merely an image of faux dough. The subtle but oh-so-effective icebreaker caused many attendees to do a double take as they paused in front of Optima's exhibit. Plus, the clever attention-getting device gave staffers a chance to swoop in and ease into a conversation about Optima's various products and services.


Court Appeal
There's no better way to show off a new product than to feature it within the environment in which it will be used. At least that's what clothing company Lacoste S.A. was thinking when it put a miniature tennis court in its exhibit at Magic Marketplace. About the size of a service box at Wimbledon and positioned near the aisle, the compact court provided the perfect place to showcase its new line of athletic clothes, and pay homage to the brand's tennis heritage. Models holding tennis rackets and dressed from head to toe in Lacoste gear took center court at different times throughout the day for a little friendly volleying, all in front of a crowd that gathered around to watch. Talk about spreading the love.
Take a Seat
Vacant, in-exhibit seats often leave attendees wondering if they're free to pop a squat, or if the seats are intended for VIP customers and prospects. But Avinode AB sidestepped that empty-seating snafu at the National Business Aviation Association show by allowing its seats to welcome weary prospects. Hospitable messages such as "Feel free," and "Please be our guest" adorned several of the exhibit's square stools, beckoning to passersby and clearly communicating that all booties were welcome.
Sandbox Booth


To attract attention, increase dwell time, and establish a lasting memory in booth visitors' minds, Belfor USA Group Inc. set out to create a spectacle on the trade show floor at the 2013 Risk Management Society show in Los Angeles. Teaming up with Sanding Ovations, a world champion sand-sculpting team based in Treasure Island, FL, Belfor conceived the idea of a massive castle that would slowly take shape during the four-day show. Supporting the message that Belfor helps customers rebuild their homes – and their lives – following fires or other natural disasters, the branded base of the castle would ultimately resemble a stylized 3-D puzzle box of sorts, with the castle itself stretching to roughly 10 feet in height. The centerpiece of the Belfor exhibit, then, was a 12-by-16-foot pseudo sandbox, where a team of talented sand sculptors worked for several hours each day as curious customers and prospects looked on. In the end, the ever-evolving sculpture did its job, stopping passing attendees dead in their tracks, and allowing Belfor staffers an opportunity to engage them in conversation about how the company aids in the rebuilding process after a natural disaster. What's more, the sand-castle strategy helped Belfor collect a total of 700 sales leads.
Paper Pusher
Given the myriad toilets on display at the Kitchen & Bath Industry Show, Kimberly-Clark Worldwide Inc. decided it was the perfect place to pitch its toilet tissue. First, it lured attendees into its exhibit with complementary cookies and chair massages. Next, staffers invited visitors to offer up name suggestions for its new line of Cottonelle products via slips of blank paper and suggestion boxes. Finally, participants received product coupons and could enter a sweepstakes drawing for various prizes. By pairing its toilet tissue with appealing giveaways and a contest, the company cleaned up at a show outside its industry.
The Imagination
Station
Displaying products that have not yet received Food and Drug Administration approval can be a tricky proposition. While the product can't be sold or advertised yet, the prototype stage is the perfect opportunity for potential users to offer their input. At the 2013 Radiological Society of North America Annual Meeting, GE Healthcare, a division of General Electric Co., turned a wall next to its prototype pediatric Magnetic Resonance (MR) machine into an idea board of sorts. A message in white lettering read, "Imagine what MR can be ..."; plastered below were colorful sticky notes filled with attendees' thoughts about the machine. Some attendees seized the opportunity to ask questions, while others sang praises for the innovative product. The simple display made attendees feel included in the product-development process, and added color to the exhibit.
you might also like
courses

FIND IT - MARKETPLACE
Carpet
Xpert Trade Show Carpet
Rental
CenterPoint
Exhibit Producers
The Taylor Group
Modular Exhibit Systems
OCTANORM North America, Inc.
>> More Products
 
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Research & Resources
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Certification
Exhibit Hall
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Certification
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott