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Coming up with a promotional item that's not only brand appropriate, but also interesting enough to be picked up by members of the press isn't the easiest thing to do in the world. Shoemaker Portovelo, a brand of Karpos Ltd., struck giveaway gold at Magic Market Week with a charming little tchotchke that checked both boxes. Attached to its promotional flier via a silver binder clip, an orange luggage tag with the text "Keep calm and Portovelo" on it beckoned to journalists in the pressroom.

Featuring an image of a white shoe and the company's Web address, the functional luggage tag also contained a business card and the handwritten message, "Come visit us at Booth #61372." In addition to being a useful keepsake, the travel-inspired giveaway was a perfect fit with Portovelo's brand identity, which celebrates all things adventure.

Drawing
From
Experience

To promote its Strategic Illustration services – a guided process of engaging people to draw together to create a "picture" of their company's vision, plan, product, message, etc. – Alchemy created a service-appropriate, not to mention inexpensive, reception desk at the American Society for Training & Development show.

Eschewing fancy kiosks and custom desks, Alchemy simply rented a square bistro table and covered it with white butcher paper. It then used various colored markers to "illustrate" what sat atop the table. For example, the word "Free" with arrows pointing to branded rubber wristbands was scrawled across the front of the table, and the words "This is New" appeared in front of the book "Picture Your Business Strategy," which was written by a senior partner at Alchemy. The cheap yet highly effective and appropriate strategy garnered aisle-side attention and communicated the company's core offering in a glance.

Silent
Partnership
Highlighting their company's partnerships in a way that will make attendees take notice is a challenge that many exhibitors face. Infinitt North America Inc., a subsidiary of Infinitt Healthcare, encountered that challenge at the 2013 Radiological Society of North America Annual Meeting. Earlier that year, the company was chosen by the National Football League to facilitate on-demand access to players' medical images by team doctors. And to make sure passersby knew about the designation, Infinitt set a white football helmet with an NFL logo on its reception desk. On the other side of its exhibit, the company placed a 3-by-8-foot banner stand inviting attendees to "Get in the game with Infinitt Smart-Net" and featuring an action shot from an NFL game. Together, the two props helped break the ice for Infinitt to tell attendees about its new partnership.
Efficiency on Display
Aviation Partners Inc. wanted everyone at the National Business Aviation Association show to know that its technology can boost an aircraft's fuel efficiency. So to underscore that message, the company teamed up with Aura XM Inc. to create an odometer of sorts, tracking the gallons of fuel saved by planes outfitted with Aviation Partners' technology. While the display comprised little more than two monitors displaying white numbers atop a black background, the ever-increasing sum attracted curious passersby and allowed staffers to swoop in and strike up conversations. With the total topping out around 4 billion gallons of fuel saved, the audiovisual element helped Aviation Partners attract attention, communicate a message, and brand itself as a fuel-efficient tech leader.

Floor-Plan Fodder
To appeal to the thousands of architects and contractors attending Greenbuild at the Pennsylvania Convention Center, Home Depot Inc. used a familiar image on its flooring – a stylized blueprint of the first floor of a house. Offset by wedge-shaped images of grass, the floor plan depicted a bathroom, bedroom, and living room as they would appear in an actual architectural drawing. The subtle yet surprising flooring caught the attention of passersby, giving staffers a chance to engage them in conversations about their building needs.
Top Deck
Royal Building Products, a division of Royal Group Inc., took traditional product displays to a whole new level at the International Builders' Show. The Canadian manufacturer of decking and other building-related products merged a two-tiered display of its actual decking – complete with patio furniture – in front of a 10-foot-tall large-format-graphics image of its products in their natural habitat. Finally, an internally lit hanging sign prominently branded the space as Royal territory. The dynamic display, positioned on one corner of the company's exhibit, functioned not only as a visual representation of Royal's suite of products, but also as an open-air meeting space where booth staffers could sit down with clients and prospects to discuss the company's offerings atop an elevated flooring made from those very same products. And if there's one way to keep your wares top of mind, it's to hold in-booth meetings with clients and prospects directly on top of them.
Breaking the
Mundane Mold
Sometimes the obvious is apropos. To showcase how its liquid-rubber molds can be used to cast decorative concrete, Polytek Development Corp. employed its own technology to create a liquid-rubber logo in its exhibit at the World of Concrete show at the Las Vegas Convention Center. Hung vertically from an 8-foot-tall element in the company's exhibit, the finished logo was displayed next to the mold used to create it. The simple strategy not only branded the booth via a colorful, dimensional logo attendees couldn't miss, but also illustrated the process Polytek uses to complete its clients' projects.

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