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Painting Party
At the Healthcare Convention & Exhibitors Association Annual Meeting in Denver, Global Experience Specialists Inc. wanted to employ an artful traffic builder to underscore its Art and Science of Exhibiting theme. GES staffers initially considered a traditional finger-painting activity, but were hesitant to deal with the associated mess in their small 10-by-20-foot booth. Instead, the company opted for the digital version. Staffers invited attendees to step up to a touchscreen monitor situated at one corner of the in-line exhibit to digitally "paint" a gyroscope-like image that resembled the company's logo. The activity served as the perfect prelude to the company's off-site VIP event – which included a guided finger-painting exercise – and conveyed the firm's digital competency and engagement expertise at the same time.
All Boxed In
New York-based clothing company Faherty Brand LLC, started by twin brothers Alex and Mike Faherty, is all about fun in the sun. And what better way to exemplify that laid-back attitude than a no-muss, no-fuss exhibit? Featuring exterior walls covered in gray reclaimed wood, the exhibit comprised a repurposed trailer that opened on two sides, allowing for easy access from the aisles of Magic Market Week. The interior, decorated by the pair's mom, housed the duo's fall collection displayed on wooden clothing racks. A hangout area complete with beach chairs and a colorful rug doubled as the perfect place for the Fahertys to host impromptu client meetings while instilling the brand's totally chill vibe.
Lit on a Limb
To demonstrate its creative capabilities, Schreinerei Kraft cranked up the interest factor at EuroShop with an inventive literature holder that turned typical handouts into an eye-catching exhibit element. The shop-fitting firm attached a 5-foot-long piece of birch wood to a circular base and then cut slim notches to hold one-sheet summaries of the firm's services.
Under Cover
People often learn by doing, and that goes for attendees at trade shows too. So Avery Dennison Graphics Solutions, which makes graphic automobile wraps in various patterns and colors, opted for a hands-on demo of its product at the Specialty Equipment Market Association Show. On one side of a reception counter was a stack of plain, white, coated-metal miniature car hoods that measured approximately 7 inches wide and 6 inches long. On the other side sat a stack of the company's colorful graphic wraps in a kaleidoscope of hues. A nearby staffer covered hood after hood with the wraps, often taking color and pattern requests from attendees. Booth workers distributed the finished products, and interested passersby could try their hand at wrapping a hood on their own, giving them an up-close look at how the product is applied. The activity proved to be both a novel giveaway and an effective means for Avery Dennison to rev up its brand buzz at the show.
What's in a Name?
If brand awareness is an important objective, you better find a way to incorporate your company's logo into your exhibitry in a highly visible and remarkably memorable manner. Jetex Flight Support did just that at the National Business Aviation Association show in Las Vegas. Twelve-foot-tall 3-D letters in the company's corporate orange hue dominated the otherwise matte-black, minimalist booth. A handful of orange coffee tables and white chairs completed the soft-sell scene, catering to dozens of visitors and informal in-booth meetings without stealing the spotlight from the exhibit's undeniable focal point.
Curtain Call
The human eye is drawn to motion, which is exactly why the Lutron Electronics Co. Inc. positioned its display of moving wall and window coverings aisle side at the Custom Electronics Design and Installation Association show (CEDIA). All exterior exhibit walls were outfitted with three or four different coverings, each of which was individually controlled via a panel at the end of the structure. Staffers moved the colorful panels up and down along the aisle, catching the attention of passersby and drawing them in for a closer look.
Game of Thrones
Photo-based activities are a terrific way to draw attendees to your booth so that staffers can deliver your product pitch. Case in point, DisplayPort, the maker of a new interface for connecting computers, electronic devices, and screens, decided to incorporate a creative in-booth photo op at the International Consumer Electronics Show. The company built an imposing white throne, which was designed to look as if it was made of a mélange of cords and cables, and placed it against a white back wall bearing the tagline "One Connection to Rule Them All." Passersby were drawn to the space, eager to take a selfie next to the unusual piece of furniture, and many subsequently shared the images on their personal social-media sites. Afterward, staffers swept in and used the chair as an object lesson to explain to attendees how DisplayPort can eliminate the typical tangle of cables that accompany most electronic gadgets.

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