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Coffee Talk
Getting media reps' attention in the press room can be more challenging than herding cats, and stoking their curiosity enough to incite a booth visit is a near miracle. But SureCall, which manufactures signal boosters for cellphones, managed to do both – and without breaking the bank – by placing a stack of double-sided business cards in the International Consumer Electronics Show press room. One side read "Boost your energy and learn how SureCall can boost your signal" and promised free beverages and travel accessories. The flip side of the cards listed three dates and times when complimentary tea and coffee would be served up alongside a heaping helping of press-friendly information and interview opportunities. The low-budget tactic worked, attracting dozens of writers and editors to the SureCall booth.
Animal Magnetism
Compared to behemoth booths, it can be difficult to draw traffic to an in-line stand. But one surefire strategy is using back-wall graphics that are crisp, clean, and uncluttered – and unexpected. RightWay Brands Inc. got it right at the Restaurant Finance and Development Conference. To pique the interest of passersby, RightWay promoted its Smiling Moose restaurant franchise with a graphic depicting the brand's mascot holding a sign that read "Own a Moose … Have More Fun!" Attracted by the whimsical messaging, attendees stopped to talk with staffers, who qualified them before distributing tongue-in-cheek novelty T-shirts bearing phrases such as "Eat More Moose," "I Will Moose You Up," and "SMILF: Smiling Moose I'd Like to Find." The one-two punch of unusual graphics and clever giveaways generated the kind of results that any moose would smile about.
Floating Flooring
Let's face it: Most flooring samples are pretty forgettable. Even the most exciting of them are still flat representations that do little to convey their makers' creativity. But Tarkett Group took its flooring samples to new heights – literally – in its booth at EuroShop 2017. While most of the company's convention-center concrete was covered with its ID line of flooring in a tessellated triangular pattern, dozens of the vinyl tiles appeared to defy gravity in one corner of the space, where they floated up off a raised platform and hovered in midair like a massive Alexander Calder mobile. Suspended by almost invisible metal wires mounted to overhead truss, the geometric shapes showed off a range of colors and served as a visual representation of Tarkett's creativity, as well as the versatility of its offerings.
Ganja Games
ETA Media LLC (dba EyeChronic.TV) wanted to increase awareness at the Marijuana Business Conference and Expo (MJBizCon). So the provider of live-streaming content for cannabis dispensaries decided to demonstrate just how captivating its media can be. A single flatscreen monitor inside its in-line exhibit displayed a variety of graphics and messages, including real-time surveys and trivia questions. To participate, attendees texted EYECHRONIC to 55925. They could then use their phones to weigh in on such queries as "Which U.S. president grew marijuana?" The inquiries often proved intriguing enough for attendees to stop and wait for the related answer or data to appear, giving staffers time to step in and explain the company's services. And because the content had already fired up potential prospects' curiosity, EyeChronic reps were able to easily illustrate just how effective the content is at attracting and holding viewers' attention.


Conceptual Career Path
Baudville Inc. provides everything companies need to execute a corporate recognition program, from awards and apparel to gifts and greeting cards. But communicating that you're a soup-to-nuts supplier can be difficult when trying to design easy-to-digest graphics. So Baudville took a more conceptual approach for its exhibit at the Society for Human Resource Management (SHRM) Annual Conference. A series of 10 backlit circles represented milestones in a long-term employee's tenure, such as anniversaries and life celebrations. A dotted line weaving throughout the glowing shapes subtly conveyed that Baudville can accommodate employers' every need, from marking a staffer's first day in the office to his or her retirement.
Out-of-the-Bag Solution
When you've anted up for a show-bag sponsorship, you want to get the most bang for your buck. The Argentina National Institute of Tourism Promotion did just that at IMEX America by adding floor graphics spelling out the country's name at each bag-distribution area. The unique line breaks incorporated into the single word had attendees giving the graphics a second glance to decipher the letters – a tactic that extended the value of the sponsorship spend.
Play Station
What better way to get attendees to loosen up in your exhibit than by incorporating a space where they can partake in some friendly competition? At the Hospitality Design Exposition and Conference, Chandra Rugs brought a handmade 2-by-10-foot shuffleboard table to its booth, and staffers invited attendees to play the game with them. The simple tactic took up scant space in Chandra's showroom-sized exhibit and communicated the brand's lighthearted attitude while fostering a soft-sell approach that enabled staffers to break the ice with attendees.
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