There have been an uncountable number of trade shows over the past few decades, and it can sometimes seem difficult to stand out when designing a booth. Everything has been tried before, from on-site experiences to physical display and booth ideas. Instead of surrendering, however, exhibitors can take this rich history as a challenge and still try to create a type of space that has never been seen before. The rewards of thinking far outside the box could include plenty of attention.
A Greenhouse Sprouts
A recent BizBash piece pointed out that there are still ways to launch a booth with a "wow" factor. This may just mean going way beyond the show floor. The source reported on a fashion show exhibit by the Want Les Essentials de la Vie accessory line which took the form of an outdoor structure. The clothing brand created its little freestanding building outside of the hall where the main floor of the Pitti Uomo menswear show takes place.
Though trade shows around the world exist in a huge variety of spaces and settings, meaning the above example may not apply in many cases, the main idea behind it is sound. Exploring options that make a booth different than every other company's setup may allow organizations to settle into a unique relationship with attendees. An extremely busy show floor could be conquered by an exhibitor that bypasses the space.
The Sponsor Experience
Perhaps not all companies can get traction for unique ideas, but event sponsors likely have the best chance. TSNN blogger David Saef gave a few examples of deals sponsors have made with event organizers to stand out from the pack. For instance, Saef noted a case where convention staff drive around the hall on Segway scooters dispensing samples and advice – and every one of the vehicles is branded with sponsor logos. Being the company whose imagery is zooming around the floor constantly could be a marketing "win."