Although these books weren’t written specifically for the trade show industry, there are great lessons in them that both exhibitors and show organizers should take to heart.
Brand Sense: Sensory Secrets Behind the Stuff We Buy* by Martin Lindstrom
It’s a known fact that our senses play a huge role in how we react to things all around us, and that includes why we buy certain products. This book outlines how companies are using multisensory marketing and why it works. Once you understand the science, it will be much easier to apply it in your next trade show.
Often exhibitors use the excuse that they can’t change because they’re not as creative as someone else. But the truth is that creativity can be cultivated. Whether you’re the final decision-maker or worried about impressing your boss, this book provides steps to put you on the right path to generating great ideas.
Do you have a book that’s helped you be a better exhibitor or show organizer? Please share it in the comments below.
