Multisensory Marketing at Trade Shows

In chapter 5 of my book, Build a Better Trade Show Image, I shared the story of the Superior Communications booth. It’s still one of my favorite examples of how to incorporate all the senses into your exhibit (think 5-D).

In order to create a relaxed atmosphere in the middle of a very high-tech cellular industry show, Superior Communications came up with the concept, “When you work with us, it’s like R&R.” They decided to use two pop-up campers for conference rooms. From there, they built the theme, “Camp Superior,” creating redwood trees, a rock fountain (named “Lake Superior”), rustic trail signs, and even an artificial campfire. They continued setting the mood with sounds of crickets and frogs, and the occasional coyote howl. Products were displayed on a clothesline hung between the trees, along with custom-designed Superior boxer shorts.

(Excerpt from Build a Better Trade Show Image © 2002 by Marlys K. Arnold; Photos courtesy of Superior Communications)

For more discussion of multisensory marketing for trade shows, join us for today’s ExpoChat on Twitter at 3 PM Eastern Time  — with yours truly as the guest moderator. For details, click here (or if you missed the chat, you’ll find the event transcript at this same link).

Multisensory exhibiting was also recently a Basic Strategy of the Month in the Exhibit Marketers Café. (You can still access that recording by becoming a member of the Café.)

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With experiences as both an exhibitor and a show organizer, Marlys Arnold has a unique perspective on trade show exhibiting. As an exhibit marketing strategist, she travels the country consulting and training on how to create experiential exhibits that produce significantly higher numbers of qualified leads. She’s led workshops for events ranging from local consumer expos to some of the largest trade shows in the U.S. She hosts the Trade Show Insights blog/podcast, and is the author of Build a Better Trade Show Image, the Exhibitor Education Manifesto, and the ExhibitorEd Success System. Exhibit Design That Works (the first book in the YES: Your Exhibit Success series) debuted in July 2017. She’s also the founder of the Exhibit Marketers Café, an online education community.

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