Inspired by EXHIBITOR Magazine's op-ed "The Brain Drain", I challenge event marketers to think outside the trade show booth box with "The Brain Gain."

1. The Brain Gain: 5 Ways
to Think Outside the
Trade Show Booth Box

2. To these
"glorified
flea
markets"
we say
NO
more!

3. NEW DAY
It’s a
for trade shows and
events…

4. Let's get started
thinking
outside
the trade show
booth box!

5. How can you innovate
when you don’t know
what’s already been done?
Stay in sync with
current trends!
#1 The Pulse

6. Consider trends within
your industry…
But look
beyond it for
new
inspiration,
too!
digital
trends
& pop
culture
event
marketing

7. Explore even more
innovative resources:

8. Take advantage
of these H2H tips:
#2 H2H When it comes to face-to-
face experiences,
the H2H (Human-to-Human)
effect has changed the
communication game.

9. Speak to emotions and
develop an authentic
connection—it’s about
them, not you!

10. and engage attendees in a
meaningful way: evoke
excitement and intrigue—give
them something to reveal!
Understand your

11. Stay true to your brand
persona in a humanizing way.
Convey your tone of voice.

12. Connect with each
individual:
use personalization to
maximize success!

13. #3 Multisensory
Regardless of
booth size,
what’s the big
attract?
Concentrate on
creating
multisensory
experiences
with these best
practices:

14. Think about how to visually
communicate your story

15. Focus on what they hear, too!

16. Is your message different from
the guy next door?
Or is it elevated in a new &
interesting way?

17. Address the level of booth
energy when communicating
your message on the show floor.
Energy can be addictive & help drive booth traffic
if you find the right fit for your target audience!

18. Get hands on!
Create a two-way exchange:
leverage gamification or interactive technology
to pull attendees through!

19. Getting the audience
to the next step through
a call-to-action!
Remember the
main reason for
having the booth
at all:
CTA

20. #4 The Google Check
Ensure a
successful
program by
doing “The
Google
Check”

21. What experience are
you giving me that
Googling can’t?
What are you telling
me beyond what I can
find on Google?
What are you showing
me that I can’t see
from a Google search?

22. How is your story
personified
with a message
that sticks?

23. #5 Awesome Sauce
Harness your team’s
creativity & develop
your own brand of
3 key tips
ahead!

24. Instead of brainstorming, try a
Think of it like a brainstorm with clearer objectives!
brainsteer
Find Out
More!

25. 25©, all rights reserved.
A museum, a long
walk, or another space
that lets creativity
bloom!
Take your creative collaborations
outside of a stuffy conference
room or office…

26. Keep a list of NOTES for
everything you come across!
Whether it’s a good
buzzword or a cool
idea you saw,
develop and track a
high-level list of
thought-starters!

27. Elle Kane, Digital Creative Lead
About The Author
Connect with me!
@elle_kane
/ellekane