The document outlines strategies for brands to succeed at tradeshows, particularly by evolving their approach to create extraordinary experiences that engage audiences. It emphasizes the importance of capturing attention, building relationships, and transforming products into immersive experiences, while also addressing the need to differentiate in a crowded environment. The authors provide key principles, including offering value to attendees, crafting purposeful narratives, and creating inviting atmospheres that foster meaningful interactions.

1. Conquer the tradeshow,
conquer the world
Lessons from Mobile World Congress 2015 that will make your brand irresistible

2. Introduction
What is it with tradeshows? Why do they make so many brands,
who create such compelling marketing elsewhere, forget what
they know?
We’ve just returned from Mobile World Congress 2015, and
it’s no exception. As the place where the latest and greatest
mobile technology is showcased and big business is conducted,
it’s one of the world’s most intensive brand battlegrounds. If you
can succeed here, you can succeed anywhere. Yet it’s a sea of
similarity—an overwhelming environment filled with branded
spaces, not brand experiences. Everyone is shouting, but only a
few will be heard.
The simple truth is, brands at trade shows are stuck in a time
warp. And with an ever-increasing pressure to deliver column
inches and ROI, they need to evolve to stay relevant.
At Jack, we believe the answer lies in a commitment to creating
extraordinary experiences. So we’ve identified four key principles
that will work to elevate your brand above the masses, build
valuable relationships, and create the impact your
business deserves.
Lewis Robbins, Senior Associate Strategist
Conquer the tradeshow, conquer the world 2
Brands at
tradeshows are
stuck in a time warp
—and must evolve
their experiences to
stay relevant.

3. Contents
Puncture the tradeshow bubble
• You get what you give
• A little ritual goes a long way
• Turn attention into engagement
Capture the imagination
• Shape the present with purpose
• Create stories people can be a part of
• Stop selling products, start imagining solutions
Build an atmosphere that
builds relationships
• Frankie says relax
• Make sense of it all
Transform products into experiences
• If you love them, set them free
• Don’t label, enable
1
2
3
4
4 ways to
win at the
tradeshow
CConquer the tradeshow, conquer the world 3

4. Puncture the
tradeshow bubble
1
Research shows that when we’re in a museum, we need to rest at
thirty-minute intervals if we’re to maintain our attention. Otherwise,
we stop absorbing what’s around us—and walk around in our own
little bubble. Now replace a quiet museum with the notoriously
overwhelming environment of the tradeshow. The bright lights, white
corporate architecture, clamorous noise, and visual clutter make even
a thirty-minute attention span seem like a generous estimate. As one
journalist we spoke to said, “it’s too easy to walk around, zone out,
and not really see anything.”
In this environment, an effective brand experience is one that
understands that audience attention is a finite resource, probably
depleted before they even encounter your brand. Creating an
experience that doesn’t make demands, but which offers a
reprieve can be the most effective way to turn passing traffic into
meaningful conversations—to puncture the tradeshow bubble.
Conquer the tradeshow, conquer the world 4

5. 1 Puncture the tradeshow bubble
A person’s time and attention are in high-demand.
If you want it, then offer something in return.
At MWC, Teltronix’s Bubbleology bar had queues of 20
people or more, and arcade machines on the stand meant
people could play Breakout or Space Invaders for a reprieve.
Intel’s developer stand offered a range of ice-breakers—from
games to giveaways to coffee to beer—in exchange for your
details.
Whether it’s food, drink, somewhere to rest those weary feet,
entertainment, free things, or something to make you smile—
offer something useful. It’s a simple truth—generosity is the
gateway to good conversations.
You get what
you give
Conquer the tradeshow, conquer the world 5

6. Freetel’s experience was refreshing, using their cultural
identity to cut through and create a meaningful exchange.
The brand promoted their Japanese handset by creating
a stand that offered a taste of Japan. Tea ceremonies
took place every two hours, and hostesses in traditional
Japanese dress served Japanese spirits from branded
wooden boxes, which delegates could keep. Hostesses
scanned guest badges in return.
A little ritual
leaves a lasting
impression
Conquer the tradeshow, conquer the world 6
1 Puncture the tradeshow bubble

7. A word of caution: many brands invested in attractors this
year, ranging from a dozen examples of the Oculus Rift,
to the strange profusion of hot air balloons, to big glowing
screens. But it’s not enough to just attract attention—it has
to be translated into meaningful engagement.
Kaspersky got this down to a ‘T’. A trio of motley
green ‘Internet Trolls’ roamed MWC—having their pictures
taken with guests, before encouraging them to Tweet the
picture and visit the ‘friendly troll-busters’ on Kaspersky’s
stand to see that picture on a big screen, and to get a free
gift, coffee, and special edition of a Kaspersky product. It
was a directional, incentivised strategy, raising awareness
of Cyberbullying and the Kaspersky brand in a way that
was perfectly suited to the tradeshow context.
Turn attention
into engagement
Conquer the tradeshow, conquer the world 7
1 Puncture the tradeshow bubble

8. Capture the
imagination
2
At MWC, many brands talk about aspirations,
connectivity, and shaping tomorrow— but offer only
brightly-lit logos, product-centric messaging, and a sea
of stock imagery that feels completely disconnected from
the real world. What’s the story? Where are the real-life
examples of the great ambitions writ large on the side
of the stand wall? Telling a compelling and vivid story
makes other brands fade away into the background.
Capture the imagination, and compel your customers to
step into a different world.
Without a compelling
hook, messaging and
imagery quickly lose
their impact
Conquer the tradeshow, conquer the world 8 Conquer the tradeshow, conquer the world 8

9. 2 Capture the imagination
Windows’ experience this year was fun, bright,
and friendly, exhibiting a strong personality and
mostly showcasing a mid-range series of devices. But
after their purchase of Nokia in 2014, what was really
needed was a purposeful narrative, a sense of intent
that cemented their relevance in one of the world’s
fastest-moving industries. When all eyes are on your
brand, shape the conversation, and commit to a purpose
that people can buy into.
Purposefully
shape the
conversation
Conquer the tradeshow, conquer the world 9

10. The best brands don’t just ‘tell’ a one-way story—they
create something that people can relate to, be a part of,
and guide.
Ericsson’s story this year was ‘We enable change-makers’, and
was drawn from a campaign that captured 61 short films of
inspiring people who are using the internet to change the world
for the better. The Ericsson experience expanded the role of the
change-makers to include Ericsson staff, partners, and customers. It’s
a ‘big picture’ story that speaks at a societal level—told in a very
personal and tangible way.
The change-maker stories were brought to life throughout the
Ericsson space. For example, installations in the meeting rooms
were designed to make guests feel like they were stepping into the
change-makers’ world.
Create stories
people can be
a part of
Conquer the tradeshow, conquer the world 10
2 Capture the imagination

11. Everywhere you looked at MWC, companies sell complex
products and services with data, screens, and diagrams. But
the most compelling brands don’t sell products—they explore
solutions to business problems that help customers envision a
better version of their business.
Social proof and real-world case studies can create the
context and credibility needed to make your offerings
tangible to your customer. Models and games are great
ways of exploring complex interrelationships. Stimulating the
imagination is key to building a compelling vision of
the future with your brand.
Capture the
present, envision
the future
Conquer the tradeshow, conquer the world 11
When you inspire
someone to look
inward, it becomes
their vision, not yours—
and the difference
between intrinsic
motivation and external
manipulation. That’s
why the book is so often
better than the movie.
Douglas Van Praet, author of Unconscious Branding:
How Neuroscience can Empower (and Inspire) Marketing
2 Capture the imagination

12. Build an atmosphere
that builds relationships
3
Whenever we cross a threshold, we instantly get a
‘feel’ for a place. Lots of sensory cues are absorbed
in a split-second, and our initial subconscious reaction
(or ‘affect’) frames our opinion of much that follows.
In short, our environment shapes how we behave.
But looking around a typical tradeshow, it is
difficult to discern what the desired behaviour might
be. Glossy white business spaces not only lack
personality but inhibit more relaxed conversations.
And if you create a space that looks like a shop, then
people will be guarded, because they expect to be
sold to.
Crafting the right atmosphere not only makes you
more memorable—it’s the subconscious handshake of
your brand. It can help people connect with what you
have to say, and pave the way for a more personal,
two-way interaction.
Conquer the tradeshow, conquer the world 12
Crafting the right
atmosphere not only
makes you more
memorable—it’s
the subconscious
handshake of your
brand.

13. People like to dwell in spaces that feel human, and one
of the most popular places on the high street to meet and
talk is the coffee shop. MWC featured numerous brands
that borrowed this visual language, replacing harsh
lights and rigid seating with a more friendly and relaxed
atmosphere.
Soft furnishings, wooden walls, cafe-style
lighting, chalkboards, and the coffee itself all helped
create spaces people could sink into and relax in;
match this environment with a more laid-back interaction
style from your staff. Innovative new materials are also
enabling brands to minimise noise and create quiet,
private havens in busy spaces.
Frankie says
relax
Conquer the tradeshow, conquer the world 13
3 Build an atmosphere that builds relationships

14. If everybody starts shouting, people stop listening. And the rather
narrow approach of just assailing our eyes and ears means that
brands are missing a trick by not appealing to our other senses.
Studies have shown that people holding a warm cup of coffee
are more likely to use warm language to describe an interaction
with a stranger, because the physical sensation of warmth primes
an emotional sensation of warmth. The opposite is also true, with
‘cold’ spaces negatively affecting perceptions.
This metaphorical link between our senses and our emotions works
in other ways too. People drive a ‘harder’ bargain in rigid chairs
than they do in softer furnishings, for example.
And don’t forget scent. Scent is the only sense with a direct link to
our limbic system, the oldest part of our brain, and the epicentre of
our emotions. Scents inspire strong emotional reactions, and can
make a space feel different the moment you enter it.
Consider how you can bring to life the promises that your brand
is making in the most compelling multi-sensory way. So that when
the aching limbs have recovered and the plane has taxied out of
Barcelona airport it is your brand that still lingers in the minds of
your prospects, partners and potential customers.
Engaging
the senses
Conquer the tradeshow, conquer the world 14
3 Build an atmosphere that builds relationships

15. Transform products
into experiences
4
Connecting people with products is what experiential does best.
Traditional media can convey a product’s attributes through a
screen—but it is experiential that breathes life into your products
by putting them in people’s hands. And our mobile devices
are amazing products. They’re our window into a world of
people and experiences that we care about deeply—the perfect
inspiration for immersive, participative experience that stimulate a
range of human senses and emotions.
Successful brands know this. Successful brands already do
this. And yet Mobile World Congress presented dozens of new
devices in a way that was completely detached from the modern
mobile experience, with the old habit of branding a large space
and filling as much of it as possible with products proving hard
to break.
Conquer the tradeshow, conquer the world 15
In many ways
our experience of
products at MWC is
completely detached
from our mobile
experience in the
real world.

16. 4 Transform products into experiences
Brands want people to discover their products, to play, feel the
craftsmanship, be in awe of the interface. Or do they?
When so much effort goes into crafting products that are slimmer
and more beautiful than ever, why are devices tightly tethered to
product benches with ugly rubber coils, so that you can barely
raise them above arms length? We set an alarm off at one stand
by picking up a device with too much enthusiasm.
Products are also too often handicapped by a basic lack of
functionality. One charming brand ambassador gave a great
demo of that brand’s mid-range phones. It just wasn’t on the phone
that was on display—it was on his. Because the display phone
didn’t have the features he was explaining loaded. And it wasn’t
connected to the internet.
These ‘shadow’ devices are pale imitations of what we can do
with our phones in the real world—and can actively damage first
impressions by presenting your hard work in the worst
possible light.
Experience is everything. The eyes of the world are on you—so set
your products free. Make them work. Make them alive.
If you love them,
set them free
Conquer the tradeshow, conquer the world 16

17. Specifications used to set devices apart—but now, with
even mid-range devices packing enough punch for most
everyday tasks, the focus is shifting onto premium design
and the experiences the product enables. Yet the mobile
devices we see at tradeshows are blank slates, untouched by
human personality or experience, accompanied only by lists
of specifications. Pick them up, briefly fiddle with them, put
them down, move on.
The most engaging stands bring to life the experiences that
their devices enable in an engaging manner. One brand
used their devices to photograph and showcase a gallery
of beautiful photographs from global cities, simultaneously
showcasing the quality of the camera and screen. It was an
activation that connected to the outside world, and focused
on the experience the device enabled.
Enable, don’t
label
Conquer the tradeshow, conquer the world 17
4 Transform products into experiences

18. Making it happen
We understand that it’s not always easy to be bold and to break
new ground. So here are our top tips for tackling the nay-sayers.
Remember that creativity drives business...
Joe Tripodi, CMO of Coca Cola, had a simple message for the
audience at Cannes Lions in 2014: Creativity drives business.
This is as true in at a tradeshow as it is for other activations—
business people are still people, after all.
…and that it doesn’t have to be expensive
Creativity doesn’t mean grand architecture or a glowing LED
chandelier. Concentrate on touches that make you stand out and
feel different. Time and attention applied to the little details often
makes the biggest difference.
Look further than your neighbour
Most exhibition stands are judged on how they compare with
their next-door neighbour. This is a cognitive bias—we’re all
too easily ‘anchored’ by what others have done, and set our
standards relative to them. Don’t be blinkered by others—see the
bigger picture. If you really want to stand out, draw inspiration
from the richness and variety of our global culture, not the
corridors of the tradeshow.
Conquer the tradeshow, conquer the world 18
We believe there’s
a direct line of
sight between
creativity and
performance in
the market place.
Joe Tripodi, CMO of Coca Cola

19. Making it happen
Make time to rewrite the rules/creative brief
The definition of madness is doing the same thing again and
again and expecting different results. We all know next year’s
experience comes round all too quickly, but take time to
evaluate and change things. If it’s broke—fix it.
Innovate incrementally
It’s not always possible to make big changes within a tight
timeline. Nor is it always desirable. Innovation doesn’t mean
you have to disregard all of the work you’ve put in so far. As
the saying goes, ‘think evolution, not revolution’. Map things
out, have a longer-term plan, and innovate incrementally,
year-on-year.
Tradeshows are a platform for brands working on
the innovations that can transform our world. We
believe that innovative brands need extraordinary
experiences. Agree? Then get in touch.
Conquer the tradeshow, conquer the world 19

20. Talk to us
–
Contact Peter Sun
VP, Brand Marketing
peter_sun@jackmorton.com
Read our blog at
jackmorton.com/blog
Follow us on twitter
@jackmorton
Visit us online at
jackmorton.com
About Jack Morton
Jack Morton Worldwide is an
award-winning global brand
experience agency. We believe
brands need extraordinary ideas that
create emotional connections, fuel
conversations and deliver business
results. For more than 75 years,
we have brought brands to life
through event marketing, promotional
marketing, sponsorship marketing,
digital, social and mobile, and
employee engagement. Jack Morton
is part of the Interpublic Group of
Companies, Inc. (NYSE: IPG).
More information is available at:
www.jackmorton.com or @jackmorton
© Jack Morton Worldwide 2015
Conquer the tradeshow, conquer the world 20