Marketing focused on making the consumer’s brand experience positive, memorable and viral.

1. CREATIVE IDEAS
@sarmisthataraf
510-490-9900

2. Throughout the four-day show at International
Consumer Electronics the hired dancers drew crowds
every 10 to 15 minutes, as they performed the tango clad
in authentic Spanish regalia. Fantastic way to increase
awareness of the company’s new tango-titled offering.
photography by bruno pagnanelli
Pocket Tango by 8x8 Inc.
Tango anyone?

3. Booth Staffers folded paper cranes using Direct Source’s paper.
Distributing the cranes to attendees along with an origami kit featuring the company’s
paper, staffers explained that creating one of the company’s eye-catching bags was just like
creating a work of art.
www.exhibitoronline.com
Direct Source Packaging Co.
Orchestrated origami.

4. Jack Morton
Backwall turns into Blackboard

5. Brazfloor LLC
Power of negative.
One piece of the puzzle flooring was removed to
highlight the puzzle-piece-shaped void. The simple
but eye-catching flooring tactic forced all to stop and
stare, allowing staffers to open a conversation about
not only the puzzle-floor product, but also Brazfloor’s
other lines of Brazilian hardwoods.
www.exhibitoronline.com

6. Firmly grounded on doodles and drawings, these vignettes were adorned with sketches and 3-D
graphics that ran amok, tumbling off journal pages, wiggling across booth carpet, and scattering
onto the back wall. Notice the moped in the backwall; drives home the idea how their products can impact reality.
http://www.exhibitoronline.com/exhibitormagazine/may12/eda_htc.asp#.Up5BVI28rlh
HTC | quietly brilliant
Whimsical and skillful.

7. BRUNNER
Hanging sign? That is so dated.
By placing its products [chairs in this case] in an unorthodox setting,
Brunner found a way to keep curious attendees on the edge of their seats.
Brunner’s plastic-mesh 60 chairs in varying colors from an overhead truss by thin
steel cables at different angles. It was magical.
http://www.exhibitoronline.com/exhibitormagazine/may12/eda_brunner.asp#.UpzCGI28rli

8. www.exhibitoronline.com
Impressive
in-booth experience!
Sennheiser USA
Comprising six airplane seats, a curved tension-fabric wall with window cutouts, and a plasma
screen that ran the promotional “in-flight” video, the faux airplane cabin allowed booth
visitors to feel as if they were flying the friendly skies while actually soaking up the
company’s key messages. During the presentation, staffers dressed as flight attendants
distributed treats to complete the
airplane-themed experience.

9. Photosound
Fusion of booth and
brand attributes.
Corporate, royal-purple color was splashed on booth’s
walls, furniture, chandeliers, business cards - and even
its bubbly. Staffers poured booth visitors a flute of
champagne or sparkling water that was shaded the same
color as the exhibit’s other design elements. By combining
its brand and booth attributes with an offering few U.S.
exhibitors serve and even fewer connect to their brand,
Photosound turned its potable into a potent promotion.
www.exhibitoronline.com

10. To distinguish from the crowd, TSF rented
a baby grand piano and hired a professional
pianist for its huge 20-by-40-foot booth space.
Curious attendees streamed in, requesting
everything from show tunes to classic rock.
Staffers approached the gathering attendees
to make small talk about the songs and chat
about how the company could fashion
cost-conscious but equally creative exhibits
for them.
www.exhibitoronline.com
Trade Show Fabrications West
Singing lean all the way.

11. Highlighting the Mangar logo and website,
the clear plastic pens came wrapped in the
company’s easy-to-open packaging.
Attendees not only got to test out the medical
packaging; they also walked away with one
of a kind gift that reminded them of Mangar
every time they used it.
www.exhibitoronline.com
Mangar Medical Packaging
Sign it with syringe.

12. L&C Stendal
Extraordinary placement.

13. www.exhibitoronline.com
Goody bag goodness.
Pexagon Technology, Inc.
Instead of a traditional paper press kit, media reps received a small muslin bag with the words
“Pexagon’s Paperless Press Kit” stamped on it in green ink. Inside, a business card-sized USB
bore the words “Be Green with ENVi Booth #1571.” The drive contained photos and press
releases, including one featuring Pexagon’s new software, ENVi. The humble little bag
grabbed journalists’ attention, while the info on the USB answered all their questions.

14. www.exhibitoronline.com
Wear the benefits.
M odern Carpet Tool s Ltd
Carpet-seam tape helps prevent carpet seams from peaking - this concept was embroidered
on the the back of staffers’ shirts with the words “No peaking” along with an illustrated
image of a puckering carpet seam. Engaged in conversations with attendees, staffers
communicated the product’s key benefit without uttering a single word.

15. Kikkerland Design Inc.
Soup’s on.
With a 10-by-20-foot space reserved,
Kikkerland set out to create a booth that would
appeal to designers. The exhibit needed to
highlight the company as an attractive,
forward-thinking place to work.
A warm success story.
http://www.exhibitoronline.com/topics/article.asp?ID=682&catID=78#.Up-rro28rli

16. Study finds jolt to the brain boosts memorability.
That is what exact Dandy does.
The exhibition dissects Dandy into pieces, in order
to expose the details that makes the Dandy.
www.formuswithlove.se/
Dandy Exhibition, Stockholm
Jolt to the brain.

17. STOP N GROW
Freebie that says it all....

18. Norwegian Design Council
Call for contrast.

19. Let’s get started!
@sarmisthataraf
Sarmistha Tarafder
www.skybay.com
510-490-9900