How many exhibits do you remember after walking away from a conference or exhibition?

What are the things you remember long term?

Research shows that we remember feelings or emotions about things we consider important much longer than we do anything else yet, on show stands companies keep trying to appeal to visitors with logic.

Try this example:

1) You go for a walk on a sunny day along the beach.
  • Would you decide to drop what you are doing and get involved?
  • How do you feel, can you picture yourself there seeing, hearing and experiencing those sights and sounds?

2 ) You go for a walk, the warmth on your skin so soothing, relaxing, sand squeezing between your toes as with each step you take in the smells of the salty sea. You close your eyes to listen to the squawk of seagulls and playful laughter of children running in and out of the shallow waves.
  • Would you decide to drop what you are doing and get involved?
  • How do you feel, can you picture yourself there seeing, hearing and experiencing those sights and sounds?

How did #1 appeal to you compared to #2?

Both statements say the same thing. Example #1 used a logical to the point statement which was 100% correct but didn't get any sort of investment from you. Example #2 uses emotion, and in case you missed it never actually said you were on the beach or that it was a sunny day but I bet that's where you were and what you were picturing.

Creating a memorable emotionally invested experience for the show visitor is important.

Tip #2: The Right Signage
Just sticking up a brand or logo, product information or benefits is not going to "Get it Right" if you want people to remember you.

  • Put yourself in the shoes of your target audience, what question or piece of information is going to grab them.
  • Make it relevant to your product or service but it doesn't always have to be about your product or service.
  • Pick one key message and don't clutter the stand with words.
If everyone knows who you are why tell them again. Give them a reason to stop and talk to you.

If I still have your attention one last parting thought .... Get this right and you are off to a good start.