Like them or not, figure skater Johnny Weir’s dramatic outfits at the Sochi 2014 Olympics stand out. This authentic representation of Johnny gives us some insight into Johnny the person and sets him apart from the typical network blazer-wearing sports commentator. It also elevates his memorability factor way off the charts.
This same technique can be applied to help differentiate your company and your exhibit from the competition on the trade show floor. We challenge you: pick something unique about your company or its culture and integrate it into your display. It takes guts, but as Johnny proves—the payoffs can be huge.
- Is there a game you play in your office? Paper airplane contests, karaoke, ping pong breaks in the warehouse? If so, bring it to the booth.
- Is there an element of your corporate environment you can recreate on the show floor? EPIC, a huge supporter of local artists always integrates some of its collection into its exhibit. Burwood demonstrated its problem solving process by integrating white boards throughout its display.
- Does your company have any traditions that relate to fashion? An in-exhibit ugly sweater contest would certainly get attendees talking—as would a display of your team’s vintage concert t-shirts or wild golf outfits.
By Lisa Goell Sinicki