Loree Stark

Using materials that give your trade show exhibit an upscale polished appearance can be an easy way to communicate the sophistication of the brand. Now brands are tapping into the latest trend in upscale looks: architectural materials that would look at home in a permanent environment like a high-end office or retail space.
The materials are substantial enough to make attendees forget that they’re walking the trade-show floor but flexible enough to install and pack up easily for the next show on the circuit.

Boost Mobile has been creating buzz for the brand—and driving teens and young adults to volunteer—using a two-pronged attack of music and volunteerism.
Through its title sponsorship of a nonprofit called RockCorps Boost offers free admission to concerts only to consumers who volunteer in their communities.

A well-executed media stunt not only will have press lining up to take photos and shoot video but also can get consumers to ooh and ahh from the sidelines.
Over the last several years DaimlerChrysler has been regularly taking the photo op a step further—using the events to generate p.r. and media hits as well as spur consumer interaction. The automaker’s range of events has included everything from auto show launches to tactical one-offs.

Trade show presentations tend to fall into three categories. On one end of the spectrum are the flashy eye-catching theatrical presentations that set tongues wagging but say little about the brand’s product or service featured in the booth. On the other end is the straightforward product shill which gets to the point but leaves attendees feeling like they’re being overtly marketed to.

For many brands a mobile tour is exactly the right medium but without the optimum reach.