How to use stand activation to create memorable brand experiences?
Booth activation is an effective way to create awareness and define your brand at trade shows and exhibitions. Participating in trade shows and exhibitions is an important part of many companies' marketing strategy. Such events provide companies with a unique opportunity to meet potential customers, build brand awareness, and showcase products and services.
But with hundreds of stands competing for attention, it’s crucial to stand out. How can you use stand activation to engage visitors, create memorable experiences, and ensure your stand gets noticed?
In this article we give you concrete examples of how you can succeed in doing just this.
What is stand activation?
Booth activation is a strategic method of engaging and involving visitors to a trade show booth using interactive and creative elements. The purpose is to create a memorable experience that stands out from the crowd and strengthens the relationship between the brand and target audiences.
This can be achieved through activities such as:
- Games and competitions: Create engagement and encourage participation.
- Product demonstrations: Showcase your products in action to spark interest
- Touchscreens and technology: Let visitors explore your brand through interactive solutions
- Creative experiences: Make your stand an unforgettable and unique arena
The goal of booth activation is to attract attention, generate interest, and encourage visitors to take action. This can involve anything from collecting contact information and demonstrating products to driving sales and increasing conversions.
By implementing booth activation, you can create a stronger presence at the trade show and achieve better results.
Read on for more tips on how to succeed with stand activation.
Concrete examples of successful stand activation
Booth activation is an effective way to engage visitors and strengthen your brand at trade shows and exhibitions.
Here are concrete examples of different activities and techniques to attract attention:
Interactive games and competitions:
How about hosting a contest or quiz related to your industry or products? This is an effective form of booth activation that encourages visitors to participate, which can lead to increased interest and dialogue. Interactive games and contests create engagement and attract people to your booth, while also giving you a valuable opportunity to teach visitors more about your products and services.
An example of this is Pharmacy 1 during Farmasidayne, which had a wheel of fortune on its stand. This simple but effective strategy captured attention and attracted visitors. By combining this with consistent use of brand colors and a well-designed design, they created a cohesive experience that reinforced the brand identity.
This type of stand activation shows how interactive activities can attract the audience and turn a stand into a fun experience.
Read more: 8 trade fair tips you don't want to miss
Product demonstrations:
Product demonstrations are one of the most effective methods of booth activation. By showing potential customers how your products work in practice, you give them a more engaging and memorable experience than brochures or photos can.
Many exhibitors choose to have “live sessions” as part of their stand activation. These demonstrations are often held at set times that are widely marketed in advance of and during the show.
An example of successful use of stand activation is Oceaneering during the ONS trade fair. Already in the design phase of the stand, preparations were made to facilitate live demonstrations. This included the placement of screens, microphones and seating for the audience.
When visitors gather around such activities, it will naturally attract more curious passersby who want to see what is going on. This often leads to them stopping and engaging with the stand.
Booth activation through product demonstrations gives you a unique opportunity to showcase the value of your products and create an atmosphere that draws people to your booth.
Offer free samples, tastings, or giveaways
If your business offers physical products, free samples or tastings are a great way to activate your booth. This is a great way to let visitors experience your products before they buy. It creates a positive experience and can lead to increased sales.
However, this doesn't just apply to businesses that sell physical products. Regardless of what your business offers, giving away freebies can be an effective booth activation strategy. Freebies like ice cream, waffles, or products with your company logo are a great way to attract attention and strengthen your brand at trade shows. By offering something of value, you create a positive experience for visitors.
At NPG, we have found that tastings are always a success. During the ONS fair, we shared Moreld Give out ice cream to visitors at your stand – a simple and effective method to attract attention and do something nice for visitors.
Another example of successful stand activation is Avinor, which usually hires Norwegian chefs to serve dishes at trade fairs abroad. The “NPG chefs” create the most delicious dishes with a focus on showcasing what Norway has to offer. Although Avinor does not sell food, they use food experiences to engage visitors and build pride around the brand.
The Winter Love concept, a collaboration between Avinor, Knowit and NPG, to create a memorable adventure at the Routes World trade fair. The result was a trade fair stand that combines the authentic Nordic interior with a Nordic outdoor atmosphere, where visitors were given the opportunity to take part in an unforgettable digital and interactive journey. However, it was the aroma and serving of gourmet waffles and Nordic taste experiences that put the finishing touch on Avinor's winter concept.
The trade show stand is an excellent example of stand activation, where technology, design and taste experiences were combined to engage visitors and strengthen Avinor's brand.
Read more about NPG's project for Avinor here: Routes World and Routes Europe
Technological interactions:
Using interactive technology such as VR and AR experiences or interactive displays can capture the attention of visitors and make your stand more memorable. Such solutions are a modern approach to stand activation.
In connection with TMC For its participation in the trade fair, NPG developed a sales tool and a 3D virtual world. This tool, called Experience TMC, is an innovative way to present the company and its products, which gives customers the opportunity to interact with TMC's products and services.
The experience, which can be connected to VR and AR, allowed visitors to explore TMC's products and services in a playful way during the fair.
The Swedish Match developed NPG Interactive a VR experience with a specially designed golf game where we integrated their product into the game itself. This combination created a unique and memorable way for visitors to experience the brand.
Read more about NPG's project for Swedish Match here: VR games
Engaging activities:
Workshops, live presentations, or other engaging activities that are relevant to your target audience are also useful tools for stand activation. Such activities help attract visitors, create interactions, and leave a positive impression of your brand.
An example of effective stand activation can be found at Purus Joti during the VVS-dagen, where they used live broadcasts to capture the interest of visitors. These broadcasts not only highlighted the product range, but also covered important topics such as branding and the role of the plumber. This demonstrated an innovative way to engage the audience.
To further enhance the experience, they included a guest appearance by Kathrine Sørland – which created extra buzz around the stand and attracted even more visitors.
NPG helps you create brand experiences
Participation in trade fairs and exhibitions plays a central role in the marketing strategy of many companies. It provides a golden opportunity to strengthen the brand and showcase products and services.
In a landscape where hundreds of stands are competing for visitors' attention, the key is to stand out.
With our experience in stand activation and creative solutions, we can help your company create a unique trade show experience. Contact us to discuss how we can activate your brand in the most engaging way.
Feel free to contact us at npg@npg.no or click here!
