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EXHIBITORLIVE 2017 Highlights, Part II

There were many attention-getting exhibitors at EXHBITORLIVE 2017. Two stood out for me, not just for the visual impact of their booths, but for utilizing memorable promotions that tied in successfully with their marketing messages.

Impact XM and the LEGO® People

The Impact XM booth had exactly that – impact. Their bright, bold orange and white island display, right inside the Exhibit Hall, was the first booth everyone saw when they walked in the entrance. Even before that, signs in the Mandalay Bay Convention Center hallway previewed the LEGO® people theme and marketing message.

Visitors were drawn into the booth by a station where a charming parade of pre-assembled LEGO® people looped around and around on a conveyer belt, surrounded by supplies of heads, torsos, and legs waiting to be assembled. Visitors didn’t need much encouragement to create their own figures, using parts that represented aspects a marketing campaign. Booth staff explained the brand was the head, the stories were the body. The substance, or what mattered, gave the figure its legs. Market differentiators were the accessories.

The first wave of attendees got the most fanciful choices – the most distinctive apparel for their avatars to wear, with swords and gemstones for them to flaunt. The booth was so popular by the time I stopped by the choices were more mundane: mostly uniform-like garb, along with coffee cups and tools. No capes or faux rubies for me.

I assembled my figure and attached her to my badge. “Spotters” from Impact XM were roaming the aisles, randomly handing out prizes to people wearing their LEGO® characters. Unfortunately, my little avatar fell from my badge and was lost just a row or two away from her booth of origin. An Impact employee explained they’d had so much traffic they ran out of the original parts, and had to settle for smaller magnets to affix the figures to the badges. Being that in-demand is a good problem to have. This was a fun promotion, and did a good job connecting the message to the gimmick.

Impact XM island booth. I believe the basic booth was the same as last year, but the new promotion refreshed the look.

Hallway signage gave attendees a preview of the theme.

Conveyor belt parade of little figurines.

A little booth for little figures.

My figurine, who fell from my badge all too soon.

Highway 85 Creative Says “Let’s Roll Together”with a Road Theme and Longboards

Highway 85 Creative, a first-time exhibitor, had a modest-size inline booth, out of the view of incoming crowds, but right at the spot where many of us start our annual “booth crawl.” They chose a highway theme, with metal traffic-sign furniture, brightly colored signage, and nicely-made “longboard” skateboards.

Stating their sales people were not around, booth staff sent visitors out into the Exhibit Hall aisles, looking for Highway 85 personnel in their red corporate shirts. When a visitor spotted an employee, they asked what that person did, and received a business card. After collecting six different business cards, the visitor returned to the booth to claim a skateboard. Winners happily posed for Instagram photos, and word spread about the promotion.

Highway 85 did a great job of showing what can be done with an inline booth off in corner – and a lot of creativity. No wonder they won the award for “Best of Show – New Exhibitor.” Now that’s the best possible way to make your debut at EXHIBITORLIVE.