submitted by Jani le Roux, on behalf on Booth Exhibits
In today’s dynamic exhibition landscape, simply having a presence is no longer enough. Attendees at trade shows and events are seeking more than just products; they crave connection, engagement, and memorable interactions. This fundamental shift is why experiential booth design has moved from a buzzword to a critical necessity for brands looking to truly stand out.
“An exhibition stand is more than a physical structure. It’s a strategic platform that can be used to transform passive observation into active participation, and fleeting interest into lasting brand affinity. This is the essence of experiential design: creating environments that immerse visitors, stimulate their senses, and invite them to become part of your brand’s story”, shares Patrick Wells, CEO of Booth Exhibits.
The limitations of traditional booths are increasingly evident in a crowded market. Attendees are bombarded with information, and their attention spans are shorter than ever. To cut through the noise, brands must offer something uniquely compelling.
Three tips to shift your booth from static to engaging:
- Spark Genuine Engagement: “Attendees want to experience a product or service; it’s become all about interaction. There are a few ways to do this, from hands-on product demonstrations to interactive digital displays, gamified learning, or immersive VR/AR experiences that allow visitors to truly feel and understand what your brand offers”, says Wells.
- Create Multi-Sensory Journeys: When we tap into all five senses, it allows us to forge deeper connections. Engaging all the senses improves your brand’s chances of being remembered. Good ways to create multi-sensory journeys are using captivating visuals, custom soundscapes, unique textures, brand-specific scents, or even taste experiences that resonate long after the event.
A good example was The Twisp Sensorium (part of a Twist – SA’s leading e-cigarette booth), which saw potential customers taken on a three-part sensory journey (touch, smell and experience) before being given the opportunity to purchase the product. Each station was carefully curated to highlight specific product features.
- Boost Memorability & Shareability: “If you want to stick in someone’s mind, or even end up generating social media buzz, you need to offer something unique – this can include anything from a new way of sharing your brand story through a radically different booth design, giveaways, competitions, customized food or drinks”, Wells believes. Working with Navan at the Startup Grind conference in San Francisco – electronic luggage scooters were driven around the stand area by sales agents. Not only did it make potential customers more approachable, but it also created social content.
Experiential design done right delivers measurable impact. “Engaged visitors are more likely to be qualified leads. Experiential design leads to longer dwell times, richer data capture opportunities, and ultimately, a more tangible return on investment for your exhibition efforts”, shares Wells.
A successful experiential design relies on knowing your brand
Long before a booth gets built, there needs to be a keen understanding of a brand’s core values, marketing objectives, and target audience. This knowledge is what informs the kind of experience that needs to be created. “At Booth Exhibits, we don’t just build stands; we craft bespoke environments that are a direct extension of your brand identity and message”, Wells explains.
This process involves:
- Strategic Conceptualization: Translating your goals into creative, immersive concepts.
- Innovative Design: Utilizing cutting-edge techniques and materials to create visually stunning and functional spaces. “We created a fully recyclable, sustainable stand for Broekhof USA at the Global Produce and Floral Show held in Anaheim, California. The sleek, sustainable design showcased their commitment to recyclable packaging within the fresh produce industry, while bold graphics and raw materials created a holistic atmosphere.
- Technological Integration: Seamlessly weaving in interactive tech to enhance engagement without overwhelming the message. When Toyota needed a sponsorship activation inside the Denver Nuggets Arena, we created the Toyota Tap Test, where consumers could test their reaction speed on a bespoke gaming wall.
- Flawless Execution: Bringing the vision to life with precision, ensuring every detail contributes to the overall experience. KFC sponsored Comic-Con in South Africa this year and needed an activation to generate awareness about their new delivery app. Our giant green screen bucket was the centrepiece of the activation- allowing fans to appear alongside the Colonel in iconic movie scenes. We also had an old-school arcade station with a custom KFC game. For content purposes, we had an ‘epic delivery’ stunt where a Game of Thrones cast delivered meals to unsuspecting fans.
“In a world where attention is the new currency, experiential booth design is the ultimate investment. It’s about moving beyond the booth to build powerful, enduring connections that drive real business success”, Wells concludes.
