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Want All Eyes On Your Brand? It's easier than you think

Inside this month's edition of Experiential Monthly we dive into all things attention. Trade shows, conferences, and exhibits are where brand reputations are forged, connections are sparked, and attention is currency. Let’s talk about how to stand out in a sea of competitors, hook distracted attendees, and turn fleeting moments into lifelong brand love.

Author

John Kappel
January 20, 2025

STORIES & NEWS

Stay ahead in the world of experiential marketing with this month’s must-reads! Explore recent blog posts and dive into curated industry news, trends, and cultural movements shaping the future of brand experiences. Don’t miss out on what’s shaping the industry!

Combating the psychology behind relevance

Learn effective strategies to engage audiences despite diminishing attention spans. Discover the strategy to make your brand stand out and maintain consumer interest.

The struggle to keep consumer attention

Attention spans are shrinking, but your brand's impact doesn't have to. Uncover actionable ways to captivate and retain your audience in today's fast-paced world.

Tailor beyond personalization

Bespoke marketing strategies can create and enhance impactful connections with your target audience and keep your brand ahead of the competition. Unlock the world of Bespoke

In 2024, trade shows and events showcased remarkable innovations that captivated attendees and set new industry standards. Our team picked 7 of our favorite trends from this past year that stood out to us. These trends highlight the dynamic evolution of trade shows, emphasizing technology integration, sustainability, personalization, and attendee well-being. As we look forward to 2025, these innovations are set further to transform the landscape of trade shows and exhibitions.

1. AI Integration Across Exhibits

Artificial intelligence became a central feature in many trade show exhibits. At Money20/20, attendees could scan their badges to connect with others, with AI-powered Binary Exchange translating these connections into dynamic digital artwork. Similarly, at CES 2024, Hisense and Google attracted crowds with AI-driven photo activations. Hewlett Packard Enterprise (HPE) demonstrated its generative AI capabilities at Discover, offering attendees the unique experience of conversing with an interactive avatar of its CEO. RedHat's 16-foot interactive Art Wall allowed participants to use their movements as a virtual paintbrush, while Intel and AWS combined music with AI-generated imagery for a mesmerizing performance.

2. Multi-Dimensional Storytelling

Walmart’s CES debut? A 4D ride that took attendees on a journey into their brand’s future. Interactive narratives with immersive visuals and physical effects left visitors talking about Walmart long after the ride ended.

3. Immersive Thematic Environments

Why just exhibit when you can transport? Some booths created entire cityscapes, complete with performers, storefronts, and bustling vibes taking attendees into a whole new brand world.

4. Sustainable Booth Designs

Sustainability took center stage with eco-friendly booth designs. Several companies utilized recycled materials and energy-efficient technologies, reflecting a commitment to environmental responsibility and resonating with the growing eco-consciousness of attendees.

5. Personalized Attendee Experiences

Advancements in data analytics enabled exhibitors to offer personalized experiences. Attendees received customized content and recommendations based on their interests and behaviors, enhancing engagement and satisfaction.

6. Live Demonstrations and Workshops

Hands-on workshops and live demonstrations became more prevalent, allowing attendees to experience products and services firsthand. This interactive approach facilitated deeper engagement and understanding.

7. Wellness and Relaxation Zones

Recognizing the importance of well-being, some trade shows introduced wellness zones where attendees could relax, meditate, or participate in light physical activities, promoting a balanced and refreshing experience.

COMMUNITY SPOTLIGHT

The United States Space Force Association transformed their insignia into custom trophies for the 2024 SpacePower Conference in Orlando, FL.

We are inspired by YOU! Want to have your brand, event, or experiential project featured in a future edition of EPIC Monthly? Tag us on social media @epicpromotionals or send an email to [email protected]

CES 2025: Booth Designs, Insights, and Happenings from CES 2025 in Las Vegas

CES 2025 in Las Vegas showcased innovative booth designs that offer valuable insights for creating immersive trade show experiences. Here are a few worth highlighting

LG's Sustainable Showcase
LG captivated attendees with a carousel of translucent screens, highlighting their transparent wireless OLED TV. The use of corrugated cardboard signage emphasized the brand's commitment to sustainability and inclusive design, while playful split-flap displays added a dynamic touch. This approach demonstrates the impact of combining eco-friendly materials with engaging visuals to tell a compelling brand story.

Dassault Systems’ Mirror Play
Despite a smaller-scale booth, Dassault Systems utilized mirrored facades on the floor, walls, and ceiling, combined with bright LED displays, to create an eye-catching and immersive environment. This design choice underscores how reflective surfaces can enhance spatial perception and attendee engagement.

3M's Bold Verticality
Embracing the trend of taller booths, 3M's exhibit featured an oversized logo and archway, along with towering LED wall displays. Inside, the use of analog design elements like 2D schematics and drawings provided a balanced contrast, demonstrating how combining digital and traditional elements can create a memorable experience.

Hisense's Colorful Engagement
Hisense attracted attendees with a vibrant entrance and the contrast of dark walls against colorful media inside the booth. A popular feature was the opportunity for attendees to earn customized jerseys or accessories by exploring different zones, showcasing the appeal of personalized incentives in booth engagement strategies.

Check out the latest from the Brand IRL Podcast

Join EPIC Promotionals’ Owner and Creative Director, John Kappel, to break down, analyze, and rate experiential marketing campaigns from your favorite global brands.

Second Edition BIG IDEA

In each issue, the BIG idea offers you an actionable insight from the current relevant experiential marketing industry that you can implement into your brand to grow a cult-like following

Turn Your Booth into a Destination

Why have a booth that attendees pass by when you can create a destination they’re drawn to? The concept of "Immersive Storyworlds" transforms your trade show space into a multi-sensory, emotionally engaging experience that attendees will remember long after the event ends.

How to Implement This BIG IDEA:

  1. Create a Multi-Sensory Experience

    Your trade show booth should fully engage attendees’ senses, making them feel like they’ve stepped into another world.

  2. Weave a Compelling Narrative

    Your booth sets your brand’s story. Create an experience where visitors feel like participants in it.

    1. Design a visually striking entry point that piques curiosity.

    2. Build the story through interactive zones, with each station representing a chapter of your brand’s journey or values.

    3. End with a transformation: Attendees should leave feeling empowered, inspired, or informed.

  3. Encourage Audience Co-Creation

    Turn attendees from spectators into active participants.

    1. Incorporate hands-on activities like live product customization, interactive art walls, or collaborative installations.

    2. Use photo or video stations where visitors can create shareable moments tied to your brand narrative.

    Idea in Action:
    Imagine a fitness equipment brand with a booth themed as “The Ultimate Training Camp.” Visitors could test gear in interactive fitness zones, explore a recovery area with soothing scents and calming visuals, and capture shareable moments in a photo booth styled as a championship podium. Each element reinforces the brand’s story of strength, achievement, and balance.

EPIC Experiential Monthly is your go-to newsletter for marketing professionals, brand builders, and creative minds looking to elevate their experiential strategies. Packed with insider trends, industry stories, and actionable advice, this newsletter will help you create WOW-worthy brand moments that grow cult-like followings.