The trade show floor, like the life sciences industry as a whole, is a bustling, competitive ecosystem. No matter how remarkable your solutions are, they can easily get lost in the noise if your strategy isn’t up to par.
Enter guerrilla marketing: the art of unconventional, unexpected tactics designed to grab attention and boost your trade show ROI. Guerilla tactics are game changers in ensuring that your brand truly stands out. From creative preshow teasers to immersive on-site experiences to strategic postshow follow-ups, read on to discover how to use these strategies to your advantage.
Make a Bold First Impression With Eye-Catching Booth Design
Your booth is more than a space on the trade show floor. It’s your stage, your first impression, and a physical manifestation of your brand’s personality. Think beyond the standard pop-up banner and ask, what would make an attendee stop in their tracks?
When crafting your booth, keep these tips in mind:
- Align with your brand. Every element should reinforce your company’s story and its value
- Prioritize visibility. Ensure your company name and key messages are easy to spot from a distance
- Create flow. Design a layout that naturally guides visitors through your space
- Incorporate technology thoughtfully. Use it to enhance your message, not overshadow it
- Plan for interaction. Leave room for conversations and demos
Attract and Keep Attention With Interactive Experiences & Entertainment
Capturing attention with your booth is just the start. Interactive experiences and entertainment are powerful tools for engaging people with your brand in enjoyable and memorable ways. By lowering someone’s guard and drawing them into your booth, you create opportunities for meaningful interactions. Often, the most effective tactics are the unexpected ones. However, just like booth visuals, ensure these experiences are closely aligned with your brand’s story.
Examples of Compelling Trade Show Tactics
At SCORR, we’ve crafted unforgettable trade show moments for our clients that not only capture attention but also integrate seamlessly with their strategic marketing, driving tangible results:
- For Lightship, SCORR has implemented various guerrilla tactics, including a live LEGO builder, a boat race for charity, and a margarita bar; explore how we transformed Lightship from trade show debut into powerful brand awareness in our case study
- At Elligo’s booth, an AI headshot station showcased their use of technology in a unique and engaging way
- For Clinipace, a cup stacking activity introduced an element of competition while live demonstrations from professional cup stackers kept visitors entertained
- Clinical Ink’s henna artist tied back to their name while literally leaving a lasting impression
- Camargo surprised attendees with dog walkers, paired with matching t-shirts and postcards to direct people back to the booth
Be Remembered Through Branded Swag With a Twist
Not all swag is created equal. While traditional pens and keychains might end up in attendees’ bags, they rarely make a lasting impression. In contrast, the right giveaway can become a powerful magnet, drawing attendees to your booth year after year. The key is to choose items that tell a story, spark joy, or serve a unique purpose. Be sure to align with your brand identity and messaging, whether you’re offering customized tech gadgets, eco-friendly products, or engaging visitors in a charitable “giveback” activity.
Think Beyond the Booth to Create Buzz
In the digital age, your trade show presence isn’t confined to the physical space your booth occupies. By leveraging social media and unconventional advertising tactics before, during, and after the show, you can amplify your message.
On social media, start building anticipation weeks before the event with countdown posts, sneak peeks of your booth design, or teasers of the interactive experiences attendees can expect. Encourage your team members to share their own excitement on their personal profiles, expanding your reach into their professional networks.
During the show, share posts that continue to drive engagement. Share real-time updates, photos of visitors engaging with your booth, or video clips of interactive moments. These don’t need to be polished; in fact, more authentic photos can add a human element. Tagging team members in these posts allows you to tap into their networks for wider exposure.
After the show, continue your social media efforts with recap videos, testimonials from attendees, and show highlights. This keeps the momentum going and gives those who couldn’t attend a way to connect with you.
Advertising tactics should also extend into the trade show venue. Think beyond traditional banners and consider:
- Floor decals that lead attendees on a path to your booth
- Elevator wraps that make every ride a branded experience
- Stair graphics that tell your story step by step
- Revolving door displays that capture attention coming and going
Leave a Lasting Impression Through Personalized Follow-Up
Even after the trade show ends, your opportunity to make an impact doesn’t. Postevent follow-up is critical. Instead of generic thank you emails, send personalized messages that reference specific conversations or interests. This could be a quick video from the team member they met, a curated resource packet tailored to their needs, or for high-value prospects, a branded care package that echoes your booth’s theme. The key is showing that you listened and that you are committed to providing value.
Take Your Trade Shows to the Next Level
By embracing guerrilla marketing tactics, you do more than capture attention — you foster engagement, spark conversations, and generate ROI. As you prepare for your next trade show, think beyond the conventional. How can you surprise and delight everyone who encounters your brand?
SCORR’s trade show tactics have not only increased brand awareness and lead generation but have also made our clients’ booths the ones attendees seek out year after year. Let us help you harness the full potential of guerrilla marketing to ensure that at your next trade show, you’re the one everyone’s talking about.
About the Author
Cherie Squires