Don’t Be Like Everyone Else: Create a Memorable Experience at Trade Shows

Building brand awareness is a crucial component to any marketing strategy, regardless of how big your customer base is. There is always room for growth, and it never hurts to create solid brand recognition amongst many different audiences.

One of the most effective methods to do this is to exhibit at trade shows and industry events. At these events, you’re communicating face-to-face with attendees and giving your brand a real, tangible personality that people will remember for a long time to come.

There is also the opportunity for you to directly sell your products and services to people. To be able to sell directly omits the hassle of online shopping or making purchases over the phone. Most importantly, you’re able to interact with consumers and make successful transactions. You give a face to your brand.

If you’re planning to exhibit at one of the many exciting trade shows happening in Kitchener-Waterloo this fall, you’ll want to ensure that your booth stands out from competitors and embodies compelling audience engagement.

To make the most out of your trade show event work with a brand experience company who knows how to captivate audiences with exciting and interactive marketing.

rmg is an experiential marketing company that approaches every project with attention to detail and a unique visionary perspective.  Our specialty is trade show marketing, and with over 25 years of experience, you can always count on us to bring impressive and powerful results.

We apply customized marketing techniques to all of our clients that are based on individual needs and wants. Before any event or trade show, we get to you know you and your business personally, so that we can design the best display booth that represents your story accurately and creatively.

We don’t rely on traditional methods. We consider all aspects of what your products and services are, your brand’s story, and what your event is. Depending on where the event is located, what the event is promoting, and who the event attendees will be, we personalize your booth’s design so that it appeals to the right crowd in a compelling and commanding manner.

Consider these engaging techniques and how they can turn your ordinary trade show display booth into a main event attraction.

Guerrilla Marketing Tactics

We love to get up-close and personal at rmg. One of our favourite marketing techniques to get your brand noticed is guerilla marketing.

The term guerrilla marketing first came onto the scene in the 1970s. Its definition is loosely based on guerrilla warfare, which is a form of irregular warfare comprised of small tactic strategies such as ambushes and raids used by armed civilians — many of which include elements of surprise.

Much like guerrilla warfare, guerrilla marketing uses similar unconventional and surprising tactics. It is meant to directly engage with audiences and it heavily relies on high energy and imagination.

Guerrilla Marketing takes the consumer by surprise, making an indelible impression and creating extensive social buzz. It is said to make a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing.

This is because the goal of most guerrilla marketing campaigns is to strike the consumer at a more personal and memorable level.


In early September, the annual Kitchener-Waterloo Wedding Expo takes place. Weddings are a lot of fun, and sometimes, a little too much fun. The phone numbers of cab companies and access to rideshare programs such as Uber should always be accessible at weddings for those who aren’t able to drive home.

If you’re planning to exhibit a rideshare or cab company at this year’s Wedding Expo or something like it, take a look at how Uber raised their brand awareness with something entirely unrelated to driving: cute and cuddly kittens.

This extremely cost-effective marketing campaign involved a partnership with the American Society for the Prevention of Cruelty to Animals (ASPCA) for an Uber Kittens promotion in 2013. Uber drivers delivered kittens to users who were given 15 minutes to play with them.

On behalf of the ASPCA, the kittens could also be adopted, and many of them were welcomed to safe and happy homes.

Not only did Uber raise awareness for its own brand, but it also helped a worthy cause.

If you’re intrigued by this concept from Uber, talk to our creative experts at rmg. We approach your brand and event with careful research and planning.

We like to step outside of the box of conventional marketing tactics because we want you to receive the attention and recognition that you deserve — even if that involves event attendees playing with adorable animals at your trade show display booth.

Work with Brand Ambassadors

To get attendees to engage with your brand and to create an even more unique experience, hire a professional team of brand ambassadors to work at your display booth.

rmg’s brand ambassadors are trained sales and marketing professionals who promote your business by interacting one-on-one with event attendees. They qualify leads and generate sales with their charismatic personalities.

They know your brand inside and out because they spend months prior to an event learning everything there is to know about it. They help audiences understand your products and services with live demonstrations and intimate discussions.

They help people filter through all of the ads that they see on a regular basis and remember the one that they can put a face to.

Benefit: Curl’s Best Friend Pop-up Parlour

A great way to highlight your brand ambassador team is by turning your display booth into a custom-designed pop-up shop.

Consider how the cosmetic brand Benefit created a branded pop-up and how brand ambassadors engaged deeply with attendees.

In 2015, Benefit opened a temporary “parlour” in the SoHo neighbourhood of London, UK called Curl’s Best Friend. It had three levels, and visitors received manicures, hair treatments, and more from Benefit ambassadors.

Cocktails in hand, patrons received relevant information about the company from the ambassadors. They were also given an individualized step-by-step beauty routine with selected Benefit products.

In addition to this, they worked alongside an event management app to measure engagement and increase the reach of the pop-up shop through social sharing compatibility.

Branded experiences at trade shows and a team of magnetic and knowledgeable brand ambassadors help build networks, foster client loyalty and dramatically increase social reach.

We love pop-up shops and understand the value of hiring knowledgeable and engaging ambassadors. We take pride in our dynamic brand ambassador team at rmg. They are trained to dive into any event marketing challenge headfirst and can tackle anything from digital technology and social media to bonding with your audience.

Check out our website to read more about how brand ambassadors, out of the box marketing techniques, and more will benefit your upcoming trade show.

― August 23, 2019



Put Your Customers First with Experiential Marketing

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