4imprint, LLC

| Updated: September 30, 2020

Trade Show News: Increase brand awareness with memorable experiences



Eighty-three percent of exhibitors have a similar goal in mind when participating in a trade show—to build on or expand awareness of their brand. With so many vendors vying for the attention of the same audience, standing out among the crowd and being remembered can be a difficult task. But did you know stimulating the senses could help?

Our senses engage the attention centre of the brain and make us more aware of our surroundings. In fact, engaging just two of the five senses increases the likelihood of remembering something. To create a memorable and engaging experience for your trade show visitors, look no further than your nose.

Give them an experience they will remember

You likely do a great job engaging the visual and auditory senses of your visitors with booth displays, videos and demos. But what about engaging attendees’ senses of smell, taste and touch? Here are some ideas on how to do just that to create an experience they will remember.

  • Smell: Did you know that smell is the most powerful sense for triggering memory? Scents can transport us back in time, evoke strong emotions and increase mindfulness. And, certain scents are even associated with improving memory. For instance, peppermint, rosemary and basil can help alleviate distraction, improve focus and sharpen the mind. Consider diffusing essential oils at your booth to enhance your visitors’ experience. You may even want to consider raffling an electronic diffuser as a prize for participation in a demo or game.
  • Taste: Our sense of taste is closely related to our sense of smell. In fact, much of what’s perceived as flavour actually comes from aroma. Case in point: remember plugging your nose as a kid to get those veggies down the hatch?

Pair the two senses together for maximum impact. Consider renting a popcorn machine—after all, who can resist the smell of fresh-popped popcorn? Hand this tasty treat out in logo’d bags to enhance your brand presence. Or, consider baking chocolate chip cookies in a portable toaster oven. The fresh-baked cookie smell, coupled with the taste, is irresistible. You can send a take-home version with your visitors as well to keep them thinking of you long after the show.

  • Touch: Did you know that touch can build trust and encourage cooperation? This fundamental part of our daily lives not only helps us gather information about our surroundings, but also helps us establish relationships and can even influence what we buy. Consider adding touch to your booth by offering professional hand, back or scalp massages. Not only might you establish a connection, you may also get five minutes, uninterrupted, of a guest’s time. You can keep them thinking of your company and your conversation long after their massage with logo’d hand-held massagers and massager pens. A Luxury Spa Kit and spa towel make great prizes for raffles, too.

To increase the chance you’ll be remembered at your next trade show, create memorable experiences by engaging the senses. After all, the nose knows!

Thimmesch, Mike. “16 Powerful Stats on the Value of Trade Shows.TSNN Trade Show News. N.p., 17 Aug. 2013. Web. Retrieved 11 Aug. 2015.

Patel, Arti. “Brain Exercises: How to Stimulate Your Brain And Senses.” The Huffington Post. N.p., 15 Oct. 2012. Web. Retrieved 11 Aug. 2015.

Lewis, Jordan Gaines. “Smells Ring Bells: How Smell Triggers Memories and Emotions.” Psychology Today. N.p., 12 Jan. 2015. Web. Retrieved 11 Aug. 2015.

Feldon, Emily. “5 Essential Oils to Improve Your Memory and Focus.” Wellness Today. N.p., 03 July 2014. Web. Retrieved 11 Aug. 2015. <>.

Gregoire, Carolyn. “How Our Sense Of Touch Affects Everything We Do.” The Huffington Post. 20 Jan. 2015. Web. Retrieved 11 Aug. 2015.

Resare, Madison. “Create a Memorable Trade Show Experience.” TradeShowGuyBlog.com. N.p., n.d. Web. Retrieved 11 Aug. 2015.



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