Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
1 min read
Michele Nichols Fri, Feb 17, 2012
Industry tradeshows are a lot like a trip to the mall: it's an assault on the senses, and the difference in sales between the best and worst merchandisers is a huge split. The people watching is fun and scary, too. What were they thinking? What exactly are they trying to sell me?
Each year we head to California for the annual SPIE Optics and Photonics and Photonics West trade shows. We are always struck by the diversity of the way exhibiting companies present themselves.
At PLS, we're a pretty positive group, so this photo roundup is of approaches that we believe worked.
First: New Scale & D3 Engineering co-exhibiting with a Pirates of the Caribbean and Spongebob diorama to showcase their auto-focus camera system. Drew a nice crowd and created an interactive experience.
Next up: A simple, flexible and very portable tabletop booth. The "hook" makes this booth effective - a simple but relevant giveaway (lens cloth from a lens designer) to stop traffic and start a conversation. The old-school viewmasters with project images are also memorable.
Another portable and audience-relevant booth that uses a series of banner stands to create impact:
Finally, the most "controversial" of the bunch. Many were upset by the "cheap ploy" of hollywood pin-ups. At least people were talking. Better would be a tie-in to the company's key message, technology and value proposition. Last year they wore berets. Improvement?
Tradeshows are under pressure from a budget allocation perspective, so it's important to demonstrate ROI. For tips on increasing tradeshow ROI, download our Tip Sheet here.
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Why Even Innovation Powerhouses Struggle to Launch Breakthrough Products (and How to Fix It) In recent years, product launches have slowed. Even...
We work with B2B leaders every day who have extensive marketing data, but don't know what to make of it. It's hard to know you're on track to meet...