Design a stand concept that appeals to all five senses

Live communications is the only marketing tool with which you can appeal to all five senses of your target group. You can let people see, hear, feel, smell and taste what you can offer them. Verify to which degree your stand concept makes optimal use of this singular communications strategy.

Freshly mowed grass. Apple cake baking in the oven. Autumnal woods. Sea breeze. Why not take full advantage of using the positive associations triggered by fragrances at your stand.

Ambient zones and accentuation. Lighting creates ambiance and attention-value. Design a ‘lighting plan’ in advance in order to make optimal use of this feature. Coloured spotlights can help create ambient zones. Different lights can arouse a range of different moods. You can draw attention to specific objects by using accent lighting.

Invisible décor. This is a hugely effective filmmaking trick: using background music and sounds to create an invisible yet compelling décor. Try to imagine your most memorable film scene without the accompanying music… no longer a very convincing scene is it?

Take a look downwards. Visual communications are often set at eye-level height or are displayed high above when they need to be noticeable from afar. The floor tends to be ignored as a suitable communications media, despite the fact that modern print and projection techniques can also work their magic here.

Sensation-based communications. Vibrating floors, gusts of wind and water sprinkles can help to bring ‘sensation’ to your communications. Your visitors are guaranteed to get the point!