Faux Pas #3: Hide Your Brand

Sometimes doing what is counterintuitive can kindle interest, but is it effective when there is absolutely no teaser? The above photo is an established brand but even so, shouldn't there be at least a pattern, or color, or object visible from the aisle which draws you in?

What this says to a buyer

• Do they not need new clients? Why aren't they displaying their product?
• There might be a photo booth with props on the other side of this wall, but I don't know if there's much product.
• This is a playful brand and if my customer is over 30 I don't need to go in.
• They must have a big marketing budget if they approved someone's idea to totally conceal the product.
• They think their brand name alone is enough to draw me in. Maybe it is, maybe it isn't.
• They are well distributed, so if I'm looking for something unique this brand is too commercial. 

What you should do instead

• Draw customers in by starting the experience outside of the wall. 
• Add brand reps outside of the wall to model the new collection and have them hand out "tickets" so attendees can enter the stand to see the entertainment. 
• Add brand reps outside of the wall to provide context for the type of products on display. Ex. If you want buyers to look at jackets, have your brand reps greeting people in the aisle and make comments about how the room is chilly. This prompt gets the buyer's mind focused on temperature and provides some context for browsing jackets. 
• Since the brand seems to have a big budget, why not play with the name (Scotch & Soda) and serve drinks at the entrance so buyers can sip and browse. This brand could probably get a local coffee/tea/beer/liquor brand to donate the drinks in exchange for the exposure. 
• Use some sort of decoration at the entrance to hint at what is inside. Maybe some pattern on the floor that leads into the stand, or 
• Place some speakers near the entrance to play sounds that reinforce the season's theme. Non-music sound clips would be more interesting than standard shopping music.
• Have a projector shine silhouettes or images from the campaign across the glass. 

What you stand to gain

• A more engaging brand experience.
• Buyers who are more focused as they enter the stand.
• Increased chance of capturing walk-by traffic.

The point of presenting your product at a trade fair is to, um, present your product. I believe that the fancy installation shown in today's faux pas ultimately became the focus of the brand's stand rather than their products. Do you agree or do you think the frosted glass is alluring and therefore effective at drawing the buyers in?

As always, wishing you great success. —TT