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COMMENT - IBC 7. SPELL IT OUT 4. BE FUN... AND FLEXIBLE Riedels’ granny campaign is a fun take on technology, but I have it on good authority that even they didn’t expect their life-size cardboard cutout to become a selfie-magnet. They made the most of the opportunity by adding their hashtag and name to the speech bubble – making sure every selfie was branded. 5. LET YOUR PRODUCT TAKE CENTRE STAGE I’m a sucker for creative pay-off lines and fun concepts, but sometimes the best way to attract the right people to your stand is to be really clear about what you do – hats off to Red Hat for uncomplicated messaging (sorry, I couldn’t resist.) 8. GO OVER THEIR HEADS When trade shows get crowded you need to be above eye level to be seen and found and this year the exhibition roof was positively dripping with hanging banners, lights and balloons. If only the Rai cottoned onto this then maybe it would be easier for visitors to find their way from one hall to another (or is it just me?) Some products are eye-catching by nature. You couldn’t help but notice the brilliant green chroma key paint on Pro Cyc’s stand, the video walls on the likes of Sceo and HDQLINE’s stands or the gyrocopter that Beyond HD brought to the show. Perhaps more impressive, though, are the exhibitors that are able to create showstoppers with products that aren’t intrinsically display items. Omni remotes wall of remote controls and Autucue’s on-stand messaging were a couple of the more creative product displays that caught my eye. 9. GIVEAWAYS 6. BRAND BEYOND YOUR STAND 10. BE BRAVE Trade shows can be an assault on the senses – with countless brands vying for your attention at every step. The key to trade show display advertising is to making sure you stand out from this visual noise by owning the space you’re advertising in. Riedel achieved this with scale and simple design, Tivo through repetition and Blue Lucy by taking advantage of a space where there was no competition. 44 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 118 OCTOBER 2016 If the popularity of the beach bar didn’t give you an insight into what attracts a typical IBC visitor, then the number of exhibitors that incorporated bars (both of the caffeinated and alcoholic variety) into their stand designs should. There were also a lot of free pens and snacks on offer but, while I know that a lot of exhibitors offered gifts and giveaways to people on their stands, only BFE and Quantum actively approached me with a giveaway designed to entice visitors to their stands. There’s no magic formula to getting your stand noticed at trade shows – but if you’re brave enough to do something different, you’ll stand out from the crowd. On that note, a special mention needs to be made of the cameraman who blagged his way into the press room under the pretence of using the lift, whipped out a megaphone and delivered his sales pitch to a room full of journos. He deserved a front page feature.