Every couple of weeks the rumor mills gear up, the blogs begin posting their theories, and the 24-hr new sites can’t help but spread the buzz as word begins to spread of yet another major announcement by Apple. The latest event occurred less than a month ago and brought us the new iPod design along with a better version of Apple TV, both of which left half the planet salivating the moment the first designs hit the web. Now comes word that this Wednesday will be yet another historic day in terms of what the electronics giant has up its sleeve. Best guess as to what will be revealed include a new version of the Macbook Air “the world’s thinnest notebook”, a new operating system, or something as simple as a software upgrade. Regardless of what will be offered though, Apple succeeds repeatedly where others fail…they capture our attention by building up the mystery.
As a company that regularly makes the rounds on the trade show circuit, there are a few Apple inspired things you can do to help build a little mystery of your own. The first thing you need to do is come up with something people want. It could be a new line of products that you are waiting to revile, a lower price, or a even a new contest. Once you’ve come up with something people want to see, it’s time to spread the word. Reach out to every contact, every friend, every person that ever signed a visitor sheet at one of your exhibits. Tell them where you are going to be and promise them an announcement that they will just have to see to believe. Finally on the day of the trade show, cover the landscape in teaser ads that are designed to leave people with no choice but to see what all the fuss is about. Place posters outside the event center, electronic information displays inside the main entrance, or if possible a billboard sign similar to the Truss System all geared toward pointing people in your direction.
Everyone loves a good mystery the same way we all hate to be left out of the crowd. By building an air of mystery around your next trade show exhibit you create a feeling in the consumer that a major opportunity will be missed out on unless they visit your exhibit. If you need more proof that a little mystery can do wonders just tune in Wednesday when Apple makes their latest announcement…I know I will.
Tags: Apple announcement, Apple TV, booths, conventions, creating buzz, Custom displays, Custom graphics, Display Booths, iPod, iTunes, kiosk displays, marketing tips, mystery marketing, portable trade show display, potential customers, Trade Show Displays, unique trade show display