Creating brand awareness at trade shows is highly

important. But how to do so?

Unravel human behaviour with insights from psychological research

The Hague, July 9th 2015

Eh, should I be concerned with brand awareness on a

trade show?

Yes! Brand awareness is an important factor for visitors

to even consider visiting your booth!

Three levels of awareness

Top-of-Mind Awareness

Brand Recall

Brand Recognition

1. Brand RecognitionBrand recognition is the ability to

confirm prior exposure when given the brand as cue.

Brand recognition increases the likelihood of visitors stopping by your booth! Similary, if you can successfully introduce the brand to visitors, they might recognize it

in future encounters!

2. Brand Recall

Brand Recall is the ability of consumers to recall brands from memory, given a

general cue such as the product category.

3. Top-of-Mind Awareness (TOMA)

TOMA is the first brand that comes to mind when thinking of a particular

product class, without a cue.

How to increase Brand Awareness

Make sure consumers recognize your brand at the

trade show

- Is your brand logo easy to identify?- Does your logo have unique characteristics?- Is your brand logo used consistently?

Put your brand on the recalling list of visitors

- If visitors know your brand before the trade show, you are one step ahead of others!

- Consider the needs of potential clients! Cater to these needs with your booth and pitches

Increase Top of Mind Awareness

One effective way is to use in-game advertisement

• Yang (2006) found it has an influence on implicit memory

• Walsh, Kim and Ross (2008) found recall was higher for brands that appeared within a game

Does this work?

See for yourself - check out our case studies!

Ready to discover more secrets? Check out our blog or our website!