Creating brand awareness at trade shows is important for visitors to consider a company's booth. There are three levels of brand awareness: brand recognition, where a visitor can confirm prior exposure to a brand; brand recall, where a visitor can recall a brand from a product category cue; and top-of-mind awareness, where a brand is the first to come to mind for a product class without a cue. To increase awareness, companies should make their brand logo easily identifiable, consistent, and unique. They should also consider potential client needs and cater booth pitches accordingly. One effective way to increase top-of-mind awareness is through in-game advertisements, which research shows can influence implicit memory and recall.

1. 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

2. Eh, should I be concerned with
brand awareness on a trade
show?

3. Yes! Brand awareness is an
important factor for visitors to
even consider visiting your
booth!

4. Three levels of awareness
Top-of-Mind
Awareness
Brand Recall
Brand Recognition

5. 1. Brand Recognition
Brand 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!

6. 2. Brand Recall
Brand Recall is the ability of consumers to
recall brands from memory, given a general
cue such as the product category.

7. 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.

8. How to increase Brand
Awareness

9. 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?

10. 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

11. 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

12. Does this work?
See for yourself - check out our case studies!
Ready to discover more secrets? Check out our blog
or our website!