Outdoor Retailer PostShow 2019 - 28

M A R K E T I N G

The Art of Interruption

Good (and not so good) strategies for getting your brand noticed in
the dizzying hall of mirrors that is the trade show floor. By Mike Geraci
FUN FACT: I WAS ONE OF THE FIRST HUMAN LAB RATS FOR RITALIN. While

the drug did douse the fireworks display in my head, the test was short-lived
because the drug also made me feel like my brain had been tenderized.
I get flashbacks to the mental state of my 10-year-old self whenever I
walk into the rapid-fire sensory assault chamber of the Show. My brain
overdoses in the maze of lights, noise, colors, motion, smells, conversation,
and general overstimulation.
It turns out my reaction to the Show environment is not ADHD; it's just
human nature. (I told you, Mom!) It's estimated that the average person in
the U.S. is exposed to more than 10,000 commercial messages a day. Worse,
studies show that just 4 percent of advertising is remembered positively,
7 percent is remembered negatively, and a whopping 89 percent isn't noticed

or remembered at all. So, advertising's first job is to get noticed,
to stop people in their tracks, pull
their heads out of whatever conversation or digital cavity they have
it inserted into and divert their
attention to your ad.
Now, take those long odds and
apply them to the marketing cage
match that is the trade show floor.
To get noticed in this environment, you could take SporTube's

Mike Geraci,
trying to get
noticed.

approach and thrust a giant orange
phallus from your booth into the
aisle at head level, repeatedly,
but I wouldn't advise it. Walking
by the SporTube booth was like
being a contestant on American
Ninja Warrior. Time your move
wrong and you would literally get
smacked upside the head.
Here are some more strategic approaches I saw at the Show.
1. Mess with people's heads (part
one). ThirtyTwo's holographic
product boards caught people's eyes
and made them do double takes.

CO U R T E SY M I K E G E R AC I

The Pulse



Outdoor Retailer PostShow 2019

Table of Contents for the Digital Edition of Outdoor Retailer PostShow 2019

Outdoor Retailer PostShow 2019
Contents
Sound Bites
Headlines
The Pulse Booth
Big Picture
Marketing
Research
Going Solo
It’s Political
Top Gear
Fresh Take
Fabrication Debrief
Hot Booths
Faces
The Scene
On-Snow Demo
Outdoor Retailer PostShow 2019 - Outdoor Retailer PostShow 2019
Outdoor Retailer PostShow 2019 - Cover2
Outdoor Retailer PostShow 2019 - 1
Outdoor Retailer PostShow 2019 - 2
Outdoor Retailer PostShow 2019 - 3
Outdoor Retailer PostShow 2019 - Contents
Outdoor Retailer PostShow 2019 - 5
Outdoor Retailer PostShow 2019 - Sound Bites
Outdoor Retailer PostShow 2019 - 7
Outdoor Retailer PostShow 2019 - 8
Outdoor Retailer PostShow 2019 - 9
Outdoor Retailer PostShow 2019 - 10
Outdoor Retailer PostShow 2019 - Headlines
Outdoor Retailer PostShow 2019 - 12
Outdoor Retailer PostShow 2019 - 13
Outdoor Retailer PostShow 2019 - 14
Outdoor Retailer PostShow 2019 - 15
Outdoor Retailer PostShow 2019 - The Pulse Booth
Outdoor Retailer PostShow 2019 - 17
Outdoor Retailer PostShow 2019 - 18
Outdoor Retailer PostShow 2019 - 19
Outdoor Retailer PostShow 2019 - 20
Outdoor Retailer PostShow 2019 - 21
Outdoor Retailer PostShow 2019 - 22
Outdoor Retailer PostShow 2019 - 23
Outdoor Retailer PostShow 2019 - 24
Outdoor Retailer PostShow 2019 - 25
Outdoor Retailer PostShow 2019 - Big Picture
Outdoor Retailer PostShow 2019 - 27
Outdoor Retailer PostShow 2019 - Marketing
Outdoor Retailer PostShow 2019 - 29
Outdoor Retailer PostShow 2019 - Research
Outdoor Retailer PostShow 2019 - 31
Outdoor Retailer PostShow 2019 - 32
Outdoor Retailer PostShow 2019 - 33
Outdoor Retailer PostShow 2019 - Going Solo
Outdoor Retailer PostShow 2019 - 35
Outdoor Retailer PostShow 2019 - 36
Outdoor Retailer PostShow 2019 - 37
Outdoor Retailer PostShow 2019 - It’s Political
Outdoor Retailer PostShow 2019 - 39
Outdoor Retailer PostShow 2019 - 40
Outdoor Retailer PostShow 2019 - 41
Outdoor Retailer PostShow 2019 - Top Gear
Outdoor Retailer PostShow 2019 - 43
Outdoor Retailer PostShow 2019 - 44
Outdoor Retailer PostShow 2019 - 45
Outdoor Retailer PostShow 2019 - Fresh Take
Outdoor Retailer PostShow 2019 - 47
Outdoor Retailer PostShow 2019 - 48
Outdoor Retailer PostShow 2019 - 49
Outdoor Retailer PostShow 2019 - Fabrication Debrief
Outdoor Retailer PostShow 2019 - 51
Outdoor Retailer PostShow 2019 - 52
Outdoor Retailer PostShow 2019 - 53
Outdoor Retailer PostShow 2019 - Hot Booths
Outdoor Retailer PostShow 2019 - 55
Outdoor Retailer PostShow 2019 - Faces
Outdoor Retailer PostShow 2019 - 57
Outdoor Retailer PostShow 2019 - The Scene
Outdoor Retailer PostShow 2019 - 59
Outdoor Retailer PostShow 2019 - 60
Outdoor Retailer PostShow 2019 - 61
Outdoor Retailer PostShow 2019 - 62
Outdoor Retailer PostShow 2019 - 63
Outdoor Retailer PostShow 2019 - On-Snow Demo
Outdoor Retailer PostShow 2019 - Cover3
Outdoor Retailer PostShow 2019 - Cover4
https://www.nxtbook.com/emerald/outdoorretailer/2024-Summer
https://www.nxtbook.com/emerald/outdoorretailer/2023Winter
https://www.nxtbook.com/emerald/outdoorretailer/2023summer
https://www.nxtbook.com/emerald/outdoorretailer/thedailyguidess23
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/dailysm2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/dailySM2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2022_Day1
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day3
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day2
https://www.nxtbook.com/emerald/outdoorretailer/daily2021_day1
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-august-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-july-2021
https://www.nxtbook.com/emerald/outdoorretailer/outdoor-retailer-june-2021
https://www.nxtbook.com/emerald/outdoorretailer/may_2021
https://www.nxtbook.com/emerald/outdoorretailer/april_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/march_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/february_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/january_2021
https://www.nxtbook.com/nxtbooks/outdoorretailer/december_2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07212020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_07072020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06302020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06232020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06162020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06092020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_06022020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05272020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05192020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/weeeekly_05052020__JJ
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05122020
https://www.nxtbook.com/nxtbooks/outdoorretailer/theweekly_05052020
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2020_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2020
https://www.nxtbook.com/nxtbooks/outdoorretailer/2020winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day3_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day2_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/day1_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow_summer2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/postshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day3
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day2
https://www.nxtbook.com/nxtbooks/outdoorretailer/daily2019_day1
https://www.nxtbook.com/nxtbooks/outdoorretailer/preshow2019
https://www.nxtbook.com/nxtbooks/outdoorretailer/2019winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2018winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/201707
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2017winter
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016summer
https://www.nxtbook.com/nxtbooks/outdoorretailer/2016winter
https://www.nxtbookmedia.com