The forgotten sense in event marketing
When a company prepares its presence at a trade show it thinks about the stand design, the printed materials, the lighting, the music and the sales pitch. Almost nobody thinks about smell — and that is precisely why the few who do stand out.
Why it works particularly well at a trade show
At an exhibition centre the visitor is saturated: noise, movement, visual stimuli everywhere and hundreds of stands competing for the same thing. In that context, smell is the only channel almost nobody is using.
A subtle scent does two things: it breaks through the sensory overload and creates a small pocket of calm, and it makes your stand feel more considered before anyone has read a single panel.
There is also a less obvious reason, and perhaps the most valuable one: by the third day an exhibition centre smells of carpet, of people and of recycled air. Smelling different in that environment is an enormous advantage.
Which scent to choose
The rule is the same as in a shop: consistency with the brand. Wellbeing brands, fresh registers or Lavender. Premium brands, woody notes such as Nº4 or Nº10. Food and hospitality, warm notes such as Cinnamon & Orange or Cappuccino.
With two caveats specific to the format:
Lower intensity than you think. A stand is a small, semi-open space that people walk in and out of. What is subtle in your office becomes invasive in four square metres with visitors every two minutes.
Think about whoever is inside all day. Your team will spend eight hours there. A scent a visitor finds pleasant for two minutes can be exhausting over a full day.
The practical side
At a trade show, logistics matter more than the concept:
- Mains power. If your stand has it, any unit will do and it is sized by the square metres. If it does not have it or the supply is limited, the FLOW also runs on batteries and covers 120 m², which is more than enough for a stand.
- Set-up and take-down. The unit is in place in five minutes and packed away just as quickly. No building work, no installation, nothing to fix in place.
- Positioning. At mid height and near the walkway, not hidden under the counter. And not pointing into visitors' faces.
- Venue rules. Some have restrictions on diffusion in shared areas. It is worth asking before you arrive.
Beyond the stand
If your brand already has its own scent in its premises or offices, taking it to the trade show is one of the most consistent decisions you can make: the customer who already knows you recognises it without knowing they are recognising it. More on corporate scent.
And the other way round works too — a trade show as a trial before deciding on the scent for your premises: it is an intense environment with a lot of different people in a short space of time.
How to set it up
Tell us the size of your stand, whether you have mains power and how many days the show runs, and we will tell you which unit fits. We send you samples first so you can choose by smelling.
Call 911 09 70 50 or write to us from contact.
