Inspire visitors with theatre at the trade fair stand

When you think about your favorite streaming service, what keeps you coming back? Probably not the total length of a season, but rather the moment after an episode when you just have to know what happens next. You can create exactly this feeling at your trade show booth. As a trade show construction partner, we at WWM see every day how brands become more successful when they don't overwhelm their visitors with information, but instead offer them an experience in episodes. 

In this article, we show you how the cliffhanger effect works, why short binge-watching moments at your trade fair booth are more effective than a single information package, and how you can use simple means to stage interactive stations as “episodes.” Our goal: to inspire you to make your next trade fair appearances even more effective and, at the same time, to whet your appetite for working with a partner who not only understands this dramaturgy but also implements it for you.

Why a trade fair stand today has to be more than just a presentation area

The days when a trade fair stand mainly consisted of information brochures and coffee are over. Today's visitors come with a clear expectation: they want to experience, discover, and be inspired. 
The problem is that many companies try to convey all their messages at once, thereby losing exactly what really captivates people.

After all, enthusiasm is not created by a wealth of information, but by excitement.

Good series manage to engage viewers emotionally, make them curious, and draw them deeper into the story step by step. Why shouldn't your trade show booth be able to do the same? 

The cliffhanger effect: How to build suspense at your booth 

A cliffhanger is a dramatic stylistic device: a scene ends at a crucial point and we need to know how it continues. For your trade fair stand, this means: 

Don't reveal everything right away. Arouse curiosity. 

How this works in practice: 

• Impulse instead of overload: A provocative question, a visual element, or a short animation can be enough to stop visitors in their tracks.
• “What happens next?” Create moments that trigger this thought.
• Teasers instead of full presentations: Use screens or small stations that deliberately tell only part of the story.

The advantage: visitors actively approach your team, not the other way around. They want to learn more, and that's exactly what opens the door to high-quality conversations. 

As trade fair constructors, we often see this: 

stands that generate excitement not only attract more visitors, but also lead to significantly better leads. Interested parties stay longer, ask specific questions, and remember the experience even weeks later. 

Binge-watching for brands: Why short “episodes” work better than a package of information 

Many companies decide to “show everything they can” at their trade fair booth. This leads to overload, which tends to deter visitors rather than attract them.

Series work differently:

• They tell the story piece by piece.
• Each episode has a focus.
• Every scene has a clear purpose.

Applied to your trade show booth, this means: 

Small, clearly defined experiences stick in the mind better. 

Imagine that your stand does not consist of one large presentation, but rather a series of small, logically coordinated micro-experiences, like episodes of a series. Each episode conveys part of the brand message. Each episode has a clear goal. And each episode motivates visitors to “stay tuned.” 

This leads to: 

• a more emotional brand perception
• easier conversation starters
• clear lead processes
• greater recognition value 

And best of all, visitors don't feel overwhelmed, but well guided. 

Practical example: MSD at Aqua Nor

A vivid example of a successful series experience at a trade fair stand is our project for MSD Animal Health at Aqua Nor 2023 in Trondheim. In a 77 m² space, MSD presented the entire development cycle of fish, from breeding to modern technologies for aquaculture and nature conservation. 

The goal was clear: visitors should be able to experience the process vividly and understand the technologies digitally. Instead of just explaining information, the exhibition stand staged the journey of the fish step by step, like a series that you follow “episode by episode.” 

The exhibition stand design as an experience 

The highlight was a floating school of fish attached to a crossbeam above the stand. Thanks to clever positioning, it looked as if the fish were swimming directly toward the LED wall. This wall showed the fish's development cycle and the data collected from the Falcon Biomass cameras attached to the crossbeam. 

This created a dynamic process that guided visitors step by step through the story:

1. Introduction to fish development: initial attention captured by the impressive school.
2. Technology in action: the cameras show real-time health data and the impact of the solutions.
3. Experiencing sustainable solutions: the LED wall presents the entire cycle and the positive effects on nature and species conservation.

This staging did not overwhelm visitors, but actively “guided” them through the stations. Each step of the process was a small episode that increased curiosity and dwell time, creating a real series experience at the exhibition stand. 

Why the series principle works so well at trade fairs 

Series activate three mechanisms that are also extremely valuable in brand communication: 

1. Curiosity: Curiosity arises when people realize that they are missing an exciting piece of information. This “knowledge gap” motivates them to continue, look closer, or ask questions. At the trade fair booth, this ensures that visitors stop and want to learn more.
2. Commitment: Once someone has started, they want to continue and “finish.” This natural urge to complete something keeps visitors in the flow for longer. They automatically go through several stations like episodes of a series.
3. Emotion: Emotions make experiences more memorable and longer lasting. A surprising or exciting moment anchors your message much more deeply. As a result, people remember the trade show booth and the brand weeks later. 

Activating these mechanisms at your trade show booth creates a whole new level of visitor interaction. Conversations become more natural, visitors stay longer, and leads are much better qualified. 

What does this mean for your next trade fair appearance? 

A stand in series logic is not a random product, but the result of a well-thought-out concept. This includes:

• clear dramaturgy
• targeted design
• technical implementation
• a common thread
• trained teams who understand the flow

This is exactly where we come in as your trade fair constructor. We not only design trade fair stands that are visually appealing, but also think from the perspective of your visitors.

Our experience shows that:
when you create excitement, visitors experience your brand more intensely. 

Ready for a trade show booth that captivates like a good TV series? 

If you are curious and are considering how you can develop your own “series concept,” we would be happy to assist you. Whether it's a modular exhibition stand, interactive stations, or a fully orchestrated storytelling experience, together we will create an experience that inspires visitors and generates leads that really count. 

Let's talk about your next trade fair appearance. 
We would be happy to work with you to develop a concept that is just as exciting as your products.

Contact us, we look forward to hearing from you. 

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