Guerrilla Trade Show Marketing at MWC (Ways to Stand Out at Your Stand, and Beyond)

If you’re one of the 2,200+ companies exhibiting at Mobile World Congress in February (or at any big tradeshow, for that matter), getting your voice heard and getting your message remembered is difficult for all but the biggest companies with the largest stands. That means 2,000+ companies need some outside-the-box thinking, not only for their event booth, but for their overall marketing presence at the show. Brochures and business cards are great takeaways, but it should be what your product or solution can do for their business that stands out in their minds.

So while having a great booth is key, getting people to the booth is even more crucial. So how can you do that? There are the traditional ways:

• Secure a speaking opportunity and wow them with your company’s vision, driving traffic to your booth as a byproduct
• Purchase a sponsorship and plaster your logo strategically (there are some great sponsorship opportunities still left for MWC 2016 if you have the budget)
• Purchase ad space, TV time and other traditional paid advertising

But there are also some non-traditional ways to stand out at shows like Mobile World Congress. Here are a few tips for making an impression:

• Forget the show and hit the bar. Call some of the waterfront bars and restaurants, and ask about napkin and coaster sponsorships. Everyone has to eat (and drink), after all!
• Play off pop culture. Can you make a Star Wars game that leads people to Luke Skywalker at your booth?
• Be unexpected. Remember Central Desktop’s bearded, cigar-smoking angel? That was an awesome—and memorable—twist on the booth babe.
• Advertise on Pedicabs and tip the drivers to wear your company’s shirts. With the perpetual traffic jam around Fira de Barcelona, Pedicabs and the Metro will be in high demand.
• Hire street performers to sing /dance about your company on the streets and on the Metro.

One final thought: Your gurilla marketing should align well with your company culture. You can wave your arms and beg people to notice you, or you can use fun and interesting ways to communicate what your company does and why attendees should care.

Want more tips for succeeding at MWC? Calysto’s special pre-coverage of Mobile World Congress will help you navigate the ins and outs of MWC like a pro.