The Recency Effect suggests that people are more likely to remember the most recent information they encounter.

To leverage this in trade show marketing, make sure your most critical messages and calls to action are delivered towards the end of your interactions with attendees.

This strategy helps ensure that your brand remains top-of-mind as attendees move through the event and make purchasing decisions.

Picture this: You’re at a crowded trade show but decide to stop at a booth that catches your eye. After a brief and engaging conversation about their products, you start to move on. Just then, the brand rep says, "Before you go, let me show you something special."

They present a new product feature and offer an exclusive event discount, so this juicy information is the last thing you remember.

By highlighting key messages and offers at the end of your interaction, the brand and offer stay fresh in your mind, influencing your decision-making process as you explore the rest of the trade show.

Want to learn more about Cognitive Biases in trade show marketing? Check out our recent posts: the Halo Effect and the Serial Position Effect.