Competition is fierce in trade shows and events exhibiting. You’re surrounded by companies with bigger budgets, flashier booths, and larger teams. So how do you make your mark without spending a fortune? The answer lies in one powerful word: creativity.

Yaniv Masjedi, CMO of Nextiva, shared this story and the insights are inspired by him.

Back in 2016, we faced this exact challenge. Our competitors were outspending us 10-to-1 at events, and we knew that playing their game was a losing strategy. Instead, we needed to create a unique, unforgettable experience that would have everyone talking.

The Challenge: Competing Against Big Budgets

Imagine being outgunned in every way—bigger booths, more staff, fancier displays. Our competitors were pouring money into their event presence, and we simply didn’t have the same resources.

But here’s the thing: most companies, even with huge budgets, tend to play it safe. They follow the standard formula—big logo displays, lots of branded freebies, and matching polo shirts. While these booths are professional, they often blend into the event landscape.

We knew that if we followed the same pattern, we would become just another face in the crowd. So we asked ourselves:

• How can we make a bold, memorable impression?
• What will get people talking, not just at the event but long after it ends?
• How can we leverage our budget creatively to maximize impact?

The Creative Breakthrough: Building a Basketball Court

That’s when the idea hit us: Let’s not build just a booth—let’s build an experience.

We decided to ditch the conventional setup and build a half-court basketball area instead. The concept was simple but powerful:

• An authentic game-day vibe, right in the middle of the event floor
• Bright, bold branding that stood out
• A challenge that no one could resist: “Can you outshoot Dennis Rodman?”

And yes, we brought in Dennis Rodman himself.

Why Basketball?

Basketball is fast-paced, exciting, and engaging. It naturally draws a crowd. Plus, adding a sports element to a business event instantly makes your booth feel dynamic and fun. Attendees couldn’t help but stop and see what was going on.

The Impact: A Booth That Buzzed

The result was nothing short of incredible. The booth was packed, lines formed, and people eagerly shared their experience on social media. The energy was contagious, and the buzz didn’t die down the entire time.

Instead of passively waiting for people to stop by, we created a scenario where attendees actively sought us out. Everyone wanted to try their hand at outshooting Rodman, and while they waited, we had the perfect opportunity to engage them in conversation.

Leads, Conversations, and Connections

Our creative approach didn’t just draw attention; it generated meaningful interactions. We collected leads, sparked conversations, and built lasting connections—all because we dared to think differently.

The Takeaway: Experience Beats Budget

If you’re faced with the challenge of competing against companies with more resources, remember this: it’s not about how much you spend; it’s about how smartly you use your resources.

1. Rethink the Booth Concept

Instead of focusing solely on aesthetics and branding, think about how your space can become an interactive experience. What will make people want to stop, engage, and remember you?

2. Bring in a Unique Element

Our basketball challenge worked because it was unexpected and fun. Think about what aligns with your brand but breaks the mold. It could be a game, a performance, or an interactive demo.

3. Use Star Power Intelligently

Bringing in Dennis Rodman worked not just because he’s a celebrity but because the context made sense. Make sure your guest or partnership feels authentic to your brand.

4. Create a Story Worth Sharing

Your event presence should be so captivating that people feel compelled to share it. Our basketball court became a talking point, something people discussed long after the event ended.

Applying This to Your Next Event

When planning your next event, resist the urge to simply outspend your competitors. Instead, focus on creating an unforgettable experience. Ask yourself:

• What will people line up for?
• How can I make my space the center of attention?
• Is there a way to incorporate a challenge, game, or unique experience?

Think Beyond the Budget

Our creative basketball court was not just cost-effective but unforgettable. Years later, people still remember it. Do you think anyone recalls the expensive but generic booths our competitors put up that year? 😉

Invest in ideas, not just things. Your creativity can be the difference between blending in and becoming the highlight of the event.