Think about the primary school you went to? 

Have you been back as an adult?

I revisited my primary school when I was in my 20's and it is so different from how I remember it. 

I know the smell of the bags filled with lunch time goodies hanging in the bag room but I don't remember what colour the lino was on the floor.

Understanding the difference between remembering and knowing can unlock the key to success.

Remembering is prone to error, it requires a deep mental level of processing information that is often referred to as the “episodic memory.” 

Knowing triggers a familiarity which interestingly enough is often without any specific details, like a brand name. This is referred to as the “semantic memory.”

The lesson to learn is that knowing lasts longer and has a more powerful impact on decision making than remembering.

In a show environment we have the advantage of face-to-face contact. Our customers have an opportunity to touch, hold, smell, taste and hear our products and services through one or more of their senses. 

As an exhibitor it's very important to engage the senses, it's these sensory recalls creating a familiarity that helps visitors to go away knowing who you are above all others.

Do you want visitors to remember you, or do you want them to know you?