Twelve years ago, I was at the exhibition TS2 in the US and the show organisers pulled off an impressive stunt. The then US President, Bill Clinton, visited the show. You can picture the scene: he came complete with eight bodyguards, black suits, dark glasses and earplugs, ushering people out of the President’s way. This created great excitement and a fantastic buzz. Only it wasn’t the President, it was a look-a-like with eight actors. Twelve years ago they pulled off a great stunt and it added value to their show, but I wonder if using look-a-likes today is still a great way to attract visitors to your stand or has it become a bit passé?

At a recent exhibition, I was overwhelmed by the number of look-a-likes I saw there. Because the show was swarming with so many, there was no novelty value and I certainly didn’t mistake any of them for the real thing! Perhaps that’s the first point. A look-a-like will have more impact when you don’t expect to see them or you actually think they are the real celebrity.

As with any other stand attractor, a look-a-like needs to be relevant to your business and deliver the right message for your company. According to Contraband International, an agency with 500 look-a-likes on their books, many companies try to match the look-a-like to their business. The most popular celebrity doubles in the UK at the moment are Marilyn Monroe, the Beckhams and the Queen. Prices start from $700 for 3 to 4 hours, but you will pay up to $1500 for the dead ringers.

Of course, the key reason to use a celebrity look-a-like is they help draw visitors to your stand. But don’t fall into the trap of just using them to pose for photos with the visitors, really get them involved in what you are doing. Make sure you fully brief your look-a-like and they understand who you are, what you are trying to achieve at the show and what role you expect them to play.

If all of this sounds like I don’t know if using a look-a-like is a good or bad idea, it’s because I’m not sure. I think that if used in the right way and in the right environment then brilliant, but if they are used in the wrong way in the wrong environment then they are awful.

Laura Moody
Managing Director
Nomadic Display UK