It’s almost time for the International Home Furnishings Market in High Point, North Carolina, and for those in the furniture industry, this is truly the Holy Grail of trade shows.

Twice a year–in April and October–more than 75,000 visitors converge at High Point Market to see the more than 2,000 vendors, designers and manufacturers who are showcasing tens of thousands of new products and designs. And with only five days for visitors to see more than 11.5 million square feet of showcase space, exhibiting companies have the daunting task of finding a way to stand out and get noticed.

As someone who has done PR for the furniture industry for more than 18 years (and has gone to the High Point Market more than 36 times), I’ve seen a number of initiatives by exhibiting companies that are truly unique, memorable and have created a real buzz.

The following are a few ways companies in the furniture space have created more awareness for their brand and products during High Point Market:

Make it Memorable. With a vendor around every corner showcasing a new product or collection, there is no escaping the High Point hype. The best vendors create an experience that their visitors will remember for years to come. As a leading leather furniture manufacturer, American Leather, hosts a well-attended cocktail party at each Market. But one year, they celebrated with models, a runway and an all-out fashion show to illustrate how high style can go hand-in-hand with fall furniture. It was a memorable way for the company to make its mark.

Gifts and Giveaways Galore!: High Point Market only lasts a few days, but it’s imperative to keep your brand on people’s minds long after the showrooms shut down. The best way to do that is with memorable gifts and giveaways. Last fall, when Loloi introduced its new Palm Spring collection by designer Dann Foley, it was accompanied by a contest to win a trip to Palm Springs. This contest attracted hundreds of new vendors and designers, and boosted the brand’s notoriety long after Market closed.

Celebrate with Style. Whether you’re celebrating an anniversary, an expansion or a new collection, do it big and do it well. A few years back, BDI celebrated its 25th anniversary by incorporating a student design competition. They worked with interior design schools around the country, asking students to create a marketable design. The winning collection was revealed at High Point Market amid parties, press and high praise. This was a unique and special way to celebrate a memorable milestone.

Charitable Causes. High Point Market is more than just a place to showcase one’s furniture. It can also be a way to champion a cause. To support Breast Cancer Awareness Month, Caracole auctions off a stylish pink chair with all proceeds going to a breast cancer charity. In addition to auctions, companies may also choose to tie social media campaigns in with charitable donations, as well.

Remember Relevance. Even if you’re not celebrating a milestone or showcasing new products, your brand can still make a splash. Find a trend, or discover a new fashion-turned-furniture, and get an expert to speak about it. This is an easy way to attract media and visitors without having to roll out the red carpet.