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Ideas That Work
Displaying big products in small spaces can be challenging
to say the least. General Partitions Manufacturing Corp. faced just such a size-induced hurdle at the Door and Hardware Institute (DHI) Expo in New York. The Erie, PA-based company sells bathroom partitions — you know, the little privacy walls between public urinals and toilets that help to, well, hide your hiney.
But showcasing more than two or three of its various styles and finishes is practically impossible in a 100-square-foot booth space without inadvertently turning the exhibit into an overcrowded lavatory. So the company simply downsized its display. Instead of using full-sized stalls and doors, General Partitions fabricated five miniature ones, each featuring a different finish and locking mechanism, and hinged them together to form
a partition pentagon of sorts. Positioned atop a circular table, the 4-foot-tall display rotated
so standing attendees could easily see each of the different doors as booth staffers swooped in to talk shop.
A Tidy Tactic
At the International Consumer Electronics Show, TidySongs created a display that quickly communicated what the company was all about, while simultaneously showcasing the need for its service. To illustrate how the company "cleans" iTunes libraries by deleting duplicate songs, adding album artwork, correcting misspellings, and more, TidySongs positioned a washer and dryer in the center of its booth space. Flanked by graphics bearing the phrase "Clean your songs," the appliances featured hundreds of CD cases spilling out. The memorable display provided context for discussions on how the company can help music addicts clean up their MP3 act.
According to Exhibitus, a Tucker, GA-based exhibit house, creating a custom exhibit program is a lot like crafting a custom perfume scent — as both require the perfect blend of essential ingredients, all of which must meet your unique criteria. So to play up that connection at the 2012 Healthcare Convention & Exhibitors Association Annual Meeting, Exhibitus set up an aroma-creation station in its 10-by-20-foot exhibit. The show's mostly female audience visited scent stations where they selected a top note, a middle note, and a base note from a variety of scent options. After combining attendees' three notes into a custom perfume creation, a professional aroma therapist poured the contents into a clear perfume bottle bearing the words "Essentials by Exhibitus" and presented it as a custom-made gift to waiting attendees.
If You Build It
LG Hausys Europe wanted to draw attention to its Hi-Macs solid-surfacing material during EuroShop. The eco-friendly material can be used to create everything from product-display pedestals to entire wall segments. So what better way to display Hi-Macs' capabilities than to build an exhibit out of it? Designed by Yasmine Mahmoudieh, a renowned international designer who has crafted everything from urban-development projects to product designs, the 21-by-20-foot exhibit featured Hi-Macs material front and center throughout the space. Used to create the reception desk as well as abstract, internally lit structures attached to the walls, Hi-Macs became not only an architectural centerpiece, but a conversation starter as well.
Show bag sponsorships are usually expensive tactics that generate a barrage of brand impressions but not much by way of measurable sales impact. So to sweeten its bag sponsorship at the PhotoPlus International Conference and Expo, Lowepro USA Inc. stuffed branded bags distributed to media reps with a little something special: A postcard redeemable for a 25-percent discount on purchases made in the Lowepro booth. Not only did the discount incentivize journalists to visit the company's exhibit, but it also gave the company a measurable way to track the sales impact of the show bag sponsorship.
An exhibit bustling with attendees is a good thing, but getting their attention for an in-booth presentation can be tough. That's why Kohler Co. inconspicuously seeded the crowd at the 2012 Kitchen & Bath Industry Show with a flash mob of dancers that sprang to life when it was time to hush the crowd. Punctuated with dynamic music and chasing lights, the dancers captured the attention of show goers with synchronized steps that gradually led them to an area around a small platform. With all eyes focused in that direction at the finale of the routine, the company CEO hopped on the platform to share a few words about Kohler's new VibrAcoustic technology that assails bathers with lights, sounds, and vibrations for a deeply soothing bath experience — flash mob not included.
Like an Alfred Hitchcock thriller that widens viewers' retinas and quickens their pulse, generating suspense around an elusive new product launch is a surefire way to capture an audience's unwavering attention. Daltile Corp. did just that with little more than velvet ropes, a curtain, some arm lights, and a pair of simple signs.
Inside its exhibit at the 2012 Surfaces show at the Mandalay Bay Convention Center in Las Vegas, Daltile teased attendees with a two-sided in-booth display featuring a shrouded new product cordoned off by stanchions. Two nearby signs read, "Stop by tomorrow to see what Daltile has to reveal." The intrigue and anticipation was an undeniable lure for attendees to return to the booth on the trade show's second day, driving significantly more booth traffic than the company could have expected if it hadn't hinted at the unveiling in the first place.