WHAT'S HAPPENING NOW:
SUBSCRIBE TO MAGAZINE
Topics Magazine Find It EXHIBITORLIVE eTrak FastTrak CTSM Certification Awards News Advertise
Topics
Exhibits
& Experiences
Exhibit
Design
Exhibit
Design Awards
Green
Exhibiting
Rental
Exhibits
Exhibit
Graphics
RFPs & Booth
Management
Small
Booths
Fabric, Flooring
& More
Technology
Case
Studies
design awards
bronze award
Category: Small Booth  Exhibitor: Derse Inc.  Design/Fabrication: Derse Inc., Milwaukee, 414-257-2000, www.derse.com  Show: Healthcare Convention & Exhibitors Association Annual Meeting, 2014  Budget: Less than $40,000   Size: 10-by-20 feet

PHOTOs: Exposures Ltd., Derse Inc.

Bottle Service
By Cynthya Porter

English poet John Donne wrote that no man is an island. But sometimes, face-to-face marketers — who often work in departments of one — feel a little like Tom Hanks in the movie "Cast Away," alone and adrift in a sea of change. That's why Milwaukee-based Derse Inc. reached out to exhibit managers at the 2014 Healthcare Convention & Exhibitors Association Annual Meeting via a utilitarian exhibit with a message-in-a-bottle theme.

The face-to-face marketing firm's Sincerely Yours campaign began with a handwritten letter to attendees before the show, acknowledging that a challenging environment was upon the industry and inviting recipients to visit the booth for a gift and a conversation about the future. At the show, Derse bedecked the back wall of its 10-by-20-foot display with 200 small hanging bottles bearing tags labeled with the names of all registered attendees. Stuffed inside each bottle was a note reminding show goers that they could achieve anything they set their minds to and encouraging them to jot down a few goals on the paper. Staffers collected the notes with the promise of sending them back as a letter of encouragement — and a reminder of their booth visit — months down the road.

Note Worthy
Rows of bottles containing personalized notes to attendees became the centerpiece of this self-promoting display for Derse Inc. Their curiosity piqued, show goers were endeared to the face-to-face marketing company when they learned one of the hanging vessels was specifically addressed to them.
The exhibit was designed to be a blank canvas for such activity-based décor, said Derse senior creative writer Eric Lewin. To that end, it featured little more than an 8-foot-long back wall coated with chalkboard paint and inscribed with an inspirational quote and a wooden table at which attendees could write out their goals. Exhibit Design Awards judges praised the approach as subtle and effective. "I love the way an activity — the glass bottles — became the central design element," one judge said.

Besides wowing the judges, the personalized approach helped Derse blow away its goals for engagement with visitors, setting the firm up for smooth sailing ahead. E



you might also like
 
Join the EXHIBITOR Community Search the Site
TOPICS
Measurement & Budgeting
Planning & Execution
Marketing & Promotion
Events & Venues
Personal & Career
Exhibits & Experiences
International Exhibiting
Resources for Rookies
Research & Resources
MAGAZINE
Subscribe Today!
Renew Subscription
Update Address
Newsletters
Advertise
FIND IT
Exhibit & Display Producers
Products & Services
Supplier to Supplier
All Companies
Compare
Jobs
Get Listed
EXHIBITORLIVE
Sessions
Certification
Exhibit Hall
Exhibit at the Show
Registration
ETRAK
Sessions
Certification
F.A.Q.
Registration
FASTTRAK
Locations
Certification
Registration
CERTIFICATION
The Program
Steps to Certification
Faculty and Staff
Enroll in CTSM
Submit Quiz Answers
My CTSM
AWARDS
Sizzle Awards
All-Star Awards
Exhibit Design Awards
Portable/Modular Awards
Corporate Event Awards
NEWS
Associations/Press
Awards
Company News
International
New Products
People
Shows & Events
Venues & Destinations
EXHIBITOR News
© Exhibitor Media Group | The Leader in Trade Show and Corporate Event Marketing Education 310 South Broadway, Suite 101, Rochester, MN 55904 | (507) 289-6556 | Need Help? Ask Scott