CHALLENGE

A maker of microbiological testing solutions for medical and industrial applications worldwide is one of thousands of vendors who exhibit annually at a national conference.

Following a highly successful sales event, the company sought to carry momentum into this conference by reinforcing its market position and flanking competitors with a strong booth presence. Executives were insistent that the company should significantly grow its prospect base because of these efforts.

SOLUTION

“I can’t make everyone love the booth,” said the exhibit’s creative director. “But I can make everyone remember the booth.” Conventional booth design was jettisoned in favor of three curved, printed hard wall surrounds encasing LED panels and a 15’ header. A 18-foot realistic tree dominated the center of the booth as part of a park setting, to include antique bicycles, grass, park benches and vintage streetlights.

A secondary goal was to link the brand with solution offerings. Spaces were created to engage customers and prospective clients via “visual case studies” displayed on the LED walls, replete with chirping birds, wind and rain.

RESULTS

Visitors recalled an experience, rather than a visit. The unique and highly trafficked booth saw attendees (and competitors) regularly stopping to photograph the space. Because the company values extended customer relationships, the event positioned existing and incremental opportunities to facilitate that goal. The setting allowed employees to facilitate easy information exchanges, leading to 300 SQLs (Sales Qualified Leads).

The company has retained the services of Creative Visions for the next conference, as well as other strategic events over the next year. Additional original event methodologies are being explored as part of the extended relationship.