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Skyline Exhibits: Multiple Tactics Add Up
Skyline Exhibits achieved a 20-percent gain in leads at Exhibitor Show 2007 with a combination of results-oriented tactics:
Use information as a promotional giveaway. Because helping exhibitors succeed is an element of the Skyline brand, the company offered free White Papers on trade show marketing trends in four vertical markets. Skyline also gave 20 scholarships to attend the Exhibitor Show's educational conference.
Maximize interactions. Having 1,000 square feet of space in two neighboring islands - 20' by 30' and 20' by 20' - gave Skyline 180 feet of aisle to engage prospects.
Feature a range of solutions. By demonstrating its ability to serve the spectrum of exhibit usage, Skyline made it easier for buyers to find what they need. The larger island featured a custom exhibit using modular systems. The smaller island devoted one half to modular inline exhibits and the other half to portable displays.
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Trade Show Display Case Study
Skyline: Award-Winning Exhibit Reveals Secrets
Skyline made a big impression at Exhibitor Show and TS2 Show 2005 by revealing "secret" facts and images that made clear the advantages it offers exhibitors.
In fact, Skyline made such an impression, it won the Best of Show Grand Award in the Island Exhibits category at TS2.
The award criteria was based on exhibit design, booth staffing and an integrated marketing rationale and execution.
Here's how Skyline made the most of their opportunity at both shows:
Location: Spaces near entrance at the Exhibitor and front/right at TS2
Functional design: Open space for presentations
Rental: Skyline predominantly used rental components available through its new Las Vegas Regional Service Center
Interactive demonstrations: A live presentation highlighted Skyline's advantages over traditional custom exhibits
The right systems: Structural systems, fabric graphics and overhead fabric structure plus workstations and shelving
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Trade Show Exhibit Case Study
Event Marketer Goes Big Time
Event Marketer Magazine wanted to improve upon a "barely-noticed" performance during its inaugural TS2 Show. Studying exhibitors who did well, they found high-traffic booths shared six features: Booth size, a deliverable, action, an experience, an inviting appearance, and energy.
For 2004, the publication hired Chicago-based Live Marketing to come up with an interactive, larger-than-life concept and presentation that allowed trade show attendees and exhibitors to come "inside" Event Marketer's world. They asked Skyline Exhibits to build a 20-by-20-foot exhibit that featured a giant, 3-D magazine that had the exact look and feel of the real Event Marketer.
Three times per hour on each of the three days, a professional actor performed a live presentation that included opening the humongous magazine to reveal a center spread filled with valuable selling images.
The results were staggering. The booth had standing room crowds for 35 of the 36 presentations. With a total TS2 attendance of 1,600, more than 500 people attended the Event Marketer presentations over three days. Some 400 leads were collected, translating into piles of red-hot prospects.
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Trade Show Display Case Study
Results Grow as Exhibit Tells Story
A new logo, changes to two major product lines and a story-telling exhibit produced a happy ending for John Deere-Green Tech.
"Our latest trade show was a huge success, and Skyline was a major factor," says Scott Caringella, District Operations Manager. "We had phenomenal results. Our new exhibit is so much more inviting."
After using the same booth for 10 years, the company wanted a new look at trade shows. Skyline Exhibits designed a 10' curved backwall and matching table to anchor a 20'-by-20' space to display a collection of water-conserving, irrigation control products. A large mural incorporates the new logo, a blow-up of lush, green grass and an inset of an electronic circuit board.
"That image told the story of how we bridge technology and the green industry," Caringella says. "I thought it was pretty hot how they did that."
The new exhibit packs into compact cases that fit in employee vehicles and is easy for two people to install and disassemble.
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