Element-R increases your trade show ROI with integrated show promotions, including traffic-building pre-show mailers, at-show activities and editor interviews. Plus, we handle full exhibit concept development, design and production.

New Product + New Exhibit = Remarkable Outcome

What They Wanted to Do
A division of a major building products corporation wanted to make an impact with a new product introduction at a national conference, and a completely new exhibit.

USG Exhibit

The Collaboration
In less than six weeks from concept to show, Element-R:

  • Worked closely with product management and the sales team to develop show objectives and key messages that would attract the interest of attendees.
  • Together with the corporate agency and an exhibit design firm, Element-R created several theme options for the new exhibit, incorporating different, live activities as well as design choices.  Because the conference was being held in Las Vegas, the team strove for a strong creative theme – yet one that had not been over-done.
  • The client chose a "Feats of Strength" theme that leveraged its new product‘s  advantage of strength versus competitors.   Exhibit design was colorful and modeled after the Cirque de Soliel style of a sophisticated carnival.  This choice of theme – and the entire creative execution – was a departure from the typical, more conservative showing made by the company in previous years.
  • An interactive pre-show mailer featuring a muscle-man, sent to 10,000 registrants, invited attendees to "Test their Strength" at the exhibit.
USG Exhibit - Closeup

Two hands-on activities took place at the exhibit:

  • A High-Striker placed at front-center of the exhibit space invited visitors to test their own strength. Graphics for the High Striker were modified to showcase the new product line’s increase in strength, rising in sync with pounds or muscle 'strength' measured.  A fit female model in exercise wear helped draw in a crowd.
  • A hands-on comparison test of the new product to more traditional industry products was positioned within the exhibit.
  • Participants in both activities were entered into a drawing for tickets to the Cirque de Soliel in Las Vegas.

The Results

  • Traffic to the client's exhibit was higher than ever before at this show.  Visitors were four deep and blocked the aisle, achieving the goal of making a major impact at this conference.
  • More than 700 qualified leads were gathered and used for sales follow-up and as an active database for future marketing.
  • Traffic to the client’s direct competitors, some of whom also had new exhibits, paled in comparison.
  • The kiosk-style exhibit design and graphic backdrops can be re-used by the company separately, for future conferences.

Portfolio:
Strategy & Branding | Web
Social Media | Trade Shows | Publicity
Ads & Literature | Events