33 Standout Exhibit Ideas Selected by the E 3 Exhibiting Effectiveness Evaluation Team By Jefferson Davis, Competitive Edge

Transcription

1 wef 33 Standout Exhibit Ideas Selected by the E 3 Exhibiting Effectiveness Evaluation Team By Jefferson Davis, Competitive Edge As a value-added exhibitor service, CDS provided ALL exhibiting companies with a complimentary E 3 Exhibiting Effectiveness Evaluation. ($395 value) To acknowledge exhibiting excellence and provide all exhibitors with ideas and inspiration to improve their exhibit program the evaluation team looked for booths that displayed imaginative, creative, and/or effective exhibiting practices and ideas. Note: The ideas in this report are in no particular order and are not ranked good, better, best. These only represent a sampling of the many effective exhibiting practices at the Midwinter Meeting that stood out among the many exceptional exhibitors at the show. 1. Tapmaster: Crystal clear messages, effective use of video, and 8 in-booth live demos; all within a 10x10 space that did not feel crowded. Proving small booths can be executed very well. 3. DMG America: A well placed circular sign integrated a familiar 3D image and an intriguing message that challenges a long accepted dental procedure. 2. Afdent: Knowing your customers pain points and integrating them into your graphics is a super effective exhibiting strategy, done very well by this company. 4. AMD Lasers: Over the top billboard style graphics used strong color, great imagery and a concise 3 word value proposition to demand attention. 1

2 6. CareCredit: Large well placed graphic invited attendees to take home a large stuffed "Olaf" which helped create a strong buzz throughout the exhibit hall. 7. A-dec, Inc.: Bold graphics prompted visitors to ask "What's New?" and answered the question by introducing a new five year warranty. "NEW" is one of the power words to use on trade show graphics. 8. Genesis: Why should attendees care? is an important questions that was quickly, clearly and visually answered with this effective storyboard style fabric graphic. 9. Millenium Dental: Promoting their dental implants by using pop culture icon Austin Powers - known for having bad teeth - was an effective crowd gatherer to help pull attendees into the presentation area. 10. Lending Club: Strong use of color size and lighting made this a can t miss exhibit. Staffers wore professional attire in black, white and red and had very nice badges (all on the right lapel). 5. 3Shape: Graphics encouraged visitors to calculate their savings via a touch screen demo linked to large live monitor. An inviting, engaging and valuable experience. 2

3 13. Hello Products: This innovative new booth broke the mold of medical blue/white color palette with contemporary colors, used well placed graphics to quickly tell a great story, attentive and enthusiastic staff, and product sampling. 15. Henry Schein: Excellent attendee attraction using a photo booth integrating info graphics with dental practice challenges and benefits of partnering with this company. 12. Acquamed Technologies: Smart use of oversized product prop to engage attendees. Also effectively used social media to reinforce brand and increase attendee post-show memory. (#smartswab). 14. Biolase: Brought together an irresistible value proposition, integrated NEW and used large backlit graphic panels to give attendees a very clear and strong reason to visit their booth and participate in their interactive product demonstration. 16. Hello Products: Despite having what most exhibitors would call a terrible location, Hello s small, but dynamic 10x20 booth said "hello" to thousands of visitors. 11. Bank of America Practice Solutions: Practice financing message was well communicated through use of scrolling "stock ticker" message board. Motion and lighting is a very effective attention grabbing strategy. 3

4 19. Microbrush: Great way to introduce new product and encourage sampling. Well placed on a corner of a 10x20 on the main aisle. Bright colors against a bright, white backdrop. 21. Aspen Dental: Recreated the outside façade of a dental practice, integrated strong lighting, great imagery and clear messaging to create a unique and attractive exhibit. 18. Crest/Oral-B: A highly effective, diverse, and well-staged exhibit with a live theater with spectacular special effects, varied demo stations, new product exploration opportunities, effective lead gathering, and the ability to close business right in the exhibit. 20. Certol: Effective colorful signage highlighted product and delivered value propositions (3 min) and show special (buy one, get one free). 22. Beesure: 10x10 exhibit with excellent s2affer engaging attendees to contribute to the company tree planting program (which is included on all packaging of the products) 17. Colgate: Excellent theater presentation consistently drew lines of anticipating visitors, then delivered great, fun, interactive content. The line to enter their exhibit usually stretched most of the way around the exhibit. 4

5 25. ClearCorrect: Used the unusual strategy to grab attention with visual image of an oversized dental impression on fire. Supported imagery with a provocative message. 27. Dental Marketing: To promote their 2x money back guarantee offer, they smartly used a spin the wheel game giving dentists a $2 bill if they hit the right numbers. 24. Solutions Reach: When using flat p4nels, a very effective practice is to add toppers or text bubbles to inform attendees what is on the monitor. 26. PureLife: Excellent use of color, lighting and a large oversize acrylic flower stood out and reinforced company branding. Smartly placed show special flyers right at eye level on the perimeter. 28. Henry Schein: If you want dentists to send instruments to you for repair, what better way to induce action then to give them a prepaid mailing envelope. 23 Crest/Oral-B: There is no better way to prove the quality of your product than an interactive demo. Crest hit the bulls-eye with private stations to sample their oral care products. 5

6 31. Microcopy: Want attendees to notice your product demo stations? You can t go wrong with using lighting kiosks that change color. 33. Viroxyin: A proactive, well trained booth staff can make a huge difference. The booth staff at this exhibit was well prepared and very effective in engaging and converting visitors into leads. 32. Ivoclar/Vivodent: Large exhibits can define their space and reduce background visual clutter with well designed hanging signage. To increase attention grabbing power add a large LED sign and highcontrast graphics like this excellent exhibit. Your E3 Evaluation Team: From L to R Jefferson Davis, Katherine Klang, Christine Christman, Rebecca Hall and Tradeshow Bob Milam evaluated every booth at the CDS Midwinter Meeting. 29. Young Dental: 10x10 vignette in a 10x30 exhibit. Colorful graphics and demo bar on main aisle grabbed a lot of attention from attendees. 30. Henry Schein: Knowing attendees come to shows looking for solutions to problems, this large well placed LED sign did an outstanding job of dangling familiar problems to attendees. 6