Our booth backdrop for Expo! Expo! 2016
The Need:
Going into IAEE's 2016 Expo! Expo!, Brolly Event Solutions had a 10'x20' booth and a whole lot to communicate to this highly qualified audience. They needed to highlight their budding partnership with Showcare, show off their new RFID offerings, market test a new form of lead capture technology, and demonstrate the power of their growing platform. As Marketing Manager for Brolly, I was tasked with making all of this work in unison and look great.
The Remedy:
To get things started I developed a series of booth layouts that fit our- somewhat limited- budget for the event. I played around with different traffic flows and focus points before landing on a layout that would really drive booth engagement and immersion with a small "campfire chat" area. I then prioritized what was most crucial to our success, brand-building, and audience education. So I designed the large backdrop that dominated our booth (seen above) and a flowing presentation that displayed on a large monitor near our campfire area. These two pieces worked in concert to really get at the heart of what Brolly was all about.
Our campfire area, in action.
Tablet's demoing some of our offerings.
Next, I killed two birds with one stone by combining the testing of our latest RFID application, the "Lead Spot", with our partnership with Showcare. Attendees in either booth would receive a UHF RFID card, scan the card at one booth and then win a prize when they scanned at the other booth. All to create great cross traffic between our two companies, and to let the events industry what we had planned together. We took our RFID demoing one step further though, with a hands-on demo station where attendees could see, step-by-step, how the system worked.
The co-branded lead spot.
Our RFID testing station.
The Results:
“150% increase in leads captured.”
While keeping the entirety of the event slightly under budget I was able to increase leads captured at the event 150% year-over-year. Several of which lead to new contracts in key industries. Attendees were abuzz because we offered the most hands-on RFID demo at the entire event, and we were able to collaborate with our partners at Showcare to ensure both of our booths were more successful than ever before.
