3 Secrets of Trade Show Success:
Traffic, Traffic, Traffic
|Client: Allworx Corporation, New York
show can be a voracious money pit, swallowing entire budgets in
a single gulp. Or it can be a miraculous money machine, generating
revenues long after the event is over, through leads, publicity,
awards and market awareness. All it takes is traffic, more traffic,
and the right kind of traffic.
This was the situation facing Chris
Talbot, Senior Marketing Manager
of Allworx, a designer and manufacturer of innovative IP phones
and phone systems. He was investing a major part of his annual
budget in a high stakes tradeshow. On one side: disaster. On the
other side: bonanza.
All the heavies would be at the Spring Internet Telephony
Conference & Expo: Nortel, Mitel, Fonality, Microsoft. With
such fierce competition, how could he tip the scales in his favor?
Chris and his team prepared well. They reserved a large booth in a high traffic area. They hired trade show guru Spoon Exhibit Services to build the booth. They worked with the expo organizers and public relations to maximize press activity. But they needed more.
Choosing the right creative vendor
“Chris called me in to work on the show several months in advance,” said
David Wright, president and founder of IDU Creative Services. “We
had worked together before, and Chris knew he could count on us to
provide ‘big picture’ creative concepts for his show
and design knock-out graphics for the booth.”
“IDU’s involvement goes far beyond simple design and
graphic creation,” said Chris. “Coming in on the ground
floor of a project allows IDU to really show their strengths from
the initial conceptualizing of a main theme to the supportive creative
elements that help wrap and support that theme.”
Creating the best design solution
Using the Allworx products’ extensive remote capabilities as
the unique selling point, the team created the theme ‘Be
Everywhere with Allworx’. Then, working
from Spoon’s great booth architecture, IDU designed all-new graphics for
the 20' x 20' booth so that no matter which way traffic approached, there would
be something irresistible to draw it in.
But the fun was only just beginning.
Chris asked David’s group to design more and more creative pieces to direct
traffic towards the booth.
“We expanded the ‘Be Everywhere’ theme into many supporting
elements,” said Wright. “We designed a seven-foot-high standing banner
for the exhibition hall entrance and two more for the booth, attendee bag inserts in English and Spanish, animated Web banners, directory ad spreads, email blasts, graphics for a video animation, ad slick handouts, newsletters, you name it! Chris used every media channel possible to reach the audience. They even hired a high-end luxury bus to be driven onto the show floor with a ‘Be Everywhere with Allworx’ banner!”
Achieving the desired response
Did all the hard work pay off?
Yes, big time! Not only was Chris’s booth noticed, it won ‘Best
of Show’. Allworx also won ‘Best SMB VoIP
met thousands of prospective customers and resellers, and garnered much media
“Allworx did a fantastic job in marketing itself at IT EXPO, with a top
notch product launch, participation in our conference program, and a creative
use of booth space,” said Rich Tehrani, TMC President and Editor-in-Chief
Telephony Magazine … strong praise
from the president of a technology media empire!
Chris was completely satisfied with IDU’s creative work and gave an enthusiastic
review: “David and the staff at IDU are simply the most responsive
team of marketing professionals that I’ve had the pleasure to work with.
No matter what my needs have been, David and his team have delivered
professional solutions to meet my budget, schedule and strategic requirements.”
Leveraging the successful design
Chris returned home tired, but very happy with the event. To leverage the
success of IT EXPO and ‘Be Everywhere’ theme through the next six
months, he asked IDU to create a full suite of complementary advertising and
But that’s another story …
Click here to see samples from the Allworx ‘Be Everywhere’ trade
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