3 questions to make your exhibition a success.
From technical to tangible: visualisations on the exhibition floor
TL;DR
It is exhibition season again. Stand designs are being finalised, banners ordered, content prepared. Yet every year we notice the same thing: many companies pay all their attention to the stand, and hardly any attention to what a visitor actually sees and understands there.
That is a missed opportunity, especially with technical products. A visitor walks past hundreds of stands in just a few seconds. A brochure or a static product photo requires explanation. And that conversation is often exactly what is missing, because your colleagues are with another visitor, or the stand is busy.
Case study in the spotlight
Exhibition marketing concept that stands out at global trade fairs – Pentair
Pentair carries multiple sub-brands and products within the food and beverage industry. For visitors at international trade fairs, it was difficult to see what all those brands and products meant for them. We developed Pentair World: a single visual concept in which all market segments, brands, and products come together into a logical whole, told from the customer's perspective rather than from the product range. The world as a metaphor: each continent represents a market, and for each market, you see a cross-section of real-life practice with the products that play a role in it. That concept now forms the common thread in all visual content that Pentair uses at trade fairs and beyond.
