Exhibitions are increasingly becoming an integral part of the overall marketing strategy, whereas previously an exhibition was often seen as an end in itself. Dressing an exhibition stand with visual content, such as 3D animations and films, was often separate from other expressions and was typically only used at the exhibition. Now it blends much more into each other and communication is increasingly campaign-driven. This is beneficial for the recognisability of the brand and the products and services that need to be presented in the best possible way at an exhibition.

The target audience now more often sees impactful visual content at multiple moments before, during, and after the exhibition and across multiple channels. This ensures that the communication message comes across more strongly and thus enhances the success of exhibitions. A good example of how a company can do this is the approach of our client Brink Climate Systems. Together with Brink, we worked on a successful campaign, in which the exhibition: the ISH in Frankfurt was the key moment.

Collaborative Development

Wendy Wind, International Marketing Manager at Brink Climate Systems: “For the ISH in Frankfurt, we developed a visual marketing strategy. Together with C4Real, we considered what we wanted to achieve, how we would do it, and what we needed for it. From the first brainstorming to the last details, we had the same goal in mind: to make an impact. In this case, it is certainly valuable to apply visual content, as moving images work very well at exhibitions. This way, you grab the attention of the visitor and quickly show how distinctive you are as a company. That is what we want, we want to be seen.”

Brink attracted a lot of visitors by using a huge screen, on which the general film was played featuring the recognisable Brink lady enticing visitors to the stand. Other screens at the exhibition stand, aimed at showcasing 3D animations about Brink products, followed up to show interested parties why they should choose Brink. 

Part of the Total Plan

Of course, being present at an exhibition is merely a means. It is a way to connect with the target audience and make an impact. However, the overall marketing strategy is much broader than just the exhibition. That is why Brink and C4Real also think together about the overarching strategy, ensuring everything aligns. For example, by inviting customers and prospects well ahead of the exhibition and warming them up for it. By using the visual elements from the exhibition films, the message is already loaded.

Since there has also been consideration for repurposing the visual content, Brink continues to benefit from the created outputs even after the exhibitions. Wendy Wind: “Various versions of the films and animations, such as trailers, have been made. We use these on our YouTube channel, on our website, and we also use stills from the film later on. This way, we ensure that our message sticks better through the power of repetition. Moreover, it benefits our brand awareness by implementing this form of branding across various channels. It is all part of our visual marketing strategy.”

Don’t Miss Opportunities

Brink is a frontrunner in the visual field, but there are still many companies that miss out on opportunities to truly make an impact and be even more successful at an exhibition. Ton Kuper, CEO of C4Real: “For some companies, it is truly an eye-opener when they learn what is possible in terms of visual content for exhibitions. They may have seen something impressive at another exhibition, but they often haven’t considered it for themselves in that way. We love to inspire our clients. We are eager to show them the possibilities and together we then take the step towards a complete visual marketing strategy, which goes beyond just exhibitions. That is why our collaboration with Brink and other clients is so successful: because we develop a comprehensive picture together with the client that serves as a strategic guideline for the coming years. And that works.”