Trade shows are increasingly becoming an integral part of the complete marketing strategy, where previously a trade show was often seen as an end in itself. Dressing an exhibition stand with visual content, such as 3D animations and films, used to be separate from other expressions and were often only used at the exhibition. Now it runs much more into each other and is increasingly communicated from campaigns. This is good for brand recognition and the products and services that need to be presented in the best possible way at a trade show.

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

Joint 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 asked ourselves what we want to achieve, how we are going to do it and what we need for it. From initial brainstorming to the final details, we had the same goal in mind: to make an impact. It is certainly valuable in this case to apply visual content, because at trade shows moving images do very well. This is how you attract the visitor's attention and quickly show how distinctive you are as a company. That's what we want, we want to be seen."

Brink attracted a large audience by using a large huge screen, on which the general film was running in which the Brink lady, recognizable to the target group, 'lured' visitors to the stand. Other screens on the booth, which focused on showing 3D animations about Brink products provided follow-up to show interested parties why they should choose Brink. 

Part of the overall plan

Of course, being present at a trade show is just a tool. It is a way to connect with the target audience and make an impact. But the overall plan in terms of marketing strategy is much broader than just the trade show. That is why Brink and C4Real together also think about the overall strategy, so that everything fits together. For example, by inviting customers and prospects prior to the fair and getting them excited about the fair. By using visual elements from the exhibition films, the message is already loaded.

Because thought was also given to the reuse of the visual content, Brink also benefits from the expressions made after the exhibitions. Wendy Wind: "Several versions were made of the films and animations such as trailers. We use these on our YouTube channel, on our website and we also use the stills from the film later. 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 on different channels. It's all part of our visual marketing strategy."

Don't miss opportunities

Brink is a forerunner in the visual field, but many companies are still missing opportunities to make a real impact and be even more successful at a trade show. Ton Kuper, CEO of C4Real: "For some companies it is a revelation when they hear what is possible in terms of visual content for trade shows. Maybe they've seen something impressive at others at a trade show, but for themselves they often haven't thought about it that way. We love to inspire our clients. We like to show them the possibilities and together we then make the step to a complete visual marketing strategy, which also goes beyond trade shows. This is the reason why our cooperation with Brink and other clients is so successful: because together with the client we develop an overall picture that serves as a strategic guide for the coming years. And that works."