The video above is the final installment of our "Comfort Zone" videos used to market our exhibit at IAEE Expo! Expo! this past December.
Building off our achievements from last year’s RETHINK campaign, The Expo Group successfully launched the next step in our marketing plan at IAEE’s Expo! Expo! show by getting attendees to RETHINK Change at our booth.
Our sales efforts throughout the year showed us that people are ready to RETHINK. But there is a fear factor when it comes to change. We recognize that change can be scary and but in order to grow, you need to get out of your comfort zone and reap the rewards. Small steps lead to bigger ones and The Expo Group is here it help you on your way.
By securing a corner location in the “X-styled” floorplan utilized at the show, we were able to capitalize on a larger footprint than 20 x 20. It was more like a 28 x 17 x 37 x 20.
To go with our unique space, we had to create a unique booth. Something that would garner attention from across the floor and engage visitors inside. Also, we wanted to somehow show our capabilities and what separates us from our competitors.
By using two 16 foot tall MatriX towers adorned with our logo and RETHINK Change, you could see our location from almost anywhere on the show floor. The front of one tower was positioned closed to the aisle with a large 48 inch monitor cycling through different videos showing our customers in extreme situations (reverse bungee ride, indoor skydiving, eating chocolate ants) with The Expo Group employees. These videos had been used in our pre-show marketing leading up to the show. On the interior side of the tower facing into the booth was a large 4 ft by 8ft lighted panel that showcased testimonials about our differentiators: Responsiveness, Client-centered Technology and Smart Creative.
The other tower anchored our living Challenge wall – a 12 ft by 12 ft wall covered with actual living plant called Sedum placed by hand at show site. The wall also featured four closed custom wooden boxes with handles on top and signs on the front designating a different human sense: Look, Listen, Smell, Touch. A guided tour was provided explaining our Comfort Zone Challenge wall allowing visitors to individually interact with each box.
- Look – A scary clown mask mounted on a foam dummy head with scary eyes.
- Listen – An iPod with headphones that played uncomfortable noises like nails on a chalkboard.
- Smell – an adorable stuffed skunk unfortunately festooned with smelly skunk scratch and sniff stickers.
- Touch – a no-look guided hand into a vat of multi-colored slime.
Visitors who successfully “survived” the challenge wall and got out of their comfort zone were awarded “Adventurer” buttons and invited to take the next step and engage their final sense of taste and eat a chocolate covered ant. Upon completion, they were awarded an “Extreme” button. A select few were also offered a $10 iTunes gift card by eating a chocolate-covered cricket. Those brave souls were shot on video and uploaded to social media with the hashtag #rethinkchange.
In addition to the challenge wall, another side of the second tower provided an interactive poll using yellow and white balls to vote for their answer to the question: “Here’s $10,000. What will you change?” Four separate clear acrylic cases represented 4 choices: Attendee Marketing, Upgraded Décor, Showsite Technology, and Cool Keynote. (Showsite technology won!)
Made from rough-edged repurposed wood, a tall counter and short table was created by our by our Exhibit Project Manager and Carpenter Extraordinaire, George Shortino. Comfortable white leather sofas completed the look inviting attendees to sit and peruse an iPad featuring more information about The Expo Group.
We wanted to arouse curiosity, engage attendees and help people get out of their comfort zone in a fun and inviting way. And that’s exactly what we did. The towers, the videos, the living Challenge wall all contributed to stopping people in their tracks and encourage them to learn more about The Expo Group. Over a hundred buttons were given away, many ants were eaten and potential customers were guided gently out of their comfort zone . Follow up remains a key to any successful trade show appearance but a large number of prospects were reminded that they need to RETHINK Change and The Expo Group will be there every step of the way.