For 2017, we had a unified goal for all our global trade shows, gain leads. This single purpose united our global marketing strategy for the year and allowed us to make a very strategic booth system that would funnel people in and through as efficiently as possible. With very tight regional budgets, we worked with items readily available around the world, Ikea. This was als the year where we introduced video in booth via VR headsets.
The visuals for the booth were kept simple to not clutter the space and keep the message clear, do good by travelling. This message was a key to all our marketing for that year, so carrying it to our in booth experience was a natural step. It is also a great icebreaker for those who do not know who we are. The imagery was also streamlined with a single stunning image of one of our destinations. This same booth look and feel was applied across many different sized spaces, from small to large, wide to narrow, trade show to travel talk.
Ease of set up and shipping was also a main concern, and we took extra care to ensure this process was as self sufficient as possible. The entire booth packed up into a crate for shipping that was then picked up by a currier and delivered tot he next event, eliminating the need for staff to transport any display material from place to place this sounds like a simple idea, but it makes a huge difference to the people responsible for the show.
A full document accompanied each crate that outlined how the booth worked, where items went and what was to be stocked where. Special shirts were made so staff could easily be identified and were on hand to answer questions, tell travel stories and help gather leads.