Delivering maximum impact at an Exhibition – when you’re planning to spend a significant amount on exhibiting at a show, how can you make sure you gain the maximum possible return on your investment?

Getting your graphic designer involved at an early stage makes a huge difference, as GEW found out this year.

GEW (EC) Limited designs and manufactures UV curing systems for printing, coating and industrial applications. They have just returned from exhibiting in Brussels at LabelExpo Europe, the world’s largest event for the label and package printing industry, attracting more than over 35,000 visitors.

This was a significant event for GEW. Not only were they a major sponsor, but they were also launching the new ArcLED hybrid UV curing system to the international label industry. Their stand and supporting graphics needed to deliver maximum impact and appeal.

Turquoise Creative: working with us

Planning started 8 months before the exhibition, where creating the overall concept through stand design and building was crucial to the success.

The Product: branding and design

At this early stage, there was merely a fantastic product. Together with the marketing team, we had several creative brainstorming sessions to create the brand. ArcLED was born along with the visual look and feel of the new product branding. We now had a starting point for the advertising and production of all marketing material for the exhibition.

Pre Exhibition: advertising design

The promotion started before the exhibition, which required the design of a targeted advertising campaign to ‘tease’ the new product into the marketplace.

The Stand: space planning and design

As well as the stand being eye-catching, which was achieved through lighting, imagery and suspended banners, we wanted visitors to feel comfortable about stepping into the space and engaging with GEW.

Off-stand: sponsorship brand design

As sponsors of the exhibition, this gave GEW several other promotional opportunities, from floor tiles to the amazing Backlit Astrid Walkway billboard. The design had to be consistent in terms of brand styling, imagery and message.

Turquoise Creative: Delivering maximum impact at an Exhibition

Much of the success of the show for GEW lies in their foresight to engage with Turquoise Creative many months prior to the exhibition. This enabled us to really understand what our client’s objectives were and the messages they needed to convey. This insight allowed us to create a design that reflected GEW’s brand, values and products.

You hear about people going the extra mile for their clients. In this case, it was literal. We jumped on a plane to Brussels and visited GEW on their stand! It was immensely satisfying to see many months of hard work come together.

Our tips for a successful exhibition

If you are planning to exhibit at a show here are our top tips:

1. Planning – plan your exhibition design and all supporting graphics well in advance
2. Message – create a strong consistent product message
3. Listening – does your designer listen to what your objectives are?
4. Asking – do they ask questions to really understand and then listen again?
5. Direction – listen to what your designer has to say (it will keep you on the right track!).

If you wish to gain maximum impact from exhibiting at a show please email us.