Tuesday, June 30, 2009

Changing your display approach

One of the difficult things to do in exhibit management is change course when it comes to presentation. Most times, strategy drives these changes. Lately, cost and a realization of what a real ROI is has helped make the decision.

Our colleagues at Aviall made changes based upon both.

At the Paris Air Show, Aviall showed less hardware and product than they have in previous years. They are using more graphics and using storytelling by staff to portray the products as opposed to actually displaying things. This accomplishes several things:

  • Sharpens the focus of Aviall's mission from the product to the process
  • Reduces expenses by lowering freight and drayage costs as well as saving time in filing paperwork to import and export displays and products.
This evolution has helped reduce clutter and cost and help tell more of the Aviall story, since it is now not focused just on product, reports Kim Williamson of Aviall.

This is a great example of a company sharpening the focus of their presentation based upon their key messages and understanding their clientele.


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