Extending the brand, part II

Here's an update on the Aviall trade show booth branding exercise.



The latest is the addition of a formerly blank booth backwall being treated with a new graphic. This tone-on-tone vinyl image reinforces the Aviall "box" image and graphic look.

This image is used in trade adverting, on the website, in collateral material, on smaller exhibits and on their company trucks.

Aviall, to its suppliers and end users, is know as the "box the parts come in." As we have discussed before, this multi-billion dollar unit of The Boeing Company does not manufacture anything. Rather they warehouse and distribute parts to airlines, manufacturers and repair depots around the globe. The box is really their image and their logo is simple and very recognizeable in the various industries they serve.

To put this image into perspective, this is the back wall of a metric 20x20 conference room that sits on a 30x30 space. Here are some images from last year's show.





This is the front of the same booth (shown here in Houston) that will be used in Anaheim in 2009.

Note the blank back wall which will now feature the graphic shown above.


The best thing you can do for your brand is to use it across the spectrum of your marketing program and consistently.

TTSG

Getting to the point

I was at a presentation today that was about communicating with your audience. Within the presentation was a discussion of how to reach the Y Gen'ers in the workforce. Thinking in threes (I like that, you know), the speaker emphasized that communication to this audience should:

1. Summarize
2. Be concise
3. Be written for scanning

These three thoughts fit trade show graphics and the trade show space precisely.

Graphics should always be a summary of the benefits of your product or offering or message, not a wholesale posting of the latest thick PowerPoint slide from some internal company briefing.

They need to be concise and most likely bullet points and a single photo that get to the point quickly as you only have seconds to capture the showgoer's attention as they walk by your booth.

Created so they can be scanned. Again, this is about getting someone's attention and starting a conversation.

Graphics are only a part of the equation along with the booth structure and the booth staff. Each plays a clear role (along with pre- and post-show promotion) in reaching the audience you want at your shows.

TTSG

(Thanks to Scott Cytron, Pierpont Communications; this was borrowed from his 3/28/08 presentation to the NIRI Dallas Chapter)

Final words on Heli Expo

Our trip to Heli Expo in Houston was worthwhile. The purpose for going was to:

• Discover the basic layout and flow of the show
• Learn the major players
• Experience the event
• Discern how our clients fit into the show

The high-level analysis of the show:

• Over 500 exhibitors
• Halls A thru E of George Brown Convention Center (500,000 square feet)
  
• Major players mixed in with smaller exhibitors throughout the hall
• Exhibits open 19 hours over three days

Things to do going forward with regard to this show (or other shows requiring evaluation):

• Analyze the show before arriving
• Attendees
• Competitors
• Marketplace
• Do survey work on the show floor
• Measure attendee’s opinions
• Understand memorability
• Post-show analysis
• Number of leads and classification
• Time-to-purchase decision

This was a good one-day show example and there will be more to learn from as time progresses. Will attedn teh AS3 show in Dallas with this same client later this month.

TTSG

Walking a show in one day--HAI

It's a proven formula: targeting and evaluating/prospecting a show in one long day. The latest example is the Heli-Expo Show in Houston.

This annual show moves between cities (including Dallas, Houston and several others). It takes up most of a multi-hall convention center, so Houston's George Brown and the Dallas Convention Center fill up nicely. The hall is laid out clearly and fairly with the major anchor exhibitors (Bell Helicopter, Eurocopter and Sikorsky) evenly spaced at the right, left and center of the hall, with smaller exhibitors evenly patched in between them all. In other words, just because you bought a 10x10 in-line booth doesn't mean you are relegated to the back and far corners of the hall.

So, the strategy was to see the show in one day: catch a flight first thing in the morning from Love Field to Hobby, take a cab to the hall, get a badge, walk the floor, and do the reverse at the end of the day. It took from 7am to 9pm, gave us an understanding of our client's place in and use of the show and of the show itself (exhibit designs, locations, tone and character) and all cost less than $200. Hey, one could even pick up a few new business leads along the way for a reasonable cost-per-lead.

The highlight of the show was Sikorsky's exhibit: large scrims above the booth showed projected video, the carpet held all of the partners and subdivisions of the parent company, and a stage showed repeated dramatic videos hosted by professional talent. Eurocopter served champagne at the introduction of a new model. Promotions in booths included a maintenance company with a campaign centered around the theme of "think of it as Sky-agra." Some have no shame--but are memorable.

Further evaluation to follow tomorrow.

TTSG