Interactive Exhibit Design - NWP Case Study
Posted by Valerie Hurst on Thu, Sep 15, 2011
Exhibitor: NWP 
Show: National Apartment Association
Venue: Mandalay Bay Convention Center
Dates: 6/23-24/11
Booth size: 20x30 Rental Exhibit
Rendering of NWP Exhibit Design ====>>
Exhibit Marketing Challenge:
The exhibit goal was to showcase a new product launch utilizing current technology without overstating technology. NWP is a financial billing company that has maximized technology in their business, thus creating value to their customers. In the same vain that NWP does not overstate that they are a tech company -- the interactive exhibit design should exude technology without having to shout it to the attendees. 
Exhibit Solution:
The exhibit design goal was to create an environment for the staff that utilized understated forward-looking elements as a backdrop to the technology that would display the NWP suite of products. Design elements included linen laminate, custom textured plexi panels, lighting, and fabric structures. The large fabric structure was the anchor in the interactive exhibit design that created a forward trendsetting motion -– mirroring the philosophy of NWP. The impressive structure also added to the intimate relationship driven environment that is a staple in the apartment association industry. These exhibit design and structural elements hosted the various technology used throughout the exhibit. The workstations contained HP all-in-one computers for staffers to guide attendees through their website and offerings. The large monitor on the storage closet ran a couple of presentations as well as hosted the drawing for the cash give a ways. The large monitors on the main aisle displayed a video created by GALLO to showcase the new product launch, a headline ticker to entice attendees to enter the cash drawing, in addition to a bottom line ticker countdown to the next cash drawing.
How Did NWP Capture The Attention of Attendees?
A pre-show postcard mailer with a QR code was sent to attendees. GALLO developed the QR code and the custom link to collect brief marketing responses for the NWP database. Attendees scanned the QR code to be entered into the drawing on Day 1 of the show, but needed to be present at the booth to win. The new GALLO lead retrieval system was used to house the database and responses to the marketing survey. A drawing application was developed by GALLO that allowed NWP to pull a list of all qualified entries on the large closet monitor and visually conduct a live drawing. The plasmas displayed a visual list of the names “tumbling” and a “ROLL” button that the staffer clicked to select a winner. Once the winner was selected, the staffer would either click the “Winner” button--ending the drawing, or a “Roll Again” button. This visual interaction made the drawing more interactive and fun for this Las Vegas trade show.
Results:
Cynthia Romaine, GALLO Account Director stated, "The show netted a solid result for NWP in continuing their strong brand presence on the show floor as well as elevating awareness for their new product. In the end, GALLO was a trusted and valued partner with NWP during the creative and execution phases of the project resulting in a successful participation in this tradeshow."
for more information about the new GALLO lead retrieval system!
And how is your team following up on trade show leads?