Product. We find this to be one of the most common areas of concern for many exhibitors. Typically, the exhibiting team will be deliberate over some pre-show questions: How much should I bring to the show? Which brands or product lines should I display? Which should be highlighted most prominently and how? How can I show all my products at once without creating a cluttered mess?
And then there are those products that are just... massive. The type of massive that takes a high powered machine to pick up and move just a few inches type of massive. With a limited amount of floor space alotted at a trade show, the question becomes how do you creatively display HUGE product?
Here are three basic steps to take, exemplified by how H&P recently executed the challenge for Aeolus Tires.
1. ASSESS THE SCOPE
Aeolus is a leading producer of heavy duty truck tires, some of which tower a solid 3 feet over the height of a human being. At the 2015 SEMA trade show, Aeolus sought to display the 8.5-foot high AE46 Transport Heavy Duty Dump Truck Tire, weighing in at about 3,000 pounds, within their 50x60 booth space. After thoroughly gathering the appropriate product specs, Hill & Partners was able to effectively plan for how the space should be utilized.
2. CREATE A 'FITTING' CUSTOM ENVIRONMENT
The H&P creative team strategically designed around existing tire displays and other featured product within the exhibit. To add a branded aesthetic to the tires without the added weight, Hill & Partners produced hub insert graphics and set the tires in a 'natural outdoor' setting.
3. THINK OUTSIDE THE BOX
To compliment the tangible tire product displayed on the floor, the creative use of print graphics on a mix of materials utilized the tire tread texture to further display the immensity. One notable execution of the tire graphics could be seen on the outer walls of the private meeting space. Integrating the print on a frosted plexiglas allowed for more light to flow into the meeting area.