How do you make your trade show exhibit stand out amongst your competitors? Faced with this question, the marketing team at Kaba Access & Data Systems (ADS) - Americas approached the monumental task of creating a new exhibit by implementing a design strategy that offers a wow factor, while capturing the true essence of the brand and vision of the organization.
"The difference is in the design," states Stephen Pollack, senior vice president of strategic marketing. "We believe you must create a branded environment that is functional and elicits an emotional response."
The primary objective of attending a trade show cannot be overlooked - building new business. With that in mind, Kaba ADS - Americas understands that an extraordinary amount of time, effort and expense goes into attending a trade show. Focusing on brand strategy and engaging the prospect has led Kaba to incorporate the latest interactive technology to capture the attention of the prospect and encourage them to invest more time at the company's exhibit - turning brief moments into minutes per visit.
At ISC West, the Kaba ADS - Americas exhibit features ADAPT, a large-format interactive touchscreen display. This custom programmed display delivers branded content to booth visitors with up-to-the-minute product information, includes a web interface and sends marketing material immediately to interested visitors. The touchscreen technology initiates with a swipe or a touch of the screen, displaying critical information in an instant. More than entertaining, the technology maximizes curiosity and creates human interaction.
"Our brand message becomes more memorable than the technology used to convey it," says Tasha Birdwell, marketing manager. "ADAPT is the technology hook that draws prospects into the exhibit. However, the message still needs to be absorbed by the prospect. By communicating our message in an entertaining fashion, we encourage the prospect to invest more time with us, thereby increasing brand awareness. Not only does this advanced technology let us reduce the amount of product literature we bring to shows, it provides return on investment metrics after the show, which is critical to assessing and improving performance from each show we attend."
