CONMED trade show exhibit AAOS 3D Exhibits

CONMED improved its success with its trade show exhibits by more effectively engaging customers - thanks in part to an exhibit audit.

Although the CONMED team had been working hard to improve the booth experience, simplify graphics, and make counters more user friendly, the company still had some questions about how to enhance user experience. CONMED was in the process of planning for the AAOS Annual Meeting when the exhibit audit was conducted. "We were moving in the right direction in our planning," says their company representative, "But there were some problems still to solve. The insights provided by the audit helped us to solve them effectively." CONMED knew what they were focused on and the engagement they wanted to have.  The audit gave them some new tools to meet their goals.

CONMED's new exhibit design focused on two key audit findings: Physicians' primary reason for visiting the show floor is to see new products and they did not want competing products or messaging vying for their attention. CONMED's practice had been to display a wide breath of its products at shows. Stocking its exhibit with too wide a selection of its products impacted the physicians' ability to identify what was new.

CONMED's new exhibit maintained focus on new products:

-A white runway beneath and canopy ceiling above drew attention to CONMED's new product display.

CONMED trade show exhibit new products AAOS

-Individual illuminated frames gave focus products the hero treatment.

CONMED new product display trade show exhibit

-Demo station counters were devoted to a single new product —with ample room for physicians to engage in a hands-on demo. -Graphic light boxes above each workstation addressed just the product at that station.

CONMED demo stations trade show exhibit

-Short videos—less than one minute in length—demonstrated just enough about a product to communicate key benefits to physicians and draw them to the demos. -Storage drawers housed legacy products out of sight.

CONMED's new approach resulted in heavy exhibit traffic throughout the show. An exhibit evaluation conducted by a third party hired by the AAOS Annual Meeting show management gave the exhibit nearly perfect scores that placed CONMED as one of the top exhibitors at the show in terms of exhibit messaging, traffic flow, and staff performance.

If you'd like to learn more about 3D Exhibits' exhibit audit program and how it can help improve your trade show success, email me at ngenarella@3DExhibits.com.