Studies reveal that showing your target audience what your company is about makes a greater impact than telling them. And experiencing—of course—rates even that much higher.
What this means is that trade show and exhibit marketers have a powerful tool at their disposal that can be used to increase the impact and memorability of their stories and messages.
That tool is their exhibit design. And especially their exhibit design details.
Exhibit design can be used to reiterate key messages in both literal and figurative ways—and even in subliminal ways that your attendees' subconscious minds will process and understand, even when their conscious minds don't.
Implemented well, the messages articulated by your exhibit design will combine to shape your audience's perception of your brand almost invisibly. That is to say, without having to be articulated by spoken words or conscious thought.
The FireEye exhibit is a great example of how this works. Keep reading to learn about how FireEye's exhibit design (by 3D Exhibits) reinforced five key brand messages.
(FireEye is a cyber security platform that provides real-time threat protection to enterprises and governments worldwide.)
Message 1: FireEye is cutting edge and innovative.
Design Articulation:Overall futuristic styling and ambiance—including wing-shapes that suggest soaring and suspended ring-shapes that evoke planets and orbits—reinforce the perception that FireEye is at the forefront of technology.
Message 2: FireEye products protect its clients.
Design Articulation: As attendees enter FireEye's circular exhibit theater, they feel as though they are entering a safe zone. This perception is created by raising and halo-lighting the perimeter of the circular theater platform to create a physical threshold—then mirroring the platform with a dimensional ring structure that hangs overhead. The result is the illusion that an invisible barrier circumscribing the theater.
Message 3: FireEye protects clients around the world.
Design Articulation: Outlines of the continents applied to the circular theater floor communicate that FireEye protection extends across the globe.
Message 4: FireEye can fulfill all of your cyber-protection needs.
Design Articulation: A white, flat plain hangs over much of the exhibit, creating an a ceiling and symbolizing that FireEye provides everything its customers need "under one roof."
Message 5: FireEye has five global centers.
Design Articulation: Five clocks mounted above the theater area display the current time at each of FireEyes' global locations and subtly reinforce that there are five locations. Have you seen any good examples of exhibit design details that reinforce a company's message? If you have, we invite you to share a photo.
