Launching a Brand

The Mortgage Business Expo at Earl's Court in London has established itself as one of the leading events in the mortgage calendar with 200 exhibitors; the 2005 event attracted 4,846 visitors compared with 4,250 on the previous year, with a 9% increase making it another record for the show. Visitors included lenders, networks, clubs, packagers, technology and legal companies. It was imperative for our client to have a big impact to stand out amidst such illustrious neighbours. Using a stand positioned directly opposite their competition to our advantage, rather than a disadvantage, CasePRO dominated the show thanks to our striking design. Rather than going down the pop-up screen route, the usual cost effective but not effective approach. We were challenged to make innovative use of the small 3X4m space scheme and by using light boxes to highlight the brand, plasma screens to animate the demo and a specially commissioned kiosk from which to test drive the software. Exhibiting at a show is a great platform to showcase the launch of a new product, brand or even just to maintain your market position. We've visited plenty of exhibitions to know that playing safe isn't effective enough. Stand design needn't be complicated, but the key to attracting new and existing ones is to be different as your exhibition stand is a representation of your business. Wowing attendees at the show, our client's unique exhibition stand attracted a whopping 300% increase of visitors - much to the delight of the CasePRO team!