When CRJ Services took the decision to exhibit for the first time at their industry show, RWM (Recycling and Waste Management), at Birmingham’s NEC, they called on our experience of exhibition stand design & build.
Having booked a space-only plot measuring 3m x 6.5m, we were starting with a completely blank canvas. The first phase of any exhibition stand design & build is to establish the client’s objectives for exhibiting at the show. For CRJ it was a combination of wanting to launch their new brand in a highly visible way, and to connect with existing and potential customers.
There were a number of elements CRJ wanted in the stand design – an area where they could entertain customers, a separate area for more formal meetings, a secure storage and kitchen area, plasma TV screens on which to show product videos and a way of displaying literature. We also added a few more ideas to maximise our client’s presence at the show.
The first aim of good exhibition design is to get visitors to notice your stand and stop to find out more. There are many ways of achieving this, but for this particular show we wanted the CRJ exhibition stand to create a real buzz, literally. There’s nothing like a bit of fun and interaction to attract people to your stand – throw into that an 80 decibel buzzer, a competitive leader board and a chance to win an iPad and you will capture the attention of your audience.
We designed and built a supersized buzz-wire game. The wire was laser-cut to spell out the word ‘waste’ and hooked up to the buzzer. Passing visitors were invited to take the waste challenge and see how quickly they could pass the hoop along the wire without setting the buzzer off.
We used the services of two hired in professional promotion girls, one to invite visitors to play the game and one to act as game show hostess and give a live commentary on each game. Working from a script, the commentary pointed out what a struggle they were having and how stressful, challenging and time consuming managing the ‘waste’ was. The pay off came at the end of the game where the hostess would reveal an oversized hoop which she would swoop over the entire wire in a second without setting the buzzer off – symbolising how much easier managing waste is when you do it the CRJ way.
The game was a bit of fun, caused some noise and drew the crowds, but through the commentary linked seamlessly back into CRJ’s service offering leaving their sales team in a perfect position to take over and do their bit. The exhibition stand design was an overwhelming success with CRJ calling us on the second day of the three day show to say they had already taken enough new business to pay for the stand twice over. Needless to say Parker Design have been looking after CRJ’s exhibition stand design & build year on year ever since.