TRADE SHOW EVOLUTION
CLIENT OVERVIEW
Capgemini is a global consulting, technology and outsourcing services provider. Their North American Utilities Group offering includes a full spectrum of Smart Energy Services (SES) for the utilities industry, with over 75 utility clients around the world, representing 113 million metered customers actively engaged in smart energy programs.
OBJECTIVE
From utility companies and power agencies, to manufacturers and consultants, DistribuTECH Conference & Exhibition attracts a global list of attendees and exhibitors showcasing the latest innovations in power delivery, utility and water utility. Capgemini's yearly SES participation goal was to continually increase both brand and offering awareness within the Energy and Utility industries through show sponsorship and exhibitor presence.
SOLUTION & RESULT
Over a consecutive five year span, Capgemini received recommendations and final solutions to increase audience draw and engagement. Through consultation, conceptualization, design and production services, the SES group capitalized on a wide range of trade show initiatives—from an enhanced booth presence through structural redesign, graphical solutions and messaging, to pre-show communication and event promotion, face-to-face sales instruction, print and digital collateral, interactive media and video, branded apparel and onsite premium incentives and giveaways, post-show follow-up communication and return on objective analysis.
CHALLENGES OVERCOME
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SKILLS UTILIZED
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RESPONSIBILITIES
Art Direction, Copy Direction, Writing or Editing, Design, Production, Project Management, Client Service
ADDITIONAL CREDITS
Comply Enterprises, Employer
Dawn Fend, Creative Direction
DISTRIBUTECH 2010
PRE-SHOW PROMOTION
An email campaign to registered attendees were designed, produced and broadcast to encourage booth attendance with a chance to win a Pulse Smartpen.
SHOW PRESENCE
A new 20’ x 40’ island booth encouraged attendees to learn more about the SES offerings. Thought leadership and product collateral were developed for electronic delivery through Capgemini’s Rapid Response System.
Two interactive multimedia presentations were debuted in the booth—a World Tour video presentation that showcased a global sampling of client reference modules on a 10’ x 6’ seamless LCD display, and three touch screen kiosk displays providing an in-depth explanation of Capgemini’s SES offerings.
FOLLOW-UP COMMUNICATION & ENGAGEMENT
A post-show email broadcast reengaged show attendees and new contacts, and promoted web versions of the World Tour video and Kiosk SES presentations.
DISTRIBUTECH 2011
PRE-SHOW PROMOTION
Based on previous positive response, the promotion to win a Pulse Smartpen was extended, beginning with a pre-show email communication stream.
SHOW PRESENCE
To reinforce updated global brand messaging and SES design elements, the structural design of the 20’ x 40’ booth was revisited, and booth graphics redesigned. Visual refinements were made to the interactive SES offerings presentation, branded shirts were worn by booth representatives, and complementary promotional giveaways were available for booth visitors. Capgemini's Rapid Response System was fully integrated into the booth engagement process, and all 2010 presentations were tested and troubleshooted on the new AV equipment.
FOLLOW-UP COMMUNICATION & ENGAGEMENT
Post-show emails promoted Capgemini’s web versions of the updated World Tour video and Kiosk SES presentations, and pre-loaded flash drives with the two on-site interactive presentations were produced and distributed for internal sales use.
DISTRIBUTECH 2012
PRE-SHOW PROMOTION
Broadcasts announcing Capgemini’s expanded SES offerings and demo schedule were designed, programmed and received by registered event attendees to encourage booth attendance. The premium incentive—a chance to win an Apple® iPad—was included in the communications.
SHOW PRESENCE
In addition to structural refinement recommendations for the existing 20 x 40 booth, booth enhancements for the introduction of expanded SES product offerings were realized, and new wall graphics were created to align with the evolving global brand direction. Building on the previous interactive multimedia displays, new video modules were created for the SES product offering presentation, and oversaw integration and testing on AV equipment to ensure reliable engagement. Promotional giveaways and incentives—branded iPad2, travel alarm clocks and USB drives—were secured, as well as new in-booth apparel for Capgemini’s onsite team.
FOLLOW-UP COMMUNICATION & ENGAGEMENT
Post-show emails drove new contacts and show attendees to Capgemini’s website to view web versions of World Tour and SES presentations.
DISTRIBUTECH 2013
An enhanced show presence was the 2013 key objective. Assessing Capgemini's new team member needs and goals, recommendations included multiple concepts, packages and price points for booth and premium engagement, as well as enhancements to all presentations presentations. Multiple structural design and traffic flow options were also presented, including one and two-story solutions for the 20'x40' footprint. Accompanying graphic design and messaging concepts were explored, and appropriate AV solutions were recommended and integrated into the footprint and overall aesthetic design of the booth.
Successful lobbying efforts leveraged the booth's proximity to a building structural column, extending the overall booth footprint and gaining signage opportunity at no additional cost. The final one story floor plan accommodated eight in-booth presentations and demos, cappuccino station and group meeting space. Additional branded elements included barista aprons, beverage sleeves, napkins and stenciled beverage decoration.
Pre-show booth walk-thru, review and testing of AV equipment ensured software compatibility and equipment reliability. Support continued with executive on-site show coordination, set-up management and troubleshooting before and during the show.
DISTRIBUTECH 2014
Building on the 2013 successes, Capgemini moved forward with the purchase and maintenance of the booth property (vs renting). Through overseeing consultation, project management and coordination, the design and fabrication of this purchase ensured the representation met global guidelines and message was consistent from a national and global perspectives.
Booth concept and creative development, layout, design and graphics effectively updated and refined brand messaging in relation to expanded offerings.
Floorplan orientation and adjusted footprint met traffic and presentation requirements, and overall booth lighting and in-booth demo AV requirements were considered. Responsibilities concluded with providing onsite booth supervision and show support in San Antonio, Texas.