MARKEETING EXHIBITION EFFECTIVENESS AWARDS 1997: EFFECTIVENESS SILVER AWARDS - BEST USE OF EXHIBITIONS FOR NEW BUSINESS LEADS/SPONSORED BY MILLER FREEMAN

WINNER

WINNER



Client: Research Machine



Designer: 2LK Design



Exhibition: BETT ’97, Olympia



HIGHLY COMMENDED



Client: GEC Alsthom Low Voltage Equipment



Designer: Georgia Design Associates



Exhibition: ElectroTech ’96, NEC



WINNER



There was a 12-month marketing programme in advance of the launch of the

new version 6 of RM Window Box, a computer product designed for primary

schools.



The programme incorporated research, planning and project management,

product development, new marketing communications materials, PR,

advertising and sales training.



The approach at this technology-based exhibition was deliberately

non-tech. A classroom-style setting was used, and it was peopled with

casually dressed staff who had been trained to demonstrate the

’classroom friendly’ nature of the product and how it supported the

National Curriculum.



While the main target audience was the primary school sector, another

section on the stand focused on the use of information technology in

secondary schools. It was aimed at helping secondary school IT

co-ordinators and subject teachers to see how IT could be used more

effectively across the curriculum.



The attraction of the stand was so great that at peak times, even with

more staff on hand than in previous years, some visitors waited for

demonstrations or had to share them with others.



Research during the exhibition indicated that a significant proportion

of potential new customers had been drawn to the stand. A bonus was that

RM staff were interviewed on the stand on the issues of IT in education

for the BBC’s Newsnight programme.



HIGHLY COMMENDED



ElectroTech was selected for the launch of GEC Alsthom’s Galaxis Motor

Control Centre.



A combination of advance PR, advertising and direct mail was used to

create expectancy and draw in visitors.



The publicity and stand design featured ’Norbert’, a character specially

created for the product launch. He was such an attraction that

Electrical Times, one of the industry’s key magazines, asked to use him

on the cover of its show issue.



More than 2500 visitors were attracted to the stand over the five days

of the exhibition. Of these, 82% were new enquirers to GEC Alsthom’s

products.



Even competitors came over to see the new Galaxis.



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