Client: Research Machine
Designer: 2LK Design
Exhibition: BETT ’97, Olympia
Client: GEC Alsthom Low Voltage Equipment
Designer: Georgia Design Associates
Exhibition: ElectroTech ’96, NEC
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
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
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.
ElectroTech was selected for the launch of GEC Alsthom’s Galaxis Motor
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
Even competitors came over to see the new Galaxis.