MAPEI Exhibit Booth - Case Study
What was the client asking from you when they first called you?
The client’s goal was an interesting challenge – to make concrete, glue and grout look “sexy”. Mapei’s product may not appeal to the widest spectrum of people, even when it is demonstrated at trade specific events. With that said, we worked closely with Mapei’s marketing team to do everything possible to create a high level of enthusiasm and participation at every demo.
What is some background information on the client and the field they work in?
Mapei is an Italian company founded in 1937 by Rodolfo Squinzi in Milan. They are a worldwide leader in products for the building industry, adhesives, sealants and chemical products for construction.
How large was the audience?
The scope of the audience changed from day to day as the construction based conventions were busiest on the second day of the show. It was estimated that as many as 50,000 people viewed the MAPEI Exhibit Booth video wall and listened to the presentation inside the booth.
What was the client’s intent from this show?
Mapei is a well established company and needed an audiovisual representation that defined their size and professionalism in this industry. Pure AV to the rescue! As is the case with every trade show, the goal was to attract as many potential clientele as possible and engage customer leads in a way that impressed strikingly in a short period of time. We certainly made it happen!
How did you come up with recommendations for the services they need?
With such setups, it is vital to offer a product that can be viewed from up close, but is also bright enough to be visible from far. It is just as important to provide the client with the necessary tools to switch between multiple feeds. We also had a camera recording the action. For the live eye, we used a Sony PXW 320 XD Camcorder to capture the footage. It was stored on our state of the art Atomos Shogun recording device. This footage is later used for promotional material as well as general analysis.
Quick summary of how you put together the show at the venue/space given.
The show was put together with the help of on-site union labor and our technical staff. We shipped everything from our Toronto, CA location to Orlando. Afterwards we forwarded the gear to Las Vegas using expedited shipping. These shows had to turn around within a week and a half and express shipping was the only way we could make sure everything came together smoothly.
Did you run into any complications/ how did you solve them?
Our only challenge was with the raised platform in front of the screens, which meant we could not use a scissor lift to setup the screens. Our team needed to adapt and use a safe and creative ladder system to get the screens up.
Was the audience engaged/ how did they interact?
MAPEI Exhibit Booth often gets great engagement on projects that have lots of visual aid for potential customers. While someone was grouting tile right in front of the attendees, our screens were showing the reasons why their product is superior not only in design/colour-but also on a molecular level. With this type of demo’s details, the presentation got great engagement and interaction.