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 our LCD 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!