Afiniti choose London Display for their consultative approach and creative input

Lorna Gibbons, Afiniti, October 2007

Afiniti is an IT consultancy delivering projects related to business change and IT implementations. Its services include programme management, communications, learning programmes, bespoke systems and service management consultancy and training.

Afiniti exhibits at itSMF, the annual conference for the Service Management industry. Although they had exhibited before, exhibiting in the Service Management industry arena was a new departure for them. They have used London Display for the past two conferences.

Challenge:

Afiniti wanted to project an image of experienced consultancy with some bold statements – but with a fun element. Their exhibition stand had to fit within budget and work with existing designs to compliment the brand and to make them stand out from other exhibition stands.

Solution:

Afiniti asked a few exhibition stand design companies to bid for the design of their exhibition stand and chose the London Display Company because of its consultative approach and the design flexibility of the exhibition stand. This meant that the design could be easily altered and tweaked to create exactly the branding and impact Afiniti needed to achieve. Furthermore, due to budget constraints, the proposed exhibition stand was hired to Afiniti and the graphics were purchased.

Caption:

Hiring an exhibition stand was the perfect solution because it enabled them to push the boundaries of their budgets. But it didn’t mean they had to compromise on quality, design or impact. Afiniti were able to achieve what they needed to and the only people who would have known it was an exhibition stand hire would have been Afiniti.

At their second conference, Afiniti were able to manage their budget by re-using their graphic panels on a re-designed and slightly smaller stand.

The exhibition stand space was used creatively by capturing the three circles from their branding and using it to define their space with a circular exhibition stand design and circular wooden flooring. Florescent light sticks were used to compliment the green corporate colour and bring the stand to life.

On the exhibition stand, three areas were created to represent the Afiniti brand and tagline: Inspire (using brochures and company information); Interact (seating area for consultation and coffee); and Involve (the exhibition stand itself). London Display was able to take away the hassle of the stand build management and liaised directly with the organisers to ensure everything was in place and ready for Afiniti when the show opened.

Caption: Afiniti's Crowd Puller

An important aspect of Afiniti’s show participation was grabbing the attention of the visitors. London Display worked with Afiniti in suggesting ‘crowd puller’ ideas. The final selection was a ‘cash cube’ that immediately got Afiniti noticed. It was fun and the conference delegates enjoyed taking part. What’s more, each delegate that took part with the cash cube had their photograph taken and printed onto an Afiniti-branded postcard. The overall winner won a trip to New York and Afiniti promoted this to everyone they had met on their exhibition stand.

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