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“London Display delivered in every sense of the word. The project was well-managed from start to finish leaving me with an unusually stress-free build-up to what is the most important exhibition of the year for us.”
Multichem, based in the Northeast of England, has been creating inks since 1973 earning a global reputation for the quality of their products and the levels of service and technical support they offer their customers. They have grown from a small family-run company to a global ink supplier exporting to over 30 countries. Having exhibited several times before using graphic pop up displays, Multichem wanted to raise their profile amongst their typical exhibition audience of contacts – 90% existing customers, 5% suppliers and remaining 5% being new prospects. They exhibit at a number of shows across the world with different stand space configurations so flexibility of design was an important consideration when making their choice of exhibition stand.
By attending Paperworld in Frankfurt, they wanted to cement existing relationships, develop new ones and launch some new products. But the quality of meetings was more important than the quantity.
The exhibition stand design proposed by London Display offered flexibility and ease of assembly so that Multichem could manage their stand across the several shows that they attend. The exhibition stand was purchased rather than hired because of Multichem’s extensive exhibition programme.
Rob Nirsimloo commented “The exhibition stand was so well designed and easy to assemble that we were able to put it up with no trouble..”
Incorporated into the design of the exhibition stand was a reception desk which Multichem used as a visitor filter point. This meant that they were able to control the flow of visitors onto the stand and only serious prospects or existing customers and contacts were invited into the more private seating area. This was an important stand design element and helped them achieve their objective of meeting quality not quantity.
To add movement to the stand and provide information, a plasma screen was included which played a short looped flash presentation showing Multichem’s product range. To maintain consistency of imagery, brand identity and messaging, the smoke effect of the exhibition stand graphics was mirrored in the plasma presentation and on the company brochures.
Multichem take exhibiting very seriously and pre-arrange appointments, send out e-mailers to let their contacts know where they are exhibiting and include their exhibition programme on their website. Having conducted several layers of pre-show marketing activity, they then use their eye-catching and attention-grabbing leopard graphics as their crowd puller.
Although it is too early to tell the success of the show, Rob of Multichem concludes: “Judging by the number of compliments we received about the stand and how professional it made us feel, there is no doubt in my mind that the decision to upgrade from a pop-up display to an exhibition stand was the right one.”
“London Display were great people to deal with – I would recommend them and use them again”
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