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Leverage Your Vancouver Trade Show Exhibits To Brand Your Corporate Events

October 11, 2019

Leverage Your Vancouver Trade Show Exhibits To Brand Your Corporate Events

While trade shows are a big deal, they’re actually part of something even bigger: Corporate events.

Corporations invest up to 40% of their marketing budget to impress the valuable audiences that attend their trade shows. Now, corporations are increasingly realizing that the audiences at their corporate events are just as worthy.

In the past, corporations would have relied upon the event meeting facility and its décor to make a positive impression on their event attendees. However, a positive event impression is not the same as a postive, branded impression.

So exhibitors are increasingly leveraging the brand-building power of their already-owned trade show exhibits to help build brand awareness with key audiences face-to-face. These key audiences include customers, prospects, employees, business partners, shareholders, and the media.



Popular events corporations host outside of trade shows that commonly re-use exhibit properties include:

  • Conferences
  • Annual general meetings
  • National sales meetings
  • User conferences
  • Business or channel partner events
  • VIP events
  • Thought-leadership workshops
  • Seminars
  • Product launches
  • Press or influencer events
  • Road shows

Do you host any of these kinds of events?  If so, exhibits designed originally for your trade shows can be reskinned or reconfigured (when they are modular exhibits, like Skyline’s) into structures that add branding power.

And, by extending your exhibit’s use beyond trade shows into events, you both increase your trade show ROI (by lowering its amortized expenses) and boost your corporate event effectiveness.

Common placement and use of exhibits within corporate events include:

  • High visibility gathering areas, for maximum impact
  • Registration areas for branding and sharing main event details
  • Entrances to ballrooms and chief meeting rooms
  • Sponsor displays to promote partners and offset event costs
  • Main presentation stages around audiovisual screens
  • Transition areas such as stairs, escalators, and elevators
  • Inside and outside large temporary event tent structures

Branded exhibits at event make a strong, positive impression on your key audiences. So your top sales people become less likely to jump to a competitor. Your channel partners better understand why you are better than their other, similar partners. And your customers increase their loyalty and keep buying from you into the future.

If you’d like help adapting your current trade show exhibits to boost your brand impact at your corporate events, call us at 604-515-9822.

About the Author

James Gray is a Senior Account Director for Skyline BC, which delivers unique, cost-effective and innovative trade show displays to Vancouver and British Columbia marketers.  James uses his experience and customer service focus to help his clients improve their brand representation and manage the high operational cost of exhibiting in Canada and the United States.  Visit Skyline BC’s website at www.skyline.com/vancouver-bc.

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