Double-Decker Combines Savings, Functionality

Horn USA, Inc., returned to the International Manufacturing Technology Show (ITMS) with a double-decker exhibit that resembled its previous booth but actually was revamped to boost performance.

“We’ve been extremely happy with the new exhibit. The overall results from IMTS exceeded our projections and expectations,” says Jason Farthing, Technical Sales & Marketing for Horn USA, the U.S. subsidiary of a world leader in precision grooving technology.

Since IMTS is its most important show and is held in alternating years, Horn USA rented the hardware and purchased graphics. The company wanted to repeat the basic layout while making two significant adjustments:

1. Improve functionality. The focal point of the 50’-by-50’ booth space is a two-tiered structure. Skyline used its new SkyRise® modular wall system for the 16’-high walls and reworked the roughly 600 square feet on each level to maximize face-to-face contact with new and existing customers.

“The design of this booth didn’t necessarily change dramatically, but we were able to make it fit us better,” Farthing says. “Now we have the extra room for meeting with our customers.”

2. Save on I&D. SkyRise excels at ease of use with labor-saving innovations. Skyline installed the frames and panels in 16 man hours – 60 percent less than the 40 man hours needed to erect similar-sized walls with a competing system for the last IMTS.

“We reinvested these savings in improvements to our exhibit,” Farthing says.
 
Turnkey Service
Horn USA relies on the Skyline dealer network for all of its exhibit and event management.

“The service is absolutely impeccable,” Farthing says. “Working with Skyline is absolutely awesome. If it’s Chicago, California, Kentucky, Tennessee, it doesn’t matter. We still get that personal touch from everyone. They go above and beyond.”