We also provided a range of recommendations related to social media and other promotional activity, data capture methodology, stand design and layout, and the best means of engaging with visitors.
Murray Smith, Marketing Manager at Keycraft, said: “Working with Merit has influenced us in the way we think about exhibitions. For example, it has helped us with hospitality and customer interaction by creating strong brand areas throughout the stand without compromising the overall Keycraft look and feel.”
The Merit 360 process particularly helped Keycraft to enhance interaction with customers.
Murray said: “For Living Nature, we’ve created a better brand experience with the jungle theme, plants, large realistic looking animals, and sound effects in the background. That’s been great and produced a lot of feedback from customers. Adding those effects has really helped to promote the brand.
“Also, the Play Table has been really good for promoting GoGoPo and the Goo Bands. And the Slime which is such an on-trend product at the moment. We’ve had kids and YouTubers coming along and playing with the slime, taking videos. It’s been really great.”
Our ideas and recommendations also made a big difference to the layout and the design of the stand. For example, we proposed a vertical tiered structure to the Keycraft branding to better engage with visitors.
Murray said: “The separate and strong brand areas within the stand has been really key. We’ve brought these to the outside edges of the stand and used colour-coordination. We’ve also added carpet coordination and hanging brand signs.
“The signs have introduced a level of branding for customers to see from the distance. Then they get to the stand and see the product in real life. That has been really great, too.”
For Keycraft to measure ROI, we recommended some key metrics. They included:
- Leads from types of retailers.
- Leads from tourist attractions.
- Number of face-to-face meetings.
- Orders taken at the event.
- Number of targeted impressions.
We also developed an ROI calculator to enable the data to be accurately interpreted.
Murray said: “ROI has always been a difficult one for us. Exhibitions are such a difficult thing to determine whether they’ve been a success or not. You go with gut feel.
“But now with the ROI Calculator, we can say with confidence, looking at the results and comparing between exhibitions, exactly whether an exhibition really did work for us. It also gives us key data and facts so that we know exactly where to put our investment in the future.
“The Merit 360 process has really helped us. Using a lot of data and insights into exhibitions and how they work, we’ve now developed a sound strategy for the coming years.”