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. The exhibit features 16’-high walls with roughly 600 square feet reworked 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. Modular exhibit system wall panels excel at ease of use with labor-saving innovations. The frames and panels installed 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.
Exhibit Design + Production