Upscale Theater & Private Demo Rooms Help Attract + Persuade Buyers

Since 2010, Holt Experiential has provided Thermo Fisher and its divisions compelling trade show exhibits, branded corporate interiors, corporate event exhibits, and digital interactives.

To help Thermo Fisher continue to expand and engage their audience at the Microscopy & Microanalysis 2024 show, their new 50 x 50 exhibit design included two intriguing spaces:

• Presentation Theater: From the aisle, show attendees saw an elegant, semi-private presentation area. This wood pergola structure featured four captivating enlarged color photos that especially appealed to scientists, technologists, and researchers attending the show. Once through the arch, visitors could attend scheduled scientific presentations by Thermo Fisher subject matter experts. The pergola and comfortable seating provided a more intimate experience by reducing distractions for presentation attendees. The result were larger crowds that stayed longer.
• Product Demo Rooms: To demonstrate their advanced intellectual property only to qualified prospects, Thermo Fisher held product demos within three private rooms at the back of their exhibit. To further limit outside distractions, attendees could choose to hear the product demo presenter through headsets. Digital signs outside the demo rooms showed the scheduled demo times. A 45-foot-long arch above the rooms partially enclosed them while also provided branding.

Other key exhibit areas that helped Thermo Fisher engage and progress prospects through the buying cycle included:

• A reception desk to greet attendees and direct them to meetings, demos, and presentations.
• Three kiosks for demonstrating established products that did not require the same privacy level as the demo rooms.
• Three round tables with chairs for quick prospect and customer conversations.
• An AV closet for the exhibit’s digital content players, including a backup computer to ensure uptime for on-screen presentations.

The newly designed exhibit was active and busy with qualified prospects throughout M&M 2024. And even though the redesigned 2024 exhibit was 1,000 square feet smaller than their 2023 exhibit, Thermo Fisher felt that it did not feel smaller.

CLIENT:
Thermo Fisher Scientific

CATEGORIES
Healthcare
Trade Shows

SERVICES:
Custom + Modular Exhibit Design
Exhibit Fabrication
Installation + Dismantle