One of the most common scenarios for renting an exhibit in addition to or instead of purchasing is to make your mark at the one show that everyone is going to be at—your most despised competitors as well as your most sought after prospects. It's that one show that looms larger than any other show during the year. Every industry has ‘that one show.' In the back of your mind, you keep telling yourself the 10’ x 10’ that has been used at every other show doesn't stand a chance of accurately representing your company at ‘this event.'
Or maybe the splash you are really trying to make isn't designed to upsize your competitors while overwhelming your prospects, but to announce a major change with your organization. This is what Patty Reupke, SVP of marketing for Accuro Healthcare Solutions, had in mind. Accuro Healthcare Solutions owns and operates three separate but complementary companies that share the same target audience, advertise in the same trade publications and generally exhibit at the same conferences. Therefore, to optimize efficiencies, Accuro decided to consolidate many of its operational functions and to transition to a master brand. This strategy was to be announced at their next show, one of the larger ones in their industry.
"At the time we had disparate images and brands," Reupke stated, "so we put together a brand strategy to move these different brands to one consolidated brand. This upcoming show is our first opportunity to introduce the new consolidated brand." While Accuro typically utilizes a 10’ x 10’ or 10’ x 20’ exhibit, they wanted to take this opportunity to design a customized 20’ x 40’ exhibit to fit the needs and requirements of this one show.