Tech brand Emerson Network Power is a perennial exhibitor at Oracle’s OpenWorld (OOW) computing conference, in addition to many other networking and data center events, but the brand’s had a hard time defining a unified message. The strategy in the past had been that any business unit that was willing to chip in for the booth fees and build and design costs got some floor space to use as they saw fit. That approach led to a lot of signage and salespeople’s footprints. So this year, the brand made a change. At the 2011 OOW, held Oct. 2 to 6 in San Francisco, Emerson unveiled a new presence that took the brand’s most relevant messages and information and created a unified footprint that hit all the right notes.
The goal for the new booth is to position Emerson as a solutions provider and not focus as much on products. The flow of traffic through the booth was the key to creating the right feel. Visitors entered the booth into a theater experience and watched a video of the Emerson brand story before moving over to four 85-inch multi-touch screen stations called Configurators to play around with the technology Emerson had on offer and see how it can address specific concerns and offer solutions. If that area was too public, there was a soft seating area nearby with tablet computers for more personal Configurator experiences. The booth was designed to attract audiences to the experience with its futuristic look, technological innovation and the state-of-the-art theater to pique curiosity from all over the show floor.
“It was a dramatic change for us,” Sabrina Donley, marketing director and brand officer at Emerson Network Power, told Buzz. “We needed to present the brand with a unified image and a focus on solutions.” Agency: George P. Johnson, Auburn Hills, MI.