Canon’s Experience Zones Help Spread Brand Message
Expo 2005 provided a showcase for Canon’s entire range of products in a hands-on environment, as the company sought to build enthusiasm and loyalty among its dealers and clients. Business partners, media and other key influencers were targeted for the invite-only event, and presentations and displays were customized to address each group.
The 120,000-square-foot footprint boasted theater spaces (including a semi-domed high-def theater) and experience zones to help get the brand’s message across. A Business Imaging and Workflow Management zone focused on high-end technology for printing and scanning, featuring real-time demos and info on new products. A Personal Imaging and Communication zone revolved around real-time demos of imaging technology, including the latest Canon prototypes. The brand even succeeded in initiating some good buzz—300 media and analysts attended and nearly 70 stories about Canon Expo were published within a month of the event.