GE Healthcare Revamps Booth to Pack ’Em in at RSNA - Event Marketer

GE Healthcare Revamps Booth to Pack ’Em in at RSNA

GE Healthcare Exhibit
Brand: GE
Agency: ELITE EXHIBITS MCMILLAN GROUP
Awards: EX AWARDS — BEST TRADE SHOW EXHIBIT
Year: 2012

GE Healthcare went into the planning process for its exhibit at the Radiological Society of North America show with some pretty ambitious goals. With a new look and feel and a budget 20 percent less than the previous year, the company needed to integrate 12 different business units and their products into a unified show floor experience. It also wanted to make it simpler for attendees to discover products in the exhibit, which would end up being about 34,000 square feet.

“Seeing what’s new” was the primary motivator for RSNA attendees, so GE Healthcare focused on product introductions as a way to display throughout the booth. Each area featured at least one new product supported by a monolithic graphic icon at each of the new product demos.

To keep within budget without sacrificing traffic-generating booth elements, GE Healthcare used dramatic edge-lit identifier signs on the aisle, positioned so attendees could see most areas from a single viewpoint. Industry experts presented frequently throughout the show, which helped draw large crowds. An interactive space in the Technology Pavilion gave visitors the chance to chat one-on-one with GE’s industrial design team and watch as concepts for improved products were sketched and visualized live on large screens.

The booth attracted more than 7,000 visitors over the five-day event—a 15 percent boost over the previous year. Leads also went up 10 percent over the previous year.

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