Indium Corporation recently (2 weeks ago) exhibited at APEX, one of North America's largest printed circuit board assembly/manufacturing exhibitions. We really wanted to break out this year – we wanted to stop shuffling through all the same motions and to make our presence known. Another stipulation: we didn't want to resort to cheap tricks and gimmics (bouncy balls, stress relievers, booth babes, etc.).
So, we ran through the list of trade show experiences (from the customer point of view) and tried to determine ways to make their lives easier and more productive. We quickly conjured up images of dedicated but tired people walking the floor, increasingly burdened by their briefcase, literature, samples, and more. Then, we blended in the dual goals of improving the experience AND making a splash.
The result? THE BOX!
To help out beleaguered conventioneers and to get our name out there, Indium Corporation unleashed hundreds of wheelie carts that were dramatically splashed with our logo and colors.
"The Box" is a well-decorated cardboard box that can hold a soft briefcase as well as gobs of literature – and any other things that people pick up as they traverse a trade show floor. The Box is mounted on a wheelie cart and is easily rolled throughout any exhibit hall – and even makes life easier when traipsing back and forth from the conventioneer's hotel room, meetings, educational sessions, meals, taxis, airport.
"Many exhibitors were walking around with large Indium Corp. boxes with information on the company's new offerings."
Our team received countless positive comments. My favorite came from an exhibit hall security guard who told us that he sees a new trade show roll in to the building every single week of the year. He also shared that he had worked at this job for many years. He told us that, in all his years, he had NEVER seen an idea this cool.
People loved it, as did the media. Who wouldn't? ... well, we heard a few grumblings from the competition when several of our mutual customers showed up in THEIR exhibits with The Box.
Everyone tells us that we've all got to think OUTSIDE the box. Sometimes, when they're all doing that, it pays to hop back IN the box if you want to make a splash.