very company wants to blow attendees away with its trade show booth, but when Veka Inc. attended GlassBuild America (GBA) in Atlanta in 2007, the company wanted to hit attendees like a hurricane - literally.
At GBA, Veka planned to debut its new Window Integrated Storm Protection (WISP) system, a window-covering system that protects homes during hurricanes by keeping mold-causing moisture out and protecting the structural integrity around the building's windows. Its goal was to convince at least one national window manufacturer to build the WISP system into its windows.
But Veka had a problem. While WISP represented a new level of window protection in the industry, the system's roll-down shutters and window curtains looked a lot like other products on the market. "It looks like a glorified curtain," says Steve Dillon, marketing director at Veka.
To effectively illustrate how WISP differed from other window systems, Veka knew it needed to demonstrate the product in action. Veka also knew the demo had to be buzz worthy if it wanted to attract attendees to the booth.
Together with Milwaukee-based exhibit house Derse Inc., Veka developed an idea that would put WISP in the eye of the storm at GBA. That idea centered around an in-booth storm tunnel - a 20-by-30-foot experiential demonstration area that sat within Veka's existing 50-by-60-foot exhibit. Inside the tunnel, a pair of wind machines hidden behind a mesh screen blasted attendees with 70-mph winds once every three minutes, while the WISP system would be demonstrated in the faux hurricane conditions. Plants in the tunnel whipped in the wind. A projected scene on the tunnel's ceiling showed a gathering storm. And audio and lighting effects simulated thunder and lightning.
Along one side of the tunnel were the WISP windows, holding tight against the storm as attendees moved through the buffeting winds. Each time a new demonstration began, Veka staffers discussed the benefits of WISP and demonstrated how the system can be engaged by remote control. With blustery storm noises heard from aisles around, the booth became a must-see at GBA, with nearly 3,000 of the show's 10,000 attendees taking a walk through the storm tunnel.
Thanks to the highly experiential product demonstration and the show-wide buzz it created in the exhibit hall, Veka attracted multiple window manufacturers to its booth to learn about WISP. As a result of the show, Veka is currently working with one national window manufacturer to begin building the WISP system into its windows, and two other manufacturers are in talks to do the same.
Sizzle Awards judges lauded how Derse and Veka didn't just display the WISP windows and call it a day, but rather turned the exhibit into a true experience. "Which are you more likely to remember, a static product display or walking through a storm tunnel with thunder, lightning, and your hair whipping around in 70-mph winds?" asked one judge.
In the end, Veka's experiential demo may have left attendees windblown, but it also blew those attendees' minds. e
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Entice attendees at GlassBuild America to experience and learn about WISP.
