Portable display stands are fast changing the game for companies participating in trade shows. Take the example of MechNex Solutions, a Pune-based micro, small and medium enterprise, who switched to portable booths and saw a remarkable shift in the company’s lead generation.
For over a decade, MechNex - a growing automation company - has been a regular at India’s top exhibitions. They attend all the events - from ELECRAMA in Greater Noida to IMTEX in Bengaluru. Their set-up is modest - usually a 9 to 30 sqm booth with rented furniture and static vinyl backdrops.
Though the set-up was basic, the costs weren’t. Around ₹25 lakhs every year went into booth space, fabrication, transportation, and staff coordination. But despite all this, lead generation was dropping.
“It felt like we were visible but not memorable,” said Ankita Gupta, MechNex’s Marketing Head. “We seemed like one among others and did not actually stand out.”
Disappointment at Trade Show Becomes the Turning Point
After an unsatisfactory show at ELECRAMA 2024, MechNex re-evaluated its exhibition strategy. The leadership team got together to ask tough but honest questions: “Are our display stands helping us perform or leading us to failure?”
They decided it was time to try something new for the upcoming Automation Expo in Mumbai. Instead of traditional booths, they decided to opt for portable display stands, which were compact, stylish, and user-friendly.
MechNex could immediately see the difference:
- Two team members set up the booth in under an hour. Earlier set-up would have taken days.
- The portable displays included LED panels, QR-linked product videos, and interactive touchscreens – all of which attracted the visitors.
The booth looked sharp and sophisticated. But more importantly, the booth delivered.
“We were amazed at how quickly portable display stands changed the game for us,” Ankita said. “They helped us present our solutions clearly and creatively, without any difficulty.”
Achieved Concrete Results
- Leads tripled over the previous show
- Attendee engagement increased noticeably
- Since setting up was faster with portable display stands, the staff spent more time on conversing with the attendees
- Visitors loved the interactivity, where they could understand the company’s products and services better
- The cost was less, and the booth looked premium
Why Portable Display Stands Work
These are the advantages of portable display stands:
Better messaging: Modular and portable display stands make it easier to highlight key product features, thus connecting with people instantly.
Reuse of stands: MechNex used the same display stands in Bangalore and Chandigarh, thus cutting costs.
Effective use of money: The money that was saved on booth construction was used for following up with prospective clients, and converting the leads.
Conclusion:
By using portable display stands, MechNex saw a 23% increase in lead generation and conversion, and a 45% drop in set-up costs. These stands are not just about ease and convenience. For Indian MSMEs like MechNex, they help in strategically growing the company by simplifying logistics, enhancing brand presence, and improving return-on-investments.
This is an imaginary case study. While the company and scenario are imagined, the challenges, strategies, and results have been taken from real-life scenarios at the trade shows.
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