Frederike Robins, production and exhibitions manager at PRIMARY, explains how value was added to all elements of a stand for Siemens Healthineers.
Tell me about the feature?
We love a multi-layered challenge and this one was no exception. We created this exhibition stand for Siemens Healthineers for the 50th annual BMUS (British Medical Ultrasound Society) Scientific & Technical Exhibition at the Emirates Old Trafford in Manchester.
The brief was to create an open, bright and welcoming stand for an island space (7m x 6m) to allow live demonstrations to launch two new floor-standing ultrasound systems and to showcase their features and benefits. We also needed to design a space to maximise opportunities for visitor engagement and sales leads.
Another requirement was to create a modular design capable of re-use. With that in mind, we incorporated a melamine flooring system, backlit graphic housing and workstation counters suitable for a number of products and future uses; all of which would withstand multiple set-up, storage and transportation.
Tell us about the process of creating it?
We have a long-standing relationship with Siemens Healthineers, which arguably, raises the bar and demands that each successive design delivers more creativity and value.
We work collaboratively with both marketing and product contacts, not only to fully understand the communication objectives but also to fully understand wider product marketing context.
This process allowed us to create a 3D design concept befitting the clinical brand and fulfilling the brand objectives. It also allowed us to gain a deeper understanding of both the event audience and the sales/prospect engagement process. We then designed an environment, which considered all these relevant factors to optimise the number of conversations and engagement with both products.
We took into consideration previous stand hot-spot analysis to look at the flow of visitors around similar spaces and decided to design small open meeting spaces on poser tables and high stools to allow discussions while demonstrations were taking place.
We also worked with the client to create explanatory imaging technology content, which was displayed on integrated screens.
Further engagement was achieved by the use of VR which demonstrated technical features in more detail.
We also created graphics for a complementary brand tree theming (for the ‘Juniper’ and ‘Sequoia’ named products) to add to the brand proposition.
Why do you consider it special?
This project was a great example of how we create value (we actually came in under budget!) without compromising on creativity.
We recommended areas of cost saving (e.g truss system rather than rigging and creating a modular stand) and added value to the experience (e.g by recommending practical ways to increase engagement).
By successfully making the product ‘king’ we drove footfall to the stand for the full three days and provided several opportunities to highlight the product features and benefits.
This allowed more face-to-face conversations, and ultimately more opportunities to take things forward in the selling process.
The multiple point access to the stand also helped to exploit the venue’s work to ensure traffic reached all areas of the exhibition hall.
We worked collaboratively to fully understand what the client wanted to achieve and worked hard to deliver real value to create a space that successfully fulfilled the objectives.