Client: OrthoTech Labs
High Point, NC
Project Overview:
This project involved the design, production, and on-site technical management of a tradeshow booth for OrthoTech Labs, a manufacturer of orthodontic appliances, at multiple industry events across the USA. The booth was the centerpiece of the “Break the Mold” campaign, aimed at encouraging orthodontists and dentists to transition from traditional alginate impressions to digital scanning for retainer production. The project encompassed booth design, graphic design, sourcing materials, overseeing construction, on-site assembly, providing comprehensive AV and technical support throughout the events and securing funding.
Challenge:
OrthoTech Labs faced the challenge of convincing a traditionally-minded industry to adopt a new technology (digital scanning). The tradeshow booth needed to:
- Attract Attention: Stand out in a crowded exhibition hall.
- Communicate the Benefits: Clearly convey the advantages of digital scanning (accuracy, efficiency, patient comfort).
- Showcase the Product: Effectively demonstrate the quality and precision of OrthoTech’s digitally-produced retainers.
- Generate Leads: Capture contact information and facilitate sign-ups for the “Free Study Model Scan” offer.
- Reinforce the “Break the Mold” Message: Consistently communicate the campaign theme.
- Travel Well: Be easy to transport, assemble, and disassemble at multiple locations.
Solution:
The solution was a custom-designed tradeshow booth that combined visually striking graphics, interactive elements, and a clear, concise message to achieve OrthoTech Labs’ objectives.
Booth Design and Construction:
The booth was designed to be a clean, modern, and inviting space, instantly communicating OrthoTech Labs’ commitment to digital innovation. Key design and construction elements included:
- Booth Design and Construction:
- The booth was designed to be clean, modern, and inviting, instantly communicating OrthoTech Labs’ commitment to digital innovation and the core message of the “Break the Mold” campaign. The design prioritized:
- Visual Impact: A large, dye-sublimated fabric backdrop served as the primary visual anchor, ensuring the OrthoTech brand and campaign message were immediately visible. The curved design and stretchable fabric created a seamless, professional look.
- Centralized Interaction: A white, rectangular counter with under-counter LED lighting provided a clear focal point for engaging with attendees, demonstrating products, and displaying literature.
- Dynamic Messaging: Two portrait monitors, mounted on truss structures with integrated uplighting, showcased video content and reinforced the campaign message.
- Comfort and Branding: Blue interlocking foam tiles created a comfortable and branded floor space.
- Print and Swag
The “Break the Mold” Campaign and the Free Scan Offer:
The booth was designed to support the “Break the Mold” campaign, which encouraged orthodontists to switch to digital scanning. The key offer promoted at the tradeshow was a “Free Retainer Scan.” Orthodontists were invited to provide their contact information (name and address) to receive a mail-in box, which they could then use to send a traditional mold to OrthoTech Labs for a free digital scan and retainer fabrication. This offer served as a low-risk way for orthodontists to experience the benefits of digital scanning firsthand.
On-Site Technical Management:
In addition to designing and producing the booth, I also provided comprehensive on-site technical support at multiple tradeshows across the USA. This included:
- Booth Assembly and Disassembly: Overseeing the physical setup and takedown of the booth at each event.
- AV Setup and Management: Ensuring all audio-visual equipment (TV screens, video playback, sound systems) functioned correctly.
- Technical Troubleshooting: Addressing any technical issues that arose during the events.
- Lead Capturing: Assisting with the collection of contact information from interested attendees.
Supporting Digital Marketing:
To maximize the impact of the tradeshow presence and drive traffic to the booth, a targeted digital advertising campaign was also implemented. This included AdWords retargeting to reach attendees who had previously interacted with OrthoTech online, the use of Facebook pixels for audience tracking and retargeting, and hyperlocal targeting to reach individuals in the vicinity of the tradeshow venue. A strong YouTube presence was also established. These efforts complemented the physical booth experience and ensured a broader reach for the “Break the Mold” message.
Results and Reflection:
The “Break the Mold” tradeshow booth for OrthoTech Labs was highly successful in attracting attention, generating leads, and securing sign-ups for the free retainer scan offer. The combination of a visually striking design, a clear and compelling message, and a hands-on approach to technical management resulted in a positive and productive tradeshow experience for OrthoTech Labs. The project demonstrates expertise in tradeshow booth design, graphic design, project management, client communication, and on-site technical support. The ability to secure sponsorship funding also highlights business development and negotiation skills. The campaign’s success led to instant sign-ups and the acquisition of numerous long-term clients and friends for OrthoTech Labs.
