Trade Show Strategy: Mark Andy Case Study

When someone asks me what I like most about this crazy business, I often respond by telling them that I LOVE the fact that we get to solve creative challenges for such a range of industries, physical needs and budgets.  A great example of this is a project we recently produced for Mark Andy, the world’s number one manufacturer of narrow web printing equipment, attended the Labelexpo Europe in Brussels, Belgium in September.

Labelexpo Europe is one of Mark Andy’s largest industry events, and this year the event drew nearly 25,000 attendees from 125 countries around the world.  Prior to the show, Mark Andy faced a vertical sales and marketing opportunity with the acquisition of Rotoflex, Inc, a leading provider of high performance labeling equipment.

With the challenges of combining brands, messaging, and the physical equipment and architecture of both companies, Echelon was tasked to create a cohesive shared environment respecting the integrity and history of each entity.

Mark Andy’s stand, with more than 8,800 square feet, represented the largest space in the entire show and was located directly at the front upon entry of building number five for those familiar with the Brussels Messe complex.

By combining exhibit components acquired from the acquisition with existing architecture supplemented with a few strategic elements, Echelon created a completely different, exciting, and dynamic environment.

The result was a space that included multiple equipment and service demonstrations, extensive hospitality, conferencing, and reception elements.  Towering arches, large fabric components, and strategic lighting, all contributed to and accomplished a cost effective solution.