PUTTING THE ADAPT AND ADOPT CONCEPT INTO ACTION
Following last month’s ‘Adapt & Adopt or Do Nothing’ Tour, Bernina Australia implemented a totally new look to their stand at a recent craft show, that had fellow exhibitors envious and visitors doing a double-take – in a good way!
They took a punt and, to their credit, not only did the team produce a visually impressive stand – especially for a 3m x 3m space – but they used their product well, creating samples to showcase what was possible on a Bernina sewing machine. This display really enhanced the customer’s experience.
Their backdrop was a printed fabric piece with Velcro sewn around the edge, making it quick and easy to install on existing walls. It’s also easy to re-use at other shows and takes up very little space when folded down.
In a departure from the normal high-impact of colour, the backdrop was just black and white with accessories added for colour and dimension.
Of significance is how ‘homely’ they managed to make it look and feel. Then on the first morning they sent out a message to ‘visit our living room’ via social media – very clever!
WHAT DOES USP STAND FOR?
(select one of the following)
- Understanding Sales Processes
- Under Siege of Pirates
- Unique Selling Proposition
- Universal Standard Product
At an exhibition, your USP plays an important role in helping people remember your business after they’ve left the event. By focusing on the USP, your company can really highlight its benefits and demonstrate how they matter to your customer.
As I have said many times, it’s not about how big the space is, you can either work the stand or have it work for you.
Let me take you on a visual journey of their stand!
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| The overall stand. See how the magic lies in the detail! | A three-dimensional feel is added by padding the back and seat. | ||
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| The lamp shade even had a light, bought from Bunnings, to further enhance the effect. | Pictures in frames demonstrated another technique achievable on their sewing machines. | ||
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| Techniques created on a Bernina cleverly incorporate the model series in the work! The clock performs a practical function: shows the time and when the next presentation is. | The use of a plasma screen incorporated additional visual information that told a story without detracting from the overall display and its appeal. | ||
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| Whilst adding to the overall theme, this fits nicely and subtly; shows off tips for sewing your own clothes – nicely incorporated. | I love the use of flowers and this shows how cleverly they show off the Bernina machines’ capabilities while adding a splash of colour. | ||
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| Utilising the chalk board to display a timetable of demonstrations. | Use of stools to elevate visitors – making it easy for them to rest on and get off. | ||
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| Another two projects that are beautifully displayed. | I think they need a bigger stand! Visitors loved it. | ||
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See you on the floor.
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