MLL exhibition support

The challenge

Conveying powerful branding across exhibition displays and collateral

MLL Telecom, an established provider of fully-managed networks, sponsors and exhibits at a number of key public sector and mobile industry events, including the Socitm annual conference. They came to us looking for a complete toolkit which would support their involvement before, during and after exhibitions. They also needed collateral which could be used at exhibitions and in other modes, introducing the company and its offering to a variety of audiences.

What unity*dc did

Taking note of MLL's desire for a polished, big-brand image whilst keeping costs low, unity dc redesigned their exhibition displays to make the brand instantly recognisable in a crowded exhibition hall. We incorporated their bespoke brand photography as large-scale visuals, which gave their display items the edge. By reusing MLL's existing display structures wherever possible, we kept costs to a minimum.

To increase the value of the new exhibition kit, we designed displays with interchangeable panels, so MLL can now deliver specific messaging tailored to different audiences simply by changing a single panel. To add impact to the message the display items deliver, we created branded brochures and case studies, minimising the cost of artwork by developing flexible case study templates. Used in conjunction with the display items, these items make MLL's exhibition presence recognisable, eye-catching and engaging.

unity*dc's support extends beyond the exhibition days themselves. By leveraging the CRM marketing database we developed for MLL, we were able to promote their exhibition presence with an email campaign. And by using the website we were able to capture interest from before and after the show and register people directly into the database.

Results

MLL now have all the elements to make their exhibition and conference involvement a slick success from beginning to end. Their consistent, eye-catching branding is instantly recognisable in even the most crowded coffee-break, and every contact can be captured, segmented, and put to use.

See the work See the work See the work

Client's view

We have a presence at several exhibitions throughout the year, for difference market sectors with different messaging needs. At these events we sit side-by-side with major vendors with much deeper pockets so we needed exhibition displays and collateral that work really hard for their cost. unity*dc designed displays for us which not only delivered the impact we needed but by using a clever interchangeable panel for each audience, were great value for money. Their support for our communications before and after the event in email, web and DM also helped us maximise our interest at each show.

Richard Brandon, formerly CMO of MLL Telecom