Nexxtshow
NexxtWall Post & Panel System
PROJECT:
The integrated launch of NexxtShow’s NexxtWall Post & Panel system, possessor of a clean, contemporary Euro-style look and successor to the same-old, same-old sameness of pipe and drape. Imprintable and available in a wide range of panel colors, NexxtWall brings a more professional appearance to the show floor, reduces costs and builds revenues for show management.
In a word, it’s a game-changer.
CHALLENGE:
NexxtWall’s too-good-to-be-true value proposition argued compellingly for an integrated product launch; however, we had to work fast, both to enable NexxtShow to claim ownership of the innovation and to differentiate it immediately from the me-too products likely to follow.
SOLUTION:
Product branding came first, in the form of a logo and tagline, to wit: Stand Out. Show Off. Next came print and banner advertising. “Out with the Old. In with What’s Nexxt” graced the split-cover of the industry’s leading publication. With a QR tag in place, readers were directed to a humorous video “Celebrating the Life of Pipe & Drape.” Distributed through social media, e-mail and public relations channels, the video rapidly went viral in industry circles.
Meanwhile, we got to work – and fast – identifying a national industry conference for a formal product launch and introduction. Also integrated into launch were testimonials from customers who field-tested the NexxtWall system; dissemination of a humorous survey; creative for the conference’s JumboTron; and the establishment of the presence NexxtWall deserves on the NexxtShow website.
RESULTS:
NexxtWall has taken the tradeshow industry by storm, prompting those in an industry typically slow to change to actively reconsider their relationships with pipe and drape and specify the NexxtWall Post & Panel System.
