Our trade show display company attends two shows each year. Our primary show is called Exhibitor, which takes place in Las Vegas, NV each year. The show is really the primary show for trade show designers and producers, trade show graphic companies and a host of other organizations that supply the trade show marketing industry. We made the decision to attend this show for the first time in the Spring of 2006. It was a unique decision as we were really the first company of our type in the industry to exhibit at the show. As we prepared to attend the show, we really had to answer the question I brought up yesterday: "Who are we and why are we here?"
Our trade show display company attends two shows each year. Our primary show is called Exhibitor, which takes place in Las Vegas, NV. The show is really the primary show for trade show designers and producers, trade show graphic companies and a host of other organizations that supply the trade show marketing industry. We made the decision to attend this show for the first time in the Spring of 2006. It was a unique decision as we were really the first company of our type in the industry to exhibit at the show. As we prepared to attend the show, we really had to answer the question I brought up yesterday: "Who are we and why are we here?"
Our company, Displayit, Inc., specializes in providing portable, modular display systems to end user clients. Most of our products are basic display items such as table top displays, banner stands, pop-up displays, and large custom modular exhibits. The typical exhibitors at this show were usually very large custom exhibit houses that handle large accounts like IBM, Cisco, General Motors, etc. Quite simply, companies like Displayit don't exhibit at this show. So why were we there? We felt that we had something special to offer the higher-end exhibit manager in our market. We knew that many times, some of the large custom exhibit houses were working with us to provide our products to these larger customers.
If we were to make an impact at Exhibitor, we needed to figure out what message we could bring to reach this higher-end market. Since 2006, we have exhibited at Exhibitor 3 times and we've learned a lot about spotlighting the aspects of our brand that will appeal to this part of our market. In preparation for this year's show we decided to craft an entirely new logo to use at Exhibitor. Our regular logo is a simple Displayit with the tagline Click it, Buy it, Display it. 
We created a displayit.com logo for use at Exhibitor.
We typically use the Displayit logo in our everyday marketing efforts because we don't want our clients to think we are simply an internet provider. We provide complete service to many of our clients, but we also know that some of our clients think of us as a web company and truthfully, this is how the higher-end exhibit managers at Exhibitor would view us, so we decided to really push the convience of our website with the displayit.com brand. This strategy worked very well for us and helped us to really simplify our message. I encourage you to think about what tweaks you can make to your branding to be more effective at each one of your trade shows.
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