Making a big impact with a smaller exhibit space can be a formidable challenge. Recently, we discussed a solution for this challenge with MaryBeth Gieser, account director at Hamilton Exhibits, an experiential and event marketing agency with a 75-year legacy.

Our conversation centered around the iNTERFACEWARE booth at the HIMSS Global Health Conference & Exhibition, held March 11-15 at the Orange County Convention Center  in Orlando, Fla.

The project exemplified a masterful balance of innovative design, digital integration, and strategic planning. Here are highlights from our conversation. Listen or watch the full interview here.

The Genesis of a Unique Opportunity

The opportunity began with a referral from another Hamilton client at the previous year's HIMSS event. Although relatively new to large-scale exhibitions, iNTERFACEWARE sought Hamilton's expertise to stand out despite a modest budget. Initially, iNTERFACEWARE had a 20- by 30-foot space in the back of the hall. The company later opted for a more favorable location but a more challenging space that was 15- by18-foot.

Design Challenges and Solutions

When tasked with a non-standard exhibition space intersecting two major aisles, the design team at Hamilton took a less traditional approach. They aimed to create a unique flow within the architecture that utilized open frameworks and squares.

Their design challenge required effective visibility and ample space for product demos within narrow constraints. The solution was an ingenious design featuring squares and open frameworks that promoted movement and captured attention.

Digital Integration and Its Impact

One of the standout features of the iNTERFACEWARE booth was its digital LED wall, strategically placed to draw visitors from various directions of the exhibit hall. This digital component, while a significant investment, proved to be one of the most effective aspects of the design, creating an eye-catching and interactive element that combined artistry with cutting-edge technology.

Product Demo Areas

Hamilton designed the booth to accommodate several demo areas, with a larger touchscreen for group demonstrations and smaller, angled tablets for one-on-one interactions. These thoughtfully designed spaces allowed iNTERFACEWARE to engage with attendees on multiple levels, offering personalized interactions and group presentations alike.

Feedback and Future Plans

As is critical in any strategic exhibit effort, feedback from both the client and attendees was overwhelmingly positive. Attendees were intrigued by the booth's design, and many took photos or inquired about its features. iNTERFACEWARE was pleased with their brand visibility and engagement levels, reinforcing the value of their investment.

Evaluating Total Costs

Gieser highlighted the importance of preparing clients for total costs, including operational expenses like labor, freight, and onsite logistics. This proactive approach ensures that clients are not taken by surprise by end-of-show bills and can better allocate their budgets.

Tips for Making an Impact in Small or Unique Spaces

1. Holistic Approach: Consider the entire exhibit program, including pre-show promotion, onsite activities, and post-show follow-up. It's not just about the physical booth.
2. Innovative Design: Be open to non-traditional designs that promote movement and interaction within the space.
3. Digital Integration: Invest in digital elements that not only draw visual attention but also provide dynamic ways to engage with attendees.
4. Strategic Planning: Prepare for all costs upfront, and tailor the design to fit within the allocated budget while maximizing impact.
5. Engage Staff: Ensure that staff members are well-prepared to manage the space effectively, creating a welcoming environment for attendees.

Lessons Learned

Creating a significant impact within a smaller footprint is entirely feasible with the right approach. Through strategic design, effective use of digital tools, and thorough planning, even a modest budget can yield impressive results. The iNTERFACEWARE booth at the HIMSS Global Conference serves as a stellar example of how to achieve this balance.