Writing on the wall
Smart Display has finished up on two days of forging connections, lead generation and raising brand awareness at the B2B Marketing Expo. As the industry leader in exhibition stand design and build, the event was an opportunity to demonstrate first-hand how a statement stand creates the right impact and draws customers into a bespoke brand environment.
In line with its aspirations to put its branding message at the forefront of its design, Smart Display’s design team incorporated a five metre-high video wall to showcase its new content. Themed around the brand’s core ethos, the video demonstrated how its principles of sustainability, experience and meticulous attention to detail contributed to a revolutionary approach to stand design which strikes a seamless balance between aesthetics and ethics.
Smart Display complemented its AV content with re-used elements from last year, including its BeMatrix structure and graphics reconfigured for a new orientation, the living wall, the backlit logo and all furniture. The re-used elements reinforced the branding first established at Smart Display’s debut show last year, generating a level of recognition amongst customers already familiar with the Smart Display concept.
“My brief was to build upon last year’s exhibition stand while incorporating striking new elements to further demonstrate our capabilities,” says Smart Display’s creative director Nathan Hesslewood. “Last year’s stand design achieved our aim of attracting attention and introducing our brand to visitors, and the key feature was the rotating hanging drum with LED lights. We loved the design, but we wanted to spend our money differently this year and really utilise the potential of the height with a strong focus on our content and ethos.”
The stand was well-frequented across the two-day event by a wide range of end-users, established exhibitors, new start-ups and agencies looking to learn more about the potential of bespoke stand build.
“I think the nicest thing this year was to have visits from the customers we met at last year’s event who we have since worked with,” says sales manager Ben Rose. “To welcome back clients who happened across our stand last year and are now featured in our design portfolio was testament to the success of our debut last year, and the longevity of the relationships we forged in the exhibition hall.
“In addition to returning clients, we had a lot of brands who had seen our work at their industry shows, and wanted to see how we could help to build a similar presence for their brand. Overall, it was a dynamic and buoyant event with a buzz of positivity about the vast potential of B2B marketing throughout 2025 and beyond.”
This year saw the B2B Marketing Expo take the decision to charge for visitor tickets in response to exhibitor feedback last year that the actual quality of leads did not necessarily match the sheer volume of visitors coming through the door. Overall, the response from exhibitors was positive, and recognised that visitors who had paid to attend were serious, business-minded professionals with a genuine intention of partnering with industry experts.
“We’ve welcomed back the same number of exhibitors as we had last year and we want to listen to their feedback and bring them back on board for next year,” says event director Chris Martin. “We’ve already seen a strong level of rebooking for 2025, which shows how successful the show has been for our exhibitors and visitors alike.”
If you were unable to visit the B2B Marketing Expo this week, get in touch today to find out how we can help to maximise the potential of your stand at your next exhibition #wemakeevents
