Corporations often need to exhibit at simultaneous trade shows in different locales and for different reasons. They often have two trade show exhibits in the same city at the same time. Going one step further, a company may even have two separate trade show exhibits at the same trade show.
Oracle is an example of a company exhibiting at two trade shows at the same time in the same city. Why does this happen?
Quite simply, each trade show appearance had a different objective. One trade show exhibit concentrated on new lead generation, while the other trade show displays focus was on new product launches. Even though these trade shows differed, Oracles message needed to be consistent in presenting their corporate brand. Trade show visitors may have a different agenda for attending each trade show, but the corporate message must remain consistent and easily identified with the corporate DNA.
Every aspect of trade show exhibit presence also must match up with company promotional materials, advertising, public relations, online marketing, website and direct mail. Companies lose identity when they dilute their image with mixed messages. Marketing pros say...
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