When Monitronics, now Brinks Home Security, approached Steelhead, they had owned their booth for five years and needed a change. “They were looking to evolve their program and wanted to use a different exhibit for ISC West, their most important show,” says Steelhead CEO Sean Combs.
A Last-Minute Request
Three weeks before ISC West 2018, when exhibition production was well underway, Steelhead was notified that Monitronics would be rebranded as Brinks Home Security. Establishing that message and incorporating it into their booth by show time was critical.
Within that tight window, Steelhead changed all booth graphics to align Monitronics with new branding so they could present at the show as Brinks Home Security. Combs recalls, “The introduction of Monitronics as the new Brinks Home Security was a smashing success and served as the launch pad of the new brand on other platforms. The timing was perfect, as was the execution.”
The Takeaway? Flexibility at All Times
Steelhead’s ability to implement new changes in a tight deadline is just one of the advantages of a custom-designed rental booth. “The markets you’re in are ever-changing. Remaining flexible is the key to responding at the pace of, or even ahead of, the changes that are certain to occur,” says Combs.
"Exceptional marketers approach each event as an opportunity to give their audience something fresh, which cannot be accomplished by rolling out the same exhibit they used last year."
Owning a booth doesn’t just render your brand unable to be flexible, it forces your messaging to grow more and more stale with each year. What else is wrong with booth ownership? Check out our white paper: 3 Pitfalls Of Owning A Trade Show Booth.
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