Toyota IMHX
International Material Handling Exhibition, NEC, Birmingham
The International Material Handling Exhibition (IMHX) attracts tens of thousands of industry professionals every year to evaluate the latest products and new technologies as well as debating the industry’s hottest topics.
Held at the NEC, Birmingham, Toyota booked the largest space available at the arena. Toyota was looking for an effective solution that would make them stand out from the other exhibitors whilst showcasing their status as the biggest supplier of material handling equipment and technology.
As the space was directly in front of the main entrance – a prime location – it was imperative to use a design that would attract people from any position. A T-section walkway was cut through the stand, encouraging visitors to pass through it as they entered the exhibition. This innovative design solution created a sanctuary from the cramped and cluttered surroundings of neighbouring exhibitors and funnelled visitors to Toyota’s display.
Toyota’s stand was used to showcase 40 forklift trucks and their material handling products. Once within the stand, the products themselves became the main focus. Distinctive graphical technical drawings were displayed upon the walls to draw the eye of the guests and enhance the products and their features.
Messages and demonstrations of the products were brought to life using video production including plasma screens and a video wall, and live demonstrations were relayed onto the screens around the stand.
The scale and design of Toyota’s offering, which included a café area, created an environment that was relaxed, informative and encouraged visitors to stay. This enabled sales staff to have quality time with their customers and allowed them to create a rapport in a more informal atmosphere.
Toyota enjoyed high levels of press coverage at IMHX and the stand was identified by many visitors as the centrepiece of the show. This success resulted in Toyota experiencing higher volumes of prospects and inquiries than at previous exhibitions, generating a worthwhile return on their investment.
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