Challenge: Hannover Messe is one of the world’s largest industrial trade shows, attracting up to 200,000 industry leaders, innovators, and stakeholders annually. For Emerson, participation in this event is a significant opportunity to showcase its latest technologies and solutions to a captive audience. To make the greatest impact at the 2024 event, Emerson needed to showcase its diverse solutions—including legacy and newly acquired technologies—in a unified manner.
Vision: The vision was to bring Emerson’s “Floor to CloudTM” automation approach to life in a custom exhibit, promoting business improvement through advanced automation and energy-efficient solutions while emphasizing their solutions across their portfolio. The exhibit aimed to engage visitors with interactive and visually appealing demos while collecting valuable data on visitor interactions.
STAR Solution:
Collaborative Design Process: STAR worked closely with Emerson’s Marketing and Business Development teams to develop a cohesive brand experience for the custom exhibit space. A comprehensive “demo guidelines” document was created to ensure consistency in design, finish quality, and integration with the larger exhibit narrative.
Creative Execution: Demo Development: Multiple demo formats (wall-mounted, counter-supported, kiosks, and free-standing) were designed to fit the diverse needs of Emerson’s product lines. Interactivity: Interactive elements, including touch screens and motion-triggered components, increased engagement and dwell time. Strategic Lighting and Motion: Strategic lighting and motion were used to attract attention without being overly bright or noisy.
Pre-Show Preparation: STAR facilitated a live review of the demos for the Emerson team at the fabricator site before the show. This preemptive setup helped save time and reduce stress during the actual show setup.
On-Site Execution: The booth layout and demos created an inviting environment, strategically connecting all displays to Emerson’s overarching messaging. Extensive training was provided to booth staff to ensure they could effectively convey the value of each demo and engage with visitors. Heat mapping technology was used to monitor visitor traffic and engagement, providing Emerson with valuable data to compare year-over-year effectiveness.
Result: Overall, the custom exhibit helped Emerson meet many goals they set for the Hannover Messe 2024 event. Booth visits increased significantly, from 13% to 35% year-over-year. Heat mapping technology unlocked other vital insights into visitor behavior, resulting in a 147% increase in global engagement from the previous year. The technology also pinpointed which specific displays attracted the most attention, helping Emerson refine their future exhibit strategies.
From a representative from Emerson. “Their innovative approach and flawless execution made our presence at Hannover Messe 2024 a resounding success.”
