Gates Corporation, a leading manufacturer of power transmission belts and fluid power products, has a vision of continually pushing the boundaries of materials science to advance the way the world moves.
With a history spanning more than a century, Gates has grown considerably by expanding product lines. As product lines were added, they often operated independently—including managing independent trade show programs. This meant little to no crossover in exhibit assets from one product line to the next (and consequently, a weakened brand in some markets).
After a successful partnership with Derse on a new customer experience center in their Denver, Colorado headquarters, Gates turned their focus to overhauling the scattered trade show program.
With a trade show portfolio of fragmented and unengaging exhibit properties from various business units and a new brand to promote, Gates sought to overhaul their face-to-face marketing program. Gates challenged Derse to design an engaging and modular exhibit program with several requirements:
In past exhibits, Gates’ products were presented in the booth through static, non-interactive displays. To deliver on education, entertainment, excitement, and engagement, Derse created (and continues to create) virtual reality, augmented reality, and gamification interactives for tier-1 shows (exhibits with a footprint of 20’ x 45’ and larger). These customer experience elements allowed Gates to tell their manufacturing story in a more exciting way—and more importantly, educate participants on the superiority and capabilities of Gates products.
Customer engagement activities created for individual industry segments (oil, automotive, construction) entertained and educated attendees in a variety of interactive ways. Through their partnership with Derse, Gates’ exhibit program transformed into an innovative and effective way to reach target audiences face to face.
More images of Gates Exhibit.
