Koroberi is a B2B integrated marketing agency located in the North Carolina's booming Triangle. Koroberi specializes in branding, content creation, PR, advertising and digital strategy.
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MHS
trade show experience

Overview

Travel back in time with us to 2020. Our client MHS had been a successful materials handling integrator for decades, but the company had not placed a strong emphasis on exhibiting at industry events. Having just completed a round of acquisitions and product launches, it was time for their big debut, and they enlisted the help of the Koroberi team.

Over the next two years, we helped MHS break out onto the scene in a big way and then elevate their brand’s position even further, through eye-catching exhibits at a key industry trade show, first in 2020 and then again in 2022.

Cumulative results

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new leads
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digital ad impressions
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editorial clips
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exhibit awards
0 %
avg. email CTOR
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new website visitors

2020

MHS secured a large, prominently positioned booth at MODEX 2020, a biennial expo that showcases warehouse automation and supply chain solutions. They had a very clear vision of what they wanted:

1.

An exclusive yet inviting environment

Sounds counter-intuitive, right? MHS wanted to create an enticing atmosphere that attendees would be drawn to, but with a carefully directed flow of movement and consistent experience.

2.

Attendee engagement

After being inspired at a 20th century experiential museum in Italy, MHS wanted to recreate that feeling on the tradeshow floor. We needed to design immersive experiences to help foster engagement and information retention.

3.

A fresh persona

MHS wanted to step into the limelight as a youthful, forward-thinking company with innovative technologies. Think Tesla in a distribution center with southern Kentucky hospitality.

The key to building this experience successfully was a connected strategy — everything needed to drive to the common vision.

To begin, MHS worked with their exhibit partner, EDE Corporation, to design the booth layout and graphics. Breaking the status quo of open floorplans and clean white walls, they went with a dark-colored encapsulated layout with only one true entrance, creating a more exclusive environment. So as not to compromise on booth traffic and accessibility, elements were added for wayfinding and to draw eyes to the booth’s digital elements.

The next task was to create the interactive booth elements, displaying MHS technologies in unconventional, memorable ways.

We animated a custom “three-card Monte” game where booth visitors watched an MHS logo drop into one of three boxes, followed the scrambling boxes around the screen for a few seconds and then selected which box had the logo inside. With help from MHS’s interactive partner Stamm Media, guests who guessed correctly received a prize delivered by an MHS AMR​.

 

 

Helix is a lean warehouse software offering that allows customers to build their own best-fit solution from template-based modules. Based on that philosophy, we designed a drink builder where guests could order customized coffee and cocktails. These orders went to the booth’s bar, where they were distributed in branded tumblers.

 

 

We animated a custom “three-card Monte” game where booth visitors watched an MHS logo drop into one of three boxes, followed the scrambling boxes around the screen for a few seconds and then selected which box had the logo inside. With help from MHS’s interactive partner Stamm Media, guests who guessed correctly received a prize delivered by an MHS AMR​.

 

 

Helix is a lean warehouse software offering that allows customers to build their own best-fit solution from template-based modules. Based on that philosophy, we designed a drink builder where guests could order customized coffee and cocktails. These orders went to the booth’s bar, where they were distributed in branded tumblers.

 

 

But what’s a good booth if no one is there to see it? We worked months in advance to drum up interest. We:
  • Created a custom email signature with booth teasers
  • Distributed a series of marketing emails to customers and prospects
  • Secured sponsorships through the hosting industry association
  • Trained subject matter experts and arranged over a dozen trade media interviews
  • Prepared media kits packed with thought leadership, visuals and other supporting material
We also reinforced the fresh MHS persona by styling booth staff in casual, fashionable outfits that included branded quarter zip pullovers, screen printed tees and custom footwear.

2022

After that breakout exhibit at MODEX 2020, where the MHS booth was named a standout exhibit and awarded an Exhibit Design Award by EXHIBITOR Magazine, we set out to build on that success at MODEX 2022.

Building on many of the branded elements of the 2020 booth, we created new elements for 2022 including:

To showcase the capabilities of a new MHS Robotics division, we created an interactive Wordle game. Attendees had six attempts to guess our word of the day. Those who guessed correctly could choose from three prizes, which were robotically picked from storage containers and automatically conveyed to where they were standing.

 

 

Instead of the bar being a part of the main exhibition, we shifted what had been fondly dubbed “Club MHS” to an invitation-only speakeasy. The secret door only opened by RFID wristbands, providing a discrete entrance to the exclusive bar space and meeting pods.

View of MODEX's exclusive private lounge area, Club MHS

To showcase the capabilities of a new MHS Robotics division, we created an interactive Wordle game. Attendees had six attempts to guess our word of the day. Those who guessed correctly could choose from three prizes, which were robotically picked from storage containers and automatically conveyed to where they were standing.

 

 

Instead of the bar being a part of the main exhibition, we shifted what had been fondly dubbed “Club MHS” to an invitation-only speakeasy. The secret door only opened by RFID wristbands, providing a discrete entrance to the exclusive bar space and meeting pods.

 

View of MODEX's exclusive private lounge area, Club MHS

Other sections of the exhibit used holographic displays and videos to guide attendees through MHS services and the solution design and project execution processes.

Prior to the show, we built hype and generated interest with social media posts, emails and advertising campaigns that leveraged the groundbreaking impression that the 2020 experience had made.

We again outfitted booth staff in sleek attire and custom shoes, prepared detailed press kits and built a public relations program that included interviews with 20 different trade publications.

The 2022 booth succeeded in expanding on the reputation and awareness MHS had established at the 2020 show, exceeding the number of new leads they had generated in their debut year by more than 33%.

"WOW! Here is an exhibit that demands attention.”

– E3 Exhibiting Effectiveness Exhibition Team on the 2022 exhibit

I cannot say enough good things about the Koroberi team. They have been an integral part of building our brand and devising our communication plan. The staff is incredibly knowledgable and takes the time to do their research.

 

LAUREN PEDLEY
Marketing Manager, MHS Global

I cannot say enough good things about the Koroberi team. They have been an integral part of building our brand and devising our communication plan. The staff is incredibly knowledgable and takes the time to do their research.

 

LAUREN PEDLEY
Marketing Manager, MHS Global

Ready to make a splash at your next trade show?