Trade Show Case Study
Meridian Air Charter: Turning a Trade Show Booth Into a Crowd Draw
Meridian Air Charter was exhibiting at McCormick Place and wanted more than booth visibility — it wanted people to come in, interact, and hear the company’s message. Dale’s role was to create a reason to stop and give Meridian’s team an easier opening for conversation. Meridian later reported reaching 62% of the vendors without leaving the booth.
The Event Need
Give Attendees a Reason to Walk Into the Booth
Meridian Air Charter was exhibiting at the National Travel Business Association Conference at McCormick Place in Chicago. It was Meridian’s first time exhibiting at McCormick Place, and the company wanted to make an impact around its corner booth.
The audience was B2B, with high-end clientele exhibiting or attending the conference. Meridian wanted an activity that could generate a crowd and create buzz on the trade show floor without feeling out of place in a professional setting.
The challenge was not simply to make the booth noticeable. Meridian wanted enough curiosity and interaction that attendees would come into the booth and give the team an opportunity to talk about the company.
Dale’s Role
Create the Stop — Then Let Meridian Continue the Business Conversation
Meridian contracted Dale to run the booth promotion and create artwork customized to the people he was engaging.
The visual activity gave vendors and attendees a reason to approach the booth. Once they were there, Meridian’s team had a more natural opportunity to introduce the company, talk about its aviation services, and continue the business conversation.
Dale’s role was to create the opening. Meridian’s staff handled the company message and relationship-building that followed.
Meridian reported that the attraction brought other exhibitors into its booth area, creating B2B relationship opportunities without requiring the Meridian team to leave its own exhibit.
Value to the Exhibit
The Attraction Helped Bring Business Conversations to Meridian
The value was not simply a busier-looking booth. Dale helped create attendee movement toward Meridian, giving the team more opportunities to put its message in front of people at the show.
Created a Visible Crowd Draw
The interactive artwork gave attendees a reason to notice the booth and move closer instead of continuing down the aisle.
Made the First Approach Easier
Attendees could enter because of the activity first, giving Meridian staff a more natural opening to begin a business conversation.
Brought More of the Show to the Booth
Meridian reported reaching a large share of the show’s vendors without needing its team to leave the exhibit and search the floor for them.
The Result
Meridian Reported Reaching 62% of Vendors Without Leaving the Booth
Meridian reported that vendors left their own booths to acquire personalized artwork, creating opportunities for new B2B relationships inside Meridian’s exhibit.
The company also reported reaching 62% of the vendors without leaving its booth. That result illustrates the role the attraction played: create enough interest around Meridian that more of the show came to the company.
“Your presence in the Meridian booth was an enormous crowd draw. It was wonderful to see vendors pouring into our booth and our message reaching their ears.”— Maureen Galbo, Meridian Air Charter