One of the Toronto Motorcycle Film Festival's business challenges is raising awareness. When people hear the term, "motorcycle film festival" they don't quite know what it means, or they immediately jump to classic films like Easy Rider and The World's Fastest Indian. Educating the public that TMFF screens newly produced international films yearly was a key objective. TMFF also wanted to let their target audience get a sense of what it might be like to attend the festival; the fun times with friends, being entertained, meeting filmmakers, and sharing experiences around a common passion for motorcycling.
We reimagined the concept of CD listening stations found in old record shops as viewing stations set up around a communal table, allowing attendees to watch and listen to a sample of the fantastic films shown at the Festival.
To connect with the target, motorcycle-passionate, audience, the aesthetic design of the space was inspired by the gritty, rugged and raw feel of the home garage. To share the excitement of the Festival experience, the space was filled with memorabilia such as event posters signed by filmmakers, photos from past events and attendees, Festival merchandise, and old film equipment and reels.
Trade Show Booth
Designing a standout and ROI efficient trade show booth that connects with your target audience
The costs of setting up a booth at a trade show can add up pretty quickly. Between the booth fees, electricity, insurance, furniture and other rentals, one often wonders if there will be an appropriate return on the investment?
The Toronto Motorcycle Film Festival was planning to have a display at the annual Toronto Motorcycle Show, the largest motorcycle manufacturer’s show in Canada. Our objective was to create a booth for TMFF that helped tell their brand story, invited passersby to learn about what a motorcycle film festival was and why it is a must-attend event. All of this in an interactive and engaging way that stood out from the other booths and kept costs in check.
WHAT WE ACCOMPLISHED
The finished TMFF booth was not only cost-effective, but a huge draw due to its design, and one of the most talked-about booths at the Toronto Motorcycle Show receiving praise from attendees, event organizers, and the media. The effective design resulted in the deepening of existing customer relationships, an immediate increase in new TMFF subscribers in the week following the event, along with several leads captured for future business development.
Going into any booth design project, there are three principles that we always adhere to:
Outfitting a booth with the typical pipe and drape background and tablecloth covered desk upfront is the equivalent of wearing sweatpants to the store. It shows a lack of effort and a hard no for us. Furthermore, the upfront table closes off the space. Instead, we want to invite people into the booth so that we can engage with them and begin building a relationship.
The booth design must relate to the audience in an authentic and relatable way that stays true to the company's brand strategy.
The booth space must be highly engaging and invoke as many senses as possible.
Crafting the Experience
The Devil's in the Details
Behind the scenes, it’s about obsessive attention to detail and the combination of a 101 little things that add up to make the experience great and memorable. Here’s a look of how it all came together.
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