Our Work

MINExpo Show Floor

Our work on Caterpillar’s MINExpo 2016 trade show went well beyond designing the layout of the show floor exhibit. Partnering with the company’s core mining marketing team, we worked with Cat dealers, product managers, subject matter experts, technology and data teams, parts specialists, Cat dealers and many more — capturing what was important to each individual entity and weaving it into a comprehensive message and display that would resonate with the mining industry.

Each attendee received a floorplan handout that covered every aspect of the 52,000-square-foot show floor, including a schedule of the dozens of presentations on two different stages.

Working hand-in-hand with our client’s marketing team and other key stakeholders, we developed a comprehensive theme that was executed in all materials as well as in the real-world customer examples shared throughout the exhibit.

An important differentiator for Caterpillar, and one that’s difficult to explain on a trade show floor, is the support that Cat dealers provide. This includes the millions of genuine Cat parts that were represented in this light-box display. In addition, the show floor had an area dedicated to highlighting Caterpillar and dealer employees and the work they do, with space for attendees to interact with experts.

One of two stages on the show floor, Center Stage showcased Caterpillar’s global dealers and their partnerships with customers. The area had seating for nearly 200 attendees, with many of the video presentations gathering standing-room-only crowds.