Arlon
FESPA MX Design + Event Strategy
Mexico City, 2019
In this event I played the role of marketing manager and art director, spearheading the brand reach for Arlon in Latin America. The FESPA MX trade show was geared towards the printable vinyl market and would be the first time Arlon participated in over five years. I had a lot of initial push back from leadership, doubting the return on investment, but our presence at the show proved to be an enormous success.
The Research
I attended sign-graphics trade shows in São Paulo, Brazil and Las Vegas, Nevada earlier that same year to study what drove the most engagement with our competitors. I learned that no matter how well-known the brand, the main driver for booth attendance is having a competitive game component where participants can prove their skills and be rewarded.
Interviews and
Persona Development
At the show in Las Vegas, Arlon held a contest called the Wrap Dash in which there were three wrapping stations with different car parts attached to each. Attendees would compete in groups of 3 for a cash prize and the title of “the fastest”. Of the 8 rounds per day, 15% were from Mexico or from another Latin American country. While in Las Vegas I interviewed 10 Wrap Dash participants from Latin America. After the show, I interviewed 3 key customers and 2 car-wrap influencers in Mexico to learn if and/or how the Wrap Dash might work at FESPA MX in Mexico City.
Ideation + Strategy
Under the direction of the Marketing Director, I sketched out ideas and selected the top 3 booth features that most addressed our persona’s needs and stood out against the competitive landscape.
We needed an experience where…
Car wrappers can try our products as part of a contest
Daily cash prizes would be awarded in US dollars
Our booth location would be next to the FESPA Main Stage for greater traffic
Wrap Dash Booth Design
Construction and booth design by: Grupo Escato
Art direction and graphic production: Ana Armendariz
The booth would be an open floor plan with 3 car doors to host 3 contestants per Wrap Dash round. A digital clock inlay and help us time each individual participant. Behind the car door front was a cabinet where we would keep the vinyl material and extra tools. A heat gun would be secured to the side of each podium. The front desk would serve as our check-in for the contest as well as the waiting list. A small conference area was situated behind the contest, near the furthest pillar.
Having an open floor plan allowed for the gathering of crowds along all sides during the contest and made scanning badges easier for my team and I.
Social Media
Leading up to the trade show and during the event, I created a series of Instagram posts and stories in Spanish to promote the Wrap Dash contest and to announce the daily winners. The headline translates to, “Are you the fastest?”.
The Event + Outcomes
Overall, our presence at FESPA MX was a huge success, measured by our email list for Mexico growing by 300+ from scans in our booth, and exit interviews of participants. Guests signed up early each day and there wasn't a single competitor spot unfilled. Plans for the future include having more Wrap Dash rounds and a more coordinated sales presence with the local distributors in Mexico.
