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Marketing Sherpa

SUMMARY: Skyline, a trade show exhibit manufacturer, managed to perfect the balance between secrecy and promotion in the launch of an industry-transforming product. The result?

Sales so strong that production is scrambling to keep up; Skyline is exceeding even the most aggressive sales forecasts by 38%.

This week’s B2B Marketing case study outlines the three critical steps that helped Skyline successfully walk the fine line between product confidentiality and promotion.

by Andrea Johnson, Copywriter

 

CHALLENGE

Your engineers have invented a product they believe will transform the industry and they’ve toiled years to perfect it. Now it’s your turn. You have to attain marketplace feedback and launch the new product.

In the process, if any details about this game-changer are leaked to a viciously competitive marketplace, it could decimate the years of work and the millions of dollars in resources.

This scenario has the ingredients for a marketer’s worst nightmare. But Skyline, a trade show exhibit manufacturer, transformed it into a dream come true when it launched its Skyline WindScape product in July.

Within two days of the launch, dozens of orders arrived for units that sell for up to $6,000. Presently, Skyline has exceeded aggressive sales forecasts by 38%.

Skyline achieved an unprecedented launch for an industry-transforming product by listening carefully to its marketplace while walking the fine line between under- and over-sharing. In the months leading up to the launch, this balance could have been easily toppled and taken years of work down with it.

This case study outlines the three critical steps that helped Skyline successfully walk the fine line between product confidentiality and promotion.

 

 

MarketingSherpa.com

 

 

 

Minnesota Business Magazine

The St. Paul company’s new offering gives events professionals a portable, all-in-one exhibit setup
Posted on 08/09/2013 – 5:00pm | From the Blog
Skyline Exhibits, a St. Paul-based manufacturer of trade show displays and portable exhibits, recently launched Skyline WindScape, an inflatable, portable, all-in-one display setup. The idea behind the offering is that exhibitors can manage their entire exhibition through one easy-to-transport container. The system comes in 46 different shapes, ranging from small overlays to 16-foot-tall towers, and takes minutes to set up. See the promotional video below to see how it works.

Last year, Skyline Exhibits was awarded the Product Development and Management Association’s Outstanding Corporate Innovator Award. Within the past five years, the company reports, its new products have grown from 12 to 24 percent of total sales. Founded in 1980, the company has more than 120 design centers in over 30 countries, about 300 employees, and a network of about a thousand independent dealers.

Trade show exhibits might be a niche market, but Jon Althoff, senior director of global marketing for Skyline Exhibits, likes to think of trade shows as the “original social media.” —Ali Lacey

Original story on http://minnesotabusiness.com


My PR Genie

Skyline’s WindScape(TM) exhibit system is the first to use inflatable technology in trade show exhibit structures. It is available in 46 standard exhibit shapes, from small overlays and backwalls to large hanging structures and 16-foot-tall towers – even as an entire inflatable conference room. WindScape(TM) is made of extremely durable and lightweight materials making it easy to set up and take down. A full 10-foot backwall exhibit transports in a single carry-on case, making it very easy to show and display.

Read more

 


pressdot.net

Skyline Exhibits, in St. Louis, MO, North America’s leading innovator, designer and producer of show display and exhibit display systems, announces Skyline® WindScape™—a revolutionary inflatable and easy-to-transport system for trade shows and events.

Skyline’s WindScape™ exhibit system is the first to use inflatable technology in trade show exhibit structures. It is available in 46 standard exhibit shapes, from small overlays and backwalls to large hanging structures and 16-foot-tall towers — even as an entire inflatable conference room. WindScape™ is made of extremely durable and lightweight materials making it easy to set up and take down. A full 10-foot backwall exhibit transports in a single carry-on case, making it very easy to show and display.

WindScape™ takes only minutes to inflate and deflate, reducing installation time while maintaining both quality and professional style. Skyline’s inflator is powered by a rechargeable battery pack or plug-in that will work around the world. The structure is built around a fabric frame, and contains an inner air tube which, when inflated, creates a solid frame. This frame is covered by a wrinkle-free fabric graphic, which is always in place, but is also removable, so that messaging may be easily exchanged.

Read more

 


Exhibitor Online News

7/10/2013
Skyline Exhibits has unveiled a new product line to its dealers and select media this month that company officials say will be a game changer for the exhibition industry. Called WindScape, the line consists of a series of inflated components that can be interchanged to create thousands of exhibit designs that are lightweight and assemble with unprecedented ease. Using a Skyline-patented technology of sturdy inner membranes and a portable inflator, exhibit components can be erected in minutes to create stylish, sturdy walls, conference rooms, towers, tabletop displays, and hanging elements.

Inflated, covered with dye-sublimated fabric graphics, and installed with various accessories like lights and tablets, the pieces look like ordinary exhibit components rather than bounce-house-style inflatables. But deflated, the displays fit compactly into travel cases that come small enough to be checked as baggage or even toted on the plane as carry-on luggage. A 20-foot island exhibit packs into two cases that can be converted into a counter in the booth, and ceiling elements that would have previously required hours of rigging are transformed into lightweight and relatively effortless impact statements for a display, collapsing into a duffle bag at the end of the show.

Read more at exhibitoronline.com

 


Successful Meetings

By Matt Alderton
July 16, 2013

Exhibit designer and producer Skyline Exhibits has introduced a new trade show system that utilizes inflatable technology in exhibit structures, it announced yesterday.

Called Skyline WindScape, the new air-powered exhibit system is the first of its kind, according to Skyline, which cites portability as the major benefit. Available in 46 standard exhibit shapes — including small overlays and backwalls, large hanging structures, 16-foot-tall towers and self-contained conference rooms — the system features fabric frames with inner air tubes that, when inflated, create a solid frame. Using a special, rechargeable battery-powered inflator, each piece takes only minutes to inflate and deflate, according to Skyline, which says a full 10-foot backwall exhibit transports in a single carry-on case.

Read more at Successfulmeetings.com

 


StartTribune

 

  • Article by: NEAL ST. ANTHONY , Star Tribune
  • Updated: July 13, 2013 – 9:32 PM

Bill Dierberger, the president of Skyline Exhibits, had a moment of panic recently over a four-year, seven-figure investment in an inflatable exhibit technology that his management team hoped would pump up sales. The exhibits are durable, permanent-looking, easy to collapse and carry, and come in 46 shapes and sizes.

“I was worried that maybe we’d drunk our own Kool-Aid,” Dierberger said. Would the conference and trade-show industry — still recovering from the recession — show interest in the new product?

The answer started to come two days after the Eagan-based company announced its Skyline WindScape technology on Wednesday. Dozens of orders came in for the units that sell for up to $6,000 for a 10-foot exhibit.

“You picture ‘inflatable’ as a gorilla above a car dealership, but this is not cheap or cheesy,” Dierberger said. “It’s a quality exhibit. You can’t tell it’s inflatable. We think we’ve got a winner that’s going to really encourage exhibitors to spend money.”

Read more here at StarTribune.com

 


 

ST. PAUL, Minn. – Skyline Exhibits unveiled a new product line to its dealers and select media that company officials say will be a game changer for the exhibition industry.

Called WindScape, the line consists of a series of inflated components that can be interchanged to create thousands of exhibit designs that are lightweight and assemble with unprecedented ease.

Using a Skyline-patented technology of sturdy inner membranes and a portable inflator, exhibit components can be erected in minutes, to create stylish and sturdy walls, conference rooms, towers, tabletop displays and hanging elements.

Read more here at Exhibitorsdaily.com