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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

 

 

 

Spice News Australia

[Thu 18/07/2013 10:26:30]

 

Display system producers and designers, Skyline have announced Skyline WindScape, an air-powered and easy-to-transport system for trade shows and events.

The technology was unveiled last week at a launch event at Skyline’s world headquarters in the USA, and was simulcast at Skyline dealer offices across the globe, including the Skyline Displays Australia head office in Brisbane.

Skyline’s WindScape exhibit system is the first system to use inflatable technology in trade show exhibit structures.

It is available in 46 standard exhibit shapes, from small overlays and back wall displays to large hanging structures and 4.8 metre tall towers — even as an entire inflatable conference room. A full 3 metre back wall display transports in a single carry-on case.

Read more at spicenews.com.au

 


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

 


Stnad out UK online magazine

A brand new display system that gives organisers and end-users an ultra-fast exhibition solution has been unveiled by Skyline Whitespace.

WindScape was revealed to marketers for the first time yesterday at Marketing Week Live. Skyline Whitespace, which specialises in Skyline modular display products, showcased the new system at the trade event ahead of its global launch next month.

The air-powered system will “revolutionise” the display system market, says its creators – WindScape is available in 46 shapes, which means organisers and end users can choose from more than two million stand options and combinations.

Read more at standoutmagazine.co.uk

 


prsync

Get trade show results – Thursday, July 18, 2013.
Submitted by maria Gonzales

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 at prsync.com