For well over two decades, The Trade Group has been primarily known for its expertise in the trade show industry. What many people don’t realize is that the company’s reach also extends into the commercial graphics and Retail arenas. That’s why The Trade Group decided to make a big splash at GlobalShop 2018 – the largest annual retail design industry trade show in the United States.

According to Malcolm Gilvar, EVP of Sales at The Trade Group, “We really wanted to show people how our expertise in the trade show world translates to commercial graphics and the retail world. GlobalShop also provided a terrific opportunity to showcase modular event architecture line of structures we offer for live events, festivals, VIP experiences, retail pop-up shops and brand activations.”

Fannie May Chocolates + YumYum = A sweet partnership

To raise visibility for the event structures, TTG sponsored GlobalShop’s “Experience Journey.” Sponsors of the “Experience Journey” were listed in the event program and online as an official “must-stop” experience at the show, which encouraged attendees to stop by.

To help ensure the booth was a “must see” – TTG partnered with Fannie May – the official chocolate of Chicago and the Chicago Cubs. Attendees could stop by the Fannie May-branded Yum Yum pop-up retail kiosk for a free sample of chocolate and a coupon to use at a retail shop. They could also learn more about TTG’s modular event structures at a digital kiosk conveniently installed in the space.

While Gilvar knew the chocolate inspired Yum Yum pop-up kiosk would be a big hit with attendees, he was also pleasantly surprised by the many ways major brands envisioned using the event structures – from pop-up stores to brand activations.

“As we expected, the brands were excited about the unique look of our modular event structures and using them for retail pop-up stores. But what was really neat was their interest in using them for other applications, like soft product testing in new markets, as well as for live events and brand activations,” Gilvar says.

Decades of out-of-the-box creativity on display

Adjacent to the YumYum experience, The Trade Group set aside space to highlight the company’s products and services, as well as its strategic planning and execution expertise. Visitors were able to see, touch and handle the different types of materials and projects the team works on at TTG, including a 3-D dinosaur model, heavy profile-cut acrylic, wayfinding signs, custom printed flooring, light boxes and other scenic elements.

Gilvar was delighted to see how positively attendees reacted to the hands-on experiences installed in the space. As he explains, “By interacting with all of these cool elements, people quickly understood the decades of out-of-the-box creativity The Trade Group offers, which is rare to find with other vendors. They were eager to discuss how to bring that level of creativity to retail environments, which was really exciting to hear.”

Looking for fun, creative and innovative ideas for your brand?

We’re here to help! At The Trade Group, we’ve been helping brands stand out from the crowd since 1986. Give us a call at 1-800-343-2005 to discuss ideas for your unique, one-of-a-kind brand activation, retail experience or interior, trade show exhibit, branded modular event structure and more.

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