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BtoB

BtoB's Best - Trade Show: IBM Corp.

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IBM Corp. Agency: George P. Johnson Experience Marketing, Boston Campaign: IBM Smarter Commerce booth at NRF Launch date: January 2012 Creative credits: Senior creative director: Stephen Ross; associate creative director: Patrick Kelly; senior experience strategist: Carolyn Cooney; graphic designer: Jennifer Darsney; manager-production design: Marc Ruggiero Why we liked it: Trade show booths are still a key part of the marketing mix because they allow companies to give potential clients a hands-on look at how a product works. IBM made the most of this opportunity at the National Retail Federation show by creating simulated real-life environments—including a grocery store, clothing boutique and home kitchen—to show attendees how the company's technology works. Visitors could also use tablets and mobile phones provided to scan QR codes for more information in the same way they would in a retail environment. Overall, the booth design made a strong brand impression, with heavy doses of IBM's signature blue.

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