CLIENT PROJECTS
Authored Articles
Articles, essays and exhibit reviews authored by Meredith Cutler.
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Last updated: Sun, 10/23/2022 - 11:15
FirstWorks and PVDFest
FirstWorks’ mission is to enrich Rhode Island’s cultural, educational, and economic vitality by engaging diverse audiences with world-class performing arts and education.
PVDFest transforms Providence into a multistage extravaganza, activating public spaces across the city with artists from around the world and around the corner to deliver an awe-inspiring experience.
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Last updated: Sun, 10/23/2022 - 14:22
First Act Tradeshow Program Redesign
PROJECT: First Act Tradeshow Program Redesign: 2006-2007
CLIENT: First Act Inc
PARTNER VENDOR: InterEx Exhibits
ROLE: Project Manager / Trade Show Exhibit Manager
CHALLENGE:
As a newcomer to the volatile M.I. (Musical Instrument) industry, First Act struggled to prove its mettle against its more venerable competitors: Gibson, Fender and Yamaha. First Act’s exhibit presence at the annual CES and bi-annual NAMM trade shows was key to cementing brand recognition for quality, innovation and accessibility to a large audience comprised of target buyers, competitors, the media and consumers.Prior to the redesign, the exhibits and services First Act employed for the trade shows were a motley assemblage of generic hardwall rental components with no built-in fixtures or simple customization options. Eye appeal was achieved through rented theatrical lighting, and on-site product display decisions, which was neither a lead generating nor a cost-effective solution. The number of vendors required to support this lackluster program diluted vendor and staff accountability, increased exhibit downtime, inconvenienced exhibit staff, and resulted in costly post-show invoice disputes.
SOLUTION:
Wiping the slate clean of previous properties and vendors, I drafted an RFP using my own post-program evaluations and stakeholder surveys to identify problem areas, wish lists, and a reasonable annual target budget. After interviewing five reputable firms, I eventually secured an innovative and service-oriented regional vendor in InterEx Exhibits. Working very closely with their account manager and designer, we targeted a sleek, modular and customizable annualized rental solution that would employ enough signature visual detail to speak to the quality and accessibility of the First Act Brand, without exposing the company to the risk and upkeep of custom exhibit ownership.The modular, dual-sided product display kiosks were easy to install/dismantle, and provided transportation savings due to their minimal materials load. Customizable “puck” fixtures on each display wall allowed easy, on-site product display revisions that could be completed by exhibit staff, without incurring any exhibit damage or costly hired labor hours. The detailing utilized affordable industry laminates to echo the more luxurious surface treatments, colors and formulas employed in First Act’s flagship luxury retail store, emphasizing brand consistency and insinuating the quality of the product. Built-in lighting reduced the costs associated with electrical install and equipment rental.
Program components were designed to adapt a fully functional exhibit in three different footprints First: 20’x20’ Island, 10’x50’ Inline, and 20’x50’ Island. The addition of a private conference room to the latter two footprints required re-configurable walls to support meeting rooms of different sizes for different shows.
Completing the annual program (2006-2007) over three shows showed First Act achieving a clearly branded, easy to install/dismantle, impactful, and consistent exhibit design for the same deployment cost as the previous, generic model. Factoring in the trade show industry’s annual +/-25% inflation rate, the bottom line savings were ~25% for a 100% more successful program.
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Last updated: Sun, 10/23/2022 - 14:00