AVAIL INFASTRUCTURE SOLUTIONS
AT 2024 IEEE PES T&D CONFERENCE AND EXPO
CATEGORY: EVENTS, TRADE SHOWS & DISPLAYS
TRADE SHOW EXHIBIT: LARGE (500 SQ. FT. OR LARGER)
SITUATION OR CHALLENGE
Avail, a provider of application-critical equipment and engineered technologies, faced a critical challenge leading up to the 2024 Institute of Electrical and Electronics Engineers Power & Energy Society Transmission & Distribution Conference and Exhibition(2024 IEEE PES T&D)—one of the most influential tradeshows in the power and energy industry. The company needed to increase brand awareness, differentiate from competitors, and generate high-quality leads in a space where decision-makers from power generation, transmission, distribution, oil and gas, and industrial sectors gather to discover advanced solutions.
The core challenge was to stand out in a crowded and highly technical environment. Most exhibitors relied on passive, static displays that failed to clearly demonstrate their product capabilities or the value they bring. This lack of engagement made it difficult for attendees to grasp product benefits and connect with solutions meaningfully.
Additionally, tradeshow investments are high-stakes endeavors—both in terms of cost and potential ROI. Avail needed to attract trade-show booth visitors and also convert those interactions into tangible business outcomes. The company’s challenge was to create an interactive, immersive experience that would engage its technical audience, drive high-value conversations, and deliver measurable results through increased sales and qualified leads.
OBJECTIVE
To effectively address these challenges, Avail set four clear and measurable objectives for its presence at 2024 IEEE PES T&D:
1. Maximize Booth Traffic: Reach 80% of total show attendees through effective pre-show marketing, booth design, and engagement strategies.
2. Drive High-Quality Sales Opportunities: Achieve a 25% conversion rate from qualified leads into closed sales within 90 days of the show.
3. Increase Engagement Through Live Demos: Ensure at least 75% of booth visitors engage in hands-on, interactive product demonstrations to enhance understanding and interest.
4. Deliver a Best-in-Class Experience: Maintain a client satisfaction rating of 4.5/5 or higher in post-show survey feedback to validate experience quality and brand perception.
Each of these objectives was aligned with Avail’s overarching goal: to elevate its presence at IEEE 2024 and generate long-term business impact.
STRATEGY & TACTICS
Avail’s strategy centered on creating a bold, immersive tradeshow experience that would break through the noise of a crowded show floor, capture attendee attention, and drive measurable business outcomes. Recognizing that traditional, static displays wouldn’t fully communicate the depth and innovation behind their products, Avail partnered with Innovative Environments to bring a custom booth vision to life—one that blended function, storytelling, and engineering excellence.
At the core of this strategy was the belief that hands-on, personalized engagement would outperform passive marketing. Every tactic was designed to reinforce that belief and convert trade-show booth interest into real business conversations.
KEY TACTICS INCLUDED
Custom Booth Design by Innovative Environments:
Avail turned to Innovative Environments to conceptualize and create a booth that was fully customized from the ground up. With no templates or pre-fabricated systems, Innovative Environments developed a unique layout and visual strategy tailored specifically to Avail’s brand, audience, and engineering story. Every detail—from materials to layout—was intentionally crafted to communicate quality, innovation, and expertise. This bespoke design gave Avail a truly one-of-a-kind presence at IEEE 2024.
In-House Engineering & Fabrication of Life-Size Product Model:
The centerpiece of the booth was a full-scale model of Avail’s modular data center. The enclosure system was a life-size replica engineered and fabricated for trade-show and learning purposes. Attendees were invited to interact directly with the equipment, offering a tactile, memorable way to understand the technology and its real-world application.
Strategic Booth Layout & RFID-Driven Engagement Zones:
To optimize attendee flow and maximize interactions, the booth featured an open, welcoming layout with dedicated demo zones. Innovative Environments implemented a strategic sales layout that funneled traffic toward key interaction points without feeling forced. RFID tracking and heatmap data—gathered post-show—confirmed that the layout was a success, showing 95% foot traffic among total show attendees and strong engagement in high-priority areas.
Live Product Demonstrations:
Trained booth staff provided tailored 1:1 and group demos, adapting each presentation to the visitor’s sector—whether transmission, oil and gas, or industrial infrastructure. These demos provided opportunities for real-time Q&A, increased understanding of Avail’s offerings, and fostered trust through personal interaction.
By incorporating these strategies and partnering with Innovative Environments, the trade-show booth became more than a marketing installation—it became a sales-driving machine. Designed from scratch and executed with precision, the space functioned as a high-performing, strategic tool that met and exceeded every objective.
MESSAGE ALIGNMENT
Innovative Environments designed a fully custom trade-show booth that visually and physically embodied Avail’s brand promise—engineering excellence, reliability, and innovation. The sleek, industrial aesthetic and life-size product model, built and engineered in-house, served as a powerful visual and tactile representation of Avail’s real-world capabilities. Every design choice reinforced the message that Avail delivers high-performance, application-critical solutions.
Unified Messaging Through Experience
The trade-show booth was intentionally designed to reflect Avail’s customer journey. From the open layout that welcomed foot traffic to clearly defined demo areas and a private meeting space, the environment encouraged meaningful engagement. Live product demonstrations and one-on-one conversations helped translate complex engineering concepts into hands-on understanding—ensuring the message was communicated and experienced across every interaction.
RESULTS
The IEEE 2024 campaign exceeded all goals, delivering impressive and measurable outcomes across the board:
- Trade-Show Booth Visitors / Foot Traffic:
Goal: 80% of total show attendees
Actual: 95% visited the booth, verified through RFID tracking and heatmap analytics provided by show organizers. This far surpassed industry benchmarks and confirmed the effectiveness of booth design and promotional efforts. - Closed Sales from Show Leads:
Goal: 25% lead-to-sale conversion within 90 days
Actual: 50% of qualified leads converted into closed business in the first three months post-show. This remarkable success rate validated the quality of leads captured and the strength of follow-up strategies. - Demo Engagement:
Goal: 75% of booth visitors engage in product demonstrations
Actual: 78% of visitors participated in live demos. The interactive product showcase played a key role in increasing lead quality and shortening sales cycles. - Client Satisfaction:
Goal: 4.5/5 average rating
Actual: 4.8/5 average score on post-show surveys. Attendees praised the booth’s design, clarity of information, and the professionalism of the Avail team.
These results highlight the exceptional performance of Avail’s tradeshow presence, proving that the booth was a visual standout and a high-performing sales and marketing engine. With 95% of total show attendees visiting the booth, 78% engaging in live product demos, and an impressive 50% of qualified leads converting to closed sales within 90 days, the strategy clearly delivered. The immersive, interactive booth experience—combined with targeted messaging and streamlined lead capture—produced a powerful ROI, elevated brand perception, and demonstrated how bold, experience-driven marketing can drive real business outcomes in complex, technical industries.