James Barrett talks to Nvidia marketing manager Martin Day about how it used its 3D products on its stand at Gadget Show Live 2011
What is the brand position of Nvidia and what market does it serve?
Nvidia is a visual computing brand and the inventor of the Graphical Processing Unit (GPU). Our chips power everything from PCs and game consoles to navigational equipment and many of the most powerful Smartphones.
What is the history of the brand?
Nvidia first came to the world’s attention when it invented the GPU in 1999. Since then it has consistently set new standards in visual computing on devices ranging from tablets, portable media players, notebooks and workstations. It holds more than 1,800 patents worldwide, including ones essential to modern computing.
What were the reasons for exhibiting at Gadget Show Live 2011?
We felt that Gadget Show Live is destined to become the UK’s best consumer technology show, especially with its TV programme acting as a springboard from which to promote it. Also, the attendee profile was exactly in line with our target audience.
Nvidia exhibited there last year. What made the company return in 2011?
The 2010 show proved a great platform to showcase our new 3D technologies. Our stand was also featured on the TV show and the 3D product was awarded first place in the Top Five products at the show.
We also found the visitor per exhibitor ratio higher than other comparable events and our stand area was extremely busy. We hosted a 3D experience theatre and it attracted a total audience of 13,000 people over the whole show.
What were the primary objectives for the stand?
The key objective of the stand was to drive sales of our consumer products. Key to this was creating memorable experiences, so that our technology became a ‘must have’. We tried to ensure that everyone who visited us had some form of ‘hands on’ experience so that they could become engaged with our technology.
What was included in the 3D theatre experience?
As an official show feature, a big part of it was the custom-made seven minute 3D trailer which used a cinema quality projector and high-end sound system. Via 3D glasses visitors witnessed some of the content they could enjoy on their home PC. We also engaged visitors by using a line up of full motion racing chairs, which added value when we showcased a car racing title in 3D.
Another crowd pull came from a PC gaming demo on the world’s largest 3D TV. At 103” the TV had big impact and got people stopping and talking.
What was the visitor reaction to your stand?
We tracked visitor feedback after the show via forums, social media and blog posts. Visitor reaction has been positive, and many people indicated that our stand was a highlight of the show.
What would you change for your next stand presence?
The 3D theatre had a 100-person capacity and was at full for nearly the whole show. In hindsight we would have made this area larger and are thinking of increasing the capacity to 180 people next time.
What are Nvidia's top three tips for exhibiting?
1. Be memorable – Focus on quality content and engaging demonstrations.
2. Be fun – Make sure your stand is approachable and you have plenty of hooks to pull people in from the aisle.
3. Calculate value – your level of investment should be in line with the sales and press coverage you expect to generate from being at the show.
James can be contacted on firstname.lastname@example.org