The trade show industry (and concert and events industry) can seem very open to the public, but there is a lot that goes on behind the scenes that can be very private, and things are getting more sophisticated as the years go on.
Scott Karan, Chief Marketing Officer of Froggy’s Fog, a company that makes professional effects fluids for smoke, haze, fog, bubbles, and more, knows how to make a splash at a trade show. He joined the MarketScale podcast to discuss the benefits of using PixelFlex LED Screens at trade shows and events.
Karan loves to not only design and sell these products (using booth-themed effects to do so) but he also enjoys documenting his behind-the-scenes journey with followers and fans. This upcoming week, Froggy Fog has a “massive haunted attraction show with lots of fog and atmosphere effects.”
“About 75% of our clients have stemmed from that industry,” Karan said.
The company must have a “huge presence and huge setup” as trade shows are its “main marketing effort” and how the brand started 15 years ago.
He feels it is really pivotal to attend these shows, not only just to show consumers what is new and cutting edge, but to interact with the consumers.
“Someone comes up to us just about at every show with a new way they’re using our product that we hadn’t thought about,” Karan said. “We were creating custom signage for each event and bannering a 20-by-40 booth can really add up.” That’s all changed with PixelFLEX LED screens, which was a “no brainer” to be able to change that message, per show, up to the minute.”
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