Empowering relationships through exhibit design
How Lincoln Electric took the machinery out of a manufacturing show to build better connections
Lincoln Electric manufactures cutting-edge welding products for industries like shipbuilding, power generation, construction, and more. Every year, the brand exhibits at Fabtech, North America’s largest metal welding and fabricating event.
While showcasing its cutting-edge equipment is important, this year the team wanted to try a fresh approach that prioritized expanding and deepening customer relationships.
For this to pay off, Lincoln would need an exhibit designed not to show off the latest machinery but to foster deeper connections. Yet it still needed to capture attendee attention in a busy expo hall.
Showing up empty handed
Challenge
As Lincoln and Freeman discussed designing a space that people would want to linger in with minimal equipment on display, the idea of a double decker booth revealed new possibilities.
Our designers created a layout that allowed the Lincoln sales team to host every kind of attendee interaction — from one-on-one meetings to large-scale products and solutions presentations. That included a theater area as well as four private meeting spaces on the upper level.
The goal was to create functional, interesting spaces that allowed the sales team to do what they do best: inspire, educate, and connect.
Making space for connection
Forging new relationships
Result
Because the buying process can take time, forging lasting relationships with clients is essential.
By designing an environment made for engagement, Lincoln fostered strong connections with corporate executives, business owners, and design engineers on a more personal, intimate level.
While most vendors showed up at Fabtech to talk about themselves, Lincoln Electric showed up to listen and understand what attendees need. By leaving the bulk of its machinery behind, the team didn’t just reduce overhead expenses. They set the stage for beautiful, flexible spaces to catch attendee attention and deepen long-lasting relationships.
Case study
Solution
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