How a few companies took the “Clinical” out of Clinical Lab
A few weeks ago, I attended the Outdoor Retailer show in Salt Lake City. OR is what you might think it is — camping and climbing gear and apparel. Exhibits and displays made from timber and natural materials.
The Clinical Lab (AACC) show in comparison is exactly that: Clinical. Aisles and aisles of diagnostic equipment. Clean and sterile. Lots of white.
So when a few companies take the Outdoor Retailer approach at a Clinical show, they really stand out.

A few companies, like bioMerieux (above) and Orchard Software (left) made me stop and take notice. Life-like trees and grass. Grazing deer. Picnic tables and orchard baskets.
Below, at the ELITech booth (and proudly a Pinnacle client), vines cascaded off the main tower. Plants and flowers complimented jungle animals in the graphics.
Obviously, all of these tactics have to be on-brand, part of a specific product marketing campaign, and not just for the sake of standing out. There’s an obvious tie-in to a company named Orchard Software.
But it is this sort of tactic that can make one stand out in a sea of same at trade shows. Being willing to do what other’s aren’t.

What have you seen that stood out at events?
What strategies have you implemented in your marketing?
Let me know!
Jonathan Branca is an 11-year veteran in the trade show industry and Brand Ambassador at Pinnacle Exhibits, an agency creating memorable brand spaces for trade shows, press events, product launches, permanent installations and marketing activations. You can also find Jonathan on LinkedIn.
Originally published at www.jonathanbranca.com.
