Case Study
CTS at World of Concrete
One of the most valuable things in finding a client is to earn their business and trust, keep them for the long haul, and truly become partners in making each other successful. At Wise Owl, we are fortunate to have that partnership and loyalty from our friends at CTS. We cannot thank them enough for their continued support and now amazing feedback. Please take a look at what we have accomplished together and how CTS views their experience working with the Wise Owl team.
A special thanks to Jim Quinlan for taking the time to answer each question genuinely and thoughtfully.
A brief description of the project we produced for you at WOC.
Wise Owl produced a state-of-the-art, custom 30’ x 40’ double deck booth that exceeded expectations.
CTS produces an advanced cement technology that is different from our competitors. We perform live demonstrations at tradeshows that are unmatched by competitors. And because the Rapid Set cement products used to create many of the booth displays achieve structural strength in one hour, we're able to build the displays at the show.
Wise Owl designed a booth that allows us to integrate large cementitious product displays on multiple horizontal and vertical surfaces, providing a large front demonstration stage area, a large side workshop area, a hidden cement mixing room and A/V room, 10 interactive kiosk displays strategically placed in each area, a closed-circuit television system to stream and broadcast demonstrations utilizing PTZ cameras and wireless remote cameras connected to a video switcher, audio system and board, a E2 video wall operation connected to an impressive 360-degree video wall, and an upstairs conference room with additional displays. The booth is an eye-popping show-stopper! It is elegant in its design and simple in its flow. Even our competitors were asking, “Who designed your booth?”.
Wise Owl raised the bar at World of Concrete.
How much has the booth space changed from the first time Wise Owl built a booth for CTS to now?
Believe it or not, before using Wise Owl, CTS would construct their booth each year utilizing building materials from local construction supply yards. After each show, CTS would demolish the booth and rebuild it again on the show floor the following year. At that time, it was thought that using an outside professional exhibitor company to design a booth was not feasible, nor customizable enough to display cementitious products. After much internal discussion, it was determined that a new approach was needed to better align the booth’s design to CTS’ sustainability values.
The old way of making a booth was simply wasteful. A new cost analysis was needed to determine the feasibility of using a professional exhibit company. Wise Owl participated in our feasibility study and provided reusable Octonorm exhibit systems and exhibitor best practices that made the booth both economical and sustainable.
With Wise Owl’s help, many costs were cut in half, and many assumptions were clarified and/or eliminated. The CTS team could now relax knowing that Wise Owl was not only feasible but could handle much, if not all, of the ins and outs of exhibiting.
When did you start working with us?
CTS started working with Wise Owl back in 2014 for the 2015 World of Concrete show. Our 8/9-year association has been wonderful.
What made you decide to work with Wise Owl?
CTS is located in Orange County, CA, and we were originally looking for an exhibit company that would be local and/or in Las Vegas, Nevada where our main show, World of Concrete, resides.
We attended an Exhibitor Live tradeshow (a tradeshow on tradeshows) in Las Vegas to search for a local exhibit company. We met Josh Kinney that day, along with other Wise Owl team members, and we were quickly impressed by Wise Owl’s approachability and energy. Josh informed us that the logistics arm of Wise Owl is located in Las Vegas and that the booth would be stored there. With our minds at ease, we quickly learned that not having a local exhibit company was a non-issue.
Wise Owl is highly responsive to every call and impromptu remote conference request at a moment's notice. Wise Owl demonstrated that they are readily available - just as though they were down the street from our headquarters. The open approachability and enthusiastic energy that we sensed from day one are what have allowed us to flourish with our exhibits each year.
What challenges were you looking to solve in your WOC booth?
Each year we experimented with various product exhibits, but eventually learned that hands-on demonstrations supplemented with video displays worked the best in creating show attendee engagement. Like a cooking show, we want people to be engaged with our products firsthand by trying them on their own. In doing so, they experience how easy the products are to use and how they can complete their projects faster.
The interactive media and video demonstrate that our cementitious products are high-tech through stories told about speed, strength, and sustainability. The personable interactions add a human element that communicates a type of “high-tech, high-touch” approach and feel throughout our booth. This “high-tech, high-touch” aesthetic not only complements our brand but is also reflected in the design and function of the booth.
How did Wise Owl help solve your challenge(s)?
Wise Owl is highly resourceful and open to new ideas. Budget is always a concern with CTS and we tend to be conservative with our expenditures. Wise Owl has an amazing way of bringing high-end ideas to fruition within a tight budget.
We tend to ask for more than our budget allows and often request things that we conceptualize on paper, but may not work logistically. Wise Owl complements CTS’ out-of-the-box innovative thinking with a resourceful and pragmatic tradeshow knowledge and experience that allows our “crazy ideas” to come to fruition – always on time and on budget.
The tradeshow technology arm and the logistics arm of Wise Owl are a solid “can-do” team, open to finding the right resources and solutions for those big ideas – all of which is visually evident in the final booth exhibit.
What were some of the responses about your booth at WOC?
Our biggest response from show attendees was “This is a great booth! Good job!”, but the real compliment was from several of our competitors who asked, “Who designed this booth?” The booth created a lot of attention.
What are some of the main benefits of working with Wise Owl?
Wise Owl gives you more for what you pay. They come up with solutions to make the booth work to our needs without having resistance to new ideas. Wise Owl is great to work with and they place our concerns first.
What would you say to other people considering us?
Wise Owl is named appropriately. Wise in design and on the lookout like an Owl to make the show perfect.
