Dancing Squirrel at The PA Show Spring 2024
Posted on 2nd April 2025 at 10:47
Introduction:
26th – 27th February 2024, Dancing Squirrel took a significant step in expanding our reach by exhibiting for the first time at The PA Show Spring, held at London ExCeL. Historically, our business has grown through long standing legacy clients and word-of-mouth recommendations, but this year, we made a strategic decision to proactively market our services to a wider audience. The event provided an excellent opportunity to connect with PAs, EAs, and VAs from various industries, fostering new relationships and networks.
Concept & Stand Design:
To create an engaging and memorable presence, we developed the concept of a ‘Pick and Mix’ of event services. This showcased our key offerings, including team building, awards, virtual events, conferences, venue finding, and more.
Our stand featured:
• A full-size LED wall to highlight our creative content services and showcase past work in a dynamic and visually compelling way.
• A large pick and mix sweet station placed in front of the LED wall, ensuring the screen's content remained fully visible by precise mapping while attracting visitors to our stand.
• A variety of traditional sweets such as strawberry bon bons, cola bottles, wine gums, and jellybeans, each labelled with allergen information and fun puns related to our services, such as Jelly-Good Team Building and Sweet Success Awards.
• A clean, minimalist stand design to keep the focus on our team and encourage direct engagement with attendees including two poseur tables topped with our branding and including squirrel-shaped QR codes to direct delegates to our website and some tall stools for seating.
• We chose to opt out of using carpet for our stand due to the ESG impact that can have on exhibitions due to carpet disposal and used a tiled flooring system that can be reused (as well as easily cleaned!).
Engagement & Interaction
Our goal was to initiate lively conversations and introduce Dancing Squirrel to potential new clients in a fun and engaging way. To support this, we included:
• Exhibition branded survival kits as giveaways
o The Power Bank of Endless Energy – Because no hero should ever be left powerless when duty calls.
o A Laser Pen of Precision – To guide your way, highlight key details, and command a room like a true leader.
o The Sacred Squirrel Stress Reliever – To channel your inner calm when faced with impossible schedules or last-minute surprises.
• iPads on each table, showcasing our services and images in greater detail while also demonstrating our paperless conference solution, which enables live polling, Q&A sessions, feedback collection, and note-taking for delegates.
• A bag of pick and mix sweets to take away.
Results & Outcomes: Over the two-day event, we experienced an overwhelming response. At times, every member of the Dancing Squirrel team was fully engaged in conversations with attendees, reinforcing the value of exhibiting at the PA Show. We connected with numerous professionals who we would not have met otherwise, creating promising leads and networking opportunities.
Looking Ahead: Our first exhibition experience was a resounding success, reaffirming our decision to expand our marketing efforts. We are excited about the opportunities that will arise from these new connections and look forward to delivering even more outstanding and innovative events in the future!
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