Orgill Dealer Market

Orgill Dealer Market

Led the strategy and execution for BLACK+DECKER® PureOptics™ LED’s presence at the Orgill Tradeshow, designing a compact yet high-impact booth experience that showcased a full lighting portfolio while driving engagement and lead generation.

Event strategy & execution

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The Challenge

• Showcasing a diverse product line within a 10x20 booth space

• Communicating different product use cases to multiple audiences (DIY vs. professional)

• Creating a visually engaging and easy-to-navigate product experience

• Managing full event logistics and team coordination

The Strategy

Developed a product-focused approach centered on clarity, segmentation, and hands-on experience:

• Smart space design: Maximized a small footprint to display a wide range of products

• Audience segmentation: Differentiated messaging for DIY customers vs. contractors/designers

• Product storytelling: Highlighted key features like installation type and lighting modes

• Interactive display: Created a hands-on experience to demonstrate product functionality

Execution

• Managed all booth logistics and design for a 10x20 space, including layout, setup, and product merchandising

• Coordinated attendee travel, including flights and hotel accommodations

• Designed and built product displays showcasing:

  • Desk lamps and task lighting

  • Under-cabinet lighting solutions

  • Tool-free installation vs. connected smart lighting systems

• Highlighted product features such as lighting modes and ease of installation

• Collaborated with team on on-site booth setup and execution

Key Results & Impact

• 300+ leads generated

• Successfully showcased a full product line within a compact footprint

• Increased engagement through hands-on product demonstrations

• Strengthened visibility across both DIY and professional audience segments

• Demonstrated the ability to translate complex product lines into a clear, engaging physical experience

• Balanced space constraints with strategic product storytelling

• Reinforced BLACK+DECKER® PureOptics™ LED as a versatile lighting solution for multiple audiences

• Created a repeatable approach for small-footprint, high-impact trade show design