The Trade Group’s New, Customizable Pennuto Counters Simplify Branding and Keep Attendees Charged Up at Trade Shows

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The Dallas-based exhibit house and event marketing services provider was inspired to launch the new counter line based on customer requests for customizable counters and new tools to engage prospects at trade shows and corporate events.

Pennuto C2 Counter

Pennuto C2 Counter

“Clients were looking for counter designs that looked more custom than generic, offered the latest lighting options and had minimal metal accents,” Moore says.

The Trade Group recently launched a new line of trade show counters that align with modern trends in exhibit design and the ever-growing need to stay connected at face-to-face events.

The Pennuto counters come in three key configurations. Two versions ship preassembled, while the third is an easy-to-setup, knock down style that ships in a flat pack when needed.

According to Christina Moore, senior designer on The Trade Group’s product development team, “When we set out to design the new line of counters last year, we conducted market research on client needs and market trends in the exhibition industry.”

The feedback Moore and team received reflected what is currently trending in exhibit design today. “Clients were looking for counter designs that looked more custom than generic, offered the latest lighting options and had minimal metal accents,” Moore says.

The design team then created two counters that ship preassembled – one has rounded edges (the Pennuto C1 Counter), while the other features square edges (the Pennuto C2 Counter). Both versions are available in black and white. The knock down version (the Pennuto C3 Counter) rounds out the line’s offerings. Moore’s intent was to create a counter with a modern, clean look that starts out as a blank slate.

“To achieve a custom look, we can adhere high-end surface coverings in a wide range of colors. Customers can choose from glass and aluminum accents, LED backlit light boxes, full-bleed front graphics, glass standoffs, furniture style feet and more. These elements give the counters the modern, custom and upscale feel customers were asking for,” Moore says.

Chris Stone, President of The Trade Group, also asked the team to integrate charging station options into the Pennuto line to address both functional and marketing goals.

Counters serve a number of functional purposes at face-to-face events. Exhibitors typically use them for reception counters, meeting spaces, workspaces and a place to display products or marketing materials. Along with creating an easy way to keep laptops, tablets and other electronics charged up and running, Stone believed charging stations could fulfill another need.

“Providing a charging station at your booth is a nice perk for visitors. But why not take advantage of that opportunity to tell your story while you have a captive audience charging phones in your booth space?” Moore says.

With the modular, knock down version of the Pennuto counter, exhibitors can convert the counter into a table with an adjacent tower. The tower panel can be customized with high-end surface coverings and backlit, cut-out graphics, and also include a raised charge hub with multiple outlets and USB ports.

According to Moore, “This configuration can be upgraded to a charging station and was designed to accommodate a monitor display for the client’s interactive demos. Exhibitors can share promotional content with their captive audience via video or motion graphics.”

Exhibitors can also choose from customizable 4’ or 6’ table options in the knock down version. The table configurations offer plenty of seating and legroom, and can be upgraded with smaller imbedded or the larger raised charging hubs.

To learn more about the new, customizable Pennuto trade show counters, available exclusively at The Trade Group, call 1-800-343-2005 to speak with a sales representative.

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Stephanie Cross
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