Carrier tries booth without products

June 1, 2000
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ESSEN, Germany — Here’s a radical idea for what to do with a booth at a trade show: Put nothing in there but a few tables and chairs. That means no products, no literature, no flashy signs.

That was the route taken by Carrier at the most recent International Trade Fair for Refrigerating and Air Conditioning (IKK) expo here.

The company said it intentionally choose not to ship in and display any products or equipment. Instead, under a few simple signs with the corporate logo, it put tables and chairs, a bar, and some barstools on a raised floor. A “space-age” model mimicking a robot was the only theatrical touch.

A booth official said the purpose of the approach was not to feature products, but to allow anyone who had ties with or an interest in Carrier to use the booth space as a meeting point and place to talk on the show floor while having a drink and a snack.

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