Online invoicing superstar FreshBooks hit the road again last week for Boston and the How Design Conference. It was their first trade show booth space ever and they were feeling the pressure to dress the part as How Design is the largest conference of its kind for graphic designers and art directors.
Instead of going the route of a traditional (boring) exhibit space, FreshBooks hired an artist to fill up two 8’x8′ canvases. He started at the beginning of the conference and keep working right up to the last minute giving conference attendees a reason to check back on the booth.
Smart move by FreshBooks. The conference attendee demographic included tonnes of their target audience – freelance designers – and they were able to demonstrate that a tech company can think outside the trade show booth.