Strategic Partnership
-
The Challenge expand_more
-
The Solution expand_more
-
The Process expand_more
- One central point of contact to manage vendors, resolve invoices, and handle onsite logistics
- Pre-show walkthrough of a fully built booth at Steelhead’s facility to finalize layout and address questions early
- Reusable materials to reduce waste and lower shipping costs
- Proactive troubleshooting and real-time issue management on-site
High Stress Chaos
SMA America, a subsidiary of global solar technology leader SMA Solar Technology AG, was navigating the complexities of RE+—the largest clean energy trade show in North America. With a massive 50x40 booth and more than 70 team members attending, the stakes were high.
VP of Marketing and Communications, Marc Nerius, had been dealing with chaotic, high-stress experiences from previous vendors. Disorganized project timelines, constant last-minute changes, and hands-on booth setup left his team exhausted and anxious.
“We were flying in early, staying late, literally applying vinyl to walls ourselves. It was always chaos.”
Beyond logistics, there was a deeper issue: the company’s previous booth builder was wasteful—shipping heavy wood structures that were discarded after every event. For a sustainability-focused brand like SMA, this misalignment couldn’t continue.
A True Partner
SMA decided to go to RFP for a new exhibit provider. Although not the lowest bidder in the RFP process, Steelhead quickly became the clear choice for SMA’s needs.
Marc wasn’t looking for the cheapest option—he was looking for white glove service, long-term sustainability, and a true partner. Steelhead delivered all three.
“Steelhead wasn’t the cheapest, but I wasn’t looking for a discount—I was looking for peace of mind, and that’s exactly what they gave me.”
The Steelhead team kicked off planning in January—nine months ahead of the show—assigning a dedicated account manager, proactively managing vendor coordination, and introducing a customized, fabric-based rental system that significantly reduced SMA’s environmental impact.
Awesome Support
From day one, Steelhead took full ownership of the exhibit experience:
This wasn’t just about execution—it was about transformation. For the first time, the SMA marketing team didn’t have to fly in two days early or babysit the booth setup. Instead, they arrived rested and ready.
“Now we fly in the day before. The booth’s ready. No more babysitting. No more applying graphics at midnight.”
High Stress Chaos
SMA America, a subsidiary of global solar technology leader SMA Solar Technology AG, was navigating the complexities of RE+—the largest clean energy trade show in North America. With a massive 50x40 booth and more than 70 team members attending, the stakes were high.
VP of Marketing and Communications, Marc Nerius, had been dealing with chaotic, high-stress experiences from previous vendors. Disorganized project timelines, constant last-minute changes, and hands-on booth setup left his team exhausted and anxious.
“We were flying in early, staying late, literally applying vinyl to walls ourselves. It was always chaos.”
Beyond logistics, there was a deeper issue: the company’s previous booth builder was wasteful—shipping heavy wood structures that were discarded after every event. For a sustainability-focused brand like SMA, this misalignment couldn’t continue.
A True Partner
SMA decided to go to RFP for a new exhibit provider. Although not the lowest bidder in the RFP process, Steelhead quickly became the clear choice for SMA’s needs.
Marc wasn’t looking for the cheapest option—he was looking for white glove service, long-term sustainability, and a true partner. Steelhead delivered all three.
“Steelhead wasn’t the cheapest, but I wasn’t looking for a discount—I was looking for peace of mind, and that’s exactly what they gave me.”
The Steelhead team kicked off planning in January—nine months ahead of the show—assigning a dedicated account manager, proactively managing vendor coordination, and introducing a customized, fabric-based rental system that significantly reduced SMA’s environmental impact.
Awesome Support
From day one, Steelhead took full ownership of the exhibit experience:
- One central point of contact to manage vendors, resolve invoices, and handle onsite logistics
- Pre-show walkthrough of a fully built booth at Steelhead’s facility to finalize layout and address questions early
- Reusable materials to reduce waste and lower shipping costs
- Proactive troubleshooting and real-time issue management on-site
This wasn’t just about execution—it was about transformation. For the first time, the SMA marketing team didn’t have to fly in two days early or babysit the booth setup. Instead, they arrived rested and ready.
“Now we fly in the day before. The booth’s ready. No more babysitting. No more applying graphics at midnight.”