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Tradeshow Display Distinguishes Graco from Competitors

Graco Inc. (NYSE: GGG) designs, manufactures and markets industrial and commercial systems to measure, control, move, dispense and spray fluids (including paint, lubricants, sealants and adhesives). Graco sought to stand out among the 900 vendors expected at the Association of Woodworking & Furnishing Suppliers AWFSFair in Las Vegas, Nev., July 27-30, 2005. To design and build a tradeshow display that would distinguish Graco from all the other vendors spread out across the 418,000 net square feet of exhibit space, Graco turned to nParallel, the international brand communication, merchandising strategy and display agency.



"AWFS is held every two years, and it is a critical tradeshow for us," said Lori Clouse, worldwide marketing specialist, Graco. "It is a challenge to communicate your brand and present your products at AWFS. It is such a huge show and incredibly noisy with vendors running all sorts of equipment to demo their products."



"At this show, most vendors just have their equipment sitting on the floor with overhead banners to identify their company," said Megan Diamond, president, nParallel. "We envisioned differentiating Graco with a dramatic display that brings the look and feel of their products into the design of the elements of the booth."



"With nParallel's 20x20 foot design, Graco had a high-profile, prominent presence at the show, accentuated by the striking black and silver colors," said Clouse. "And the booth showcases our full range of products and concisely communicates individual product messages while clearly conveying our overall brand image."



About nParallel



Brand marketers and retailers know that store designs, merchandising systems and tradeshow displays establish the brand experience, engage customers and drive sales - if they are planned with imagination, then skillfully crafted. But, too often, unfocused planning, uneven execution and unexpected costs squeeze the creative spark out of their most promising concepts. The alternative nParallel (www.nparallel.com), the international brand communication, merchandising strategy and display agency. Whether the venue for your moment of truth with your customers is a store or a show, nParallel fulfills the big-picture vision while keeping a sharp eye focused on the details of disciplined production, meticulous program management, and the budget bottom line. Seeking uncompromised excellence in brand communication Call nParallel, 763.231.4800.

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