Building a Better
For the trade show exhibitor, delivering a clear, consistent mes- sage to their target audience is critically important. But it isn’t always easy to connect the dots between marketing strategy, brand image, and new products and promotions at the trade show booth.
This is where Nimlok of Philadelphia can help.
“Nimlok of Philadelphia is co-owned by Andy Carr and Karen Cohen, and has been around for over 40 years,” says Ed Oxenham, the company’s vice president of sales. “Within the last several years, we’ve been among the top three-to-five modular manufacturers in the world. When we work with clients to design and create their trade show exhibit displays, we use an ‘agency’ approach.”
“Our marketing department talks with each client about what they are doing as part of their own marketing efforts, including any web campaigns and printed materials, such as brochures,” he continues. “We are interested not only in what they are doing right now, but also what they are planning for the next few years. Such conversations help us to get a good feel for what our clients are trying to achieve, and we are able to work with them in cre- ating a trade show booth that delivers a message that works in conjunction with their marketing strategy.”
Oxenham notes it is important that the booth stays true to both the client’s marketing campaign and also to their brand image.
Nimlok of Philadelphia helps its clients to keep consistency while delivering a clear message that is representative of their overall team concept and company’s brand.
“In this way they will be able to ‘put their best foot forward,’ so to speak, and more effectively showcase both their new and exist- ing products,” he adds.
Some of the first questions asked of a client exhibitor by the mar- keting team at Nimlok are: What type of display have you used at trade shows in the past? What did you like about it? What didn’t you like about it? What are you trying to achieve through your trade show booth? And, are you running any new promo- tions or marketing campaigns?
Oxenham adds that it is important for the client to take into con- sideration the weight and structure of the type of display that they request. “The size and weight of a display may result in unwanted and unforeseen costs later. The exhibitor may not at first consider how much it will cost to ship the display, or whether the display is easily portable. Along those same lines, we ask if they want the display to be easy for one person to assemble, and also the desired length of time it will take to set up for a show.”
Based on the client’s responses, Nimlok can help them to deter- mine exactly what they are looking for from their trade show booth. By asking these questions, together they can go beyond what the client may have initially thought they wanted from their
38 May June 2011
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