Expand Tips from the Experts – Displays for Promoting Sporting Events

Buddy-Blog-Headers-Luke-Brad.jpg

With the value of teams and leagues being at all-time highs, sports marketing has become more popular over the years – and Expand has been involved as well! We’ve worked with numerous agencies promoting sporting events through athletes, events and teams, including NASCAR, the NBA Draft and the World Series.

Wherever there is a sporting event, our types of displays are needed. Expand Experts Brad Gende, Account Executive from Chicago, who is a huge Cubs fan and Luke del Campo, Account Executive for New England and New York, who is a huge Boston Red Sox fan (Hey, nobody’s perfect!) know that understanding what questions to ask before offering our services is crucial!

Below, Brad and Luke share some advice that we hope you find helpful… 


Helping Your Client Promote Sporting Events – Brad Gende

The first step in helping your client is to find out exactly what kind of event they are promoting and where it will be. For example, many events that revolve around football take place in the parking lot where everyone gathers before a game, which makes it an ideal area to set up a promotion. The foot traffic and need for something high above the crowd makes the Flag Stand XL the perfect choice for parking lot and tailgating events! This extra tall giant of a flag is 47 inches wide and has a telescopic pole, which allows you to vary the height up to 18 feet (181 inches) high.

Another product that is great for sporting events is the Expand PodiumCase. The reason for that is because it can be used inside or outside, takes less than 5 minutes to set up and can be used to present trophies or give speeches. It’s also versatile in the sense that there are two versions: open or closed. The open style is popular for giving speeches or presenting an award, while the closed would be used to display trophies.

world series - 4

A closed Expand PodiumCase was used to display the Chicago Cubs’ trophy when they won the World Series. 


Helping Your Client Promote Sporting Events – Luke del Campo

As Brad mentioned above, it’s important to ask exactly what kind of sports event the display will be used for. The first thing I do is ask my client essential questions such as when, where, and how this product will be used.

For example, one my clients needed an outdoor display for a promotional event sponsored by Ford at Oriole Park at Camden Yards in Baltimore. I knew that sandbagging one of our indoor solutions outdoors would not suffice for this kind of promotion: It had to be the Expand GrandFabric Outdoor. With confidence, I committed to my solution and shared images, set-up videos, templates, etc. The client loved it!

Dream Fan Experience High Traffic

The Expand GrandFabric Outdoor stood out and drew a crowd at the “Drive in a Dream” promotion, sponsored by Ford.

Having only sold a couple of these units as a team, it was pretty inspiring to see this system in action! Naturally, I also wanted to find out what other signage elements they needed. When a promotional desk with iPads was mentioned, I suggested using one of our podiums. It turns out the Expand PodiumCase XL was a perfect fit and an add on to an already lucrative project!

Dream Fan Experience.jpg

The Expand PodiumCase XL and Expand GrandFabric Outdoor at the “Drive in a Dream” promotion. 

Afterwards, I always make sure to follow up. Always find out how it went and see if you can share pictures from the event. Sometimes you are only allowed to share them internally – Make sure to communicate that with your client!


Remember, not all sporting events are the same and not every client will want the same thing. Feel free to reach out to us if you need guidance regarding which display will work best for your client’s specific needs. Expand is here to help you!

Contact us to let us help you meet your customer’s needs >>

Click here for More Expand Tips from the Experts >> 


Follow the Expand blog and get all of our latest updates:

Expand Tips from the Experts – 4 Easy Tips for Selling Portable Event Displays

don-201x201

Don Johnson, Expand Account Executive, don.johnson@expandmedia.com

Hi, my name is Don Johnson and I’m the Southeast Account Executive at Expand International.

Selling Trade Show Displays can get tricky. There are so many factors that go into making that final sale: price, availability, customization, the quality of customer experience, you name it!

If you find yourself asking questions like: “What am I not considering?”, and “How can I land the sale?”, then read below for my helpful tips!

If you have any questions, contact me at don.johnson@expandmedia.com.


 Four Tips for Selling Portable Event Displays 

Expand is here to help you with all your portable needs! A lot of times, people will have hesitations to buying these displays. I’ve listed some tips to help you overcome setbacks when trying to sell portable’s to your clients…

1. What should I do when I hear my customers say, “I don’t do trade shows?”
Most people think of our products as “Trade Show Displays”. Well they are not just for trade shows! They are also used in Live Marketing Events, Retail Point of Sale and On-site Messaging and Signage.

Expand offers a line of retractable banner stands that can be used at any kind of event and are easy to assemble. Think of them as “portable billboards” that combine pictures, words and color to drive home a message. These lightweight displays can be used almost anywhere that your prospects gather and set up in just minutes.

roll_up_banner_retractable_display_expand_quickscreen_3_animation_1

Here are just a few uses:

  • Attract people to your business.
  • Display a colorful menu to quickly show all the things you offer.
  • Launch a new product.
  • Promote upcoming events.
  • Create a focal point in a meeting or presentation.
  • Reinforce your brand name and corporate identity.
  • Recruit at job fairs and on campuses.
  • Push ideas and sales in unexpected places.

2. My client doesn’t have a big budget. Are there more affordable solutions for smaller businesses?
Yes! We now offer a series of cost-effective promotional displays:

Promo_Flags_Sanna_1-sleeves

3. My client doesn’t know the difference between different Expand products. Is there an easy way to distinguish them from each other?
Yes! I’ve developed a “Good, Better, Best” prototype for our most popular event displays, which will help you to know which Expand products to target to your customers, based on their budget.

Good, Better, Best: 

 Good

Better

Best:

By using the Expand PodiumCase, you can easily transport your display and then use it as a counter at your event!

good_better_best

4. What if my customer needs help with outdoor marketing? 
Make it easy for your customer to take their message outdoors with:

Expand_Outdoor_2D_2DTent_2DFlags_2DBeach_2DUS_2D665px

Click here to learn how you can help your customers enhance their outdoor booth or display in our previous blog post by my colleague, Bill Hetzel.

So, who is my target audience?
There are all kinds of target audiences who can use portable event displays: Companies large and small, Retail stores large and small, Government at all levels, Colleges, Churches, Non-Profits: Anyone with a message to tell!

What if I want to send this information to my customers with my own brand?
Another way to help your customers is to give them our customizable Sales Sheets. As an Expand Reseller, you can re-brand them with your own logo and contact information! We also have a Reseller Catalog that you can brand with your own logo and your own pricing:

Sign up here for our Reseller Tools to gain access to our Brandable Marketing Materials >>

Already a member? Just sign into the Reseller Tools folder to access the Rebrandable materials!

blog-image-reseller-catalog.png


I hope that you found this information helpful.

Follow the Expand blog and get all of our latest updates:

Expand Tips from the Experts: Five Tips for Enhancing Your Outdoor Display

bill-201x201

Bill Hetzel, Expand Account Executive, bill.hetzel@exandmedia.com

Hi, my name is Bill Hetzel and I am an Expand Account Executive for the upper Midwest region.

I hope you had a chance to read my first tip about Features and Benefits of the Expand GrandFabric.

Today I’d like to talk about how Expand can help your clients with their outdoor brand activations with my five easy tips!

Feel free to contact me at (203) 685-9006 or bill.hetzel@expandmedia.com.


Tips for Enhancing Your Outdoor Booth or Display
Here in Traverse City, summer has arrived! Many of my agencies and dealers support Outdoor Events and they often ask me questions about exhibiting at an outdoor venue.

Expand_Outdoor_2D_2DTent_2DFlags_2DBeach_2DUS_2D665px

I have developed 5 helpful tips for enhancing your outdoor booth or display…

1. Make sure the outdoor setup is sturdy and reusable
When people are exhibiting at an outdoor event, it’s important that they have a display with solid construction – No plastic of course. Do your brands ask you for cheap, weak, outdoor stands like you see in front of fast food?  I don’t think so!

Displays for outdoor events need to be able to stand up to wear and tear from wind, rain and any other harsh weather conditions. It’s important to understand the wind range that the product can withstand and use displays that contain broad bases or heavy base plates that will keep the display in place in any extreme weather condition.

ems-2-outdoor-bends_cropped

Expand offers a full line of outdoor displays that stand up to summer weather conditions >>

2. Don’t overwhelm your audience with too much text or too many images
The outdoor displays that stand out the most are ones that have very bright, colorful layouts with minimal text. Remind your clients to use a lot of images and have very little white space. Let them know that fewer text is better and that it’s important to use a large, easy-to-read font that can be seen from an appropriate viewing distance.

The same goes for graphics. It’s great to use images to make a display “pop”, but your clients may want to stick to no more than three images to avoid overwhelming people. Below is an Expand GrandFabric Outdoor that was used at the Sturgis Motorcycle Rally. The image is clear and uncluttered and there is a minimal amount of text, which is viewable from 10 feet away:

3. Use products that are easy to set up and dismantle 
Exhibiting at an outdoor event in the summer can be exhausting in the hot weather. The last thing that most crews want to do at the end of a long, hot summer day is to spend an extra two hours taking down the display while sweating in the heat. With Expand products, you can pop up, take down and roll away your outdoor event presentation in less than 30 minutes!

FlagStand_XL_Animation2

4. Get Creative to Save Money 
Sometimes your client’s budget dictates what they are able to buy. Fortunately, there are a lot of outdoor event displays that are geared toward cost-conscious customers, such as Expand’s economy line. Our outdoor Promo Products and Retractable Banner Stands can be a great and very cost-effective marketing tool when attending an outdoor event on a budget.

Click here to view our Economy Line >> 

Promo-rollup

 5. Know the Rules for your Outdoor Event 
Every event has different rules for exhibitors and an outdoor event may have very different space requirements, variance height options for outdoor booths, electrical requirements, etc. than the indoor events you are used to exhibiting at. Make sure to be aware of show exhibit guidelines and regulations. You don’t want to get to the event and find out that you broke a rule and are not allowed to exhibit!


I’ve been with Expand for over 10 years and we’ve always lead the way in quality outdoor brand activation. When it comes right down to it, your clients expect a repeatable event experience and Expand Outdoor Displays are still being used today from their inception over 10 years ago!

Expand_outdoor1

outdoor_tent_flags_png


Follow the Expand blog and get all of our latest updates:

 

 

 

Expand Tips from the Experts: Understanding & Delivering on Your Client’s Requirements

andre_blog

Andre Sao, Expand Account Executive,  andre.sao@expandmedia.com 

Hi, my name is Andre Sao and I’m the Expand Account Executive for the Mid-Atlantic.

In our industry, partnering with your clients to truly understand their requirements, and then being flexible enough to deliver on those requirements makes the difference between success and failure.

Read my post about understanding your client’s requirements. To further explore where Expand can partner with you, please contact me at 203-870-2043.


Understanding & Delivering on Your Client’s Requirements 

1. Start with a detailed brief
It sounds so intuitive to start with a detailed brief, but all too often these simple qualifying questions are assumed, which leads to proposing soludetailed_brieftions that are not fit for what the client is really looking for.

Ask them the following questions to figure out exactly what their specific needs are:

  • What are they trying to achieve?
  • How will they measure success?
  • What is their plan and time frame?
  • What is the budget?

From here, honing in on exact requirements is much simpler, and ensures that your proposal lands on the mark.

2. Explore Options
Tendering projects doesn’t have to be a pain! With the brief in hand, it’s time for product selection and reaching out to suppliers. Depending on the project, you may have products in mind already, but don’t shy away from asking trusted suppliers if they have any other suggestions. New products come on the market constantly.

For example, the Expand GrandFabric system can achieve and often improve on many of the design features of traditional SEG systems, at a fraction of the price.

Once options are set, it’s important to present them back to the client – and a picture is worth 1,000 words! One of the easiest ways to show your clients different options is using the Expand DisplayBuilder, a free, 3-dimensional brandable rendering tool that can help your client go from on the fence to purchasing decision in minutes.

This unique tool creates the layout for your customer’s display, so they can visualize what you are offering. Expand also offers a full library of product pictures and other tools to help with these projects. If you’d like a step-by-step run through of these visual reseller solutions, please reach out to my colleague, Susan at susan.volovski@expandmedia.com.

egf-gif-in-display-builder

At Expand, we offer a select product range and pride ourselves on offering the best quality and value for each budget. From campaign retractables to backlit SEG booths, to sourcing vetted products through Expand’s own network– we are confident that we can offer you a solution that will suit your clients’ needs, and be a great asset to your team!

3. Deliver on the project
We’ve all been there: designs and artwork submitted, purchase orders in place, deadlines looming- and then those unfortunate holdups happen. Minimizing these instances, and dealing with them effectively is when choosing suppliers of high-quality products, and outstanding customer service pays off.

Expand offers a Limited Lifetime Warranty. As an Expand customer, you’ll have a single point of contact who will manage your project from order stage through to delivery. If something comes up, we create solutions.

solutions

Remember, taking the time to completely understand the brief is very important and well worth it. By gathering this information, we can help them determine their best fit and ensure a successful event!

Partner with Expand and we’ll make you look good!

Click here for More Expand Tips from the Experts >>


Follow the Expand blog and get all of our latest updates:

 

 

 

Expand Tips from the Experts – Joe Dunn

Joe image.png

Joe Dunn, Expand Account Executive,  joe.dunn@expandmedia.com

Hi, my name is Joe Dunn and I’m an Account Executive at Expand.

Portable event displays can be very abstract for people who don’t use them on a day-to-day basis. Expand provides our resellers with easy-to-use tools that help customers get a good understanding of our displays before making a decision.

Read my post about using Expand’s effective marketing tools to help your customers visualize before they buy.


Marketing Strategies to Increase Sales: Help Customers Visualize Before They Buy

Have you ever had customers who were on the fence about making a purchasing decision because they were not 100% sure what they are getting? That’s why it’s very important for your customers to be able to visualize their display before they buy.

We offer many helpful tools that enable your customers to see exactly what their display will look like…

DisplayBuilder: 
Expand’s unique DisplayBuilder tool provides 3-D renderings of our displays that you can fit your client’s logos to. This free rendering tool enables you to envision the layout for your customer’s pop-up display, trade show booth, or mobile marketing event so they can visualize what you’re offering. The customer can move around the display and see it from all angles right on their computer.

egf-gif-in-display-builder
*Click here to learn more about the Display Builder

Marketing Materials:
Expand has in-depth brochures for all displays, that will help customers get a better understanding of dimensions, application, and advantages of each model.

You can also access ready-made kits of how for 10′ or 20′ booths. These kits provide some examples of how to use Expand products in different configurations for your event. A simple way to find a fast solution!

Expand_KIT_360 degrees

Look at the Expand Kits to help your customers visualize their display in a certain configuration.

Expand Image Bank:
We provide our resellers with real pictures of our displays from past projects. Customers can see how other companies have used our displays. All registered resellers can fill click on the Reseller Tools tab on the top of the Expand website and fill out the online form to receive access to our new Image Gallery on Box.com, where you will be able to access all of these images.

reseller_tools_snip

Click here to fill out the online form & access the Image Bank

Use these visualization tools to increase sales by going from sales inquiry to visualizing solutions within minutes!

Account Executives:
Additionally, remember that all Expand resellers have access to their local Account Executive. Our Expand Account executives are extremely knowledgeable about our products and can help with whatever you will need to get your client set up with a great looking, quality display. Contact them today!

Click here to find the Expand Account Executive in your area >>

Expand_Quick_Links
All of these visual reseller solutions are available on the Expand website. Most of them are located under the “Quick Links” tab on the left side of the website.

If you would like a step-by-step run through of each of these quick links, please contact my colleague, Susan Volovski at susan.volovski@expandmedia.com and she will set up an online tutorial with you.


I hope you found this information helpful. Click here for additional Tips on our Blog!

Click below to follow the Expand blog and get our latest updates!

Expand Tips from the Experts – Paul Filart

paul

Paul Filart, Expand Account Executive, paul.filart@expandmedia.com

Hi, my name is Paul Filart and I’m the Expand Account Executive for the Pacific Northwest.

In our line of work in sales and marketing, credibility is everything. Read my post about how the success of a sales professional is hinged on credibility and the importance of selling products that are trustworthy, reliable and dependable.

If you have any questions, please feel free to contact me. I can be reached at paul.filart@expandmedia.com or (203) 870-2029.


Credibly in Sales and Marketing

Why is credibility so important? Stephen Denny sums it up nicely for me in his book Killing Giants:

“Trust is built on credibility, and credibility comes from acting in other’s interests before your own.”

It all Starts with Credibility
The root word of credibility is “cred”, which means, “to believe”. I communicate my belief in a product, and it inspires the same feeling in my clients. The key to this “cred” is integrity. A person of integrity is someone who does what he or she says and says what he or she means. When a meeting is set, this person is there at the right time. When he says he’ll get back to you, he’ll get back to you. When he commits to a project due date, he does everything in his control to meet that due date.

It’s all about Them
Credibility doesn’t happen overnight. It’s something that I have to earn; and it takes time, patience, and consistency to build. It takes discipline in follow-up and follow-through to establish it.  It comes from a combination of factors – an excellent product, an established company, outstanding customer service, and by faithfully representing my client’s needs and earning a reputation for being “customer/client first”. It’s not just about selling a product but actually taking time to find out more about the need. It means working on weekends. Sometimes it means coordinating with production even before that first cup of coffee! Oftentimes, for me, it involves making several pit stops during a 3 hour drive to answer a client’s question. A fast response time goes a long way.

Trust is Gained. Loyalty is returned.
While the “vetting” process is sometimes lengthy, good clients are always worth it. I stay the course and once I’ve earned their trust, I’m no longer just a sales person but have become a partner. Partners who know that their interests are of utmost importance don’t hesitate to reach out when they have a need. They understand that I’ve got their back, and that I’m here for the long haul. Even when things aren’t always perfect or don’t go as planned, they continue to choose me… choose us.

Visit our website to learn about Expand’s high quality products >>

Download our Product Brochure >>


I hope that you found this tip helpful. Click here for additional Tips on our Blog!

Click below to follow the Expand blog and get all of our latest updates:

Expand Tips from the Experts: Evaluating Trade Show Participation

susan-2

Susan Volovski, Marketing Content Producer, Expand

Hi, my name is Susan and I am part of the Marketing Department at Expand.

My last post discussed how to get people to your booth by getting it to stand out against the competition. Today, I’d like to talk about how to evaluate trade show participation from the event.

Read my current post to learn how to evaluate whether your event was a success!


Evaluating Trade Show Participation
This first post describes how to get people to your booth. But what do you do once the event is over? You worked really hard getting attendance rate to your booth and don’t want all of that work to be for nothing!

Read following tips for evaluating trade show attendance:

Before the Event
In order to be able to measure trade show participation, you’re going to need to do some planning prior to the event. There are two important things to keep in mind during the planning stage – Return on Objectives (ROO) and Return on Investment (ROI).

objectivesReturn on Objectives is a “pre-event” approach to setting goals, where organizations set initial objectives. This approach deals with pinpointing eventual targets to be achieved by the end of the event. While planning the event, set clear objectives of what you want to accomplish. For example:

  • What do you want people to do as a result of coming to your booth?
  • Who can perform the expected action so that it benefits your company? (i.e. – Who are you going to invite?)

Return on Investment is a more quantitative approach that compares the costs that you will spend on the show to the actual revenue generated. Think about how much revenue you will receive and try not to spend more than that on the cost of flights, hotel rooms, etc. If it’s a smaller show that you won’t get much revenue from, don’t send 10 people. Instead, just send one or two people who are knowledgeable enough to talk about all the products or services that you’re promoting at the event.

roi-roo

During the Event
Make sure that the people attending the event take accurate notes and determine whether your objectives are being met. Also, make sure they have Lead Forms and mark the leads that are high-quality. It’s not about scanning the badges of every single person who comes to the booth; It’s about keeping track of the high-quality leads (i.e. people who actually showed interest in purchasing your products or services.) And make sure that they write down accurate details. For example, if someone asked you to send them a product brochure or asked to have a sales person call them within a certain time frame, you want to make sure all of that information is written down so that someone can follow up with them after the event.

Sample lead form: lead_form4
*Click here to download

After the Event
objectives-bubbleThe first thing to measure after the event is your Return on Objectives. Go back to the objectives that you came up with during the planning stage and determine whether you reached them.  If not, ask yourself why you didn’t accomplish these objectives. What could you have done differently? Did you set realistic goals? Did you talk to enough people at the booth?

Ask yourself, “Did people get our message? Did they process it?” If not, why?

The next thing to measure is your Return on Investment. There are two things you can check to determine your Return on Investment: new revenue generated and cost savings. New revenue generated at a show includes new leads and prospects and growth of your existing revenue database.

Revenue can be a difficult thing to measure because you don’t usually get an immediate sale while at the show. However, instead of waiting until you get the sales, you can estimate the revenue that you generated by gathering the following information:

  • The number of high-quality leads you received from the show.
  • Your company’s average percentage of closed sales per 100 sales calls.

Once you have measured the revenue, you can also measure your cost savings. Is the cost of new revenue from the show more than the cost that you spent on the event?

What do you do after measuring the ROI & ROO from the event?

1. Distribute the leads:
One of the first things you want to do after a trade show is to make sure the leads from the event are followed up on. Make sure to distribute them immediately aftefollow-upr the event. The faster you distribute the leads, the more motivated your staff will be to follow up!

2. Report event performance to senior management:

Create a summary report for the event. Use dashboards for consistent matrices, analysis and event-mix strategy refinement. Compare these scores to averages for all of your events and show the results to your Trade Show Manager so he or she can look at the averages and decide if it’s worth it to attend the show again next year.

Read my first blog post about getting people to your booth >>

View more Trade Show Tips on the Expand website >>


I hope that you found this information helpful.
Click here to see additional Tips on the Expand Blog!

Questions? Click here to contact us.

Subscribe to Our Blog!

Expand Tips from the Experts – Jeff Pfalz

Jeff-201x201

Jeff Pfalz, Expand Account Executive, jeff.pfalz@expandmedia.com

Hi, my name is Jeff Pfalz and I’m an Expand Account Executive based out of Cincinnati.

One of the most important parts of being a sales person is in-person cold calling. Read my post about the importance of meeting with a company’s decision maker in person and a helpful strategy that I use to be successful with these in-person meetings.

If you have any questions, please feel free to contact me. I can be reached at jeff.pfalz@expandmedia.com or (203) 870-2049.


In Person Cold Calling

A very important selling strategy is in-person cold calling. The goal of the in-person cold call is to meet the decision maker and get him or her interested in what you’re selling, as well as to build a strong customer relationship.

We all know that walking through any door to any business, speaking with the decision maker and selling our services is a goal, but not necessarily reality. After many personal attempts in the art of in-person cold calling, I came up with a strategy that works. Keep in mind that these are the steps that work for me and not an exact solution.

I came up with “RED”: Research, Educate, & Drop-in:

Research: Researching the company confirms that they buy what you sell.
Educate: Study the company on your own. This will provide you with key talking points.
Drop in: and say “Hello”.

Meeting the Gatekeeper/Receptionist
There are several road blocks to in-person cold calling: The one I would like to discuss first is meeting the person who is behind the desk as you walk through the door. This is the person that just “can’t wait” for another sales person in an obnoxious suit to greet them with a cheesy line. Don’t be that person because at the end of the day you have only one shot, which can make or break whether you get the information you need to speak with the decision maker.

When you greet the receptionist, use eye contact and a smile. Be positive and enthusiastic; Your attitude and enthusiasm (along with fresh breath) is contagious! Scan the room to see if you can find something to ask about – pictures, awards, anything interesting. Remember to keep the introduction short and to the point, as that person is usually busy and not in the mood for listening to a long sales pitch.

The most important part of this greeting is having your product brochure and business card to hand out. This will make it easy for the receptionist to determine who you are and who you will need to speak with.

Gather Information
While you’re there, gather as much information as you can, including the name of the receptionist, gatekeepers and decision maker or person who buys what you’re selling. Make sure that you leave your catalog or brochure and your business card so that your information will get back to the purchaser.

Also, on a side note, don’t be discouraged by signs that say NO SOLICITATION. In my experience I have never been asked to leave. At least not yet!

One last thing: Don’t overstay your welcome. You don’t want to be like that family member that does not know when to leave and go home!

Follow Up and Never Give Up
It’s also important to remember to follow up. Once you receive their contact information, make sure to call that evening or the next morning, introduce yourself and do what you’re paid to do: build the relationship and sell.

If you do not receive the information you need, just remember that this is a process. Some of the best clients you will ever have can take several years to buy. That’s why it’s important to have patience and a never-give-up attitude!

Keep in mind:Our greatest weakness lies in giving up. The most certain way to succeed is always try just one more time.” – Thomas Edison

Mention Quality
Don’t forget to mention the quality of your products and services. Below is the link to Expand’s brochure for our full high-quality product line.
Click here for the full Expand Collection Brochure >>   

I hope that you enjoyed my blog post and found it helpful and informative.
Click here for additional Tips on our Blog!  

Happy Selling!


Like our posts? Click below to follow the Expand blog and get all of our latest updates:

Expand Tips from the Experts – John Blackburn

blackburn-201x201.jpg

John Blackburn, Expand Account Executive, john.blackburn@expandmedia.com

Hi, my name is John Blackburn and I’m an Expand Account Executive for the southern Midwest region of the United States.

Expand has a remarkable and intelligent product line that is designed to be impactful, yet simple and elegant. Value is second to none. In this post, I touch upon the importance of brochures and other hard collateral in a client’s event and how to easily add the means to present them.


The Importance of Using Print Collateral for Trade Shows, Events and Activations

The importance of brochures and flyers at trade shows, events and activations cannot be overlooked, even at this day and age where everything is digital. A brochure is a physical piece of print collateral that is carried by the customer. When a potential client walks away from a presentation, even the savviest digital campaign can fall down the memory hole, while a physical piece of paper is a tactile and visual reminder of what the customer just saw. In addition to that, a flyer can point the way to your social media, website and other digital information that the customer might otherwise forget.

Benefits:
The benefits and impact of these physical tools cannot be overlooked, but in case more evidence is needed, google search for “importance of brochures” or something similar to see why they are so important at trade shows and marketing events.

With that established, how does that relate to what we are doing and this blog? Simple: In presentation environments, this collateral needs to be easily accessed by the customer and attractively placed so that the customer wants to access it. At Expand, our entire focus is on simple function and elegant presentation. Take for instance our Expand BrochurePocket. It’s a multi-functional item that can be used on almost any product in the Expand product line, and pretty much any other product line too!

The thing to remember here is to not overlook this when organizing a trade show or event setup. Considering the relative low cost of a brochure-vehicle as it relates to the overall cost of the presentation, it’s critical to include it. It should be an automatic addition when doing a design or cost preparation for an event similar to including lighting.

Expand has a very targeted range of products to address this need. We have done our best to create maximum value as well! Our Expand BrochureStand is an extremely well-designed literature centerpiece that is simple to operate, can hold a large amount of collateral and is very versatile. Not only can it be an attractive way to hold brochures, it can also be a display on its own with a graphic!

Expand_BrochureStand.jpg

Our Expand BrochureHolder is an item that started an industry all on its own.  A simple foot, pole, and rollable mesh with provisions to hold standard-sized handouts; it is attractive, functional and budget-friendly. It’s available as a single-width 4 pocket, a double-width 8 pocket and a double-width 2 pocket with a graphic.  This last iteration is often referred to as the “silent salesman” and is ideal for un-manned locations and anywhere where a graphic or branding is desired to bring the client to the brochures.

all-ebh-pockets

The Expand BrochurePocket that I mentioned above is a simple, versatile acrylic applique that can be attached to a myriad of items: On our Expand GrandFabric, so eloquently presented in this blog by Bill Hetzel, the Expand BrochurePocket can attach to either side, and can daisy-chain to as many as six pockets!  Our Expand PodiumCase (see this great entry by Jack Petroski) is also a great place to use this product, freeing up the top counter.  It can also attach by magnet to a thinner substrate on one of our retractable displays or a banner stand.

So don’t forget to add these to your upcoming events or quotes! They add tremendous value and over time can make a positive impact to your bottom line and your customer’s satisfaction! I hope you enjoyed my post and find the information useful.

Click here to see an Expand booth setup with brochure stand >>



Like our posts? Click below to follow the Expand blog and get all of our latest updates:

Expand Tips from the Experts – Brad Gende

brad-201x201

Brad Gende, Expand Account Executive, brad.gende@expandmedia.com

Hi, my name is Brad Gende and I’m an Expand Account Executive located in Chicago.

We live in a world where people are constantly communicating with each other and the main driver of this communication is social media.

In today’s environment, it’s important to promote your business on social media, while continuing to communicate through face-to-face meetings. Read my post about how brands effectively market through both social media and experiential marketing.


Marketing Your Business Through Social Media and Experiential Marketing

Over 78% of people in the United States use social media, making it one of the greatest lead sources available. However, face-to-face communication is also extremely important. A recent survey by the Content Marketing Institute shows that 93% of organizations use social media and 81% use in-person events as B2B marketing tactics. Let’s discuss how brands utilize both social media and experiential marketing to effectively market themselves.

Social Media:

The short answer to why organizations and brands use social media as much as possible? Two words: Easy and Inexpensive. It’s as simple as downloading an app on your phone and setting up an account. All you need to use it is a computer or smart phone and a little creativity. Social media is also usually a free tool to use, although there is a recent trend of brands paying to be seen on their consumer’s social media walls.

Here are some benefits of using social media:

  • Communication: It’s extremely valuable for brands to be able to communicate directly with their consumers to generate interest. For example, if I got a tweet on Twitter from the Chicago Cubs (now the 2016 World Series champions), I would be excited that the Cubs personally communicated with me, which would spurn my own interest in going to a game. All this started by a simple tweet of 140 characters or fewer!
  • Sales Promotions: Printed coupons have officially become a thing of the past. The quickest and easiest way that companies let their customers know of products on sale or promotions being run is through social media. Social media is the most powerful sales promotion tool being used today. Are you taking advantage of this tool?
  • E-Communication: Customers prefer things to be easy. And the easiest way for a consumer to purchase a product is on their own computer. E-commerce and social media have always gone hand-in-hand. Consumers are constantly scrolling through their applications and reading through their timelines, which often heavily feature followed, favorited and liked companies they’ve selected to follow in the past.

Ideally, consumers are clicking links that lead them to product pages and online shops. Brands that utilize social media seem to have higher e-commerce sales and more repeat customers.

Experiential (Face-to-Face) Marketing:

Social media is the simplest and fastest way for brands to get eyes onto their products and services. However, don’t forget about trade shows and other events. Face-to-face interaction is critical. A recent survey from the Content Marketing Institute shows that 75% of brands say that in-person events are the most effective B2B tactic for their organization. 1

One of the best ways to have a face-to-face interaction with your customers is to exhibit at a trade show that your customers regularly attend. Statista.com claims that 82% of trade show visitors are directly influenced in making purchasing decisions. 2 There is no better place than a trade show to see, touch and feel new products and services. According to a 2016 Experiential Marketing Content Report by the Event Marketing Institute, 74% of consumers say engaging with branded event marketing experiences makes them more likely to buy the products being promoted. 3

Expand realizes the importance of having a booth that stands out and delivers the “WOW” factor. Our industry leading product, the Expand GrandFabric, employs a “Click, Pull, Zip, Hello!” concept that makes it easy to build branding solutions that are easy to set up, take down, roll away or ship. No tools or hired labor required!

Click-Pull-Zip-Hello_bg

A face-to-face interaction also allows you brands to develop a relationship with their customers. Building strong partnerships with your customers is important regardless of where you are in the industry. It allows your customers to talk to you about their questions, comments or concerns and also gives YOU the chance to ask THEM some open-ended questions to figure out exactly what they need and what they need help with.

Click here to learn more about building strong relationships with your customers >>

I hope you found this information helpful. Using these techniques effectively will allow brands to generate potential new customers on a daily basis and continue to grow their business. For more information, email me at brad.gende@expandmedia.com

Click below to view Expand’s social media channels:

facebooktwitter-icon linkedin-icon youtube-icon

Footnotes

1. B2B Content Marketing. 2016 Benchmarks, Budgets, and Trends—North America. The Content Marketing Institute.
2. U.S. Trade Show Marketing – Statistics & Facts. Statistia.com.
3. Experimental Marketing Content Benchmarketing Report. Event Marketing Institute.



Like our posts? Click below to follow the Expand blog and get all of our latest updates: