Reseller Tip #6: Embedding Expand Videos

We hope you had a chance to read our most recent reseller tip about embedding Expand brochures…and our other Expand Reseller Tips!

Today’s helpful tip is about embedding Expand videos from the Expand reseller site.

Read below to learn how to embed Expand videos into your own website…

Tip #6: How to Embed Expand Videos

We have a wide collection of Expand product videos. Do you need an easy way to show your customers the Expand products that you sell without directing them to us? Just embed our Expand videos into your own website using the simple steps below:

1.Go to -OR-


2. Click on Expand Portable Displays


You’ll be taken to a screen that looks like this:


3. Click on Expand Videos


4. After you click on Expand Videos, scroll through until you find the video that you want to embed.


5. At the bottom of the video, you’ll see a play button and some other control buttons. Hover over them with you mouse, and click on the one that says Share Control. (The button looks like a square with an arrow.)


6. Once you click the Share Control button, you will see a pop-up that allows you to either copy the embed code or embed it into your Twitter, LinkedIn or Facebook account.   


7. If you click on the one that says Embed, it will say Embed code is now in your clipboard!


8. Then simply go to your website and paste the code! 

You can also change the size of the video. When you copy the code into your website, it puts it into an iframe. You can click inside of the iframe to change the height and width of the video if you choose. Just place your curser where it says width and enter the width you want, then put your curser where it says height and enter the height that you want.


If you want to also publish it to your social media pages, make sure you are logged into your social media account and click on the embed button and choose the Twitter, LinkedIn or Facebook option. Then just click Tweet, Share, or Post to Facebook.

We hope that embedding the videos is helpful for you. If you have any questions, please contact us at

Click below for our other Expand reseller tips:

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Expand Tips – Draw a Crowd in a Small Space with Table Top Displays

Table Top Displays are a great way to draw a crowd in a small space. Many companies don’t consider using table tops, because they think they need a bigger, flashier display to grab their audience’s attention. However, if set up correctly, a table top can grab attention just as much as a bigger display does. And at a much more cost-effective price!

Tips for Setting up your Table Top Display: 

1. Use One Big Image
When you have a lot to display, but a very small area to display it in, you may not know where to begin! How do you know where to start? Exhibitor Magazine suggests starting with one big image. With a table top setup, you have a much smaller area than you would with a 10’ x 10’ or 20’ x 10’ booth space. Since you have such a small space to portray your message, it’s important to use one main image that gets your message across, instead of several different images that may make your small table space look cluttered and lose your audience’s attention.1


Use one big image in your table top display to get your message across.

2. Incorporate a Table Throw
Another great way to capture attendee’s attention at an event is to include a custom printed table throw. Using the show-provided table cloth is boring and does not add anything to your display. Instead of renting one of these dull looking table cloths at every show you exhibit at, make a one-time purchase for a customized table throw that you can reuse at each event. Most of them are also washable and can be used multiple times. And because they are reusable, the cost pays for itself after just a few table top events!

Add an image or logo printed directly onto the table throw. Perfect for adding additional branding to your booth or tabletop setup! Expand offers 4’ 6’ 8’ and custom sized fabric dye-sublimation printed table throws. The Expand Table Throws give your table top display a polished, professional look.


3. Use Table Display Options and Accessories
Once you have your table throw set up, you will need to add accessories to the table.  Exhibitor Magazine mentions using accessories in your table top display, just like you would with a bigger booth setup. Table top displays are just like traditional exhibits, in that you can accessorize them with everything from shelving and lighting to brochure holders to IPad holders. 2

Displays and accessories that you can use with your table top include:

Pop-up displays are the perfect solution for the show on the go! A pop-up display usually consists of a light-weight frame for easy setup that literally “pops” open and allows you to attach graphics, usually with fasteners or magnets. Since the frame collapses back to a compact unit, pop-up displays are easily transported. Expand offers many pop-up displays for table tops, including the 2 x 2 Expand MediaWall, the 2 x 2 Expand MediaFabric and the Expand MediaSquare, which come with fabric graphics that attach to the structure with Velcro®, allowing you to leave them on between events for quick assembly.


Light-weight pop-up frames fit on a table and are easy to set up.

Banner Stands
Do you have a lot of materials to display on your table? Banner Stands are compact and take up very little space on your table, leaving room for you to also display other product displays, brochures or catalogs. You can also combine multiple banner stands or use banner stands in different heights to create a versatile table top display with a professional feel. Expand offers the Expand QuickScreen 3 and Expand QuickScreen 3 mini that feature a multi-segment pole that allows for multiple message to be viewed at different heights.


Use different sized banner stands for a unique, versatile table top setup.

You may want to also consider a double-sided banner stand, which allows you to promote your message from two angles.

Lighting is just as important for a table top display as it is at any bigger trade show setup. According to Pegasus Lighting, the most successful displays use lighting to attract visitors. “If you are presenting a table top or pop up display, you shouldn’t sacrifice good lighting just because you are taking up less space. You still want an engaging, attractive appearance that will draw visitors by appealing to their sense of wonder.”3

Let your lighting do the work of getting potential customers to your table. A well-lit table top display creates a welcoming atmosphere and attracts more visitors to your table top display. Direct the light to what you want your visitors to see. And remember, it’s always a good idea to check with the event venue or show management to confirm which types of lighting fixtures are allowed.


A well-lit table top display attracts more visitors and helps your message stand out.

As you can see, a table top display is a very small but very effective marketing vehicle. According to, smaller trade shows are growing.4 You can take advantage of the space provided to you at a smaller trade show venue by following the above tips for table top displays. And keep in mind, a table top set up still has many advantages over bigger booth set ups including easy setup, portability and cost savings.

Click here to see the Table Top Displays that Expand offers >>

Click here for additional posts on the Expand Blog!


1. Exhibitor Magazine. Twelve Tips for Tabletops
2.Exhibitor Magazine. Exhibitor Q & A: Tabletop Exhibits
3. Pegasus Lighting. Tips to Light Your Trade Show Booth, Exhibit, Kiosk or Display

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Expand Tips from the Experts – Paul Filart


Paul Filart, Expand Account Executive,

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 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 >>

Click here to contact your Expand’s Account Representative >>

I hope that you found this tip helpful for gaining credibility with your own clients. Click here for additional Tips on our Blog!

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Expand Tips from the Experts: Evaluating Trade Show Participation


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.


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.

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Expand Tips from the Experts – Jeff Pfalz


Jeff Pfalz, Expand Account Executive,

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 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!

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Expand Tips from the Experts – Alan Conley


Alan Conley, Expand Account Executive,

Hi, I’m Alan Conley, an Expand Account Executive. We’re getting to that time of year where the weather can get nasty. At least on the East Coast!

With winter coming, it’s extremely important to have display setups that are weather proof and wind resistant.

Expand has a full product line of outdoor event displays. Read my post about the Expand MediaScreen 2 Outdoor & other outdoor Expand products that hold up to rain, wind and some other nasty weather conditions.

Expand’s Outdoor Products for Unpleasant Weather

What’s great about Expand’s outdoor product line is that our products are resistant to corrosion from rain, UV-radiation and most other unpleasant weather conditions. Expand’s outdoor products can handle almost anything that Mother Nature throws at them.

The Expand MediaScreen 2 Outdoor in particular is great for outdoor campaigns, sporting venues or winter events. It is the world’s first truly portable outdoor retractable, manufactured with the outdoors in mind.

Here are some winter conditions that your display may need to stand up to in the next few months:

1. Wind
The most concerning element to take into consideration when creating outdoor event environments is wind. Make sure you understand what wind range the outdoor product can withstand and make sure the customer knows that if the wind range is exceeding recommendation, they should take the display down. The Expand MediaScreen 2 Outdoor is equipped with support feet and a flexible support pole that guarantees stability and can withstand strong winds up to 22 miles per hour. With the help of a spring-loaded support, the pole is designed to flex in the wind so that the double-sided graphic can be seen in even the windiest conditions.


Some of Expand’s other outdoor displays can withstand wind speeds up to as much as 50 miles per hour (depending on the product and what weight system you use with the display). Winning the battle against wind comes down to the concept of least resistance and anchoring. It’s critical to use displays that have the least resistance to wind and feature broad bases.

Heavy base plates will keep displays in place and it’s important to have something that will weigh the display down if it’s fighting against strong wind gusts, so that it is less likely to blow over. The Expand Flag Stand XL is very stable even in strong winds and is available either with a weighted base or with water bags. The Expand GrandFabric Outdoor also contains stabilizing options, including plates, water tanks, and ground stakes, that allow it to stand up to harsh winds.

See how the Expand GrandFabric Outdoor stood up to harsh winds at an outdoor motorcycle event.

2. Rain
Some fabrics soak up water more than others, which could make the display material heavy and cause it to sag in the rain. When suggesting a product to your customer for outdoor usage, let them know that light polyester, sheer fabric or vinyl materials will stand up best in the rain. Expand offers many lightweight fabric options for our outdoor products that will not get bogged down in the rain. For example, the Expand PromoFlags are made of carefully selected material to handle long outdoor use in the rain or wind.

3. Snow
Just like with rain, snow can make certain displays too heavy if they are not made of the correct material. It’s important to make sure your customer uses a lightweight material if they are using a display for an outdoor event in the winter.

The Expand MediaScreen 2 Outdoor graphics are printed on PrintMedia 2101 material that can endure wind, rain and snow. This polyester fabric is encapsulated between two vinyl layers that make it curl resistant, flexible, flame resistant, lightweight, scratch and tear resistant, UV resistant, and unaffected by temperature changes. The weighted, support feet mount easily to the base, providing stability on flat surfaces such as snow.


The Expand MediaScreen 2 Outdoor stays standing in winter weather conditions.

Make sure to take all of these things into consideration when planning an outdoor display. In addition to the way that our products hold up in bad weather, we also provide a safety certificate that is done by an independent company. Elements such as rain and sun should always be considered when helping your customer choose the right outdoor display.

Read more about the Expand MediaScreen 2 Outdoor >>

See all Expand Outdoor Displays >>

I hope that you enjoyed my blog post and found it helpful and informative. Click here for additional Tips on our Blog! And remember, the best thing about winter is that it comes to an end!

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Expand Tips from the Experts – John Blackburn


John Blackburn, Expand Account Executive,

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.

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!


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.


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 >>

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Expand Tips from the Experts – Brad Gende


Brad Gende, Expand Account Executive,

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. 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!


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

Click below to view Expand’s social media channels:

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1. B2B Content Marketing. 2016 Benchmarks, Budgets, and Trends—North America. The Content Marketing Institute.
2. U.S. Trade Show Marketing – Statistics & Facts.
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:

Expand Tips from the Experts – Bill Hetzel


Bill Hetzel, Expand Account Executive,

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

At Expand, we’re known for being intelligent and innovative in everything we do and our products reflect that! Read my post to learn how the Expand GrandFabric is an extremely superior and high-quality product that outshines its competition and provides one solution for all of your customer’s event needs.

Feel free to contact us if you have any questions. We are here to help you close sales!

Features and Benefits of the Expand GrandFabric

The Expand GrandFabric tension fabric system outshines its competitors in several very significant ways. First, the architecture (frames) are a rectangular shape and much sturdier and more heavy duty than traditional 1 ¼” tubing.  The shape provides a clean edge that designers prefer and mimics the high-end style of SEG (Silicone Edge Graphic) at a portable price.  Plus, with no tools and packaged in the widely versatile Expand PodiumCase, you’ve got Modular at a Portable Price.


How can that be you ask?  Well, beyond the straight and curved frames are a multitude of ways to link these straight and curved units together and add accessories, allowing Modular ideas to flourish.

The Expand GrandFabric support foot can be configured in many different ways.  One is to offset two frames, allowing you to structurally accommodate a good sized monitor and a table. The support foot can also link two frames together side by side, at 90 degrees or in many other configurations.


Often the support feet are not needed or are used in conjunction with the Expand GrandFabric 360 hinge, which links two frames together and allows a full 360-degree range of motion.  Imagine the possibilities; the designs, using just two or three frames!


Since the frame hardware is rectangular, our Super Clamp becomes the basis of hanging accessories either on the vertical or horizontal sections:  Lights, brochure holders, shelves, monitor holders. All attach with a simple click!


And perhaps an exclusive for the GrandFabric system is how it can be set up by just one or two people, with no tools. There is also a cord management system when using lights on a double sided graphic frame! Hiding the cords and running them along the inside edges of the frames assures a professional look on both sides.

The Expand Grand Fabric:  No tools, no crates, no installation and dismantle charges, no drayage charges. Multiple Expand PodiumCases are all you need and they convert from shipping cases into a single or double wide open countertop!


And the best part?  You can create your own designs using the free 3-D rendering program, the Expand Display Builder.
*Click here to learn more about the Display Builder

I’ve been with Expand for 12 years and we’ve always manufactured superior products.  It’s what we’re known for. But the Expand GrandFabric system takes it to another level!

Click here to download the Expand GrandFabric Catalog >>

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Expand Tips from the Experts: Get Your Booth to Stand Out Against the Competition


Susan Volovski, Marketing Content Producer, Expand

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

There are 2 areas to focus on when planning a trade show: How to get people to your booth and how to evaluate trade show participation after the event. Today I’d like to talk about getting people to your booth.

Read my below post about getting your booth to stand out against the competition!

Getting Your Booth to Stand Out
In order to get people to come to your booth, you need to capture their attention in a way that makes you stand out against your competitor’s booths. There are a lot of different booths set up at a trade show venue and trade show attendees are often overwhelmed. With all of this over-stimulation, how do you get people to want to stop by your booth?

Here are some tips to help you stand out against your competition at a trade show:

1. Break a Rule
This technique involves thinking outside the box to go against the normal “rules” that keep many companies from stepping outside their comfort zones. By bringing people out of their comfort zones, you can make an immediate impact. Once you establish your audience, you can connect and communicate in any way you choose. 1

For example, you can use larger-than-life objects in your booth, slant your walls, or even change the variance height in your booth. (Although some shows have rules about the variance height of your booth, some will allow it and it doesn’t hurt to ask. The worst that they can say is “no”.) By not confining yourself to these usual “rules” that most people adhere to, you can make small changes that will help you to stand out.


Using slanted walls or adding larger than life objects are ways to break the usual “rules” that people conform to at trade shows and help your booth stand out against the competition.

 2. Use Humor
Serious trade show exhibiting is expected and quite honestly, a little boring.  A light-hearted approach to trade show marketing is surprising and refreshing. When communicating with a general audience, you can often achieve more with humor than with a serious approach. Humor establishes rapport, breaks down walls, establishes openness and will grab people’s attention long enough that they will want to stop by your booth.

The humor used when marketing your trade show booth doesn’t have to be laugh-out-loud funny, just something that is a little out of the ordinary. For example, Expand recently attended a healthcare show, and gave out Swedish fish and chocolate candies as a giveaway. It was a little humorous to give out candy at a healthcare show, and it also made us stand out as none of the other booths were doing this. It was a little unexpected and amusing. Everyone came up to the Expand booth saying, “I hear you’re giving out Swedish fish!” Then since people were already at our booth, they asked us who we are and what we do. We ended up handing out a lot of brochures and capturing a lot of leads from the event.


The Expand Booth at the HCEA healthcare show.

3. Get People to Interact at Your Booth
Today, people are so bombarded with marketing messages that they want to avoid companies who are trying to sell them something with the same old message. This is especially true at a trade show, where everyone is trying to scan their attendee badge or sell them the same thing. In order to rise above this over-stimulation, you need to think of a creative solution that will capture trade show attendees’ attention. One way to do this is to create an experience within your booth space. 2

Most people are not going to stop by your booth if there is nothing to do. Instead try doing something interactive. Have a fun with this! If you have fun, your clients will have fun too. For example, a sports drink company created an interactive booth setup where people could participate in climbing a rock wall, punching a punching meter, and using an ad-lifting pulley bar. Then at the end of the day, everyone who participated could come back to the booth to receive a free sports drink.

Another example is when companies use interactive touch screens or when they use technology to create a “virtual reality” inside their booth space.  A music company, Polk Audio, created a band inside of a sound-proof booth.Instead of people walking by and ignoring their message, people came inside the booth to listen to the music, which lead to a spike in demos and the company was able to collect thousands of email addresses from people who entered their booth. 3


Touchscreen technology is one way to get people to interact at your booth.

Of course, you may not have the budget to afford this high-tech software for your booth. That’s okay! There are other things that you can plan that will bring people to your booth, such as a giveaway or a drawing for a chance to win a free item. Create a game that they can play at the booth or ask them trivia questions for a chance to win a prize. Anything that helps the attendees engage will help with your booth presence and draw more people.

4. Use a Dramatic Booth Setup
Being dramatic with your booth setup is a great way to get it to stand out and to grab the attention of passers-by. Weave a story, and then tell it through your structure.  Use bright colors and artwork that attendees will remember. Unique items that are out of the ordinary also help play up the drama of your booth. Think larger than life elements, possibly suspended from overhead.

And don’t forget the lighting! When a visitor comments on a booth being dramatic, it is almost always because the exhibit was well lit. A well-lit stand in an exhibit hall creates a welcoming atmosphere and attracts more visitors to your booth. Direct the light to what you want your visitors to see and consider incorporating a backlit wall or lightbox to highlight a product or message.


A well-lit booth attracts more visitors & helps your message stand out.

What if you have a limited budget?
You can still create a great booth setup on a limited budget. Most of what I mentioned in the above guidelines doesn’t require a huge budget. For example, changing the variance height on your booth shouldn’t cost you much extra. You can also have giveaways at your booth that are not expensive, such as candy. Keep in mind, one way to stick to a trade show budget is to only send employees who need to be at the show. Downsize the team of people attending to the main decision makers or key sales people to save money on travel, hotels and meals. Then that money saved can instead be used toward your booth layout and finding ways to attract visitors to your booth.

*Remember, in order be able to think outside the box when designing your booth, you will have to start planning your booth layout early. Click here to see some of Expand’s ready-made booth setups to help you get started >>

It’s also important to “Reality Check” your ideas early on when you start creating your booth setup. No one wants to have an idea of how their booth will be set up and then find out two weeks before the event that it cannot work in their booth space.4

Use the 3-D Display Builder Tool to Create Your Own Booth Setup!  >>

Once you get people to come to your booth, you also want to make sure that you accurately capture the leads from the show. Stay tuned for my next post, where I will discuss how to measure trade show participation and accurately track all of the leads from your event!


1. Leo Boczar, The Skapa Group, presentation at Exhibitor FastTrak conference
2. Studio North: 
3. Exhibitor Magazine:
4.  Joe Federbush, Evolio Marketing, presentation at Exhbitor Fast Trak conference

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

Questions? Click here to contact us.

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