In my 25 years of working for Skyline, I am still amazed to see how so many of our modular exhibits have morphed themselves into something new. With companies growing and changing brands or just adding new products, it is essential that their tradeshow exhibits be kept coherent and current.
I like to think of Skyline’s display hardware as “work horses” because of the number of times my clients have returned to update rather than replace their exhibits. Whether it is a new graphic mural, change of logo or color, or the increase in booth size, it has always been easy to accommodate them within their time frame and budget.
G L Mezzetta is one of my favorite examples … Their original purchase of a Mirage 10′ inline exhibit showcased several different graphic murals and logos for several years. Then as they needed to expand their booth space and highlight more products, our Inliten hardware with product shelving and other custom features was integrated both structurally and visually. And each time their logo changed and more product lines added , another set of banners and awnings were updated quickly and cost effectively. I think the real bonus was how well this 10 x 20 inline now works as a backdrop since they have moved up to a 20 x 20 space.
What a great way to make your display work for you!
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The definition of branding has evolved quite rapidly over the past couple of years, mainly due to the advent of social media and the decline of the influence of traditional media. No longer are brands manufactured in board rooms and no longer are perceptions shaped primarily based on what corporations tell us to believe through advertising. Today a brand can be defined as your reputation built off of both your promise to your customers and the sum of all of their experiences with you. Lara McCulloch-Carter has been a branding consultant to some of the world’s most recognized packaged goods companies, and runs a consultancy called READY2SPARK that helps small businesses through branding, marketing & social media consulting. Here she talks about the importance brand proposition.
“A customer will never lead you to develop a product which that customer cannot use.” Clayton M. Christensen. In his book Innovator’s Solution he mentions that companies cater to their most profitable customers and focus investments where profit margins are most attractive. This happens because the resource allocation process of established companies are designed to maximize profits through sustaining innovations, which essentially involve designing better and better mousetraps for existing customers for proven market segments. Established industry leaders leave themselves open for disruptive technologies. When disruptive innovations—which are cheaper, simpler to use versions of existing products that target low-end or entirely new customers—emerge, established companies are paralyzed. They are almost always motivated to go up-market rather than to defend these new or low-end markets, and ultimately the disruptive innovation improves, steals more market share, and replaces the reigning product. We call this phenomenon “asymmetric motivation.” It is the core of the innovator’s dilemma, but it is also the beginning of the innovator’s solution.
“One of the truly jarring dimensions of the Great Recession is the death sentence it has imposed on hundreds of brands, even whole companies, that were once familiar parts of the business landscape,” writes Bill Taylor in a post at the Harvard Business Review blog.
In this economic environment, Taylor says, there is one question every business should be asking itself on a regular basis: “If we went out of business, would anyone miss us?”
Customers feel a strong fanaticism towards your brand. “That is,” he clarifies, “a relationship based not just on the economic value it has to offer, but the values with which it conducts itself.” Companies like Apple and HBO fall into this category of “passion” brands—products, services and entities that inspire what Kevin Roberts of Saatchi & Saatchi terms “loyalty beyond reason.”
Be highly appreciated. Do whatever it takes to make your product, service or brand something your customers connect with—and can’t live without.