Small Business Enterprise, Transitvue Makes A Name For Themselves At Key Industry Expo

Posted on by K2 Team

Every three years the American Public Transportation Association’s (APTA) Annual Meeting, Expo is held for the fast-growing public transportation industry. With three years between each expo, and major industry players always shining with large-scale exhibits, Transitvue worked with K2 Design and Fabrication in Southern California to execute its exhibit with an experiential marketing strategy.

Maria Rivera, Director of Marketing at Transitvue

Maria Rivera, Director of Marketing at Transitvue

The communications systems manufacturer and integrator based in Chino, CA started working with Carol Bjorn, Account Executive, at K2, armed with many ideas but a limited budget. “K2 took our ideas and allowed them to materialized and advised how to put in displays and make things flow better. It was wonderful,” exclaimed Maria Rivera, Director of Marketing at Transitvue.

Transitvue needed to think about the audience that is unfamiliar with their name or their capabilities. Unlike some competitors at the show, Transitvue and K2 strategized to do this without bringing in actual transportation industry equipment, such as buses and railway cars, which would significantly increase the budget. The vision was to have booth visitors experience the full scope of Transitvue’s offerings in 300 square feet or a 10’x30’ tradeshow booth.

 

A Walk Through the Transit Experience

Transitvue’s primary goal was to show that they offer not just one product, but several advanced integrated communications systems for the public transportation industry. Whereas some public transportation company manufacturers only offer products, Transitvue provides systems integration of the Passenger Information Systems, Intrusion Detection and Pedestrian Alert Notification; and the Security Systems and Operations Consoles.

Working with K2, the Transitvue team envisioned and executed an experiential marketing strategy that successfully showed the scope of the company as a systems integrator responsible for the safe operations of public transportation networks. The exhibit made it immediately obvious to the prospect in the aisle the areas that Transitvue provided expertise. A logical flow from digital signage in a cutaway of a train module, life-like backdrop of a station including custom flooring with fully operational digital signage, security cameras, and sensor mat activation; and finally a cutaway of an operations center where live cameras capture station activity.

 

Engagements and Conversions Provide Positive ROI

“Everything flowed perfectly,” Rivera said. The Transitvue team was able to walk prospects through the space from start to finish in only a few minutes, answer questions and allow people to directly engage with products and services. The expo is full of industry experts, consultants, and transportation company buyers and engineers. By activating and managing a highly interactive space, Transitvue showed it is not a small, single-service operation; but, instead a comprehensive company able to fulfill large multi-faceted contracts.

Further, the team at Transitvue felt the company stood out in a sense of that they didn’t just show a bunch of products, but told a story. “People stayed longer and we could show one system and could pull them into another topic,” explains Rivera. “Our elevator pitch was very easy to do within the space!”

From the expo, Transitvue was able to establish key contacts, receive invitations for proposals and meet with key industry influencers. Since the sales cycle for the industry is one to three years, establishing these relationships is critical as is continual reinforcement during the time leading up the expo and at the expo itself. “K2 made it happen,” concluded Rivera.

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K2 Hires Account Executive Collette Sutton

Posted on by K2 Team

K2 Design & Fabrication is thrilled to announce that Collette Sutton has joined the team as an Account Executive. Collette has more than two decades of trade show industry experience. A respected leader, she brings a strong commitment to building lasting client relationships and a clear ability to work with clients with the utmost professionalism. Collette will be a key to the continued success of the company.

Having spent 15 years at Skyline Exhibits Los Angeles, Collette successfully partnered with a broad variety of exhibitors, vendors and custom houses to produce creative and strategic solutions and experiential marketing activations. Now, as an Account Executive for K2, Collette is poised to deliver fruitful event activations to K2 clients from start to finish.

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What Exactly is Experiential Marketing at Trade Shows?

Posted on by K2 Team

In our industry you hear the term Experiential Marketing or Event Marketing. We use it ourselves. But what is “Experiential Marketing” exactly? And why does it matter for your brand?

According to Berd Schmitt in the Journal of Marketing, Experiential Marketing , sometimes also referred to as “Event Marketing” or “Engagement Marketing”  differs from traditional marketing in how consumers engage. Schmitt states that, “Traditional marketing views consumers as rational decision-makers who care about functional features and benefits. In contrast, experiential marketers view consumers as rational and emotional human beings who are concerned with achieving pleasurable experiences.”

Within this model, Schmitt defines five different experiences that marketers can create for customers:

  • Sensory experiences (SENSE)
  • Affective experiences (FEEL)
  • Creative cognitive experiences (THINK)
  • Physical experiences, behaviors and lifestyles (ACT)
  • Social-identity experiences that result from relating to a reference group or culture (RELATE)

Tapping into these experiences can directly correlate to various goals within your marketing mix. Who you can convert into a lead or client, will be determined by how parts of your display create emotional reactions. For example, do your consumers primarily utilize smart devices to read their emails, news, social media and other content? Are they busy professionals with limited free time? Having a place within your activation that allows them to charge their phones while viewing a live demo within the space or video, will translate better than vertical banners and wall wraps with information.

Considering occurrences that shape event marketing displays is one area our Account Executives will address during a consultation.

To incorporate experiential marketing elements into your next custom tradeshow booth, display, exhibit or any other activation, please contact us at info@k2fabrication.com or call 951-808-9092.

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New Ways to Engage Existing Customers at Trade Shows

Posted on by K2 Team

trade shows

You’re gearing up for annual trade shows or industry events you exhibit at every year. You know the drill, who’s who, what you need to accomplish, how to optimize your time talking about your brand. You are a pro at this however you’ve noticed every year more  brands are popping up and diverting attention. You’re well known, respected and have longevity, however you fear you are losing your existing customers to new exciting ventures.

Does this sound familiar? Most every brand deals with having to find new ways to engage existing customers.

Here are the three top ways to generate a reaction and promote engagement with existing costumers utilizing custom displays at trade shows or industry events.

Revisit the Feedback Cycle or Start One

Accessing past surveys, emails, testimonials and reviews is a great way to take the temperature of an existing customers. What did he or she like? Was the general consensus favorable or negative? How did they view your brand after the event or trade show. This is valuable information that needs to be collected. If you haven’t collected this type of information, now is a great time to build it into the workflow.

Testing Testing

Gather a small test group made up of your target audience members to engage with your  custom display before its debut. Solicit users for this test group via social media. An added benefit on your channels is the engagement it will generate. Ask for what you want and create an incentive if for participation. For example, you can post that you are seeking automotive industry fans and employees, who are available on a specific date and live within 10 miles of your location for user testing.

Showcase What’s New

Showing off what new product or service your company offers is a promising way to engage existing customers. Create exclusivity and intrigue by inviting past customers to a preview event. Intermix customer favorites for brand recognition and value while previewing what’s new and exciting to further engagement with past customers.

These past customers can be a wonderful asset to your brand at an event as they serve not only as users but also can be ambassadors talking up your product or service to others. Further, they may have a vested interest in your success and will provide valuable feedback for improving your experiential marketing for the next major show or event.

K2 can work with you to gauge past feedback and build new displays or renovate previously used displays to keep up in a highly saturated market space. Our longevity with many clients also serves as a tool for our account executives to customize new recommendations based on historical experiences, purchases and comments.

For more information, contact us today at Connect@k2fabrication.com or 951-808-9092. And connect with us on Facebook, Twitter, LinkedIn and Instagram!

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