Nimlok's Evolution: Mapping The Move Up Market From Manufacturer To Custom House

Niles, IL, March 1, 2006

How does an established, successful, exhibit manufacturer reinvent itself to become an up market custom exhibit house? By changing structure, management philosophy, and by building relationships instead of selling exhibits. That's exactly what Nimlok did to charter a course in a new direction through the ever changing trade show industry. Its bold move is paying off as the organization begins celebration of its 25th Anniversary.

Since changing direction to up market custom and changing the way they do business, Nimlok's sales have experienced double digit increases. Nimlok chose a new direction as low-cost products from China inundated the tradeshow exhibit industry. "We knew that to not only survive but to grow, we had to move away from selling commodity products and provide a consultative service that delivered up market custom exhibit solutions," explained Nimlok president Simon Perutz.

Once Nimlok identified this new direction, it had to change how it did business to get there:

• Nimlok revamped its sales training program with a new foundation: start building and serving solid client relationships.
• Nimlok restructured and but made their distributors, partners, through the Branded Partner Distributor Program.
• Nimlok changed its management philosophy to Total Countenance Management (TCM), a philosophy to move Nimlok's internal and market perception from portable systems to a consultancy that delivers true creative solutions.

Nimlok distributor partners who underwent relationship building training saw dramatic sales increases. Nimlok research indicated that the number one reason a client picks an exhibit company is not design or price, but based on the relationship with the sales consultant. Clients told them the relationship was all about comfort level and trust. Trust that the sales consultant will deliver what he promised to maximize the return on investment, and to make them look great in front of management and their customers.

That's why Nimlok continues to emphasize relationship building through the Nimlok Certified Consultant training program.

This has worked especially well for Nimlok Orlando president Cheryl Powers. Two years ago Powers would schedule up to five appointments a day with potential new clients. Today, she schedules a maximum of two.

"As we moved away from commodity products to the more custom exhibits, my ability to make the client completely comfortable is the key to a client committing to us. I cannot do that in an hour," Powers said. "I need to dig deep into the clients needs by asking the difficult questions and really listening. I do not need brochures, CD's, a showroom or even design concepts to prove that I can deliver a solution that makes sense for the client. I just need their trust."

Ever since it's founding, Nimlok only sold exhibit solutions through dealers, and did not interact directly with clients. But Nimlok management realized their distributors were not simply vendors. Under the leadership of Simon Perutz, Nimlok Company president, they completely restructured the distributor relationship to make them their partners.

Branded partners not only take on the Nimlok name, such as Nimlok Philadelphia, but also have access to sophisticated marketing materials, customer tours for clients to preview their exhibit, and video conferencing between customers and Nimlok designers.

"We became a Nimlok branded partner because we felt we were starting at an exciting time when Nimlok was reinventing themselves to become the next generation custom exhibit house," said Denise Dres, president of Nimlok Orange County. "Nimlok is a custom exhibit house that wasn't trying to grow by setting up manufacturing plants around the U.S., but rather through a group of dedicated branded partners that wanted to increase the Nimlok brand image by designing custom exhibits that deliver cost of ownership benefits throughout the life of the exhibit by realizing cost savings in freight, drayage, I & D and refurbishment for the partner clients." Once Nimlok changed direction and changed it's structure, it had to change its management philosophy to fully evolve. Simon Perutz calls it Total Countenance Management (TCM), a business philosophy to move Nimlok's internal and market perception from portable systems to a consultancy that delivers true creative solutions.

"We look like a manufacturer and that's great, but there is a perception that manufacturers cannot be seen as a creative source," Perutz said. TCM is a guide to help us look as good as we want to be. It's not just a corporate identity, but a cultural revolution, a business looking at itself from the outside rather than from the inside looking out."

Since its founding in 1970, Nimlok has grown to become a worldwide leader in the display and exhibit industry. With more than 200 authorized distributor partners in 56 countries worldwide, they offer an extensive Custom Solution product line as well as portable and pop-up displays, visual communication systems and other exhibit accessories. Manufacturing facilities are located in Chicago, Toronto, and the U.K.

Visit www.nimlok.com for more information.