Gaining a Competitive Advantage – September 30th, 2011

A competitive advantage enables a firm to create superior value for its customers as well as higher profits for itself. Having a competitive advantage strengthens the business and puts it in a better position to provide its customers with benefits. Therefore, it is important for you, as a business, to define your competitive advantage – your strategic advantage that you have over your competitors within the industry.

To achieve a competitive advantage, a firm must perform a “value creating activity” for its customers better than its competitors can provide for them. There are several ways to create value for customers including cost advantages, excellent customer service, reliability, relate-ability to the consumer, etc.

Decide how you want people to perceive your business, and then figure out what you have to do to get there. Decide what you can do for your customers that your competitors can’t and include these points in every advertisement. Depending on who the customer is, they will desire certain “value creating activities” more than others. Therefore, it is essential for a business to also define who their target customer is.

If you need a company that can help you convey your specific competitive advantage, contact us at Configurations in Orlando today. Creating dynamic exhibits and environments is our specialty. Call today at 407-788-3070!

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Get Your Senses Going – June 28th, 2011

The best way to attract potential customers/clients is by evoking their emotions. How is this done? By appealing to their senses. Here are some ways to get your clients senses going:

Touch – Utilizing different textures to appeal to your clients sense of touch at your exhibit is a great way to grab their attention.

Hear – Is there a type of music or soundscape that would best embody your type of business/brand? Sounds will spark the interest of potential customers.

See – Visually appealing fixtures, colors, etc. will bring attention to your booth. View this article about choosing the right colors while branding.

Smell – This sense is a little more tough to accomplish, but it can be done. Depending upon your product/service, achieving appeal for the sense of smell can be done through different aromas that support the visual sense. For instance, using a light blue color would be best supported by a refreshing scent.

With that in mind, remember – in order to evoke emotion at a trade show, utilize each and every sense you can.

By choosing Configurations you have partnered with a proven leader to help create, build, brand and market your company in Orlando, Tampa, Jacksonville, or Miami through trade shows and special events. Call 888-717-7698 to speak to a specialist and learn more information by visiting the Configurations website here.

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Posted in Configurations, Exhibit, Experiential Branding

Continue the Branding – May 27th, 2011

When branding for your company, it is important to continue your efforts throughout every element of your business. For example, your office, trade show booth, your product packaging, etc. should all hold tight to the branding image. We, at Configurations, know the importance of consistency in having a successful marketing plan.

To instill this consistent branding image within your company, we suggest you build from the inside, out. Start with your work space and your team members. You want your company as a whole to “live the brand.” Enhance the workspace to follow suit with your company. The image above shows an example of enhancing the workplace with elements of the brand. Also, research has shown that an enhanced environment can also deliver bottomline business benefits: increased productivity, higher morale, stronger recruiting capabilities, even increased consumer buying habits for retail spaces. To learn more about branding your workspace, visit the Configurations website here.

For more information on how Configurations can help you to develop your marketing plan through branding efforts, call 407-788-3070 and one of our branding experts would be happy to help you.

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The Growth of Social Media in Experiential Branding – May 20th, 2011

With the amount of Facebook, YouTube, and Twitter users continuing to grow with no end in sight, the necessity of embracing these titans of social media is becoming more and more important. Social media can have very unique advantages at trade shows, events, conferences, and just about any professional gathering. At displays and exhibits, visitors can be photographed during their experiential experience and can share this experience via social media, effectively reaching out to hundreds, if not thousands, of friends.

Having a presence in social media increases brand recognition before, during, and after company events. It is also a limitless medium for brand awareness and brand adoption. Social media also compliments the savvy and modern environment of experiential branding by keeping up with current trends and technology.

Experiential branding is capturing every aspect of the audience’s experience. It’s targeting every part of their interaction, even on the emotional level. Exhibits and displays will always be the means of making that impact initially and long after the trade show occurs; social media will work to further propel and spread the brand that has already been fostered.

To learn more about how Configurations can help you build your brand by provoking the senses and thoughts of your audience, contact us today. 407-788-3070.

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Posted in Configurations, Corporate Branding, Exhibit, Experiential Branding

The Importance of the Exhibit – May 11th, 2011

At Configurations, we believe in building brands, not just booths. This motto is something that we live by. When you focus on the brand and are creative based on that brand, you can develop goals so your company will have one cohesive package throughout – a very important factor to a successful trade show business.

Once the Configurations design team fully understands your company’s branding ideas, then they will begin to do what they do best – create your exhibit. This step is so important because it will either make or break your success at the trade show. The design will be far from lack-luster and will compel visitors to learn more about your company.

How do they do this? Not only with design elements with lighting, shapes, and materials, but also through an extension of your company’s branding image. Configurations is your one stop shop from pre-show planning and strategy development, to construction, onsite boothmanship and even post show follow up. Configurations is the single-source catalyst you need for trades how and conference success.

To learn more about how Configurations can help grow your trade show success, call 407-788-3070.

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How Experiential Branding Can Benefit Your Company’s Employees – April 18th, 2011

We’ve seen in-depth how experiential branding engages the senses, draws traffic to your trade show displays, and propels your company’s image through unique and creative channels. But have you considered what experiential environments can do for your company internally? The usage of professional experiential branding within your company creates a sophisticated and dynamic company culture that can benefit your employees. It is a truly distinctive opportunity for those in your company to feel more compelled to contribute to something bigger than themselves.

A workplace that escapes from a dreary and mundane stereotype is capable of enhancing their environment to motivate employees. Creating a sort of savvy “workscape” will increase the likelihood employees will go above and beyond to promote the business more effectively at work, as well as promote their company outside of work. Imaginative and creative environments are especially useful for drawing in the best and brightest employees to work for your company. Recruiting will be stifled by still work environments that outsiders may perceive as a monotonous, boring work routine.

The point is to create a work environment that helps employees connect to their brand and the business, and not to distance themselves from the company focus. If you’re seeking a company that can expertly craft an environment to achieve this, contact us at Configurations today. Creating customized corporate, retail, and work environments is our specialty. Call today at 407-788-3070.

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Posted in Corporate Branding, Experiential Branding

What to Look for in an Experiential Branding Company – March 18th, 2011

If you’re on the search for an experiential branding company, they are not all created equally. Since this is a very niche and specific product, finding the right company that will provide for all your expectations can be daunting. Before you choose one to put your business’ representation on the line, here are some tips to seeking out the best possible candidate:

  • Find a company that has been in the industry for a while. Before you go with a group of young art school grads promising you the equivalent of the Sistine Chapel, be wary of how many clients they have worked with and examples of their transcendent work.
  • You want a branding company that is capable of not only building displays, but building your image. An experiential branding company that is able to connect with you and communicate your ideas will be more likely to have a finished product that represents you accurately and awes your onlookers.
  • Efficient experiential branding companies are able to complete their projects from start to finish seamlessly and concisely. It is in your best interest to find a business that can not only create exactly what you conceived, but can safely deliver it and even store it.

If you need a company that possesses all these traits, contact us at Configurations today. Creating dynamic exhibits and environments is our specialty. Call today at 407-788-3070 to learn how we can expertly envision one for you.

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Posted in Experiential Branding

Building Your Brand Identity with the 5 senses – February 14th, 2011

In today’s world, consumers are constantly bombarded with advertisements; so how do you ensure that your marketing efforts stand out? Branding is a key component in today’s marketing pool and can help you compete in the world of constant advertising noise.

Want to rent space in the mind of your target audience? No problem! You can do this through building an effective & successful brand. Brand awareness can come from all 5 senses: Seeing, Hearing, Feeling, Touching, & Smelling. Having a good balance of all of 5 these senses can help you to build a successful brand.

Most branding campaigns appeal to only two senses; sight & sound, but why be so limited? Several surveys document that our olfactory sense (sense of smell) is the most impressionable and responsive of the 5 senses. Smells can help invoke memories and appeal directly to feelings without first being filtered and analyzed by the brain.

Let’s not forget hearing and touch. Sound can evoke emotion & people like to touch products. One reason online clothes shopping isn’t as popular is because people like to touch products. Physical proximity to products is elemental to purchase decisions.

Sensory perceptions are unique to each of us, just as memories are yet we can experience powerful stimulation’s from them. The opportunity of brand building by utilizing the 5 senses is wide open and companies can integrate the 5 senses into their brand campaigns.

To learn more about how Configurations can help you build your brand utilizing the 5 sense, contact us today. 407-788-3070.

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Posted in Corporate Branding, Experiential Branding

Branding Questions to Ask Yourself – February 7th, 2011

Did you know that by 2020 branding will become the most significant value driver for boardrooms? Branding is already a very effective catalyst for for better leadership & branding helps companies to drive a shared vision.

As you look to your company & your own branding efforts here are a couple of things to consider about your brand.

- Is my brand unique? Do we stand apart from our competitors? What makes us different than the other companies in my industry?

- Is my brand relevant? Does my branding message & marketing reach my target audience?

- Is my brand liked? How do people perceive my brand? Do I have spokes people who are hurting or helping my brand?

- Does our target audience truly know what our brand is about?

If you answered No to any one of these questions, then you need help building your brand.

A good & effective brand will:
- Deliver a clear message
- Confirm credibility
- Connect your target prospects emotionally
- Motivate the buyer
- Create concrete user loyalty.

To succeed in branding, you must understand the needs & wants of your customers and prospects. To learn more about how Configurations can help brand your company’s identity through using the 5 senses, contact us today.  407-788-3070.

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Posted in Corporate Branding, Experiential Branding

Is My Brand Popular? – January 31st, 2011

That is a question that many business owners need to ask themselves. Is my brand liked? When building a branding campaign it’s important to keep in mind that you need to build a brand that will be relevant, unique and most importantly…liked.

A recent article discusses how Lebron James has created marketing dilemmas for his endorsements for McDonald’s & Nike. The article touches on how consumers don’t like his new public persona and polls are ranking him as one of the most disliked athletes in America. Unfortunately, this builds a brand disconnect between a celebrity endorser and the company’s brand.

The article notes “ From the time of The Decision on ESPN this past summer to his “it wasn’t a tweet, it was a re-tweet” this week when he appeared to karma-lize his former Cleveland Cavaliers team after their 55-point loss to the Los Angeles Lakers, James has created a dilemma for his marketing partners.”

Since joining the Miami Heat, James has not signed any new national deals and has not appeared in national TV spots; this begs the question……Is Lebron James hurting the McDonald’s & Nike brand?

It’s difficult to come to a solid conclusion since Nike & McDonald’s were popular before Lebron James, but as a business owner, it does make us think twice about who we hire to help us market our brand. Keep in mind that the people we choose to endorse our brand are the face of our company.

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Posted in Experiential Branding
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