Extending the brand, part II

Here's an update on the Aviall trade show booth branding exercise.



The latest is the addition of a formerly blank booth backwall being treated with a new graphic. This tone-on-tone vinyl image reinforces the Aviall "box" image and graphic look.

This image is used in trade adverting, on the website, in collateral material, on smaller exhibits and on their company trucks.

Aviall, to its suppliers and end users, is know as the "box the parts come in." As we have discussed before, this multi-billion dollar unit of The Boeing Company does not manufacture anything. Rather they warehouse and distribute parts to airlines, manufacturers and repair depots around the globe. The box is really their image and their logo is simple and very recognizeable in the various industries they serve.

To put this image into perspective, this is the back wall of a metric 20x20 conference room that sits on a 30x30 space. Here are some images from last year's show.





This is the front of the same booth (shown here in Houston) that will be used in Anaheim in 2009.

Note the blank back wall which will now feature the graphic shown above.


The best thing you can do for your brand is to use it across the spectrum of your marketing program and consistently.

TTSG

Carrying through on brand

We all preach brand and consistent image, but here's an example of carrying a theme through all media to make your image clear to your various audiences.

Aviall is the world's largest aviation parts supplier. They have a significant presence in trade media and utilize a large slate of trade shows, both international (Australian Air, Paris, Farnborough) and domestic (NBAA) and across verticals (HAI, MRO). So, needless to say, their brand is strong and recognizeable.

Through a series of ads and other strategic planning and positioning, Aviall has an identity as "the box the parts come in." Their value proposition is based on the service provided before and after the box arrives. These ads have appeared in numerous aviation industry publications as well as show dailies around the world.

The image is so important that in 2007, the company instituted an internal (intra-company) training program to involve all employees with the brand.

iDeliver introduced every employee in the company to the brand pillars and educated them on the value and position of the brand as it relates to them.
Fast forward to the trade show program. How to carry over the theme to the exhibits without either diluting or overexposing the brand. Several ideas were floated, but on the floor of the HAI show last year, several people associated with the account thought out loud about having the box be the hanging sign.

"What if," they said," the box were to hang over the booth? It would be direct and simple, but be iconic." So, the search was on for examples and costs.

At the NACS show in October, a sample sign was spotted.
The shape, size and position were all of what was sought. Now, how to traslate that to reality.

Freeman of St Paul handles a portion of the program and came up with some concepts. Based upon a typical hanging sign frame, the design was crafted by Zachry Associates, Aviall's agency, and, collaboratively, appeared in the design for the 2009 HAI show.

Here's an example of owning one's brand and embracing it realistically and without fanfare.

Lesson Learned: own your brand and take charge of it without being overbearing.

TTSG

Thanks to Kim Williamson of Aviall; Gary Donatell of Freeman St Paul; and Jeff Warr, Danny Flanagan and Brian Stark of Zachry Associates.

The well-planned and executed show

Consider that the well-planned and executed trade show does these two things:

1. Enhances all of your other marketing efforts
2. Brings your brand to life

Enhancing other efforts. When your ads, web pages, direct mail, sales collateral, electronic direct marketing, personal selling and publicity all have the same messages woven into them and match your show presence, you are memorable and truly "on message."

Bringing the brand to life. When you create an effective trade show experience, you are creating a unique selling environment. It is equal parts:

• Interactive (in real time)
• Human (1-on-1)
• Immersive (your brand surrounds the buyers)
• Dimensional (a 3-D space reflecting your brand and that is alive)

Lesson learned: Trade shows and events are THE most dramatic and memorable extension of your brand of all media.

TTSG