Ask the Expert

Every month we sit down with one of our team and ask them to tell us more about what they do and to discuss the finer details of their specific area of expertise. 

This month we are chatting with “Queen Bee” Jen Landry, Director of Account Services, about the value of trade show exhibiting, and how the idea that blossomed into BlueHive first came about. 

asktheexpertcirclegraphicjenQ. What makes trade shows such a unique and important component of a company’s marketing plan?

A. Trade shows are a very important part of a company’s marketing plan.  It exposes the company’s mission, their products and services and their people.  You’re given the opportunity to have an audience meet the experts if that’s an important goal.  At a trade show you are given the “face to face” interaction.  You don’t receive that from a website or a phone call.  You are given the opportunity to talk in-person with your target audience.  Those few minutes – or sometimes longer private meetings – give you time to talk passionately, and to offer hands-on interaction with what it is you’re selling. In my experience, this will always be needed.

Q. What advice do you have for a company considering a trade show exhibit? 

A. My advice is to have a plan and to be prepared.  Know why you’re going to a show. Know your brand inside and out.  Many people will ask where the name of your company came from.  What does it mean?  Make sure your staff has the same answer to every question.  Know your product better than anyone else and believe in what it is you’re trying to accomplish.  Know who your audience is and make sure you’re targeting the type of show that attracts your audience.  Do your research.  Think out of the box and find a way to reach your audience before you get there.  Create a marketing strategy that will make people know you’re there and want to stop by and visit your booth.  Give them something to remember.  Train your booth staff so everyone is delivering the same message.  And always – have a budget.

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A creative and relevant exhibit space is the way to make waves.

Q. Tell us more about your role in the trade show process.

A. First and foremost, my role is to manage the extremely talented and dedicated group of Account Managers at BlueHive.  The account management team supports the sales team, and works primarily as the point of contact with our customers on a day-to-day basis as relationships are established.  I work with the account teams, helping them obtain estimates for show services and brainstorm any ideas that need collaboration.  I also manage the labor that we provide for onsite support during the installation and dismantle process including supervision.  We have an experienced group of people who travel all over the country / world to manage the client’s property.  I love working with the Account Executives when a new project comes in.  I get to listen to objectives from clients in all different industries, and brainstorm on ways to fulfill their requests.  I have learned a lot throughout my years working in the trade show industry and trouble shooting is always needed.  I love to do that.

Q. What’s the most valuable tool you have at your disposal?

A. My team –they are 150% reliable, full of knowledge and always willing to help out with whatever it is.  I couldn’t ask for a better group of people to have working here -who have years of experience, who are by far the most creative people I’ve met throughout my career!  If I have a question, I always know there is someone here that I can go to and they will have the answer – and often times a great story to go along with it!  I’m very thankful for the group of people I’m working with each day.

team

Account management team of Linda, Jen and Amanda with Vice President, Leonard Metcalf

Q. Finally….as a founding member, what inspired you to develop what would eventually become BlueHive? 

A. I always considered myself a hard worker with a  creative mindset, so I became inspired to put my heart into a company that was going to be full of creativity and had endless opportunities.  The goal at the beginning with the other founders was to bring in people we liked to work with.  People we knew were talented and experienced and driven to succeed.  We wanted to be different – Unique.  I saw BlueHive as an extension of my family (“different” lol).  In the early years of BH –I would bring my children into the Hive  -(usually on Saturdays and Sundays) when they were smaller and they would help paint, or clean, or try to “work” – but mostly make a mess!

Working with people who knew so much more than me, with unconditional talent – people I believed in, and to experience this journey with them was and continues to be an inspiration.  I hope that my children grow up to see that working hard isn’t easy– but doing what you love with people you enjoy doing it with- is important and can make every day you go to work all worth it!

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This month we are chatting with Dave O’Connor, Graphic Production Manager, about why Scotch prints get his vote over print on substrates.

DAVE
“Scotch print wraps I feel are, “greener” in a way because there are fewer materials involved to make the image presentable. The image is printed in sections and applied directly to the booth panels. This eliminates the need for an additional substrate that the image would need to be mounted to.

Furthermore, Scotch print wraps can be applied to tight radius corners and form to most contours with a little heat, with images mounted to substrates you are limited sometimes on how much you can “bend” them.

Within trade shows typically you won’t have too many contours to follow (not like you would if you were wrapping a vehicle.) In my opinion, when wrapping a booth, Scotch prints applied directly to the laminated booth panels provides a much cleaner look, versus your typical prints mounted to a substrate.

And it’s a little less time to get the booth ready on the show floor. No worries about taking prints that are mounted to a substrate and attaching them once the booth has been set-up. Smaller graphics that wouldn’t take up a full wall or wrap a tower have their advantages being on a substrate.

With proper handling these type of graphics can last years, and be positioned and repositioned wherever in the booth. Also if you don’t have a lot of booth structure to work with to apply Scotch prints, prints on substrates can be beneficial by being a static graphic that can be attached in numerous ways to make a booth look “bigger”. Or make the graphic look like it is “Stood off” or almost “floating” behind a monitor or client product with the use of some blocking.”

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