'We Have a Passion for This Business,' says Natalie Whited of Orbus
EventsInAmerica.com (EIA) spoke with Natalie Whited, Vice President of Marketing, Orbus, at the ExhibitorLive show in Las Vegas.
EIA: Explain Orbus and its brand structure to us.
Whited: Orbus Exhibit & Display Group is the holding company for the four brands under the Orbus umbrella. Those brands are Orbus 365, which is our portable modular display products division; Origin, our fabric displays, structures and solutions division; Sign Pro Systems, our architectural wayfinding directional signage system division; and Nimlok, our custom modular and custom exhibit division.
We sell through a network of dealers in the United States, who then sell to the end client. We offer them a full range of products, including portable displays, literature racks, banner stands, tents, flags, and table-throw types of products – to tension fabric structures, hanging structures, fabric exhibits, and both off-the-shelf and custom-tension fabric solutions – to exhibits that fall into the custom-modular category or custom category, which is part of our Nimlok business division.
Any dealers in Canada or overseas?
Yes, we have worldwide partnerships via the P3 Group of display companies, which have exhibit and display companies in Canada, the UK, Italy, France, Poland and other countries.
You’re located in Illinois.
Yes, Chicago is one of the original tradeshow capitols of the United States. We also have a facility in Las Vegas, which is a smaller version of our Illinois-based operations. It’s focused on portable display and fabric structure supply, as well as graphic production and services.
What new products and services will you be launching in 2015?
We introduced almost 100 new products in January of this year, including a variety of new banner stands, new fabric display systems, fabric pop-up systems, and new table-throw and outdoor tent solutions. In addition, we’ve launched a series of new custom-modular exhibits that are reconfigurable from a large 20x20 size back down into 10x10 systems. These new exhibits are very versatile and ideal for dealers who are looking to sell a system that is reusable, easily refurbished, easily skinned with new graphics, and has a long lifespan.
What’s the trend today in exhibit design?
People are always looking for innovation but in a variety of ways. Servicing that type of end-client is challenging. Customers want modern, lightweight displays – but they also want displays that will carry them over time and won’t quickly become outdated or look antiquated. Fabric is key. When you walk the show floor, the best exhibits have bright fabric graphics, illuminated displays and systems that allow you to easily modify the graphics to keep your exhibit fresh and clean.
What’s your company’s unique differentiator?
Orbus is a provider to the trade. We have many capabilities. We offer a one-stop-shop for our dealers and provide them with one representative who handles their every project with excellent customer service. As a result, they can give their end-user clients everything they need no matter what their event, tradeshow and marketing schedule dictates.
What about your growth projections in 2015 and 2016?
We’ve experienced double-digit percentage growth each year since 2010. As long as the economy is good, our capabilities expand, and companies continue to market face-to-face, we project that double-digit growth to continue.
What’s the best business or career advice you ever received?
Find a company you’re happy to work for, with people who share your excitement and enthusiasm. That’s happened for me and my colleagues at Orbus. We work hard. We all have a passion for this business and we have an alliance for one another. That combination makes for a successful team.
We have hundreds of dealers in the United States that provide outstanding solutions to end-user customers. We work through our partners to provide great products and services at affordable prices. Establishing that long-term relationship with our dealers and helping them build their businesses is what we’re about.
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