Nomadic Launches New Innovative Wall System
EventsInAmerica.com (EIA) spoke with Gwen Parsons, Senior Vice President, Nomadic Display, at the EXHIBITORLIVE show in Las Vegas.
EIA: You have some news to share.
Parsons: Yes, we’re celebrating our 40th anniversary this year. In 1975, our founder, Ted Zeigler, invented the pop-up. Today, we have a complete range of products that are modular, customizable and affordable. And at this show, we’re previewing our new wall system; the frames ship pre-assembled and connect together without tools or loose parts.
What can you do with your new wall system?
You can create towers, storage rooms, conference rooms, back walls and other configurations. You can have 90° corners, rounded corners, rigid graphics, fabric SEG (silicone edge graphic) and backlighting. It’s just another example of how Nomadic is creating innovative products for people who have varying exhibit needs.
Tell us about your organization.
We have offices in New York, Washington, Las Vegas, New Jersey, London and Frankfurt. We have factories in Virginia and Ireland. And then we sell through about 180 distributors worldwide who are leaders in their own markets.
The exhibition industry has had some recent ups and downs. What’s the future for 2015 and beyond?
We think the industry will continue to have steady growth. It has certainly undergone a number of changes in the last few years, but the exhibition industry is still current in today’s marketplace. The good news is we have a young workforce coming into the business. We need to embrace their goals as marketing managers and help them achieve what they want to accomplish in face-to-face marketing.
From a technology perspective, what are the trends you see?
All exhibit marketers want to incorporate technology effectively. But there’s not one single answer. Some want improved digital graphics – they like movement and the ability to tell a story through technology. Others want technology that captures customer and prospect information – and then integrates that knowledge with their back office systems to enable them to market and follow up with those individuals. And then there’s social media, of course. Marketers want to post news, ideas, comments, photos and more to their various channels. Video is hot and when it goes viral, everyone wants to watch. So there’s lots of opportunity out there to integrate technology into the face-to-face marketing world.
What is Nomadic’s unique differentiator?
Our niche is the exhibitor who wants a display property that adapts to their changing marketing needs. They’re not necessarily looking for a one-size-fits-all solution. Instead they want the built-in flexibility to change their messaging, functionality and footprint to suit their business strategy. Our clients often participate in multiple shows. They may take a larger space for a national event, but they have smaller regional shows that they want properties to support as well. Nomadic solutions are designed for exhibitors who want to benefit from a greater return on their display investment. Our product lines integrate with one another to accept upgrade and expansion opportunities. Our products are also backed by lifetime warranties. That’s what makes us different.
Is there one thing you want people to know about Nomadic?
While we invented pop-up displays forty years ago, we’ve evolved into a full service exhibit company that supports marketers around the world. We design and build really great displays for purchase or rent that help exhibitors tell their stories in creative and cost-effective ways.
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