TSI Inc. and its subsidiary DICKEY-john, hinge a large part of its marketing initiatives on trade shows both locally and abroad. Their commitment to international excellence make it important for them to depend on nothing less than the best trade displays and the most reliable of exhibition equipment.

TSI provides performance measurement solutions for both industrial and academic research; while Dickey-john provides market-leading monitors, controllers, moisture testers, ground speed sensors and a variety of other systems for both manufacturing and engineering.

Given the complex nature of TSI and DICKEY-john’s products, trade events are necessary to allow their sales teams to showcase their products first hand. TSI Marketing Event Planner, Kelly Johnson, affirms the importance of trade events for both TSI and DICKEY-john. For Johnson, trade events are an integral component in generating brand awareness and lead generation.

“The purpose for attending trade shows often varies depending upon the market and show,” Johnson says. “TSI’s exhibit goals include lead generation and platform [cultivation] to launch new products. [However] DICKEY-john uses trade shows to introduce new products to the market, as well as increase brand awareness.”

TSI and DICKEY-john participate in more than one hundred trade events globally and employ more than five hundred dedicated employees in facilities across North America, Europe and Asia. Because of the size of both TSI and DICKEY-john, a constant stream of sales leads and loyal customers are needed to keep their respective businesses going. Trade events are a big part of making sure this happens.

“The most critical part of a successful trade show is good pre-show planning,” Johnson says. “We hold pre-show meetings with all ‘stakeholders’ to determine our plan for the event. We discuss booth graphics, booth layout, what products to display, and [whether] we are doing any promotions in conjunction with the show. It all starts with a plan.”

With a good plan comes a good set of trade displays. But given the particular needs of TSI and DICKEY-john, it wasn't easy finding the kind of display that fit their specific requirements.

“Trying to figure the best way to show our products along with a video display can be difficult,” Johnson explains. “Booth layouts are important because we prefer to have our products on and running during show hours. Logistical issues can also be challenging, [especially] trying to get everything to the right place at the right time.”

But with the help of GLM Displays, TSI and DICKEY-john have successfully found a trade display solution that match their specific needs. “Quick, easy setup and tear-down is key for our booth staff, [since] we do our own installation and dismantling,” Johnson says.

Like any trade event vendor, Johnson and his team need to strike a balance between convenience and aesthetic, and because of the nature of their industry, they dare not compromise on either.

“GLM Displays has provided us with a sleeker, more updated booth design,” he continues. “Their product offerings and great customer service make our jobs a lot easier.”

TSI and DICKEY-john continue to take great strides in their respective fields as well as in the trade event circuit. With the help of GLM Displays, Kelly Johnson hopes to find continued success as they participate in more trade events across the globe in the coming years.