Big Change - Better Returns: Nimok Reorganizes Business Model

Niles, IL, March 1, 2005

Sometimes, even if it isn't broken, you still need to fix it to expand. That was the case for Nimlok, the worldwide leader in the display and exhibit industry.

In a bold move, the company changed the successful business model it had used for more than 30 years. This change reaped big benefits including a 49% increase in sales for Nimlok's re-branded partners.

Ever since its founding, Nimlok only sold exhibit solutions through dealers, and did not interact directly with clients. "When the company began, our distributors focused on generating sales, while we channeled our energy into manufacturing and innovation," said Nimlok president Simon Perutz.

But Nimlok reached a critical point in growth where sales expansion demanded the resources of a nationwide company. "As our sales expanded, we realized our distributors were not simply vendors. They are our core business partners," Perutz said.

So Nimlok gave its large network of distributor partners the opportunity to participate in their bold new Branded Distributor Partner Program. The program transforms Nimlok distributors into branded partners, a marriage that has reaped benefits for both sides. By bridging the gap between the company and its target markets, Nimlok's rebranded distributors now enjoy the consistent sales and marketing benefits of a national organization.

When a distributor becomes a Nimlok branded partner it assumes the well-known Nimlok moniker - i.e. Nimlok New York, Nimlok Orange County. This not only ensures brand recognition, but also eliminates confusion.

Nimlok's marketing program filters leads through the corporate office. Primarily based on geography, they are forwarded to the appropriate distributor. Previously, a Nimlok customer in Charlotte would have been referred to Studio Displays. After the partnering program was initiated, they were referred to Nimlok Charlotte - Studio Display's rebranded name.

"We understood the need to promote our brand on a national level to afford our distributors more prominent exposure," Perutz explained. "It is a challenge to coordinate marketing with 120 individual companies, each with competing logos, colors, and identities. We knew we could do more if we focused on one unified national campaign, rather than many smaller ones."

Re-branded partners now have access to new and sophisticated marketing materials, including advertising campaigns, and a web site. Additionally, Nimlok opened its facilities for customer tours so clients can preview the finished product, and installed video conferencing capabilities for meetings between customers and Nimlok designers.

With Nimlok more involved in the sales process, there was not only a resurgence in product development and sales, but also the company anticipates the number of Nimlok rebranded distributors to increase from 14 to 25 by year's end.

Since the rebranded model may not be right for every business, not all Nimlok distributors choose to become rebranded partners. Nimlok values all distributor partners and encourages each distributor to choose the business model that works best for their company.

"It was a scary decision," admits Debbie Venable of ExSel Exhibits, which has been rebranded as Nimlok Chicago. "We were afraid we would suffer an identity crisis when we switched, but instead we saw sales skyrocket, thanks to the national marketing effort."

Perutz says it continues to be a risk worth taking. "The rebranded partner program enables us to build an even closer, more personal relationship with our partners and the companies buying our exhibits. It also helps make both Nimlok and our partners more successful. Sometimes even when it's not broken, it really pays off to do some fixing."

Since its founding in 1970, Nimlok has grown to become a worldwide leader in the display and exhibit industry. With more than 200 authorized distributor partners in 56 countries worldwide, they offer an extensive Custom Solution product line as well as portable and pop-up displays, visual communication systems and other exhibit accessories. Manufacturing facilities are located in Chicago, Toronto, and the U.K.

Visit www.nimlok.com for more information.