BEHIND THE BRAND: Express Bifolding Doors

Having been installed and dismantled over 30 times, the Express Bifolding Doors stand is certainly testament to the longevity of Smart Display creations. With an exhibition schedule that sees at least ten dates annually across three national exhibitions, Express Bifolding Doors is our most active customer, and we have established a seamless relationship that makes for hassle-free exhibitions.

We first began working with Express Bifolding Doors because its niche product called for a more bespoke approach to stand-building.

“Shell scheme wouldn’t work for us because of the nature of our products,” says managing director Stephen Bromberg. “Smart Display created a bespoke stand for us that displays our products as well as possible; an open plan space that doesn’t feel confined, but has the structural integrity to house some of our very heavy doors.”

Thirty exhibitions later, the structure is still standing steady. Moreover, the initial monetary outlay has been recouped, and the re-usable aspect is line with the sustainable ethos at the heart of Express Bifolding Doors.

“Because our products are so bespoke, it would be difficult to get a return on investment from one event if we had the expense of building a one-off stand every time,” says Stephen. “Smart Display built this stand specifically for us, and re-using it has saved us a lot of money. It would also be a terrible waste to use a stand once and then throw it in the skip, so we are glad we have been able to remain sustainable without compromising the look of the stand.”

The stand has become so consistent and recognisable from show to show that the those at the helm of Express Bifolding Doors have noticed an inadvertent advantage; a reinforcement of brand confidence.

“The market we are in is saturated, but it’s saturated with companies that are here today, gone tomorrow,” says Stephen. “We’ve been trading since 2007 and have been attending live events since 2008; customers can see that, as well as offering the best products, we are also the most established and trusted company in the industry.”

The impact of a consistent brand message is so important to Express Bifolding Doors that the team has decided to build upon its stand presence with a whole show sponsorship deal with Homebuilding & Renovating (HBR) next year. Taking place at the NEC in March, the Birmingham edition of the show is the flagship event for HBR, which takes place in seven locations annually.

“We’ve been steadily increasing the number of HBR shows that we attend,” says Stephen. “We’ve always attended Grand Designs Live and the Ideal Home Show but, since 2018, we’ve found the quality of HBR shows to be very good. We are emphasising our presence by sponsoring the show and, as the NEC is the National Event, that is the one we are sponsoring.”

It’s a far cry from the hazy days of the pandemic, when social distancing restrictions rendered live exhibitions impossible. Now that the Express Bifolding Doors stands is back out of storage and back on the exhibition circuit, the team is keener than ever to maximise its show presence.

“We see trade shows as a key route to market,” says Stephen. “The shows are very good at driving people into our showrooms, and it’s a massive boost to consumer confidence to see us at trade shows year after year.”

Stephen and the team are currently at Grand Designs at the NEC, networking with customers old and new within their perfect exhibition space. It’s a familiar environment for those at Express Bifolding Doors and, for anyone new to the exhibition circuit, Stephen has some words of advice when it comes to making the most of every event.

“As a brand, you can’t just expect people to walk onto your stand because you’re at an event,” he says. “Regardless of size, your stand needs to look professional, and be clear as to what products and services you are offering. It’s possible to turn up with your own stand, but it’s worth spending the money on a professional company to alleviate the stress and make that all important positive first impression.”

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