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Industrial Rebranding

AVS engaged Denison Design Group to create a strategy for rebranding and repositioning with the goal of attracting new customers in the specialized field of engineering unique large vacuum industrial furnaces.

Denison Design Group worked with AVS to hone in on the company’s niche in the market. We developed a catchy tagline that was effective in emphasizing the AVS strengths to the right audience.

Visual brand elements were highlighted and carried throughout, from the logo, to web, booth, advertising and print materials, all to reinforce the brand strengths.

Advertising to Drive Booth Traffic

AVS had always had poor booth traffic at this show prior to working with DDG. This year the potential new clients were literally “standing in the aisles” waiting to discuss projects and talk technology.
DDG designed a campaign to push traffic to the booth. A preshow trade journal ad increased brand exposure and drove booth traffic. The ad headline became a tagline for positioning AVS as an innovative and experienced manufacturer of custom high tech vacuum/high pressure furnaces.
The ad appeared in the current month’s Industrial Heating Journal as well as the show guide. In addition to the ad, we developed a “$10 bill” promotion. Each attendee was given a current copy of the journal with a $10 bill sticking out of the journal. When they pulled it out, the message was a clever headline that drove customers to the booth. The bill could also be traded in at the booth for a USB drive containing useful engineering reference tables.
The Denison Design Group advertising strategy brought a dramatic increase in booth traffic and qualified leads, giving AVS a renewed energy in a challenging economy.

Trade Show Banners

DDG designed bold cost-effective trade show graphics to identify the AVS position and strongest capabilities. Denison Design Group designed three banners to serve multiple purposes; working well in unison to fill a 10 foot booth, as well as hold their own strength as individual banners for small spaces. The center panel is a corporate overview, while each of the two side panels emphasizes the two largest market directions – Sinter hip furnaces and custom designed furnaces.

Capability Brochure

Denison Design Group worked with AVS to create their first corporate capabilities brochure. Concise descriptions of capabilities without detailed specs were used for this overview. The compelling combinations of sample furnace configurations demonstrate a variety of offerings and experience. Technical schematics visually communicate custom designs in the minds of prospects as a pioneer and innovator. Separate sheets were created to communicate detailed specs on specific furnaces. Brand elements and bold colors were used to visually reinforce and communicate the AVS brand as distinctive and innovative.

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