My name is Travis Scadron and I am a summer intern at the EWI Worldwide Livonia office.  I am currently entering my junior year at the University of Michigan and am majoring in International Studies; China being my region of focus.  This summer I am rotating through different departments in order to gain a complete view of the company and the way business is done here as well as spending a week in China learning about the international aspect of the business.  Seeing as I have spent the last month learning and working in the marketing department, I wanted to talk about what I have realized thus far.

The Live Communications industry is one that often goes unnoticed by the public.  When I began interning at EWI Worldwide, my knowledge of the live communications industry wasn’t much.  Before being introduced to EWI Worldwide, I was somewhat ignorant of the effort that went into marketing products in a live setting.  I had attended both auto and trade shows on numerous occasions, but it never occurred to me the amount of thought that goes into the production of these events, nor did the detail and innovation that each display is wrought with ever strike me as important.

I have since learned that it takes the combination of countless unseen factors to make a marketing campaign successful.  The amount of time and money that is devoted to creating a strong brand image as well as providing the customer with an enjoyable experience is tremendous.  As live communication firms, companies like EWI Worldwide focus their efforts towards creating a seamless experience; combining marketing with innovation.  To achieve their goals they first have to focus on being organized and precise.  Every detail of a project should be addressed or thought out prior to beginning any work.  In addition, a company must have the resources and the ability to market a product all over the world, coping with changes in not only location but market, culture, and audience.

Because the production element associated with exhibitions, trade shows, product launches, etc. is all done behind the scenes, it is a rare occasion that consumers give companies like EWI the recognition they deserve.  Not only do we serve as an idea and production company, but we often become the mediator between many different companies, bringing together the correct people and resources necessary to accomplish projects. 

The work that must occur in order for a show to run smoothly goes unnoticed for good reason.   When a consumer enters an exhibit, booth, pavilion, etc., they should see the product on display but should feel much more.  The display should test their senses in every way, from sight to sound to touch; creating a 3D experience in which the consumer becomes familiar with the company’s brand and the characteristics that set it apart from competitors.  A good live communications company is able to do all this without being noticed.  The point is not to be obvious, it is to give consumers a positive memory that will attach itself to that brand’s image and encourage them to purchase the product in the future.