When opportunity knocks Spectra Imaging’s owner, Brian Rogers, answers. Rogers has had his eye on a space adjacent to Spectra Imaging’s offices and production facility for the past couple of years and when it became available he jumped on it.
“The area is perfect for a showroom because it naturally leads into our conference room. Our sales staff can take clients through the showroom first and then go into the conference room for a meeting,” says Rogers. “People are so visual and if you have the products set up then they sell themselves a lot easier than simply showing them photographs of your work.”
The makeover was simple: they took the doors off the hinges, replaced the carpet and painted the walls to match the rest of Spectra Imaging’s interior. The overall effect is professional, which is exactly how Spectra Imaging prefers to position itself, and happens to be how it operates as well.
Spectra Imaging is tastefully decorated, as you can see in the photos, while it promotes its work through well-conceived pieces, from the displays in the showroom to the inkjet-printed images in the conference room, as well as framed pieces touting the company’s recognition from both inside and outside the industry.
Rogers reports that the showroom has more than its duty and exceeded expectations as far as generating interest, and ultimately, sales. The key is to set it up so that it makes sense. In other words, there’s a natural progression from one display to the next so that potential clients see options from good to best to meet their needs from both a budgetary and messaging standpoint.
Of course you can’t show everything, particularly those larger projects that would take up the entire space if they were replicated in the showroom. However, and perhaps most importantly, it shows the variety of inkjet materials and finishes on which their graphics can be printed.