If you prefer to read instead of watching our short video, here is the transcript of the conversation between Mike Gilvar, Mal Gilvar, and Mike Graziani:

Mike Gilvar: Thanks everybody for coming to this session of The Bottom Line at TTG. I’m here with Mal Gilvar and Mike Graziani, and we’re talking about HQ sales centers. Mal, why are HQ sales centers more relevant than ever in today’s environment?

Mal Gilvar: Well, not being able to go to events, people are really missing that experience, and in addition, you’re not able to showcase your brand in a really tangible way, in a virtual event as you are when you’re at a trade show. So having this Resource Center in your office enables you to bring clients in and have a meaningful interaction that’s experiential, but also being able to really showcase your brand in a unique way.

Mike Gilvar: So you’re saying that we can basically take our trade show budget and use it to create a similar immersive experience, but within the four walls of our own headquarters?

Mal Gilvar: 100%, and the exciting thing to me about it too, is this isn’t just a one-and-done, this is something that you will have for your company for many years to come, something that is malleable and being able to… You can change it whenever you want, depending upon as your products change, it’s just a really exciting way to showcase your products and your brand.

Mike Gilvar: Graz, from a design perspective, what do these environments look like? Explain what these things are.

Mike Graziani: Well, they can vary tremendously, Mike, it can be anything from really a conference room space that is kind of taken up a notch or two, all the way to a full story-telling environment. So kinda like along the lines of what Mal was saying, this is a 3D manifestation of your brand. And it’s an opportunity to not only talk about your products or services, but make a statement about the value that your company brings to the table, the attention to detail, fit and finish, so all of these physical items that your guests are gonna see are gonna make a statement about your company.

Mal Gilvar: And Mike, I think it’s a really cool way to showcase new and exciting technologies that people may not have seen before that can showcase your brand in a really cool way.

Mike Gilvar: And do you see Mal a additional benefit from a recruiting perspective and just from an employee morale standpoint?

Mal Gilvar: No doubt about it, I think it’s a huge boost to employees, especially as they’re coming back from the pandemic, and quite frankly, right now it’s a great time to start a project like this, while folks are still out of the office.

Mike Gilvar: And guys do you see this as a single resource center, or have you seen companies who take… Get an extended like into their lobby and throughout the rest of their facility…

Mike Graziani: Absolutely, it can be very organic, it doesn’t have to be confined to a single room to make a single statement, it can be applied and peppered throughout the facility as needed. Again, these are kind of areas where it’s going to help tell your story in detail and emphasize the quality that you bring to the table.

Mike Gilvar: All right, so Graz, I know this is an unanswerable question to some degree, but give me an idea of cost in terms of range.

Mike Graziani: Again, it can vary just because the nature of the projects can vary so wildly, so we could be talking about just a few thousand dollars to make some tremendous updates that really increase the impact all the way up to tens of thousands to really dial out a space in its entirety.

Mal Gilvar: Yeah, Mike, in fact, we just did a project that was, I think, right around $25,000, that was an absolutely beautiful Customer Resource Center. And to me, the exciting thing is a lot of you folks out there have budgets that you had for trade shows that have gone unused to be able to shift some of those marketing dollars towards this customer resource center, it provides you with that same bang for your buck, but I think maybe even in some ways, it gives you more because this is gonna last for years and years.

Mike Gilvar: That’s great. And so what’s the bottom line now? You seem to be the bottom line guy, tell us what The Bottom Line is for marketers who are struggling providing their sales teams with the platform because trade shows are no longer a viable option.

Mal Gilvar: You basically just said it right there, Mike, the bottom line is, you can’t go to events right now to deliver that really awesome experience that people are looking for, bring that awesome experience into your own office, it will energize your entire team at your office and really excite the client who come in to see your products and services.

Mike Gilvar: Great, thanks Mal. Thanks everybody for joining this session of The Bottom Line at TTG, and we’ll see you at the next one.

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