Firm a player in trade-show game

Trade shows are an industry in and of themselves and no one knows that better than a company specializing in preparing and presenting trade shows, Willwork Exhibit & Event Services Inc., in Easton. More

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Firm a player in trade-show game

WHERE THERE'S A WILL ... : Willwork Exhibit & Event Services President William F. Nixon Sr., center, and General Manager David King speak with administrative assistant Karen Brousseau. The company survived a devastating fire in 2008, coming back stronger.
Posted 1/9/12

Trade shows are an industry in and of themselves and no one knows that better than a company specializing in preparing and presenting trade shows, Willwork Exhibit & Event Services Inc., in Easton.

The company is unique for several reasons. Willwork not only survived a devastating fire in 2008, it came back stronger than ever. Employees designed and built a state-of-the-art structure to house the business’ national headquarters in south Easton, twice as big as the old place and large enough to house three of Willwork’s business partners in the trade-show and permanent-installation industry.

The company continues to run its in-house training program for employees and clients alike, Willwork University, and has developed proprietary software that can compile for clients data on the sales leads made at trade shows.

Business was a bit sluggish in 2008 due to the fire in March and the stock market crash later that year, but has since “bounced back,” said David King, general manager. A lot of trade shows downsized during the Great Recession, King noted, but now customers seem to be doing better and once again “are spending more on their trade-show presence.”

There’s been talk of virtual, online trade shows taking the place of actual shows that people must attend in person, but King is sure it will never happen.

“Nothing will ever replace the hands-on experience,” he said, “to let a customer see, feel and use actual products.” There are, in fact, so many trade shows offered on a regular basis across the country, that Willwork – headquartered in Easton – has offices in eight other cities from New York to San Francisco.

Willwork can organize and present an entire trade show for a client and/or work on a client’s installation with the goal of making a stunning impression. Services include installation and dismantling of equipment, permanent installations, preparing content, providing labor and filling audio-visual and lighting needs.

“Everything we pretty much handle in-house here,” King said, in an effort to provide clients with “one-stop shopping.” The company works with three in-house partner organizations: 4Productions, In4Med and Teamwork. Clients include small firms and Fortune 500 businesses, including AstraZeneca, Nike, Reebok, Google, Monster, Facebook, IBM and Covidien.

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