GroundCrew Events
Extending Brand Impact beyond the Trade Show Booth

Virtual events, augmented reality, VR, AI and more—the tech invasion has entered the sales and marketing mix. But savvy marketers understand these new virtual offerings are no substitute for traditional face-to-face communication during the sales process, and where better to communicate with your customers and prospects than at events and trade shows.

Trade shows and event-based marketing continue to be a viable resource for businesses to bring like-minded people together, adding the indispensable human touch to your sales and marketing efforts. Functioning as an essential platform for customers to “test drive” your latest product and service innovations — they still build brand awareness, promote products and help you connect with new, existing and potential customers.

So, what does it take and who do you trust to bring your brand’s story to life?

That’s where GroundCrew Events enters the picture.

Embodying a Turnkey Ethos

GroundCrew is a turnkey event solutions company that specializes in trade show operations, exhibit services, warehouse fulfillment services, logistics, experiential marketing and audience activation. From crafting a brand’s story to building a custom 3D product replica, their turnkey solutions encompass a myriad of services.

“We frequently emphasize the term turnkey because it embodies our key business ethos,” says Lance Peck, President, and Owner of GroundCrew.

True to its name, GroundCrew takes a collaborative, boots-on-the-ground approach to concept development and service delivery, drawing on their decades of experience in the exhibition, marketing and advertising industries.

The result is moving your prospects from a sales catalog or website into a tangible experience that empowers your sales team and leaves a lasting impression on your prospects – turning them into customers.

“Whether a client wants us to manage their entire show calendar, or a custom one-off display or permanent installation, we have the flexibility to scale our service based on the ask,” said Peck.

Managing the Process

With nearly a century’s worth of experience, GroundCrew knows that successful event execution is a bit of a science. Managing all the moving parts and processes that go into a booth execution is what inevitably makes a client’s brand shine in the end. Each project, whether it’s a small stand or a two-story structure, requires a certain process to be show ready.

“While your booth assets might define the architecture of your exhibit, we’re managing architecture of processes to bring those assets to life,” said Brian Bass, Vice President of Operations.

We Frequently Emphasize The Term Turnkey Because It Embodies Our Key Business Ethos

Behind the scenes, GroundCrew works on those pesky problems and concerns that wake you up in the middle of the night. “Identifying contingencies and applying creative solutions, we want to be the reason our clients don’t worry about their show,” said Bass.

While project objectives can and do vary – GroundCrew’s management of the process is invariable.

The Location Advantage

GroundCrew offers comprehensive warehouse, storage and inventory management services to help facilitate asset consolidation and centralized fulfillment. Headquartered centrally in the U.S. in Tulsa, Oklahoma, with a second location in Anderson, South Carolina, GroundCrew is uniquely positioned to help companies streamline their show logistics.

While being centrally located, GroundCrew’s network of professional partners is national in scope. GroundCrew has resources endemic to the trade show industry in all major convention cities, extending its reach and capabilities far beyond its walls.

“One of our greatest attributes is being nimble and not tied specifically to certain hardware brands. Operating in an ever-changing marketplace, our team anticipates and adapts to the evolving needs of our clients,” says Eric West, Vice President of Business Development at GroundCrew. “Just as the market evolves, so should the engagement space - it’s not just about adapting, but about leading the evolution.”

The Track Record of Excellence

A recent success involved helping a client in the outdoor industry address a brand perception challenge.

Through previous market research, audience data suggested the brand wasn’t as durable as its competitors. GroundCrew formulated an exhibit and audience activation strategy to help shift brand perception.

By leveraging the brand’s century-old heritage throughout the design of the booth construction and creating a “consumer-hands-on” engagement activity that visually demonstrated the brands durability and reliability; they were able to successfully facilitate a shift in brand perception resulting in increased sales among existing accounts and increases in sales for new business.

Similarly, GroundCrew Events worked with another client facing challenges with a legacy exhibit system, leading to increased costs and inefficiencies. Proposing a unified hardware ecosystem, the company streamlined the trade show build, improved efficiency, and ultimately delivered a superior experience.

An Inspiring Culture Leads to Inspiring Results

As the business continues to grow, so does the culture that shapes GroundCrew. This is a group of people who bring their dogs to work, don’t mind an afternoon fish-fry and seem to have no qualms about business cards that don’t include titles.

Several team members have worked together for more than 20 years, so the sense of camaraderie in culture is real and their experience is a valuable resource that carries over into the way they handle their client work.

Lance emphasizes the organization’s collaborative ethos, where each team member contributes to its excellence, irrespective of the titles. He praises this collective effort and inclusive mindset: “We can’t get our client work where it needs to be without ‘US’—the team.”