Video Walls Greet Morgan Olson Guests
The preferred walk-in van body supplier for UPS and FedEx and chassis manufacturer for top brands Ford, Mercedes-Benz and Freightliner, Morgan Olson enjoys a well-deserved reputation for top quality. Until recently, however, this was far from the image presented to visitors at the company’s corporate headquarters in Sturgis, Michigan. Morgan Olson marketing manager Kenn Klein recalls it like this:
“When I joined the company five years ago, our customer welcome sign was much like the white letters on a black peg board like you see at bowling alleys,” said Klein. “Every day the receptionist would get out the box of letters to change the message welcoming scheduled visitors and customers.”
President / COO Mike Ownbey directed Klein to update the lobby with the addition of a digital video display.
Klein quickly went to work to elevate visitors’ first impressions by replacing the outdated push-letter sign with a digital display to accompany the 40”x60” framed prints in the lobby that featured the company’s top customers.
Fast forward a few years and it was time for another video upgrade. Consultants hired to assist with office-wide remodeling recommended upgrading the posters to changeable back-lit panels, like those typically seen in a movie theater. This, however, concluded Klein, would simply perpetuate the ongoing problem associated with the current posters: having to constantly change the prints based on which customer was visiting.
What’s more, while the “customer-specific movie poster” concept would deliver a bit more impact, at $300-$400 apiece they were hardly a bargain.
“Our President and COO, Mike Ownbey said that at the price for static photographs of customers’ trucks, we might as well invest in digital displays that would enable us to change the messages at will while also delivering a more up-to-date impression,” said Klein. “He had been seeing dramatic video walls at trade events and he challenged me to put a multi-screen system in our large entrance hallway.”
The next objective: Finding a video wall system that could easily accommodate the need for a horizontal format to showcase the company’s line of truck bodies, while delivering outstanding image quality and ease of manageability.