Best Wishes and Happy Holidays from the Classic Exhibits Family. Our sincere thanks to Classic Distributors and to our Exhibit Industry Partners for a remarkable 2023…. AND the promise of an AMAZING 2024.
Think you know logistics? Well, forget 50% of what you know because it doesn’t pertain to trade show logistics. The key is knowing which 50%. Let’s explore the frustrations, and the idiosyncrasies of trade show logistics. Some of it won’t make sense, which is fine. You’ll just have to accept it because no amount of badgering, bullying, or bluster will change how freight companies, convention centers, or general show contractors operate. It’s their world and navigating it takes a bit of knowledge and patience.
Our task in this post is to compress the learning curve, and as a result, save you a little money and lower your blood pressure. At Classic Exhibits, we’ve been handling trade show exhibit planning and logistics for our clients for 30 years. We’ve learned a thing or two. We’ve also learned what works, what doesn’t, and what may happen regardless of your best-laid plans. Live events almost always come with a few surprises.
Trade show logistics involves efficiently moving an exhibit and equipment to a show site, managing setup and utilities, and finally getting everything back to headquarters in one piece after the event.
The entire process can be quite challenging, even if the show is taking place within your city. But it gets tougher when borders are involved. The challenge of managing the logistical side of trade shows in another state or another country is an entirely different ball game. This is where hiring the services of trade show logistics providers can be a big relief.
Understanding Trade Show Logistics and Coordination
Trade show logistics include the packaging, movement, services, installation, and dismantling of an exhibit. In short, it’s much more than simply scheduling the shipping to and from a show site. In some cases, it’s very straightforward. You may be participating in a small trade show close to your location at a regional convention center. Planning may only take a few hours.
However, exhibiting in your industry’s primary trade show in Las Vegas, Chicago, or Orlando with an island exhibit may require days (or weeks) of planning, including understanding the show regulations, general show contractor forms and deadlines, and the labor regulations specific to that city and venue. If you work with an exhibit house, they can guide you on best practices.
Here are some routine tasks to consider:
Your Exhibit: May seem obvious… You either have an exhibit or you need to order one. Either way, the process takes time, especially the design, build, and staging of a new custom trade show exhibit. Even if you already own an exhibit, you’ll need to stage it to ensure nothing is broken or missing or (at a minimum) open the cases and crates and complete an inventory of parts, pieces, and graphics.
Show Services: Services can be as simple as ordering electrical or as extensive as ordering labor, rigging (for an overhead sign), cleaning, lead management, material handling, and flooring. All these services have deadlines and early bird prices. Ordering them on time not only saves money but makes the installation and dismantling process less stressful.
Freight: Mention “logistics” and freight immediately comes to mind. Shipping trade show freight to convention and exhibition facilities isn’t as straightforward as shipping 6 boxes or a pallet of equipment to a customer. See the section below for details on Navigating Trade Show Shipping.
Navigating Trade Show Shipping
At least once, probably more often, you’ll be surprised, shocked, or dismayed by a trade show shipment. Join the club, my friend. Just when you think you’ve got it down, you’ll encounter another gotcha on your shipment. Your exhibit house can be your best friend regarding trade show shipping. They already know the ins and outs and typically have a relationship with multiple carriers. Let’s explore some of the more common questions.
Advanced Warehouse vs. Shipping Direct to Show. New exhibitors are often confused by this choice since the Advanced Warehouse is more expensive than shipping to show. There’s a reason and if possible, always ship to the Advanced Warehouse if that’s an option.
Here’s why… by shipping to the Advanced Warehouse, you ensure your exhibit arrives on time, and if there’s any visible damage to the crate, the General Show Contractor will often inform you. Freight in the Advanced Warehouse is then transported to the show site first, which means you can schedule your show services and labor without guesswork.
Shipping to the show site means the freight carrier will go directly to the show site on a specific date and time, along with hundreds of other trucks. There’s usually a line and the drivers will have to wait their turn. Waiting incurs charges and the freight company will pass that along. It also means you don’t know precisely when your crates or cases will arrive in your booth space so scheduling can be dicey. This means you might now be able to have your labor crew during regular hours vs. overtime hours.
Freight Carriers, Including UPS and FedEx. For smaller shipments, UPS and FedEx are excellent options. This includes portable displays packed in roto-molded cases with wheels. If you have multiple roto-molded cases, like 6+, consider strapping them to a pallet and shipping them via a common carrier. Not only will you save money, but it’s less likely (1) of those cases will disappear into the UPS/FedEx Black Hole, lost for days (and occasionally, forever).
For larger shipments, you’ll use an LTL freight carrier, unless you have enough crates and products to fill a trailer. Ask the freight carrier about their experience shipping trade show materials. Not all carriers and drivers want the hassle associated with exhibition freight. Also, ask about any special charges and restrictions. You’ll need to know the dimensions of your crates, destination, date(s), and estimated weight to obtain an accurate quote. Get the quote early. The longer you wait, the more expensive it can get. Just like a shark, carriers can smell blood (and desperation).
Crating and Packaging. Damage happens. Excellent crating and jigging can prevent it, but few exhibitors spend time inspecting the packaging before shipment, and even fewer review the packaging once the show is over. Crates designed for reusable packing (with reusable packaging materials) may be the smartest investment an exhibitor can make, even more than the actual exhibit design.
However, even excellent crating can’t always prevent damage during transit or damage from forklift drivers. If you see damage or the potential for damage, document it immediately and file a claim. Don’t wait!
Return Shipping: You’re probably thinking, “Return shipping is a no-brainer, right?” And the answer should be “Yes!” And yet, it’s often forgotten during the stress of getting the exhibit to the show and scheduling show services. Freight not picked up after a show by a specific date will be “Force Shipped” by the General Service Contractors. The GSCs love forced freight because they can charge 2X, 3X, or even 4X rates to return your exhibit to you. Don’t let the happiness of a successful show be marred by an unexpected forced freight charge.
Creating an Effective Trade Show Schedule
Whether you participate in 1-5 trade shows or 250 trade shows a year, creating an effective trade show schedule will ensure the right marketing, the right people, and the right exhibits are in place to maximize your success. Plus, your CFO will love you since a comprehensive trade show schedule and budget makes their job easier and limits financial surprises.
Most companies have already identified their primary trade shows. Some will require a larger presence than others, not only in the size of the booth space and exhibit size but also the number of people who will be attending. However, from year to year, marketing priorities change and new products and services are introduced. In those situations, it’s wise to review which trade shows offer the greatest return on your investment.
Choosing the Right Trade Show
Here are some key factors to consider when choosing which trade show to attend.
1. Define Your Goals:
What are you hoping to achieve by attending a trade show? Generate leads, launch a new product, increase brand awareness, network with potential partners, or learn about industry trends?
2. Target Audience:
Who are you trying to reach? Look for shows focused on your industry or niche, considering demographics, buying power, and decision-making roles of attendees.
3. Research Potential Shows:
Consider factors like location, date, reputation, size, and exhibitor list. You can also reach out to past exhibitors or attendees for their feedback.
4. Budget & ROI:
Analyze the costs associated with each show, including booth space, travel, accommodation, marketing, and staff expenses. Choose shows that align with your budget and offer a promising return on your investment.
5. Additional Tips:
Don’t be afraid to try out new shows, but always evaluate their success and adjust your strategy based on results.
It’s never a bad idea to ask suppliers, customers, and even friendly competitors which trade shows they attend. You might be surprised by their answers and discover a customer segment you hadn’t considered.
Trade Show Exhibit Logistics with Classic Exhibits!
You can’t plan for everything, but planning for the expected and having contingency plans for the unexpected will increase your odds of a successful and less stressful show. Trade show logistics are largely controllable, and successful trade show marketing doesn’t happen by accident. The key is identifying the right strategy and executing the right plan.
For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers. The Classic Exhibits Distributor Network includes over 200 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
New exhibitors often experience sticker shock when they see the price of a trade show display. And it’s hard to blame them. They’re accustomed to identical widgets flowing from an assembly line with economies of scale prices.
Except for imported portables, trade show exhibits are not widgets. Most are built to order, even if it starts from a pre-existing design. At Classic Exhibits, for example, every display is “made-to-order.”
The wide range of prices can also be confusing, even for 10 ft. inlines. Your client may ask, “What’s the difference between a 10 x 10 display at $3500 and another at $23,000?” The easy answer isdesign, complexity, materials, packaging, and accessory options, but without visuals it can still be perplexing.
12 Price Ranges
Below are 12 price ranges, starting at $3K and ending at $24K. In each range, there are three design examples from Exhibit Design Search, so 36 total. These are meant to be representative, not comprehensive since EDS has over 300 10 ft. kits. No rental designs were included. That would have created more chaos than a 5-year-old after two glasses of Mountain Dew.
The descriptions are generalizations, not specific features for every exhibit.
Range: $3000-$4000
Portable display backwalls with fabric graphics, stem lights, and rolling cases or carrying bags.
SYK-1034 | $3692
VK-1905 | $3499
X1 8 ft. | $3877
Range: $5000-$6000
Portable and portable hybrid displays with workstations/counters, stem lights, fabric and direct print graphics, and roto-molded case(s) with wheels.
SYK-1016 | $5843
VK-1120 | $5854
VK-1912 | $5199
Range: $7000-$8000
Upscale portables with counters/workstations, monitor mounts, stem lights, and floating graphics or LED lightbox with tension fabric graphic.
SYK-1033 | $7954
VK-1233 | $7499
VK-1968 | $7999
Range: $9000-$10,000
Sustainable and elegant portables with monitor mounts, shelves, counters/workstations, and stem lights or LED lightbox with large monitor mount and backlit graphics.
ECO-1050 | $9945
SYK-1044 | $9098
VK-1977 | $9190
Range: $11,000-$12,000
Modular exhibits with shelving, literature, counter and monitor options, along with backlit and stem light choices.
VK-1318 | $11,600
VK-1319 | $11,520
VK-1362 | $11,050
Range: $13,000-$14,000
Custom modular and sustainable exhibits with stem light and backlighting options, shelving, locking storage, direct print and fabric graphics, and monitor/iPad mounts.
ECO-1116 | $13,450
GK-1009 | $13,553
VK-1961 | $13,395
Range: $15,000-$16,000
Modern custom modular and custom exhibits with downlighting/backlighting, shelving, locking storage, and large monitor mounts.
ECO-1015 | $15,900
VK-1340 | $15,550
VK-1974 | $15,995
Range: $17,000-$18,000
Contemporary custom, modular, and sustainable exhibits with modular counters, shelving, monitor mounts, shelving, multiple lighting options, and customized accessories.
ECO-1098 | $17,611
GK-1001 | $17,696
GK-1012 | $17,808
Range: $19,000-$20,000
Upscale custom, modular, and sustainable exhibits with shelving, lightboxes, closet storage, and reception counters.
GK-1017 | $19,259
VK-1359 | $19,810
VK-1366 | $19,615
Range: $21,000-$22,000
Elegant custom, modular, and sustainable exhibits with storage, monitor, shelving, monitor, and lighting options including backlit and halo lit logos.
ECO-1091 | $21,164
ECO-1123 | $21,225
VK-1354 | $21,750
Range: $23,000-$24,000
Customized exhibits with stylized counters and a broad range of graphic, A/V, lighting, and accessory options.
GK-1003 | $23,913
VK-1322 | $23,700
VK-1363 | $23,470
The Classic Exhibits Distributor Network
Successful trade show marketing doesn’t happen by accident. There’s always a strategy and a plan. The key is identifying the right strategy and executing the right plan. For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers.
The Classic Exhibits Distributor Network includes over 200 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
Classic Exhibits has been designing and building contemporary, sustainable trade show displays through our ecoSmart line since 2007. No one in the exhibit industry has a longer or larger investment in sustainability than Classic.
What you may not know is that our commitment to “green” extends well beyond ecoSmart Displays. Classic products, all Classic products, benefit from our sustainable initiatives.
For Example:
Our aluminum contains 70% recycled content. And we recycle all material drops.
Ourroto-molded cases are exclusively made with regrind plastic.
Ourreusable foam packaging is 100% recycled material.
Ourscrap wood is recycled into mulch and woodchips.
Ourclear plastic is separated and recycled locally.
Is there more? Of course. You can’t produce ecoSmart for 16 years without sustainability spreading into every facet of your business. Can we improve? Of course. Look for greener printing options in 2024 and even more eco-friendly materials. Plus newer ecoSmart inline, island, and accessory designs.
For 35 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As the largest private-label exhibit manufacturer in North America, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
We all know the expression, “If you fail to plan, then plan to fail.” Which, if we’re honest, isn’t always true. Some projects don’t require much planning. Trade shows, and in particular trade show marketing and exhibition, do require careful and systematic planning to be successful.
Yet, there are companies that devote less time to their trade show planning than they would to a 4-year-old’s birthday party.
It’s nuts… especially when you consider the cost of trade shows and the lost opportunities when trade show planning is handled haphazardly. But you’re not that person, right? You want your trade show program to be professional and financially successful, which is why you’re reading this article.
The Importance of Trade Show Planning
Trade show planning is crucial for businesses to maximize their return on investment (ROI) or return on objectives (ROO). A clear and comprehensive plan ensures that companies maximize their sales opportunities while minimizing costs (and stress).
Any “live event” can be unpredictable and trade shows are no exception. However, what’s often described as “unpredictable” by some exhibitors, like shipping, labor, or show services, is more often the result of poor planning. Everyone and every company that provides services to exhibitors understands that communicating deadlines, pricing, timelines, and expectations makes everyone’s job easier. They don’t want surprises any more than you do.
Regarding what size exhibit to buy or rent, as a general rule, a 10 x 10 booth is sufficient for a small business. At 100 square feet, you can accommodate at least four people at once, two staffers and two attendees. Consider a 10 x 20 for a medium business and islands for a larger business. The size of the booth, however, depends on your goals and products. At a trade show, size matters, but it should complement, not dictate your exhibit marketing goals.
Trade Show Event Planning: The Basics
Assign one person to be in charge of timetables and scheduling. Assign another person to draw up the trade show budget and define the marketing goals. This person will have to account for the cost of renting or buying a booth, the cost of accessories such as literature racks, as well as travel expenses. Travel expenses will vary depending on the location and duration of your stay. If you decide to rent, you should expect to budget:
25% on renting your booth space
20% on design and graphics
15% on electrical, cleaning, and drayage
10% on shipping materials to and from the trade show
10% on press kits and pre-show promotions
20% on staffing, travel, and other miscellaneous expenses
If you decide to purchase an exhibit, you will want to work with a professional exhibit designer. Most exhibit distributors have a designer on staff or rely on their exhibit manufacturer to supply design and rendering services. You will need to follow the rules and regulations on booth design for your particular show as well as observe basics such as fire, electrical, and safety codes and provide wheelchair accessibility. Rely on your exhibit designer who understands these requirements.
Trade Show Planning Guide: Key Steps to Success
By investing in comprehensive trade show planning, businesses can maximize their chances of achieving their goals, generating new leads, building brand awareness, and securing new business opportunities.
Define Clear Goals and Objectives: Without clear goals, it’s impossible to measure the success of a trade show participation. Thorough planning helps identify specific objectives, such as generating leads, increasing brand awareness, or launching new products.
Develop a Strategic Budget: Trade shows can be costly, so creating a detailed budget is essential to avoid overspending. Planning allows for accurate budgeting for booth space, staff expenses, travel, accommodation, and marketing materials.
Design an Engaging Booth: The booth is the company’s face at the trade show, so it needs to be visually appealing, informative, and functional. Planning ensures that the booth design aligns with the brand message and effectively attracts visitors.
Prepare a Pre-Show Marketing Campaign: Trade show success often hinges on pre-show marketing efforts. Planning allows for strategic campaigns to generate interest, drive traffic to the booth, and schedule appointments with potential customers.
Train Your Staff: Trade show staff should be knowledgeable about the company’s products or services and well-prepared to engage with visitors. Planning ensures that staff is trained on sales techniques, lead capture methods, and answering common questions.
Establish Lead Capture and Follow-Up Systems: Effective lead capture is crucial for converting trade show interactions into future business opportunities. Planning involves setting up systems to capture leads digitally or on paper and establishing a follow-up process to nurture those leads.
Measure and Evaluate Results: After the trade show, it’s important to evaluate the results and identify areas for improvement. Planning facilitates the collection of relevant data, such as lead generation, booth traffic, and customer interactions, to measure the success of the event.
Trade Show Management: Ensuring a Smooth Experience
Who is trade show management? It’s less straightforward than it appears. At most shows or events, there are three management teams, each with different responsibilities. Knowing who does what will make your life considerably easier if you encounter issues or simply need answers to questions.
Exhibition, Convention, or Show Hall Management: Every exhibit hall or event venue has a team that handles sales and marketing, schedules shows, maintains the facility, and negotiates contracts with unions, food vendors, and janitorial services. They are responsible for the management and success of the building. For smaller shows, meetings, or events, they may even serve as the show management.
Show Management: Whether it’s a local boat show or the annual trade show for the American Cardiology Association, the “show” is owned and managed by a company or an association. They are responsible for everything associated with the show without necessarily handling every activity. For example, they identify the location for the show and negotiate space and services with the facility management. They also contract with a General Show Contractor to handle drayage, electrical, pipe and drape, signage, labor, etc. However, the show management devotes much of their time to marketing the show, developing education sessions, scheduling speakers, creating social events, soliciting sponsors, and registering attendees and exhibitors.
General Show Contractor (GSC); Most exhibitors interact primarily with the General Show Contractor and often confuse the GSC with both Show Management or Show Hall Management. As mentioned before, the GSC handles a variety of functions for exhibitors, depending on the show. These may include moving and storing freight, electrical services, cleaning, labor, sign rigging, rental furniture, and in some cases even renting exhibits. The GSC has a contract with Show Management and when an exhibitor hits a wall resolving a problem with the GSC, they should contact Show Management, who typically has a temporary office in the show hall.
The Exhibitor Advocate: The Exhibitor Advocate is a non-profit advocacy group that provides exhibitors with education, resources, and assistance with trade show challenges. They’re not show management nor are they at the show. Instead, they are a valuable partner who can help exhibitors address challenges and prominent pain points to ensure your events remain a valuable and irreplaceable marketing channel.
The Exhibitor Advocate’s mission is to amplify the voice of exhibitors to ensure the enduring success of exhibitions and events by collaborating with all stakeholders to promote and cultivate open communication, consistent standards, and industry best practices.
Seamless Exhibit Planning with Classic Exhibits!
Successful trade show marketing doesn’t happen by accident. There’s always a strategy and a plan. The key is identifying the right strategy and executing the right plan. For over 30 years, Classic Exhibits has been a reliable source of expertise for new and seasoned trade show marketers.
The Classic Exhibits Distributor Network includes over 200 exhibit houses and display professionals in North America. Find success on the trade show floor with an exhibit that reflects your marketing message. For more information, see www.classicexhibits.com and explore Exhibit Design Search or request a meeting with a Classic Distributor Partner.
