Trade Show TalesBlog

Finding & Working With a Trade Show Booth Designer

June 24th, 2024 Mel White COMMENTS
trade show booth designer

It’s showtime baby! Trade show time that is. Whether you’re planning to purchase a new exhibit or simply upgrade your current booth, you’ll probably work with a trade show booth designer at some point. Trust me on this. You’ll want to work with an exhibit designer. Not only will they save you time and money, but they’ll also assist in refining your messaging and creating an attractive and efficient structure to showcase your brand. 

Find a trade show booth designer to help you navigate the complexities of creating an effective exhibit. Trade show booth designers are creative professionals who specialize in designing the booths that companies use at trade shows. They are essentially the architects of a company’s temporary storefront on the trade show floor. In short, they help companies create a memorable and impactful presence at trade shows, with the goal of generating leads, sales, and brand awareness.

Understanding the Role of a Trade Show Booth Designer

Let’s start with the obvious. Trade show booth designers are not mind-readers. Nor are they experts about your company, your industry, or your competitors. You’re their source for that information. In other words, they know custom exhibit design and exhibition trends, which they’ll gladly transform into a spectacular display based on what you share with them. The more you share, the better the ultimate design. It’s that simple. 

They will ask you a series of questions (see below). Those questions will be the first steps in both narrowing the scope of the project and expanding the design opportunities. For example, the size of the booth, your past trade show experience, your marketing objectives, and your budget. BTW… while increasing sales is a worthwhile objective, it’s not a particularly helpful one to a designer. 

Think of a trade show exhibit as a set of tools. Each tool has a specific purpose. In an exhibit booth, those tools may include meeting rooms, demonstration stations, video monitors or LED tiles, storage, large backlit graphics, furniture, and hanging signs. An exhibit designer then places, transforms, and in some cases, invents new tools to optimize the exhibitor’s success on the trade show floor.   

Their knowledge and talent combined with your information and goals is more often than not remarkably spectacular. It’s mind blowing actually. But it all comes down to sharing, specifics, and intent. 

Benefits of Hiring a Trade Show Designer 

Building a trade show exhibit is unlike building any other structure, primarily because it has to be assembled to be deconstructed, packed in crates, and shipped securely. In addition, a trade show exhibit has to attract visitors in a highly competitive environment, communicate a clear and compelling message in seconds, and serve as a practical sales tool for the booth staff and attendees. 

Trade show booth designers have spent years specializing in booth design. And in most cases, they’ve worked with other companies that have exhibited at the same or similar trade shows. They know what’s worked. And what hasn’t worked for that audience? For example, a food show, like Natural Products Expo West, requires a very different booth than a display at a construction show, like Conexpo. 

The benefits of working with a professional trade show designer go well beyond their creative skills. Here are more advantages:

Expertise and Creativity: A professional designer has the knowledge and experience to create a booth that is visually appealing, on-brand, and functional. They can translate your company’s message into a compelling design that will grab attention and stand out from the competition.

Save Time and Resources: Designing and building a trade show exhibit can be a time-consuming process. By hiring a designer, you can free up your internal team to focus on other aspects of the trade show, such as sales training and lead generation.

Cost-Effectiveness: While there’s an initial investment in design, it can save you money in the long run. A designer can help you avoid costly mistakes, like choosing the wrong materials or exceeding space limitations. They can also source materials and fabrication services efficiently.

Compliance with Regulations: Trade show venues have specific rules and regulations regarding booth size, materials, and construction. A designer with experience will ensure your booth adheres to all guidelines, preventing last-minute scrambling or even disqualification.

Technology Integration: Many designers are familiar with incorporating interactive elements and digital signage into trade show booths. This can enhance the visitor experience and make your company appear more innovative.

Project Management: Often, a designer will handle the entire project, from the initial concept to the final installation and breakdown. This takes a significant burden off your shoulders and ensures a smooth and stress-free experience.

Overall, hiring a trade show exhibit designer can significantly increase your chances of success at a trade show. Their expertise can help you create a booth that effectively attracts leads, builds brand awareness, and ultimately delivers a positive return on your investment.

Trade show designer

The Process of Working With a Trade Show Exhibit Designer 

You’ve contacted a trade show booth designer and you’re ready to get started. But before diving into the deep end of the design pool, the designer needs you to spend time in the shallow end. Below are 15 questions a designer would ask before designing your project. The basics matter. And those basics will not only provide a foundation for the design, but they will also create a path toward meeting (and exceeding) your expectations.

15 Essential Exhibit Design Questions

1. Does your company have branding guidelines/logo or graphic files/website address? Can you share these files?

2. What size is the exhibit? Do you plan to reconfigure the exhibit for other shows? If so, what sizes?  Knowing this will guide both the design and the choice of materials.

3. What is the budget? This is essential. Still undecided about an exact budget? The next best option is a workable budget range. No exhibitor wants to be surprised with a beautiful booth outside their budget or underwhelmed by a booth designed for a lower budget.

4. Do you want to purchase or rent? Or a combination of both? This assists the designer in choosing materials and designing to a specific budget.

5. What physical properties does the exhibit need to have? For example, workstations, counters, Slatwall, semi-private or private conference areas, monitors, storage, etc. This information allows the designer to create a functional trade show design.

6. What type of display have you used in the past? Are you looking for something similar or different? What did you like or not like about the previous booth?

7. Are there any materials or construction methods you prefer? Are you looking for something similar or different? Many experienced exhibitors have a strong attraction or aversion to specific materials.

8. Are there any unusual dimensional restrictions? Can you provide show regulations? Some shows have unusual restrictions for the height of the booth or setbacks from the aisle.

9. Do you show product(s)? What are the dimensions and specifications? How do you prefer to show the products? Display cases, countertops, shelves, hooks, etc.?

10. Does the display need to be portable or modular? Does it need to ship via FedEx or UPS or are you OK with packing in custom crates? This will guide our use of materials.

11. Who will assemble the display: show labor or your team? We have great solutions for both scenarios.

12. Do you have any images of design elements you like? Even if these “inspiration images” are not trade show related, they are very helpful. For example, architectural elements, finishes, colors, natural elements, retail environments, etc.

13. Design Due Date? Typically, designs are completed within a few business days. However, every project and every client has their own timeline. We do our best to accommodate the requested timelines.

14. Show Opening Date? So very important! Creating the design and building it depends on the time frame. Designers can make material selections which will go a long way toward meeting a three-week vs. a three-month window.

15. Are there any descriptive words you use to describe your company? What do you want visitors to your booth to “feel” about your company? From “opulent” to “bad-ass,” we have heard some interesting descriptors, and this gives the designer the insight to craft a personalized, experiential space.

Trade show exhibit designer

Best Practices to Get the Most Out of Your Partnership 

How do you create a design you love without multiple meetings and revisions?

Get the designer and the decision-maker to talk to one another. It works! It’s why the designers want to be on phone calls with the client. All too often, clients don’t know what they want. The reasons vary: 

  • They’re new to trade shows and have an unclear understanding of how to maximize the potential of trade show marketing
  • They don’t have a well-defined marketing strategy, either in general or for trade shows.  
  • Sales want one thing. Marketing wants something else. Engineering has some ideas, but no one is listening. And Customer Support wasn’t asked for their opinion. 
  • The C-Suite isn’t engaged, which means surprises are guaranteed late in the design process
  • Budget? What budget? Having a budget either narrows or expands the design scope. 

The best outcomes are (not surprisingly) based on clear and timely communication with a well-defined strategy and outcomes. Building an exhibit takes time, especially larger structures. Ideally, you should start working with an exhibit designer at least 6 months before the show. That gives everyone time to ask questions, get answers, ask more questions, and make any changes. 

If your goal is to maximize your trade show budget and your sales, then starting early, rather than rushing to design and build a booth at the last minute, will save you money. Not just in design fees, but also with booth, shipping, and early bird show service charges. 

Here are 5 (ish) Requests Guaranteed to Make a Designer Furious:

  1. BTW – I need the design by tomorrow for a meeting
  2. Hmmm…. I’m not good with details, but I’ll know if I like it when I see it. 
  3. Can you show me 5 different designs? Again, by tomorrow.
  4. If I like the design, I’ll find the money in the budget to buy it
  5. You’re the creative person so design whatever you think is best. 
Trade show booth design companies

Hire a Graphic Designer and a Trade Show Booth Designer 

Here’s a secret. DESIGNING FOR TRADE SHOW DISPLAYS IS COMPLETELY DIFFERENT THAN ANYTHING ELSE! Hiring a graphic designer with trade show design experience is one of the most important decisions. Why? They’ve already made the mistakes that a novice at trade show design would make. 

Here’s another secret. Exhibit design and graphic design are two different skills. Some designers are experts at both… but most are not. The graphics are as important as your physical display, if not more important, and they can make or break your trade show’s success.

If you need help with trade show graphic design, start with your trade show exhibit company. A good partner will either have internal resources or partners with extensive experience in large format, trade show exhibit design.

Tips for Hiring a Graphic Designer or Design Firm

If you are hiring a designer or design firm to create your trade show graphics, consider the following suggestions:

  • Ask for references from your agency of choice for large format, trade show exhibit design clients.
  • Check their website. A bullet item that says they do trade show booths or graphics, doesn’t mean they excel at trade show graphics. Ask them for examples of previous trade show work. 
  • Is most of their work digital marketing, web design, and social media marketing? Find another designer. Your bank account will thank you. Your patience will thank you.
  • Create a library of your marketing assets, logo source files, high-resolution images, etc. 
  • If you don’t speak graphic design, then find someone who does. It’s a highly technical field and knowing the lingo will make everyone’s life easier, more efficient, and save you money.

Ready to Hire a Trade Show Booth Designer? 

Every exhibit project starts with one or more intake meetings where the client shares details about the show, their budget, and most importantly, their marketing vision and objectives. From there, the trade show booth designer will create renderings based on the discovery meetings. Classic Exhibits Distributor Partners are experts at exhibit design, whether you’re looking for a 40 x 60 custom island exhibit or a 10 ft. portable display. They’ll take the time to ensure your exhibit attracts visitors and maximizes your sales potential. 

For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, 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. 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.

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Posted in Exhibit Design, Exhibit Management, graphic design | No Comments »

10 Questions about Trade Show Labor

June 3rd, 2024 Mel White COMMENTS
Questions about Trade Show Labor

On May 21, 2024, Jim Wurm from the Exhibitor Appointed Contractor Association (EACA) presented a webinar on the State of the Labor Industry particularly as it relates to the production of trade shows and events. Jim was joined by Bill Muller from Nth Degree. The webinar was hosted by EDPA Northwest.

To watch the webinar on YouTube, click HERE. Below are 10 Questions and Answers about Trade Show Labor in 2024.

#1. Why does our industry need/require unions?

The trade show and event industry relies on a standby workforce that’s needed to move events in and out of our convention venues. Labor unions provide a ready source to fulfill that need.

#2. Who decides which unions work in which venues?

Labor jurisdictions are determined by the owner of the venue in question. The great majority of our convention venues are owned by the state or the city in its respective locale. And, while there are right-to-work states where a worker doesn’t have to be a union member to perform the described work, there are even venues in right-to-work states that have established union jurisdictions (e.g. McCormick Place). A complete list of union jurisdictions can be found on the EACA website..

#3. How do show rates get established?

Show rates are established by the General Service Contractor after approval by show management. EAC labor contractors can adopt the “show rate” for their own pricing but most establish their own labor rates city by city.

#4. What’s the difference between GC and EAC labor?

Exhibitor Appointed Labor Contractor

GCs have many sources of revenue from the variety of services they provide. The GC views show management as their primary client, and as such, the most experienced and skilled labor is assigned to work on show management jobs. The labor provided by the GC for display I&D is primarily assigned on a “next man up” basis. As a result, the labor provided to an exhibitor to set up their booth may have never seen the exhibitor display previously and may or may not have the necessary tools for the job. And the crew the exhibitor is provided on the installation can be completely different on the dismantle.

EAC labor is different. Since EACs only have one source of revenue, their labor solution is provided to tailor the service option to the exhibitor client needs. Exhibit design is often reviewed prior to the show so that the EAC can provide a crew that is appropriate for the work required. The EAC will also generally provide a specific “lead” to have supervisory responsibility for the job. This is done to make sure the rest of the crew is working efficiently and effectively.

With larger or more complicated jobs, the EACs may be requested to not only review display design but also to issue a “not to exceed” estimate for set-up and tear down. And as a matter of common practice, EAC labor contractors routinely make sure that the same crew that installs the display takes it down and repacks it.

#5. How does one join a union?

Any individual of age 18 with either a high school diploma or GED can join a union. An application is required along with an application fee. At many locals, a pre-employment drug test will be required.

#6. What’s the difference between a journeyman and apprentice?

Just as the terms imply, an apprentice is a union worker in training and a journeyman is an experienced union worker that has fulfilled all training requirements.  Apprenticeship training includes 2000 hours of classroom and on the job work.

#7. What is a grievance?

Contractors that employ union workers negotiate and sign collective bargaining agreements with local unions. If the contractor breaches that agreement in some fashion, the local union can file a grievance that typically involves a monetary component to resolve.

#8. What do I do if I don’t like an individual on my crew?

Any exhibitor or display supervisor that has a concern or issue with a member of their crew can request a change from their contractor. Change requests should be made privately with the appropriate supervisor.

#9. What work can my shop supervisor do in a union venue?

Unless they are a member of the local union with jurisdiction, the only thing a supervisor can do during move-in and move-out is to provide direction, answer questions, and provide suggestions on the best and most efficient way to complete the work. The shop supervisor should first identify who is the “lead” in the job and communicate primarily with that individual to maximize efficiency.

#10. Why does my shop supervisor have to register as an EAC?

Labor at a Trade Show

As a means of managing the risk of being responsible for everything that happens in a venue during their tenancy, show management requires that all who enter the construction zone during move-in and move-out, known as the show floor, provide a current copy of their company’s Certificate of Insurance (COI). 

Understanding that there is risk of personal injury or possible damage to the venue or the exhibitor’s displays or products, show management doesn’t want to be held responsible for the negligent acts of others. Show management obtains COIs from their GC and all their exhibitors as a matter of course as they contract with them.

But they don’t know which EAC service providers are being hired by their individual exhibitors. That is the purpose of the EAC notification form.

The EAC Notification form pertains to any product or service provider that needs or wants to enter the show floor.

Some shop supervisors have presumed they could utilize their client’s or their labor company’s COI as adequate coverage for themselves. But just like you aren’t covered in an auto accident with someone else’s insurance, you’re not covered by your client or your labor company if you should be injured on the show floor. And show management doesn’t want to be liable as well.

Jim Wurm

Jim Wurm began his career in the trade show industry more than 35 years ago and has worked almost every job in a convention center from the loading dock to the main entry. 

He has played a role in designing, building, shipping and setting up trade show booths as well as launching and organizing trade shows throughout the U.S. and Europe.  Most recently, Jim has utilized his unique trade show experience for the development and management of the Exhibitor Appointed Contractor Association, better known as EACA.

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ECA Legislative Action Day

May 31st, 2024 Mel White COMMENTS

Gina Porcaro Reports:

ECA Legislative Action Day on May 30 did not disappoint! I must commend the Exhibitions & Conferences Alliance (ECA) team for their flawless execution of this day on The Hill. We couldn’t have done this without you!

The Michigan team met with staffers for Representative John Moolenaar, Representative Debbie Dingell, and Senator Gary Peters. There were two specific asks . . .

Improve Visa Processing times to enable international business travel to the US specifically for previously vetted and low-risk nonimmigrant applicants. To be clear, this is not an immigration issue we’re talking about. It’s about bringing buyers into the US for tradeshows and events for commerce. Everyone we met with was shocked by the Visa wait times. As an example, if you are trying to get a work Visa in Mexico City the wait time is a staggering 849 DAYS! Crazy, right?

The second ask was related to Future Workforce Development – while higher education is important, not everyone is on the path to a 4-year degree and not every position requires this either. Also, for every three people entering our industry five are exiting, which is kind of scary. We asked for bi-partisan support of The Pell Grant Eligibility Expansion & Program Expense Eligibility Expansion. Basically if both of these pieces of legislation are passed, it would enable us to use the Pell Grant money and your 529 savings for job training, certifications, trade schools, and licenses.

At the end of the day, we felt that our requests were heard and considered. And that they would work to implement them. It was pretty amazing!

Katina Rigall Zipay Reports:

I was part of the Oregon Delegation which met with the staff of Senator Ron Wyden, Senator Jeff Merkley, and Representative Lori Chavez-DeRemer.

Jim Wurm from Exhibitor-Appointed Contractor Association (EACA) was my fellow Oregon Delegate. Senator Wyden’s office had the PDX airport carpet so of course Jim and I had to do the foot selfie. 😉

The asks for all 50 states were the same as what Gina described, and all my meetings were productive as well. The staff was engaging and interested in what we had to say. They were mostly unfamiliar with the trade show and event industry when we started talking, but very sharp and quick to pick up on the significance of our economic contributions. Both at a business level and in providing good job opportunities for individuals.

For more information about the LAC Meeting Outline and Talking Points, contact Gina Porcaro or Katina Rigall Zipay. For details about the bills and some quick industry stats, please see the two graphics below.

ECA Michigan Overview
ECA Oregon Overview

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Posted in Classic Exhibits Inc., Legislative Action Day | No Comments »

Tech Conferences & Trade Shows: An Exhibitor’s Guide

May 31st, 2024 Mel White COMMENTS
tech conferences

The impact of tech conferences and trade shows extends far beyond the attendees.  Businesses can leverage these events for networking, innovation showcases, and staying ahead in the competitive tech landscape. Trade show exhibits play a crucial role in these events, providing a platform for businesses to display their products and services.

Technology touches every industry, from medicine to insurance and from oil exploration to home appliances. While this article focuses on tech conferences, it’s important to remember that technology impacts everyone who participates in a conference or trade show. Not just IT or software or consumer electronics. 

The Rise of Tech Conferences and Trade Shows

Tech conferences and trade shows have always attracted crowds. And for good reason. They allow tech professionals to stay informed, network, and be part of an ever-changing landscape. The emergence of AI, for example, has accelerated the need to stay informed about the latest trends. Here are 4 reasons tech conferences continue to be popular:

  1. Evolving Tech: Technology is constantly evolving, and conferences offer a chance for professionals to stay current on the latest trends, tools, and innovations. Attending talks and workshops allows them to learn from industry experts and thought leaders. 
  2. Networking:  Tech conferences bring together people with similar interests and backgrounds. This creates a valuable space for professionals to connect, network, and build relationships. These connections can lead to job opportunities, collaborations, and learning experiences.
  3. Innovation:  Conferences are frequently a launchpad for startups and new ideas.  Technology companies use them to showcase their products or services to a wider audience, potentially attracting customers and investors. Additionally, conferences feature talks and discussions on emerging technologies, which can spark inspiration for future innovations.
  4. Community:  Tech conferences aren’t all just lectures. Many offer interactive workshops, hackathons, and social events. These events build a sense of community within the tech industry.

In addition to technology companies, agencies have consistently had a presence at tech trade shows. For example, at Nvidia’s PPU Technology Conference in San Jose, CA, several agencies attended and spoke about how the growth of AI could change the advertising industry. 

In an article from Digiday, Stepan Pretorius, CTO at WPP, said “the excitement with generative AI is an opportunity to partner more closely with tech providers to build proprietary tools that set each holding company apart from the competition…. With trends of AI, agencies have realized that they need to partner with foundational technology providers, whether that’s infrastructure or software or foundational model providers.”

Emerging Trends from Tech Conferences 2023

By 2023, most Technology Conferences had fully recovered from the pandemic with both exhibitors and attendees returning in record numbers. It also meant that exhibitors were eager to show their latest and greatest products and hype them. The first group focuses on emerging trends not only at tech conferences but also at trade shows in general. The second group highlights trends specifically from tech conferences in 2023. 

General Tech Trends:

  • AI Integration: There’s a big push to integrate Artificial Intelligence (AI) into all aspects of technology. This includes AI-powered features in video conferencing (backgrounds, noise cancellation, transcription), virtual assistants for event management, and even personalization of event experiences through mobile apps.
  • Immersive Technologies: Virtual Reality (VR) is being explored for creating more immersive meeting and conference experiences. Imagine feeling like you’re in the same room as colleagues across the globe! Augmented Reality (AR) is also on the rise, potentially adding a new dimension to product demonstrations or presentations.
  • Security and Privacy: As technology becomes more integrated into our lives, conferences are placing a strong emphasis on security and privacy features. This includes facial recognition for streamlined event security and data privacy measures to ensure user information is protected.
  • Hybrid and Virtual Events: The pandemic has normalized virtual and hybrid events. Conferences are looking at ways to improve the technology behind these formats, such as enhanced live streaming and more interactive features for remote attendees.
  • Sustainability: There’s a growing awareness of the environmental impact of technology. Conferences are exploring ways to make their events more sustainable, such as using eco-friendly materials and reducing paper waste.

These are just a few of the trends emerging from tech conferences. As technology continues to evolve, we can expect to see even more innovation in the years to come.

Tech Conference 2023 Trends:

  • The Rise of the “Phygital” Experience: We’ll see a continued focus on blending physical and digital experiences. This could involve using gamification elements in conferences to boost engagement, incorporating interactive AR experiences in booths, or offering virtual reality tours of new product launches.
  • Developer Relations: Conferences are increasingly catering to developers by offering workshops, hackathons, and dedicated networking events. This helps companies attract and retain top tech talent.
  • Democratization of Knowledge Sharing: There’s a move towards more open-source knowledge sharing at conferences. This could involve making presentations and talks readily available online or hosting workshops where attendees actively participate in problem-solving.
  • The Human Touch: While technology is taking center stage, there’s also a growing recognition of the importance of human connection at conferences. Expect to see more focus on fostering meaningful interactions, creating opportunities for collaboration, and promoting mental health and well-being for attendees.
  • Ethical Discussions Regarding Tech: Conferences are likely to delve deeper into the ethical implications of new technologies such as AI bias, data privacy concerns, and the impact of automation on jobs.
  • Bridging the Skills Gap: There’s a growing need for skilled tech workers. Conferences may offer workshops or training sessions aimed at helping attendees develop in-demand skills or learn about career paths in the tech industry.

These trends reflect not only the evolution of technology itself but also the changing needs and priorities of attendees and companies in the tech space.

Planning Ahead: Top 12 Tech Conferences 2024

These are just a few of the many great technology conferences that take place in North America and the World each year. Depending on your interests, there’s sure to be a conference out there that’s perfect for you.

#1. International Consumer Electronics Show (CES) – Las Vegas, Nevada (January): This is the world’s biggest consumer electronics and technology trade show. It showcases the latest innovations in consumer electronics, including TVs, smartphones, appliances, and more.

#2. Mobile World Congress (MWC) – Barcelona, Spain (February): This event focuses on the mobile phone industry, with major phone manufacturers like Samsung and Huawei showcasing their latest devices. It also covers other mobile technologies like 5G and mobile apps.

#3. South by Southwest (SXSW) – Austin, Texas (March): This massive event covers a wide range of topics, including technology, film, music, and education. It’s a great place to see the latest tech trends and hear from some of the biggest names in the industry.

#4. Gartner IT Symposium/Xpo – Various locations (throughout the year): This event is geared towards IT professionals and features keynotes, workshops, and exhibits on a variety of IT topics.

#5. RSA Conference – San Francisco, California (May): This is the world’s leading cybersecurity conference, where experts gather to discuss the latest threats and solutions.

#6. Computex Taipei – Taipei, Taiwan (May): While not in North America, this event focuses on computer hardware and components, and major North American manufacturers like Asus and Acer showcase their latest products here.

#7. E3 (Electronic Entertainment Expo) – Los Angeles, California (June): This event is all about video games, with major game publishers like Sony and Microsoft announcing their latest games and consoles.

#8. National Association of Broadcasters Show (NAB) – Las Vegas, Nevada (April): This event focuses on the broadcast industry, with exhibits on everything from television production to radio broadcasting.

#9. Black Hat USA – Las Vegas, Nevada (August): This is one of the world’s premier cybersecurity conferences, focusing on offensive security techniques.

#10. AI & Big Data Expo North America – Various locations (throughout the year): This event focuses on artificial intelligence and big data, with presentations and exhibits from leading companies in these fields.

#11. IFA (Internationale Funkausstellung Berlin) – Berlin, Germany (September): This event focuses on consumer electronics and home appliances, with major manufacturers like LG and Siemens showcasing their latest products.

#12. HIMSS (Healthcare Information and Management Systems Society) Conference & Exhibition – Orlando, Florida (April): This event focuses on healthcare IT and features exhibits from major healthcare technology companies.

Planning for Your Trade Show at Tech Shows

Whether you’re a novice to trade shows or a seasoned veteran to tech shows, the key to a successful tech trade show is simple: Planning, Preparation, and Execution. Which, to be honest, is a lot of work… and it should be. For many companies, their trade show expenses may represent as much as 30-40% of their entire marketing budget. So, doing it right is important. 

Don’t be shy about asking for assistance from a trade show professional before showing at tech shows.. If you’re working with an exhibit house, they’ll have a team eager to assist you with identifying your tech show goals, creating an actionable strategy, and executing it successfully.  

In the meantime, here are some articles to get you started: 

  • Trade Show Planning: A Step-by-Step Guide
    • 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). 
  •  Your Guide to Designing a Custom Trade Show Booth
    • Forget about how your custom exhibit is going to be built or what materials will be used. Those details can come later. It’s all about the why, what, who at this point. On its most basic level, custom simply means that it’s custom or customized to your exhibit marketing needs.
  • Managing Your Trade Show Budget
    • There are multiple ways to manage your trade show expenses with a little planning and some assistance from an experienced trade show professional. Don’t be afraid to tap into that expertise. You’ll find that they want you to get the biggest bang for the buck and be wildly successful with your trade show marketing. 
  • Exhibition Design Essentials: Tips, Strategies, & More
    • Exhibition design doesn’t begin and end with money, mass, or even beauty. Knowing who you are, who your customers are, and what you’re trying to achieve will always give you an advantage. Award-winning exhibition design begins and ends with creating a valuable and memorable experience for attendees that goes well beyond a large hanging sign or colorful graphics. 

5 Examples of Tech Trade Show Booths

tech shows

VK-5198 | Island Exhibit: Exhibitors often feel they need an elaborate, all “bells and whistles” design, when a straightforward exhibit would be more appropriate. The VK-5198 is an excellent island design complete with large fabric graphics, high visibility, and practical accessories. 

tech trade shows

VK-5187 | Island Exhibit: The VK-5187 has multiple backlit double-sided towers connected to backlit single-sided canopies. Surrounding the towers/canopies are custom counters, genius bars, charging tables, and demo stations.

tech conferences 2023

GK-2988 | Gravitee Inline: The GK-2988 is a sophisticated modular design in three configurations, available for purchase or as a rental. It features clean, contemporary lines with storage, LED lighting, vibrant fabric graphics, monitor mount(s), and casual seating.

tech conferences 2024

RE-2128 | LED Lightbox: This rental design features three themes. Theme #1 — Elegant custom reception counter(s) with vinyl graphics, locking storage, and RGB Programmable LED accent lights. Theme #2 — Large LED lightboxes with tension fabric graphics. And Theme #3 — Multiple monitors for demos of products or services.

tech trade show booths

ECO-4053 | Sustainable Backlit Island:  The ecoSmart Island Exhibits are design-driven, reconfigurable, and high-impact.  Many islands can easily be reconfigured into 10 x 10 or 10 x 20 displays for smaller shows.

Dominate Tech Conferences & Trade Shows with Classic Exhibits! 

You don’t have to be an exhibitor or a tech industry guru to attend tech conferences and trade shows. Tech conferences are ideal for exploring new ideas and sparking creative possibilities for any business. At Classic Exhibits, we design and build exhibits, large and small, for a wide range of industries. What we build for SEMA, the show for professionals in the auto aftermarket, may be relevant to Natural Products West, the trade show for natural or healthy products. 

For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, 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. 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.

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Trade Show Attire: What Not to Wear

May 28th, 2024 Mel White 23 COMMENTS

trade show attire

Trade shows are all about making a good impression, so what exhibitors wear matters. However, “What to Wear” is often the last checkbox on their trade show checklist. But it shouldn’t be. More than anything, trade show attire should be a conscious decision, one that mirrors your trade show strategy. It doesn’t matter if it’s formal and conservative, business casual, branded clothing, or thematic (think western wear, beach clothing, or outdoorsy). Leaving that decision to chance rarely goes well for any exhibitor.

Your trade show attire also matters to your staff. They want to know what is expected, not only during the show but also when meeting with clients before and after show hours. That doesn’t mean that everyone will agree, particularly when choosing branded apparel. Not everyone has to wear a polo or khaki pants, but everyone should wear complementary clothing that matches the booth theme or strategy.

The Importance of Professional Trade Show Attire

Your exhibit is part of a comprehensive marketing strategy to maximize your impact at the show. If that strategy doesn’t include a Trade Show Attire component, then you’ve missed a critical opportunity to promote your brand, your culture, and your theme. 

Trade show attire is important for eight key reasons:

  1. First Impressions:  At a trade show, you only have a short window to grab someone’s attention and make a positive impression. Professional attire shows you take your business seriously and are worth talking to.
  2. Brand Image: Your clothing is an extension of your brand. A polished, put-together look reflects well on your company and the products or services you offer.
  3. Credibility and Trust:  People tend to do business with those they perceive as competent and trustworthy. Sloppy or confusing booth attire can undermine that trust and make your company seem less credible.
  4. Building Relationships:  A friendly and approachable demeanor is important at trade shows. The right attire can help project that warmth and openness, making it easier to strike up conversations and build relationships.
  5. Confidence:  Feeling polished and put-together can do wonders for your confidence level. When you look good, you feel good, which translates into a more outgoing and engaging presence at the show. This can be especially helpful for overcoming nerves or shyness in these fast-paced environments.
  6. Team Cohesion:  A coordinated team look (even if it’s not identical outfits) can create a sense of unity and professionalism. This can be particularly impactful for smaller businesses trying to establish themselves.
  7. Safety and Functionality:  Depending on the trade show and your role, certain attire choices might be more practical. Closed-toe shoes are ideal for navigating crowded spaces and protecting your feet. Avoid loose clothing or dangling jewelry that could get caught on displays or equipment.
  8. Standing Out (Strategically):  While dressing professionally is key, a touch of strategic individuality can help you stand out in a positive way. This could be a pop of color in your accessories, a unique name tag design, or a conversation starter piece incorporated into your outfit.

What Not to Wear to a Trade Show 

Navigating the Do’s and Don’ts of trade show attire can be confusing. But you don’t have to be a member of the exhibition fashion police to spot these trade show faux pas. Wear what you want if you’re an attendee, but as an exhibitor, you may want to consider these practical, time-tested suggestions.

Shoes

Rule #1 – You want to look your best, so you buy new shoes. Who hasn’t made this mistake? They look great, but by 2 pm on Day 1, all you can think about is how much your feet are throbbing in pain. By Day 3, your blisters have blisters.

Rule #2 – There’s a balance between attractive and professional and casual and comfortable. Find that balance. Even if you have carpet and padding in your booth, you are probably not used to standing for hours and walking on concrete floors.

Rule #3 – Take a little initiative and shine those puppies. Or at least get them shined at the airport while you’re waiting for your plane. It’s cheap even with a generous tip.

Rule #4 – The belt is supposed to match the shoes guys! A brown belt with black shoes? Your mother would be appalled. Socks should match too.

Slacks, Dresses, Blouses, and Skirts

We all pretend we haven’t gained weight. But we have. Don’t wait until 7 am on the first day of the show to discover your clothing doesn’t fit. Unless I missed something important in Biology class, blood flow is important. Buttons and zippers are amazingly strong, but even they will eventually cry “Uncle!” – often at the most inappropriate times. Tip: If you feel the need to make “discrete” adjustments more than twice a day, you are probably wearing the wrong size.

Clothing

Rule #1 – Anything you would wear to the beach, yoga class, house painting, hunting, jogging, fishing, or a play date with your toddler on a rainy day in the park is probably inappropriate. Obviously, there are exceptions, depending on your business model. However, professional does not mean formal. Dress like you are the distant relatives of the wedding couple, not the couple themselves. In general, it’s a good rule to dress at least one step above the trade show attendees.

Rule #2 – Here’s the easy way to decide on logo corporate apparel. If it looks great at a college basketball game, it looks silly at a trade show. I don’t care if it’s the latest high-tech, super-duper sweat-wicking material. There’s nothing wrong with corporate apparel. Most companies will have their employees in shirts, sweaters, blouses, etc. with the company logo but there’s a right way and a wrong way to do it. Tasteful, subtle, and clever will attract more attention than garish.

Rule #3 – When you shop for corporate apparel, resist the urge to go cheap. I know. You are only wearing it for three days so why pay more? Because cheap clothing looks cheap and it looks even cheaper when embroidered. Plus, you want your staff to be comfortable and confident. Nothing undermines that more than ill-fitting, tight, baggy, or translucent clothing.

Rule #4 – Men’s clothing is designed for men. Women’s clothing is designed for women. Don’t buy men’s polo shirts, t-shirts, sweaters, and vests and give them to women. They will hate you for that and will refuse to wear it. I know. I made that mistake and am still hearing about it.

There are exceptions to every rule, but in general, just remember there’s a reason why Fortune 500 executives don’t wear golf shirts and skinny jeans to negotiate multi-million-dollar deals.

Perfume/Cologne/Scents

Do you remember the dirt cloud that surrounded Pigpen in the Peanuts cartoon? We all know people who douse themselves in a scent cloud. Scents should be alluring or soothing. They are less effective when they elicit migraines or seizures in others, Tip: Some advice on how much to apply – use no more than one free sample from the magazine.

Jewelry

Wear what you want. There are no rules, just a word of caution. Expensive, heirloom, or bulky jewelry may not be the best choice. Trade shows are all about handshakes, hugs, and distractions, all in an unfamiliar location where jewelry can get lost, damaged, or stolen.

Pockets

Finally, whether male or female, pockets are a must. As an exhibitor, you need pockets for business cards, pens, trinkets, breath mints, etc. I’m not talking about a safari jacket with 37 pockets, but wearing a jacket, slacks, or skirt with pockets will make your life much easier in the booth.

what to wear to a trade show

What to Wear to a Conference vs a Trade Show

Before diving into “What to Wear to a Conference,” let’s review the difference between a typical conference vs. a trade show. First of all, it’s not black and white. Either one can include the other. However, in general:

Focus

  • Conferences: Focus on information exchange and professional development. They feature keynote speeches, workshops, panel discussions, and presentations on industry trends, research, and best practices.
  • Trade Shows: Primarily about showcasing products and services to potential customers and building business relationships. They feature booths from companies, product demonstrations, and opportunities to network with industry professionals.

 

Outcomes

  • Conferences: The desired outcome is for attendees to gain knowledge, new skills, and valuable connections within their field.
  • Trade Shows: The goal is to generate leads and sales, and establish business partnerships.

 

Think of a conference as a classroom where you learn from experts, and a trade show as a marketplace where you explore different vendors and potentially make purchases.

As discussed before, your trade show attire as an exhibitor may be dictated by your company’s trade show marketing strategy. It can change from show to show depending on the audience, but it’s generally prescriptive for everyone. 

At a conference, particularly as an attendee vs. a presenter, what you wear will depend on four factors:

The Show
Expectations of what to wear vary depending on the industry and the conference. For example, the ALA’s Annual Conference (Association of Legal Administrators) may have a more formal dress code expectation, whereas The Car Wash Show Show and Conference may have a more informal vibe. Even at casual conferences, like the Experiential Designers and Producers Association annual event, there’s a black tie/dress event on the last night. There are also shows where a specific uniform is appropriate, such as military shows. 

Your Company’s Clothing Guidelines
What you wear at a conference may not always be your choice. Your company or organization may prefer you wear business or business casual. Or logo wear. If you are unsure what to wear, check with the show organizer and your executive team.  

Your Style and or Cultural Preference
What you wear at the conference may come down to your personal preference. It can be as simple as that. However, your personal preference may be dictated by cultural norms regarding dress both for men and women. For example, West African women attending a conference may wear a pagne, a colorful wraparound skirt. An  Indonesian male may choose to wear a batik shirt with short sleeves considered informal and long sleeves more formal. 

The Events at the Show 
Even at casual conferences, like the Experiential Designers and Producers Association annual event, there’s a black tie/dress event on the last night. What’s appropriate at the educational sessions or the speaker events may be different from the meals and receptions. Again, when in doubt, ask a colleague who has attended before or contact the show organizer. 

trade show dress code

Creating Your Own Team Trade Show Dress Code or Guidelines 

So, what’s the most important thing to consider when drafting/creating your trade show dress code or guidelines? That’s easy! The people who will be attending the trade show and staffing the booth. Yes, there’s a lot more to consider, which we’ll detail below, but all that doesn’t matter if your team isn’t on board with the decision of what to wear. They have to be comfortable and confident and buy into your trade show goals and strategy. If not, then it’s a bit like dressing a six-year-old for the first day of class. If the child is unhappy, then it makes for a miserable day… for everyone. However, unlike a six-year-old, you have a much better chance of presenting the options if there’s a clear and thoughtful strategy. 

When drafting your dress code or guidelines, consider the following: 

Your Graphic Theme, Corporate Culture, and Experiential Objectives: 
While those are a lot to consider, all three should be the foundation of your decision. Participating in a trade show isn’t an excuse for a vacation. It’s a business event with a purpose and a goal (typically to increase sales). Treat it with the same attention to detail you would invest in creating/reviewing an annual budget. It’s that important. 

Level of Formality:
Industry-standard: Is your industry typically formal (suits), business professional (dress pants and blazers), or business casual (slacks and collared shirts)? 

Comfort and Practicality:
Trade shows involve a lot of standing and walking. Ensure footwear is comfortable and clothes allow for movement. Consider the climate and venue. Will it be hot and crowded, or cool and air-conditioned?

Branding and Professionalism:
Make sure attire reflects your company’s brand image. For example, a tech startup might have a more relaxed dress code than a financial services firm. Clothes should be clean, ironed, and wrinkle-resistant.

Additional considerations:

Company Logo: Will employees wear logo shirts or branded accessories? If so, consider appropriate logo wear specifically designed for women and men. 

Cultural Sensitivity: Be mindful of cultural norms around dress code, especially for international events.

Feedback and Fashion Faux Pas from the Floor

Let’s be honest. Everyone has their own opinions about trade show attire dos and don’ts. And those opinions are evolving in a post-pandemic environment. However, the basics still ring true. Clean, comfortable, and appropriate shoes are a must. Unisex clothing rarely gets rave reviews from the trade show staff. And when it comes to jewelry and cologne, a little goes a long way. One final piece of advice (from experience). Don’t forget to bring a belt. Having to purchase a $145 belt from a designer store in a Vegas casino is a painful lesson.  

My sincere thanks to the fashion-forward exhibitors for their suggestions, some of which cannot be printed without an R or X rating. Suffice to say that the term “athletic wear” was a contentious topic.

What did we miss? Add your “What Not to Wear” suggestions and comments. 

For 30 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. 

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.

What did we miss? Add your “What Not to Wear” suggestions and comments .

–Mel White
http://www.linkedin.com/in/melmwhite

Additional Articles:

What Smells? The Top 10 Trade Show Odors
Love on Aisle #600 — Trade Shows and Events
Trade Shows as First Dates

Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions. Classic Exhibits products are represented by an extensive distributor network in North America and in select International markets. For more information, contact us at 866-652-2100 or www.classicexhibits.com.

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