In recent years there has been a movement toward minimizing waste in the exhibit and event industry, from minimizing printed materials to laying down carpet tiles that can be re-used. Nancy Zavada founder and president of MeetGreen, was thinking outside the box when she found a way to donate graphic murals from the IMEX America Show, which often get trashed after one show, to a senior citizen home for use in their common areas.
But one hurdle that hasn’t been overcome is the problem of what is known as “Build & Burn.” That’s when a custom exhibit is built for a particular event and when the show is over it literally gets tossed into a landfill. I hope it’s obvious that this practice is inherently wasteful, but while it has largely fallen out of favor in the U.S., Build & Burn is still commonplace in Europe and Asia.
A few years ago, for example, one of my financial clients needed me to design and build three 20-foot inline exhibits, one for the US, one for Europe, and one for Asia. She accepted our proposal for two of the three but said she found a much lower price for the exhibit in Asia. I warned her about the Build & Burn issue and asked her whether the exhibit will be designed and constructed for long-term, multiple-event use. Well, three months later, she called me to say the vendor disposed of the exhibit after the first show.
The Environmental Impact
“Even though there are increased efforts internationally to use sustainable or recycled materials in the construction of trade show exhibits, Build & Burn is still the predominant method of booth construction in many parts of the world,” says Tom Beard, Regional Sales Manager of Classic Exhibits. “It has a major impact on the environment due to the amount of materials sent to a landfill.”
There are some legitimate reasons why companies choose Build & Burn exhibits. Some shows may only happen once every three or four years and exhibitors won’t want to pay to have their exhibits shipped back and stored, especially if they’ll need new design and graphics to match the company’s future marketing messages.
However, there are eco-friendly alternatives to Build & Burn. One alternative is what some call “Euro-Booths.” They’re modular designs based on a common white-wall structure, each with the same counter. Exhibitors rent the booth and just bring their graphics. The booths are reusable and since they’re usually stored on-site or near the venue, they also cut down on shipping costs.
The Rental Alternative
“Rentals are the most eco-friendly way to exhibit internationally,” says Beard of Classic Exhibits.
Some vendors, however, want a unique look that will differentiate them from their competitors. To fill that niche, some vendors are now offering custom rental solution that looks more like a custom-built exhibit with the sustainability benefits of a reusable exhibit.
As companies increasingly emphasize sustainability throughout their businesses, they’ll want to work with event partners that can support those goals through re-usable alternatives, that often also save money, rather than wasteful Build & Burn exhibits.
“From what I’ve heard, the tide is turning from Build & Burns based on awareness of the wastefulness of it in some areas and the associated shipping/labor/disposal costs,” says Candy Adams, The Booth Mom, expert Exhibit Management Trainer and well known Tradeshow Speaker, “Another cost factor is the availability of more aluminum extrusion systems/SEG (silicone edged graphic) fabrics; it’s getting to the point of being cheaper to rent the extrusion, and print it in Asia and ship it to shows, rather than building a one-time-use exhibit onsite and then trashing it.”
The Future of Build and Burn
As we look toward the day when live events resume, let’s hope that sustainability becomes an important part of the conversation. The Pandemic Pause could provide an important opportunity to rethink the events business and move past Build & Burn exhibiting. Glenda Brungardt, Global Tradeshow/Event Manager at tech giant HP said it best. “Bottom line for me: Build & Burn may be a simple solution for a specific show. But as an event planner it is my job to look at the bigger picture and what impact my choices in the construction of a booth have not only on the environment but also on the brand I represent.”
The Event and Exhibition industry in North America is represented by an alphabet soup of organizations. Each focuses on a slice of the industry like show organizers, exhibit builders, or venue managers. There’s no one umbrella group. Sadly, with the exception of HCEA (which is strictly healthcare), there are no associations that represent exhibitors and trade show managers as their primary audience.
The list below summarizes the members and mission for those associations. It does not include international organizations like:
The Global Association of the Exhibition Industry (UFI)
International Association of Fairs and Exhibitions (IAFE)
International Federation of Exhibition and Event Services (IFES)
EDPA, Experiential Designers and Producers
Association
From the EDPA Website: The EDPA is THE network for leaders in the
customer experience industry. Its members combine marketing, design and
production leadership to help organizations create effective face-to face
customer experiences & environments for tradeshows, events, corporate
environments, museums, retailers, education and entertainment.
The EDPA is THE network for leaders in the customer
experience industry. Its members combine marketing, design and production
leadership to help organizations create effective face-to face customer
experiences & environments for tradeshows, events, corporate environments,
museums, retailers, education and entertainment.
Who are Their Members: Primarily exhibit builders, suppliers, and distributors of trade show products and services.
From the EACA Website: The Exhibitor Appointed Contractor Association represents and supports the interests of EACs and all other organizations that provide exhibit services.
The mission of the EACA is to create tangible value for its
members, and the entire trade show industry, by leveraging the combined
strengths of the EAC community. We do
this by:
Raising the profile of member companies to
prospective clients by providing easy access to member services and locations
on our web site
Using the member’s collective buying power to
obtain advantaged pricing on significant cost centers like supplies and
equipment, payroll services, and workers comp, health and liability insurance.
Developing operational tools like the EACA
mobile app which allows members to access project critical data and information
on a real time basis.
Creating initiatives to assist members to
identify and recruit new talent through our collaboration with Skills USA.
And, conducting routine surveys of the
membership, and the industry, to provide EACA members with data to inform
strategic planning.
Who are Their Members: Primarily non-General Show
Contractor labor providers that exhibitors select to install and dismantle
their trade show exhibit on the show floor. Membership also includes some
General Show Contractors, freight companies, union representatives, and exhibit
houses with I&E divisions.
From the SISO Website: SISO members include companies, corporations
and other for-profit entities that own, produce or provide full-service
management of “face to face” trade shows, consumer shows, expositions,
conferences and /or similar events as a substantial part of their
business. SISO membership is a
combination of large corporations and small entrepreneurial enterprises that do
business primarily in North America, as well as in Europe, Asia, Africa, India,
Singapore, Australia and New Zealand. SISO’s more than 195 members produce over
3,500 events, creating an overall $122B impact on the global economy.
The Society of Independent Show Organizers was formed and
has been dedicated to meeting the needs of the for-profit show organizer
through networking, the exchange of ideas and experiences, and the ability to
learn from each other in a non-competitive and candid environment.
Who are Their Members: For-profit trade show and
event organizers (like Reed and Informa).
ESCA, Exhibition Services and
Contractors Association
From the ESCA Website: ESCA is dedicated to the
advancement of the exhibition, meeting, and special events industries. Through
the education, information exchange and level of professionalism shared by
members and their customers, ESCA promotes cooperation among all areas of the
exhibition industry.
Since 1970 ESCA has provided a unified voice for service
contractors and their partners in the exhibition industry. ESCA now has more
than 175 member companies throughout the United States, Canada, and the United
Kingdom and maintains alliances with IAEE, IAVM, SISO, EDPA, and CEIR to
promote the exhibition industry.
Who are Their Members: Primarily General Service Contractors
such as Freeman, GES, George Fern, and other regional GSCs along with suppliers
that provide rental furniture, carpeting, and pipe and drape.
IAEE, International Association
of Exhibitions and Events
From the IAEE Website: The International Association of Exhibitions and Events is the leading association for the global exhibition industry. Today IAEE represents over 12,000 individuals in over 50 countries who conduct and support exhibitions around the world.
Over 50 percent of IAEE’s members are directly involved in
the planning, management, and production of exhibitions and buyer-seller
events. The remainder of our membership consists of those who provide products
and services to the industry. IAEE values and promotes diversity of membership,
in terms of company size, products, and geographical area.
Who are Their Members: Similar to SISO, except the IAEE members are primarily non-profit associations, show organizers, and convention and visitor bureaus (CVB).
From the IAVM Website: Representing public assembly venues from around the globe, IAVM’s active members include managers and senior executives from auditorium, arenas, convention centers, exhibit halls, stadiums, performing arts centers, university complexes, and amphitheaters.
Member venues represent huge expenditures of public and
private funds. They attract millions of patrons to an astonishing variety of
events from football to basketball, baseball to hockey, from rock concerts to
conventions, conferences to ballets…the list is almost endless.
IAVM counts more than 500 Allied companies among its
members. These companies provide products and services used by managers.
Through their IAVM membership, Allied members are able to present their
products to this vast market.
Who are Their Members: Managers of publicly-owned convention, event, performing arts, sporting, and business facilities.
From the NACS Website: The National Association of Consumer Shows
(NACS) was founded in 1988 for the advancement of the consumer (public) show
industry and to further the growth and professionalism of those involved in the
production of consumer shows. The Association focuses solely on the issues of
the public show industry through advocacy, education, and networking.
NACS is a friendly, accessible community in which consumer
show producers at every level can learn, build relationships, and grow
professionally. NACS members annually produce and host shows which use millions
of square feet of public and private exhibit space throughout the United States
and Canada. These shows bring
significant value to the host facilities, communities, exhibitors, and
attendees.
Who are Their Members: Generally, smaller for-profit
show organizers that produce regional consumer events like auto, holiday,
craft, garden, bridal, fishing, and boat shows.
From the CEMA Website: CEMA is a thriving community
of corporate event marketers. We serve all senior-level event marketers in a
corporate environment. The diversity of our corporate membership continues to
expand, and our recent acceptance as members of the Events Industry Council
(EIC) have enabled us to expand our reach even further.
Our differentiator is our non-selling, peer-to-peer
environment. Conversations among participants at our events focus on best
practice sharing and knowledge sharing. Relationships are first and foremost.
Professionals do business with other professionals they trust. CEMA facilitates
those connections and lifelong industry friendships. CEMA members engage in
person through educational and networking opportunities offered each month
around the country.
Who are Their Members: Primarily corporate event organizers
but also CVB’s and for-profit event companies and general show contractors.
From the EIC Website: The Events Industry Council’s 30+ member organizations represent over 103,500 individuals and 19,500 firms and properties involved in the events industry globally. Our four signature programs—Sustainability, APEX, Knowledge, Leadership—represent the key initiatives, assets, services and products for the Events Industry Council. The Council works to advance the events industry and the professionals who lead the business of meetings.
Who are Their Members: Over 30 event-related organizations
associated with meetings, live events, catering, convention management, travel,
and exhibitions. See the complete list: https://www.eventscouncil.org/About-Us/Our-Members
HCEA, Healthcare Convention and
Exhibitors Association
From the HCEA Website: The Healthcare Convention & Exhibitors
Association (HCEA) is a trade association representing organizations united by
a common desire to increase the effectiveness and quality of healthcare
conventions and exhibitions as an educational and marketing medium.
Since 1930, we have brought together industry stakeholders,
including healthcare exhibitors, healthcare exhibition and meeting organizers
and industry suppliers, who are instrumental in promoting healthcare convention
marketing and exhibitions as vital components of the healthcare marketing mix.
During our long history, HCEA has developed into a dynamic organization that is
the only association solely dedicated to improving the effectiveness of all
conventions, meetings, and exhibitions for the healthcare industry.
Who are their Members: Medical/pharmaceutical companies, CVB’s, exhibit
houses, General Show Contractors, and healthcare-related associations.
We sometimes forget (or simply don’t recognize) how quickly trends change on the trade show floor. LED Fabric Lightboxes have been around for 5-6 years. Crude versions with muddy low-resolution graphics and hinky lights a little longer.
2018 has become “The Unofficial Year of Lightboxes.” Probably 65% of the exhibits we ship have LED lights — in a tower, backwall, counter, accent, or stem light. It’s at the point where it’s almost jarring not to see a lightbox or LED lights on an exhibit. Not all all lightboxes are equal, but I’ll save that debate for another blog post. What is true is that the fabric, the printing, and the LED lights have gotten better, depending the source/supplier, BUT it pays to do your homework.
How new are the dye-sublimation printers? The technology is changing rapidly
Does the supplier actually dye-sublimate the image or do they print directly to the fabric (cheaper, more fragile, and wrinkles)?
Are the lights and transformers UL approved?
What is the quality of the fabric? Think H & M vs. J. Jill as an clothing example.
Below are some examples of recent SuperNova LED lightboxes, both purchase and rental. Sadly, LED lightboxes don’t photograph well with smartphones or point and shoot cameras. You see “hotspots,” and the colors are never as vibrant as with the naked eye. However, that won’t stop us from sharing. 🙂
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.
Ditch the pipe and drape for your next Sales or Vendor Conference! They’re unprofessional. They don’t reinforce your brand. And, adding accessories like tables, counters, and monitors is always a nightmare. Now’s there a better solution.
Introducing the Gravitee Mobile Modular Meeting Pods. The Pods come in three configurations: oval, square/rectangle, and trapezoid. Attaching graphics, either direct print or fabric, is a snap and assembly requires neither tools or loose parts. They are easy to configure or re-configure for any event.
Classic Exhibits Inc. designs and manufacturers portable, modular, hybrid, and custom exhibit solutions, including SuperNova LED Lightboxes. 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.
Personal branding is the practice of people marketing themselves and their careers as brands. Branding has reached a new level because of the rise of the Internet. The growth of the virtual world created the necessity of managing online identities. [Wikipedia]
Personal branding isn’t about coming up with a complicated strategy. Rather, it’s about knowing who you are and what you stand for, and then finding ways to make that visible. It’s about amplifying your skills and passions, which is key to rising up in the messy middle. [Forbes]
I am fascinated by personal branding as a marketing strategy. And it’s not as if it is a new concept. In its most basic form, it’s just Public Relations. What has changed is the democratization of branding with the Internet and Social Media. We all follow and/or connect with people who have established a personal brand. Some are famous. Some semi-famous. Others are part of our business or social circle.
Recently, I asked Erica Dougherty, an Account Executive at Exhibits Northwest Seattle, about her strategy of personal branding. From the photos, you can tell it’s distinctive, creative, and memorable. It’s also genuine as you’ll discover in the interview below.
Who is Erica and where did that pink hair come from?
Obviously, the hair is natural! No really… it is. It should just grow out of my head this way, but it doesn’t, so I help it out “a little.” I am a designer by education/past life, with a Bachelor’s Degree in Graphic Design, so I’ve always been dialed into trends and design-life. Sales and Marketing are both large parts of my background in various forms and should work in tandem. Social media, quite obviously, has forced us all to be personal branding experts; we all do it whether we mean to or not and it can be for the good of our personal brand… or not.
Intentional self-branding must be strategic, but I won’t pretend that my own was strategic: it sort of happened organically. When my hair became fully pink (it was a gradual transition), it wasn’t as popular of a trend as it is now. I would show up to networking events, and it seemed to be how people naturally remembered me from one event to the next. That was my ah-ha moment — the Pink Hair is a part of ME now. Might as well use it to my advantage!
How have you used your identity to your benefit in the business of trade show exhibit sales?
Recent Lightbox Project for Headset
I’m definitely more than my pink hair. Some would say I have a big personality too. I’m truly an extrovert, ready to talk to anyone. I suppose I’m easily approachable because I tend to make friends where ever I go. It drives my husband crazy sometimes. However, I believe successful salespeople should be memorable in some way, something positive that people remember about them that makes them unique. The pink hair concept just found me and it works. The whimsical pink hair is paired with my friendly, professional, and authentic self, thus (hopefully) it doesn’t seem unbusinesslike.
It’s all about balance. But being a little out-of-the-box does help specifically in our industry. Trade show exhibits are NOT something an individual really ever needs (like insurance, for instance), and not something companies purchase every day. It is my job to be sure that if there’s someone in Seattle tasked with sourcing a new trade show exhibit for their company, that they think, “Oh, I know someone!” and give me a call at Exhibits Northwest. So, HOW do you guarantee you are top-of-mind and easy to contact? Repetition, knowledge, memorable appearance and obviously, a bobble-head pen with my contact info on their desk!
So what is your strategy to be top-of-mind?
For the first year of in-person marketing efforts, I have be actively engaged in local Seattle networking events and groups. People remember me from event-to-event (and I remember them… that’s super important too!). Thus I am slowly infiltrating their memory and instilling a positive perception of Exhibits Northwest. Some new business has resulted from my efforts, in addition to event marketing opportunities and community sponsorships in 2018. Each of these is an opportunity to be in front of hundreds of local business representatives. Ironically, much like that face-to-face relationship building that trade shows provide.
Late 2017, my strategy evolved finally when I began planning for my first “Lunch + Learn” and wanted something as a leave-behind. The answer was on my desk for a year — a swag silly bobble-head pen given to me by a wonderful client (from a trade show).
What’s the pen’s story?
The blue pen with a giant smile and orange troll-doll hair sat on my desk for about a year, making me smile. It’s just weird and funny, especially coming from my client,QCash Financial. Yep, a silly bobble-head pen from a digital lending company.Seattle’s WeWork locations (which are full of growing new businesses, likely many never or novice trade show exhibitors) are perfect locations to start my Trade Show Marketing 101 Lunch + Learns. I really enjoy working with Trade Show newbies and helping them find success.
What I needed was a fun, memorable and personal take-away, a small token of thank you swag. I brainstormed ideas, but then it hit me. I should give out a mini-ME, pink hair and all. Each time I give one out, I am sure to say, “It’s ME!” Hopefully, she’ll sit on your desk, waiting for that moment when the trade show booth is registered and the “What’s next?” happens. Me. I’m next. Call me. I’m your trade show support, ready to help!
Where do you go from here?
First quarter 2018 is already filling up with scheduled Lunch + Learns in Seattle, plus other networking events. I’ll toss a few pens in my bag and go! It’s all about awareness, so my continued goal is repeating Exhibits Northwest in conversation, being me, and getting a mini-me pen on as many desks as I can! (Well, my first order was 150 pens, so we’ll start there!) These pens are certainly not the quick answer to gaining tons of new business… but they certainly make the process more fun.
Thanks Erica. How can you to contact Erica, whether you need a banner stand or custom island exhibit? You can reach her at www.exhibitsnw.com or erica@exhibitsnw.com. You can also find her at her LinkedIn page (https://www.linkedin.com/in/erica-dougherty-7431ab110/). You’ll recognize the distinctive pink hair.
