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Exploring Your Modular Trade Show Booth Options

January 22nd, 2024 Mel White COMMENTS
Modular Trade Show Booth

The trade show exhibit industry loves the word “modular.” And specifically, the phrase “modular trade show booth (or exhibit).” It’s a flexible term (pun intended), which can describe a $3000 portable inline display or a $300,000 custom island exhibit. Both are technically modular since they can be built using modular components or designed to reconfigure to another size or shape. 

In other words, modular, as a feature and/or a benefit, depends on the context. Understanding the context is important when shopping for an exhibit and knowing what questions to ask the display provider – whether you’re shopping on a display website or meeting face-to-face with a local exhibit house. 

Modular Trade Show Booth Options: An Overview

While modular exhibit designs have always been popular, more exhibitors are requesting modularity as one of their purchase requirements because of tight marketing budgets and rising trade show costs. They need solutions that offer more “bang for the buck.” This typically comes down to two things:  1. The ability to expand or contract a display depending on the show and 2. The ability to pack and assemble a display quickly and efficiently using a catalog of interchangeable and replaceable components.   

Ask yourself, how much modularity do you really want? If all you really want is a 20 ft. inline display that configures down to a 10 ft. display . . . that’s easy. There are lots of choices from basic to boffo. However, if your goal is to transform a 20 x 30 island into a  20 x 20 island, a 10 x 20 inline, a 10 x 10 inline, and a tabletop display, then it gets considerably more complicated.

There are multiple ways to achieve that goal. The end result, however, may resemble a hippo-elephant-donkey-cat. And, if you’ve ever spent any time breaking down an exhibit at the end of a show, you know that the best-laid plans of organizing all those parts and pieces for the next “smaller” show is often sacrificed to make your 7:15 p.m. flight.

modular trade show examples

Understanding the Modular Definition in the Context of Trade Shows

Let’s consider modular from a different perspective — portable modular vs custom modular. In case you didn’t know, a portable trade show display can ship via UPS or FedEx. A portable modular display typically has more features than just a portable exhibit, such as modular counters, monitors, shelves, workstations, backlighting, etc. In other words, it’s more than just one big graphic.

A custom modular gets a little trickier depending if the emphasis is on “custom” or “modular.” Modular exhibit builders are often taking modular components and putting them on steroids. The parts may be bigger, fancier, and generally packed in small wood crates or roto-molded tubs. Each component tends to be lightweight to save on shipping but there may be lots of components. Custom builders are taking large custom components and either breaking them into smaller components or rearranging them to work in multiple pre-configured displays. Generally, there are more shipping crates, but the assembly time may be reduced. It will cost more to ship it, but you may save time on installation and dismantling.

The Advantages of Choosing a Modular Booth

Modular trade show displays are a popular choice for exhibitors whether they’re newbies to trade shows or exhibition veterans. Here are some of the advantages and benefits:

1. Versatility and Flexibility:

Mix and match components:  Modular trade show booths are often constructed using interchangeable components, like panels, shelves, and counters. These components can be reconfigured to create customized layouts depending on the show. This flexibility offers exhibitors the ability to tailor their brand and budget to specific trade shows. 

For example, one show may necessitate lounges and meeting spaces to interact with attendees while another show may prioritize interactive gaming or product demos. Modular design allows exhibitors to shift their marketing depending on their audience. 

2. Cost-Effectiveness:

Long-term investment:  Modular displays are generally more affordable over the long term since the designs are not configuration or size-specific.  The reusability of the components means greater cost savings in the long run. 

Reduced shipping and storage costs: The lightweight and compact packaging of modular components makes them cheaper to ship and store compared to bulky booths.

3. Ease of Use:

Simple assembly and disassembly: Modular displays are designed for quick and easy setup and takedown, often without requiring professional help. This saves you time and money on installation and dismantling at trade shows. 

Freight: The lightweight components make them easy to transport, reducing shipping costs and hassle.

4. Sustainability:

Reusable components: You can reuse the same modular components for multiple events, minimizing waste and environmental impact.

Durable materials:  Modular displays are typically made from high-quality, durable materials that can withstand repeated use and transportation.

5. Contemporary  Designs:

Modern and sleek aesthetics: Modular displays offer a clean and contemporary look that can make your booth stand out from the crowd.

Customization options:  Many modular systems offer a variety of graphic panels, lighting options, and accessories to personalize your display and reflect your brand identity.

Overall, modular trade show displays offer a versatile, cost-effective, and easy-to-use solution for businesses of all sizes to make a big impact at trade shows and events.

Innovative Designs in Modular Displays

Below are examples of innovative modular trade show booths. But this is just the tip of the iceberg when it comes to modular design. Browse through Exhibit Design Search, a comprehensive database of over 1500 exhibit designs. But don’t stop there. Most displays can be modular if the exhibit designer understands your requirements. 

Portable Modular | SYK-1002 and SYK-2002 

modular booth

These Symphony Portable Display fraternal twins offer multiple benefits. Not only can exhibitors easily switch between 10 ft. and 20 ft. inlines, but they also allow two slightly different 10 ft. designs. In addition, the Symphony’s modular components means they can add accessories like literature trays, iPad enclosures, and counters as their marketing needs evolve. Plus, it packs in flat-pack cases for convenient shipping. 

Hybrid Modular | VK-1362, VK-2400, and VK-5124

modular displays

Like Portable Modulars, Hybrid Modulars are often portable, but not always. This design series, with 10 ft., 20 ft., and island configurations, offers roto-molded cases for the inline versions but the option of a wood crate for the island. The assembly is similar to the Symphony mentioned before, meaning largely tool-free, so installation is easy. The overhead sign for the 20 x 20 island elevates the overall design will ensuring visibility throughout the show hall. 

Sustainable Modular | ECO-1118, ECO-2118, and ECO-4118

modular trade show booths

Modern eco-friendly exhibits are popular as exhibitors blend their trade show marketing with their corporate sustainable initiatives. These contemporary ecoSmart designs make it simple to shift from an upscale inline to a beautiful 20 x 20 island. The features multiple product shelves, large graphic options, and an open, welcoming architecture. There are even iPad enclosures for client engagement. The 10 ft. starts with 

Custom Modular | VK-1367, VK-4046, and VK-5195

Modular definition

When it comes to customization and modularity, these three designs are like peanut butter and jelly. Perfect apart and together. The 10 ft. starts with a large lightbox and shelving. Then the 20 ft. expands on it with the addition of a locking closet and reception bar with locking storage. Finally, the island takes it to the next level with more shelving, more storage, and three casual meeting spaces.  

BTW – Custom Modular doesn’t happen by accident. Exhibit designers are experts at creating inline and island versions when those requirements are shared during the pre-design intake meetings. Exhibits, unlike a loaf of bread, are typically not sliceable after the fact. 

Modular Office Pods: A New Trend in Trade Shows

Modular Office Pods are a recent development for trade shows, events, sales meetings, or vendor conferences. The advent of modular wall systems, like the Gravitee One-Step, makes creating temporary private or semi-private meeting rooms much easier. These meeting pods incorporate large format graphics, locking doors, and accessories like monitor mounts, counters, literature trays, and shelving. 

Features Include:

  • Aluminum Extrusion Modular Wall Panels
  • No Tools. No Loose Parts Assembly
  • Double-sided Graphic Options (interior/exterior)
  • SEG Fabric or Direct Print Graphics
  • Flat and Curved Panels
  • Full-size Locking Door
  • Available for Purchase or Rental
  • Accessorize with Shelves, Charging Tables, Counters, iPad Kiosks, and Storage Pedestals

modular accessories for trade shows

Maximizing Your Trade Show Impact with Modular Trade Show Booths

Modular is more than a recent buzzword. It’s a fresh take on exhibit design. Classic Exhibits has hundreds of modular designs for purchase or to rent. And each can be customized to fit an exhibitor’s unique marketing goals. Just ask. 

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 North American exhibit houses and display professionals. 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 Portable Trade Show Displays, Trade Show Exhibit Tips | No Comments »

Building a Trade Show Booth: A Professional’s Guide

September 6th, 2023 Mel White COMMENTS
Building a Trade Show Booth

Could you build your own trade show booth? Of course. But, let’s be honest. Do you really want to design and build a structure engineered to assemble quickly, pack efficiently, display graphics, and survive shipping? 

That’s not to say you couldn’t do it, but why reinvent the wheel when there are specialized exhibit houses with ten, twenty, or even fifty years of expertise in engineering displays for portable, modular, and entirely custom trade show booths?

If there’s one “truism” in trade show marketing, it’s that experience matters and mistakes are costly. You’ll avoid the most common pitfalls by conducting research online, asking questions early and often, and working with a trade show professional. That professional could be an exhibitor in your industry with years of experience, a local exhibit house, or an exhibit industry consultant who can guide you through the design, build, marketing, training, and lead management process. 

How to Go About Building a Trade Show Booth 

As with any marketing project, your trade show design and build should start with a comprehensive strategy. What are your goals, your budget, and the expected outcome? Your strategy will evolve. It does for everyone. Internal stakeholders, like sales, customer service, research and development, and your senior executive team, will share their distinctive perspectives on what success looks like for them. 

It goes without saying that most organizations want to increase sales and find lucrative clients. Challenge them beyond that. What else represents “success” for the team? Meeting with existing clients, sponsorships at educational sessions at the show, insights about competitors, or even team building. Finally, consider both quantitative and qualitative goals. For example, sales leads could be a quantitative goal. Meeting new people at the show’s opening reception could be a qualitative goal. 

Building a trade show booth is a process. It doesn’t matter if you’ve never participated in a trade show or you’re a seasoned trade show professional. Getting it right takes time and requires the input and expertise of people both within and outside your organization. 

Once you’ve established your goals, you’ll need to decide on a booth size or sizes. The size will depend on the number of shows you plan to participate in this year and whether the size of the booth will vary depending on the show. For example, your industry may have one major exhibition. At that exhibition, you want a REALLY BIG presence. Say a 20 x 30 island. Then, there’s another show three months later, which while important, doesn’t require as large of a booth. In this case, say a 10 x 20 inline. It’s time to make an important decision… which we’ll discuss in the next section. 

Planning Your Exhibition Booth Design & Layout 

It’s time to either surf the web for displays or meet with your exhibit house account executive and designer. Or both. The direction you take may depend on your budget, your knowledge of trade show booths, or your timeframe. Endlessly scrolling through display websites has its benefits. You’ll see a wide range of designs, sizes, and prices, which may narrow down your choices. It may also clarify whether you want to work with an online supplier, a local exhibit house, or a portable/modular distributor. Let’s assume you’ve chosen the second option. 

Your goals, strategy, and budget will serve as the foundation for the design. The exhibit designer will then dive deeper. Often much deeper. The designer will strive to understand your branding, your culture, your current marketing, and your products and services. They also ask about your previous trade show experiences and examples of what others have done that you admire or that make you cringe. They’ll also request a  budget, which can be a specific number or a range. Many exhibit designers won’t even begin the process without a budget. It makes no sense for them to create the perfect $85K booth only to discover your budget is closer to $30K. 

Armed with that information, the designer will get to work. Ideally, the initial booth design will fulfill all the requirements and “Wow!” you, but it’s not unusual to go through several iterations to fine-tune the exhibit design. Once you’ve decided on your design, it’s time to begin the next step – building the booth. 

trade show booth construction materials

Comparing Different Types of Booth Displays 

The expression “You can’t see the forest for the trees” comes to mind. It would be all too easy to get lost in the nuances between different types of booth displays and even between similar displays from multiple manufacturers. Let’s keep this simple. There are four basic types of booth displays. The differences are pretty straightforward.  

Basic Portables

Basic or budget portables are inexpensive displays designed primarily as a carrier for graphics. Think banner stands like the Pronto or a pop-up like the  V-Burst. Generally, they assemble quickly and are designed to ship via UPS or FedEx. Basic portables are not engineered for long-term use and replacement parts can be difficult to obtain. Not surprisingly, quality varies depending on the manufacturer. 

Portable Displays

Like the budget versions described above, portable displays are engineered to assemble quickly and ship via UPS or FedEx. Portable displays, however, are designed to perform for years. Although they’re still primarily graphic carriers, they often include practical accessories like counters, monitor mounts, literature holders, and even iPad mounts. See the Symphony SYK-1023 for a 10 x 10 version and the Sacagawea VK-2114 for a 10 x 20 version. 

exhibition booth design

Modular Exhibits

Modular = Reconfigurable for most exhibitors. There are portable modular displays, modular wall systems, and even custom modular exhibits. In other words, it’s less about budget or price than it’s about the ability to redesign a booth into multiple configurations. For example, The VK-5124 Island has all the necessary hardware for the 10 x 20 VK-2400 and the 10 x 10 VK-1362. 

Even if you don’t need modularity, there’s a good chance your booth will be built with modular components. That’s convenient for several reasons. Replacement parts are readily available and most labor companies are familiar with modular systems. 

Custom Exhibits

The term “custom” has two meanings in booth design. When someone says, “I would like a custom exhibit,” they usually mean a design unique to them and/or a booth constructed primarily of wood. In reality, custom or customized booths can include everything from a 10 ft. inline to a 125 x 250 ft. double-deck island. While wood construction may be a significant percentage of the construction, it’s just as likely that engineered aluminum walls with tension fabric graphics will be the structure. Either way, it will ship in wood crates and include both fully or partially assembled components.  The VK-1362 10 ft. inline and the VK-4017 20 ft. inline are excellent examples. 

trade show booth construction

Selecting Quality Trade Show Booth Construction Materials 

Wood Construction. Trade show exhibits are more like Hollywood sets than permanent buildings. They’re expected to look amazing but assemble quickly and easily. Wood panels with cam locks and fully assembled counters, workstations, and pedestals are ideal for a truly custom exhibit. 

Aluminum Construction. Lightweight, durable, and versatile aluminum extrusions are the backbone of modern trade show exhibits. Sometimes, they’re visible, but more often they’re the hidden structure for fabric graphics, lightboxes, monitors, shelves, and storage. Modular wall systems, like Gravitee, and LED lightboxes, like SuperNova, are ideal as rental structures. 

Laminates. Thank goodness for laminates. They offer exhibit designers unlimited colors and textures at a fraction of the cost of paint, stains, wood, and metals. 

Tension Fabric Graphics. Fabric graphics, specifically dye-sublimated fabric graphics, are the material of choice for most inline and island exhibits. Need backlighting? Fabric graphics are the best choice. Need a large image with vibrant colors? Choose fabric graphics. Need something lightweight, durable, and nearly indestructible? Yep, fabric graphics are the best choice. 

Direct Print Graphics. Colorful, easy, widely available, and cheap. Direct print graphics are ideal for both smaller prints on counters or pedestals or larger images on modular wall systems. 

Vinyl Graphics. Like direct print graphics, vinyl graphics are colorful and widely available. They’re often used for accent graphics on counters, charging tables, and pedestals, but they can also be practical for larger hard structures where a specific color, pattern, or message is required.  

exhibition booth design

DIY vs. Professional Trade Show Booth Construction 

Whether you want to save money and/or you have the skills necessary to build your exhibit, building your own exhibit may be an option. Before starting, however, it’s important to understand the following:

  1. Does the show have specific regulations regarding the size or format of inline and island exhibits? Most do and the exhibit must conform to those regulations or the show organizer will require the exhibitor to make modifications onsite. If modifications cannot be made, then the exhibitor will not be allowed to install their booth. In those situations, which unfortunately do happen, the exhibitor won’t have a sales presence on the show floor, will still be responsible for all expenses, including paying for their booth space, and will own an exhibit that may not be able to be used at future events. 
  2. Is the booth designed to be shipped in cases or crates, assembled quickly, and durable enough to survive shipping? Display manufacturers have spent the past 50 years engineering structures designed to be lightweight, pack efficiently, and survive trade shows.
  3. Electrical and lighting for trade show exhibits must adhere to very specific guidelines. These guidelines are mandated by the convention center. In most cases, the convention center has a contract with local union electricians which defines what the exhibitor can (and cannot) do on the show floor. 
exhibition booth design

Building a Trade Show Booth with Classic Exhibits! 

The exhibit industry is nothing if not competitive and creative. Over the years, it has evolved to meet the needs of trade show exhibitors for high-quality displays in a wide range of styles, prices, and construction. 

Since 1993, Classic Exhibits has been North America’s leading builder of quality trade show exhibits for professional exhibitors. Browse through 1,500 contemporary displays or request a custom design personalized to your trade show marketing goals. 

Find success on the trade show floor with an exhibit that reflects your marketing message… at a price that will make your CFO giddy. For more information, see www.classicexhibits.com.  

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Posted in Custom Exhibits | No Comments »

Summer Savings on ecoSmart Sustainable Inlines and Islands

August 3rd, 2023 Mel White COMMENTS

Fifteen years ago, Classic Exhibits made a commitment to sustainable exhibits with ecoSmart Sustainable Displays. Our commitment hasn’t waivered with over 150 eco-friendly islands, inlines, and accessories.

We invite you to explore ecoSmart Sustainable this month. Our Summer Savings Promotion features over 25 contemporary eco-friendly designs. Effective through 8/31/23.

Summer 2023 Savings on ecoSmart Sustainable Displays
Summer 2023 Savings on ecoSmart Sustainable Displays

The sky’s the limit for our ecoSmart Sustainable Displays. All of our ecoSmart products are designed and constructed with the most environmentally-friendly materials available.

If you do not see a design that meets your specific needs, let us know. We have an exhibit design service. Allow us to create a unique, custom display that is specific to your needs.

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Posted in Classic Exhibits Inc., Eco-Systems Sustainable, ecoSmart Sustainable Displays, green displays | No Comments »

What Smells? Top 11 Trade Show Odors

January 16th, 2023 Mel White 1 COMMENT
What Smells at Trade Shows

The Top 11 Trade Show Odors

Like me, you probably attend multiple shows every year and each one has its own unique trade show odors. The larger the show, the more the sensory overload. It can be overwhelming, but for most of us, the excitement and opportunities makes it all worthwhile.

It’s tempting to focus on the sights and sounds, but trade shows are about other senses as well, such as taste, touch, and smell. We don’t often think about the familiar “smells” of trade shows, but there are many, which we all recognize as  pleasant or unpleasant. Indulge me for a minute as I explore the olfactory sensations common to most trade shows and events. In other words, what stinks and what doesn’t.

1-5 Smells

trade show odors
What Smells? Pleasant and Unpleasant Trade Show Odors

B.O. You knew this would be on the list. Go ahead, call me a brainwashed, overly-sanitize consumer of the antiperspirant consortium. I accept that label. But I don’t think I’m alone in being repelled by the acidic pungency of B.O. I can deal with mild, slightly sour B.O. but the clingy stench that leaps from the B.O.’er to your clothing in milli-seconds is totally unacceptable.

Peppermint. Mints are the 6th food group at trade shows. They are everywhere from standard star mints to licorice mints and from packaged promotional mints to over-the-counter mints. Thank goodness for mints. I am especially thankful for Altoids, the nuclear bomb of mints. One Altoids has the power to create a nearly impenetrable minty force field (with one exception – see #10).

Hangover. This smell varies from person to person. On a scale of 1-10, with one being OK and ten being gross, here are three examples:

#1 – Musky. This person got home late, had a few too many drinks, and may have been in a smoky bar.

#5 – Vodka sweats. Not only is alcohol still in their bloodstream, but they are perspiring booze. Whether you like it or not, you’re sharing every fancy martini they had last night . . . but with a hint of salt.

#10 – Vomit (mingled with the above). Enough said.

Propane Fumes. Most forklifts and hi-lifts at convention halls use propane as fuel. The smell isn’t necessarily offensive, particularly if it’s only momentary. It’s the combination of the smell and the heat from the exhaust at a summer show which can be overwhelming. I know they make electric forklifts. With all due respect to Hank Hill and the Strickland Propane Co, I prefer electricity.

Windex. This smell varies depending on the brand and the cleanser, but the unmistakable aroma of cleaning solvents permeates every show hall when the doors officially open. If you’re a germaphobe, it’s the equivalent of crack cocaine.

6-11 Smells

chocolate-chip-cookie_revised

Fresh Baked Cookies. Fresh-baked chocolate chip cookies have become a trade show staple for many exhibitors. It’s a smart idea, but you have to be willing to feed not only prospective customers but also every other exhibitor within a 500 ft. radius Just writing about it makes me want to drive to the mall and purchase a half-dozen cookies at Mrs. Fields. Yum! (ditto — popcorn)

Men’s Cologne/Women’s Perfume. Before anyone corrects me, I know there is some hoity-toity difference between cologne and perfume, but I’m lumping them together anyway. Personally I don’t mind the scent of cologne/perfume, but I emphasize “scent.” It should be subtle. Recall my earlier observation about B.O. This applies to perfume and cologne as well. If your cologne causes someone to visibly wince in pain, then you may want to scale it back a gallon or two.

Feet. Your feet. Not others. Most of us are desk jockeys. We’re not accustomed to walking the show floor or standing for hours. We’re weak. I’m not saying your feet stink, but your may want to add a little Industrial Strength Odor Eaters to your shoes before and after the show. And don’t even think about wearing those socks more than once. Show some mercy.

Carpet and Visqueen Vapors. Visqueen is the plastic covering used to protect carpet from general abuse and tire marks during installation. Both carpet and visqueen give off vapors. New carpet in particular can be vapor intensive. Some folks love that smell. Then again, some folks love the smell of gasoline. I don’t get it frankly.

trade show odors

Bad Breath. Yikes. Combine alcohol, coffee, late nights, and a travel toothbrush and you have the perfect petri dish for bad breath. Mints help to mask the odor, but even mints can’t subdue halitosis that’s become a living, breathing alien organism. With family, you can hand them dental floss, a toothbrush, and Listerine, but with colleagues and strangers you pretty much have to gut it out. I once had a colleague hand a customer three Certs and then smile. Seriously. I’m not that brazen.

Desperation. Nothing smells worse than the exhibitor who leaves all the planning for the plane ride. No pre-show marketing. No review of the graphics. Incomplete forms faxed two days before the show. No scheduled meetings with clients. Four days later, the show is about to end, and there aren’t enough leads to fill a shot glass. If they are honest, they’ll regroup and do better job next time. If not, they’ll do what every lazy, worthless, sad-sack exhibitor does . . . blame it on the show and the ineffectiveness of trade show marketing. Now that stinks!

No doubt, I’ve missed some obvious trade show smells. I encourage you to share your smells . . . that didn’t come out quite right. Let’s give it one more try . . . I invited you to share your observations and stories about smells. What odors do you associate with trade shows. The Good. The Bad. The Really Ugly.

Let the comments begin . . . .

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

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Based in Portland, Oregon, Classic Exhibits Inc. designs and manufacturers portable, modular, and custom-hybrid exhibit solutions and engineered aluminum extrusions (ClassicMODUL). 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.

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Posted in Fun, Mel White, Trade Show Exhibit Tips | 1 Comment »

10 Common Myths about Trade Shows

December 27th, 2022 Mel White 12 COMMENTS
10 Myths about Trade Shows

If you’ve ever attended a trade show, you have an opinion about trade shows, trade show marketing, or exhibit design. I won’t try to dispel every myth, but here are 10 Common Myths about Trade Shows.

1. Trade Show Marketing is Marketing.

Yes and no. If you are a skilled marketer, you will grasp the nuances of trade show marketing, but it will take time. Most marketing managers gravitate to their strengths by focusing on the structure, the graphics, or the show promotion and planning. Intellectually, they know these are interconnected, but they may not know how to maximize their results. Work with professionals, whether it’s a graphic designer, an exhibit consultant, or a certified trade show manager. Trade show exhibit marketing is a craft learned the hard way through trial and error. It’s easy to burn through a lot of money before you figure out what works and what doesn’t. Don’t stumble through a year or two of mistakes when exhibit experts can save you time, money, and embarrassment.

2. Trade Show Labor is Hostile, Incompetent, and Expensive.

10 Common Trade Show Myths

Again, yes and no. No one will dispute that trade show I&D can be expensive, particularly in certain well-known venues. However, most I&D contractors are very competent. They can solve almost any last minute trade show display crisis. You may disagree with the show hall rules regarding labor regulations, but the actual laborers in your booth didn’t write them. If you disagree with the rules, don’t take it out on the person assembling your display. Contact your I&D labor provider or show management.

This is a sad but true fact regarding show labor at most trade shows. If three people are assigned to your booth, one person will be a star, one person will be average, and one person will be a zombie. Hire nine people and you are guaranteed to have three stars and three zombies. Sometimes you get lucky, and the ratio works in your favor. Sometimes not.

You have the power to control your labor costs, beginning with exhibit design. Consider assembly and packaging during the design phase. Are the components labeled, can it be packed without relying on a 20 page manual, and are the packaging materials reusable?

3. Anyone Can Staff a Booth.

Too often, companies send the wrong folks to work the trade show booth. Even worse, they don’t train them. Not everyone has the temperament, the knowledge, or the discipline for a trade show. Here’s my rule:  Find those employees with previous retail sales experience who love assisting customers with product or service solutions. It doesn’t matter if they are in Sales, Marketing, Engineering, or Production. What matters is their attitude and their knowledge.

Want to know who not to send? “Joe.” Every company has a “Joe.” He drinks too much, he gambles too much, and he wanders around too much. About a half a dozen times a day, you’ll wonder what happened to Joe. Five minutes ago he was sucking down his third espresso, leaning on the counter, and ogling anything with two X chromosomes. Suddenly he’s gone . . . AGAIN!

4. Trade Shows are One Big Party.

For some companies, that is true. They wine and dine customers to excess, party until daylight, and don’t attend any show sponsored events.

Inevitably, those are the same companies that grumble about their trade show ROI. They spent “X” but can only measure “Y” sales from the show. When you ask them about their pre-show promotions, their lead qualification, their client meetings at the show, and their follow up with prospective customers, you get a big “DHuh?”  They didn’t plan their trade show marketing program, and now it shows.

5. Trade Shows are a Waste of Time.

If you love sitting in a cubicle all day creating spreadsheets, then trade shows make not make sense to you. You fly to desirable locations like Las Vegas, San Francisco, Orlando, New York, New Orleans, or Chicago. You have to meet people, listen to their needs, talk about your company, stand on your feet, and generally be helpful, pleasant, and knowledgeable. Even worse, you may have to join clients for breakfast, socialize with them after show hours, mingle with potential suppliers, and attend educational seminars about your industry. That’s really tough

You either embrace the opportunity to build sales and learn something new, or you grumble about the airport, the food, the hotel, and the hassle of time away from the office. It’s all about your attitude.

6. Trade Show Displays are Expensive (Part 1).

Very true, but so is almost any investment in capital equipment or advertising. Let’s explore this from another perspective. Let’s say your company purchased an $18,000 inline display (10 x 20). Then, let’s assume your company participates in four trade shows a year and you expect the booth to last five years. Now, take the average cost per show including show space, literature, airfare, hotels, meals, entertainment, transportation, and labor. If you are frugal, you’ll spend:

Exhibit Booth Staff Tips
  • $25,000 per show
  • Multiply that by 20 shows (4 shows x 5 years) = $500,000
  • Then divide the booth cost $18,000 by the $500,000 in expenses
  • = 4.3% which is the display cost to total expenses

Let’s take it to the next step. Your company takes trade show marketing seriously (and you should). You conduct pre-show promotions, you send the right folks to the show, and you aggressively follow up on all leads. You expect the show to generate sales (or you wouldn’t be participating). On average, you demand $150,000 in new sales from each show. $150,000 x 20 shows = $3,000,000 in sales.

Based on those numbers:

  • $500,000/$3,000,000 = 16% trade show cost to sales
  • $18,000/$3,000,000 = 0.6% display cost to sales

I don’t know about you, but those numbers look pretty good to me. And unlike magazine, television, or direct mail advertising, they’re measurable if you put the right metrics in place.

7. Trade Show Displays are Expensive (Part 2).

Probably 60 percent of all trade show displays never go to large, industry shows in Las Vegas, Orlando, or Chicago. The owners take them to Chamber of Commerce mixers, local business shows, corporate events, regional industry shows, and hiring and recruitment fairs.

At these shows, you won’t see island exhibits, but you will see pop ups, table tops, banner stands, and lightweight hybrids. These displays range in price from under $200 for a basic banner stand with graphics to $8000 for an upscale portable hybrid. Considering the cost of most advertising, buying a trade show display is a bargain that you’ll use for years and years.

8. All Shows are the Same.

Really? If your experience has been that “all shows are the same,” you may be approaching every show EXACTLY the SAME. Not every show has the same audience. There may be similarities, but the attendees vary even in shows focusing on the same industry.

If you are serious about trade show marketing, then contact show management and request attendee and exhibitor data. Have them describe the goals, mission, and audience of the show. Then go to the next step and ask for exhibitors who have been loyal to that trade show for many years. Assuming they are not competitors, contact the Marketing Manager or Trade Show Coordinator. Ask them why they attend, how they tailor their message to the audience, and how that message differs from other shows. And then do what professional marketers do . . . create a message, design appropriate graphics, and plan a pre-show, show, and post-show campaign.

9. Trade Show Leads are a Waste of Time.

Trade Show Leads

Leads can be a waste of time if:  a) You collect business cards in a fishbowl for a cool product giveaway like an iPad, b) You don’t qualify the attendees who visit your booth (or jot down their needs), and c) You don’t contact them until a month or two after the show.

More than anything else you do at a trade show, your lead quality is a byproduct of your pre-show planning, booth staff training, and timely post-show follow-up. There is a direct correlation. A trade show is a salesperson’s nirvana, namely a captive audience that spent money to see you.

Now, you may get lucky and acquire a game-changing customer while sipping coffee, clipping your fingernails, and chatting with co-workers. But that’s rare. Finding good customers takes time, enthusiasm, knowledge, and patience. You have to be at your best because they can (and will) walk down the aisle and find another solution.

10. Virtual Trade Shows will Replace Real Trade Shows.

There is a place for virtual trade shows just as there is a place for dating websites. But at some point, you have to meet in person. And unless you’re looking for a mail order spouse, you’re not going to get any action unless you shake hands, look one another in the eye, and share your story face-to-face.

Want to learn more about trade shows, trade show marketing, and displays? Click here for more than 80 expert articles.

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

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