Although smartphones and iPads are shaping the meetings of tomorrow according to an article in Successful Meetings, traditional promotional products continue to impact the meetings of today based on a recent survey from the Advertising Specialty Institute (ASI). More
Word on the Street by Kevin Carty
Anyone who has been in this business long enough knows what I mean. The final two to three weeks of the year are like playing Roulette. The odds aren’t good, but if you put enough chips on the table, you may hit a ginormous jackpot.
Activities outside of the office are always hectic during the holiday season: planning and/or attending holiday parties, Christmas shopping, wrapping gifts, seeing the lights in your neighborhood, keeping your brother-in-law out of the liquor cabinet, etc. There’s so much to do and not enough time in the day.
At the office, you expect the opposite. That orders and quotes will slow down. It seems logical as folks are on vacation or getting ready for the holiday. This is very true, but not always.
Here’s what us trade show pros know. Starting around December 15, you wonder if this is going to be a quiet or busy year-end because there is never any middle ground!
Quoting activity in early December is a pretty good indicator, but not always. Many companies need to dump their budget before the end of the year (the “use it or loose” theory). At Classic, we often see quotes for multiple quantity units, or quotes from earlier in the year which need to be massaged in hopes of pulling the trigger before the year ends. Sometimes this indicates a very busy end of year . . . other times it ends up being a lot of wishful thinking by Marcom Managers.
Well, back to Wednesday the 15th 2010. The orders started heating up, and by Friday, we could tell the finally two weeks were going to be busy. Even better, the orders do not appear to be “budget dumping” expenditures. Rather, they are exhibits being purchased for January and spring shows. It’s something we haven’t seen for two years.
So, please keep them coming. 🙂 We will be working Monday through Thursday this week and next to fulfill your orders.
From the entire Classic Exhibits family, may your holidays be filled with joy, peace, and wonder. Thank you for making us part of your lives.
–Kevin Carty
http://twitter.com/kevin_carty
http://www.linkedin.com/pub/kevin-carty/3/800/32a
Trade Show Tips for Trade Show Novices
Trade shows can intimidate anyone new to exhibit marketing, but the best course is to dive into the pool. The following tips — from the shallow end of the pool — will get you started. When it’s time to swim laps or do a swan dive, go to Trade Show and Event Tips for 49 articles guaranteed to turn you into Michael Phelps (or Mark Spitz for those of us with gray hair).
10 Tips for any Trade Show Novice:
Bonus Tips: For goodness sake, get some fresh air and a little sunshine once in awhile! Your mood will improve by a 1000 percent. And just once, put on the workout gear that you bring to every show and repack (unused) in your suitcase. Exercise is healthy.
— Mel White
Trade Shows as First Dates
Love on Aisle #600 — Trade Shows and Events
What Not to Wear (at a Trade Show)
Tips to Save $ on Your Next Display
Buy Value – Not Price. Too often, we focus on the price rather than the value. It’s human nature, especially when budgets are constrained. However, we all know the difference between a good value for the price and a low price on a shoddy product. If you have ever bought a cheap screwdriver, you know. It lasts about three jobs and then the tip deforms and the handle twists. A trade show display has to accomplish three basic goals: look professional, assemble easily, and be durable. If it fails any of these, then it’s not a good value.
Understand the Channels of Distribution. In nearly every case, you will purchase your display from a distributor who represents an exhibit manufacturer. Some distributors represent a single manufacturer. Others represent multiple manufacturers. Still others are sub-distributors who must purchase their products through multiple channels. Shorter distribution channels generally reduce the overall markup. It doesn’t matter whether you purchase online or from a bricks and mortar business. What matters is whether the distributor is an authorized representative and whether the distributor has a solid history representing the product.
Buy the Right Graphics. No one ever tells you this . . . but there are high-quality graphics and there are cheap-a$$ graphics. You may not be able to tell the difference when you see them apart, but put them together and the difference is astonishing. Greater resolutions, higher contrast, deeper color intensity, truer color matches. The other lesson comes after you’ve used them several times. Cheaper graphics do not hold up to the wear and tear of trade show (ab)use. They de-laminate, they curl, they fade, they fray.
You need to use your smarts here and recognize that $250 graphics are not compatible with $750 graphics. If all you need are disposable graphics, then the inexpensive version is perfect. If the expensive ones are too expensive, then negotiate. No one is going to send you to the timeout corner for asking for a break on the price.
Don’t Buy More Than You Need. The most overused term in the exhibits industry is “modular.” Buy this and you can re-configure it to this or you can add-on to the display when you upgrade to a larger exhibit. From my experience, customers rarely re-configure and rarely expand their existing display. Now you may be the exception and kudos to you, but don’t buy a 20 x 20 that re-configures to a 10 x 10 and 10 x 20 if you don’t need it. Or if you don’t want to spend hours sorting through packaging identifying the right components for the smaller displays or discover that re-configurability compromises the overall design.
I’m going to take some heat on this, particularly since I work for a company that designs and build modular displays, but so be it. Here’s my suggestion: choose modularity because you want something that is easy to assembly, not because you wanted the adult version of a Transformer.
Rental Displays
Consider Combining Rentals with a Purchase. Frankly, this is so logical that I’m embarrassed to list it. Yet, almost no one does it. I don’t know why, except that so many of us have this primal need to own stuff. In some cases, display customers fall in love with a design, which is fine, but don’t realize that there is a rental solution available at 1/3 the cost. You have to ask. That’s the key. And if the display representative or exhibit house doesn’t have the right rental solution, then go somewhere else. Not everyone has embraced customized rentals. You need to find the company or companies that have.
That said, rentals are not for everyone. Your marketing requirements may dictate a unique structure and capabilities, or you may plan to use the same structure for more than four or five shows. At that point, purchasing is cheaper. But you need to remind yourself . . . you have the option of renting some of the structure and purchasing other parts. It’s not an either/or situation. For more tips about when to rent, please see this article.
Beware of Purchasing Magic Beans. Like any industry, the exhibit industry is not immune to charlatans who want to sell you “magic beans.” Their system will save you 50% or increase your leads by 200% at the first show. Aren’t numbers fun, when you don’t have to document the results?
Honestly, there are no magic beans. Some displays are better than others. Some are MUCH BETTER than others. But in the end, what matters is the quality of the display and how you prepare for your show. Your show will be a success based on your preparation before, during, and after the show. It’s that simple. Having the right display will assist in that effort and present the right image to potential customers, but a good display can’t overcome laziness, a lack of preparation, and procrastination. Not even a six-pack of Red Bull can do that.
Quality Matters. Admittedly, this is sort of repeats the first one with a twist. I know you don’t want to hear it . . . but you get what you pay for. Here’s a metaphor for pop up displays, which many folks now consider a generic product (they’re not, but that’s OK). When is the last time you purchased blue jeans? There are budget, mainstream, and designer jeans. The bargain basement jeans are sold for around $14.99. Have you bought those? I have. They fit (kind of) and they wear like toilet tissue. They may resemble Levi’s, Wranglers, or Lee jeans but that’s about it.
Levi’s, Wranglers, and Lee jeans cost about double the price of the cheap pairs, but you’ll own them for years. They may not have decorative stitching or funky pockets or the cache of designer jeans, but they are functional and attractive.
Then there are designer jeans at double, triple, or quadruple the price of the Wranglers. They are well made and will also last for years. And, they may get you noticed a little more, which sometimes is a fair trade-off. But in the end (no pun intended), what gets noticed and admired is the package and not the packaging. Now take everything you just learned about jeans and quality and apply it to displays.
Consider the Packaging. One quick tip: Don’t assume the packaging is first rate. It’s usually not. Ask to see examples of how the manufacturer packs their displays. Excellent packaging is expensive and that’s where some manufacturers and custom houses cut corners. That’s too bad because the right packaging will save you lots of time before and after the show and ensure that the display arrives at its next destination in perfect shape.
Finally, don’t forget to review the setup instructions. You may decide to ignore them when you assemble the display, but Wanda in Human Resources won’t when she uses it at the Employment Fair. I don’t know about you, but I never want to make HR mad.
Let me know if you have any questions and I welcome your comments.
–Mel White
http://www.linkedin.com/in/melmwhite
mel@classicexhibits.com
See Also . . .
13 Common Trade Show Mistakes
What Smells? Top 10 Trade Show Odors
What Not to Wear (at a Trade Show)
Trade Show Island Exhibits
Designing a Trade Show Island Exhibit is equally exciting and nerve-racking. It’s exciting to design a display that showcases your marketing message and draws attendees to your booth. It’s nerve-racking because islands can be expensive, and when budgets are tight, you want to get the biggest bang for your buck and to maximize your Return on Investment.
With a Classic Exhibits island, you get the best of both worlds: stunning design and cost-effective solutions. Whether you need a modular, hybrid, or custom booth, Classic has the expertise to design and build a solution tailor-made to your budget and your unique vision. Scroll through our Design Gallery for ideas. Then mix and match components or request a totally “ground up” design based on your requirements.
1. Specifically, what is an Island Exhibit?
Island exhibits are displays bordering 3-4 aisles, with the smallest starting at 20’ x 20’. Inline exhibits, by contrast, typically border 1 or 2 aisles and are usually 10’ x 10’ or 10’ x 20’.
A major benefit of island exhibits is that they do not have the same height and perimeter limitations as inline displays.
2. What are the typical show regulations regarding island (and peninsula) exhibits in the United States?
Regulations vary by exhibit hall but the following are typical: Maximum height of 30′ in all areas of your booth allowed in North Hall and Central Halls 3-5. Maximum height of 20′ in all areas of your booth is allowed in Central Halls 1-2. Maximum height of 22′ in all areas of your booth allowed in South Halls. No limitations on the number of solid walls for your Island booth.
Note: Hanging signs are permitted above island booths.
OTHER CONSIDERATIONS
Canopies and Ceilings
Canopies, including ceilings, umbrellas and canopy frames, can be either decorative or functional (such as to shade computer monitors from ambient light or for hanging products). Canopies for Linear or Perimeter Booths should comply with line-of-sight requirements.
The bottom of the canopy should not be lower than 7 ft. (2.13m) from the floor within 5 ft. (l.52m) of any aisle. Canopy supports should be no wider than three inches 3 in.(08m). This applies to any booth configuration that has a sight line restriction, such as a Linear Booth. Fire and safety regulations in many facilities strictly govern the use of canopies, ceilings, and other similar coverings. Check with the appropriate local agencies prior to determining specific exhibition rules.
Covered ceiling structures or enclosed rooms, including tents or canopies, shall have one smoke detector placed on the ceiling for every 900 square feet.
Hanging Signs and Graphics
Hanging signs and graphics are permitted upon approval in all standard Peninsula, Island and Split Island Booths, with a maximum height of sixteen feet (16 ft.)(4.87m) to the top of the sign as measured from the floor
Whether suspended from above or supported from below, they should comply with all ordinary use-of-space requirements (for example, the highest point of any sign may not exceed the maximum allowable height for the booth type). Double-sided hanging signs and graphics shall be set back ten feet (10 ft.)(3.05m) from adjacent booths and be directly over contracted space only.
Theatrical Truss and Lighting
Ceiling-supported theatrical truss and lighting are permitted in all standard Peninsula, Island and Spilt Island Booths to a maximum height of twenty feet (20 ft.)(6.1m) where ceiling permits. Ground-supported truss may not exceed the maximum allowable height for the booth type. Logos or graphics are not permitted over the sixteen-foot (l6fl)(4.87m) height restriction and must have four feet (4 ft.)(1.22m) of separation from the top of the sign to the top of the truss.
Exhibitors should adhere to the following suggested minimum guidelines when determining booth lighting:
3. I have reserved a 20′ x 30′ space for our industry show. I need an island, but don’t have the budget to purchase one this year. What are my options?
Renting an exhibit is the ideal choice in this situation. Renting is affordable, typically 30-40% of a purchase, and we have an extensive gallery of island and inline rental designs.
If you don’t see something you like, no problem. About 50 percent of our rentals are new designs or modifications of existing designs. If it makes sense for you, and it makes sense for us, then we’re happy to create a unique configuration that meets all your trade show marketing requirements. See all your options in the Rental Gallery.
4. I don’t see an island that appeals to me or matches my exhibit marketing goals. Can you design one just for me?
Absolutely! When it comes to islands, it’s rare that someone purchases a kit “as is.” Nearly every island gets tweaked, or we start from scratch based on your requirements. That’s the fun part of this process: designing a display that makes your trade show program successful.
Give us a call or send us an email.
5. Can an island exhibit be re-configured into other configurations such as an inline or another island?
Yes and no. It depends on your design requirements. Give us a call or send us an email and we’ll show you design examples. Or, we’ll be happy to work on a “ground up” design specific to your marketing goals.
Next, Design Monday FAQ
