Category Archives: Trade Show Display

Trade Shows, Banner Stands, and Potato Chips

The Guy in Aisle 400

Call me a foodie. Call me a trade show snob. I love good food and admire smart trade show marketing. Both take careful, thoughtful preparation. Both give back as much as you put into them. And both, when done well, are experiences you want to share.

Last week, I was walking a local trade show… Mostly 10 ft. and 20 ft. inlines with a mishmash of budget, mid-price, and a smattering of custom exhibits. Then I came to “the guy”in Aisle 400.” I’m embarrassed to say I stopped and stared.

In the 10 ft. booth space there were two VERY cheap banner stands with fuzzy, curled graphics and a logo. No discernible message. No features and benefits. No “why we’re better than the other company.” It was for a bank, a well-known bank in our region. The guy was sitting behind a banquet table with a table throw (which wasn’t too bad) and on the table was the obligatory literature and giveaways — pens, rulers, key chains, and notepads.

To Be Fair

The guy probably didn’t know any better. He was told to “man the booth” during the show. And he did exactly that, while checking email, Facebook, and sports scores.

I have nothing against banner stands or table thows or promotional products. They have a place and a purpose in events, trade shows, lobbies, county fairs, and concerts. But, and here’s the “but,” at some point they’re the equivalent of snack food — quick, salty, and unhealthy. We eat them because they’re convenient, tasty, and cheap. As a teenager, we willingly gorge ourselves. As an adult, we regret those last six handfuls of potato chips.

So why does this happen? To be blunt, it’s because someone in charge was lazy or ignorant or cheap or the magical trifecta of all three. They didn’t value trade show marketing. Their experience proved time and time again that it was a colossal waste of time and resources. Why bother cooking a meal when a Slim Jim and a Slurpee are only $2.50. It’s not like it’s going to kill you… today.

Sadly, the only way to change this perception is to change the trade show marketing program. How do you convince someone to put down the equivalent of a Little Debbie Cosmic Brownie and eat a balanced meal? I’m not sure. What you hope for is turnover in the Marketing Department or that a knowledgeable trade show professional offers some tactful advice.

Find a Mentor

When it comes to trade shows, nothing replaces experience, either learned through “hard knocks” or from someone who has already made all the mistakes. The second option is well worth it’s weight in gold. You can glean some knowledge by reading trade show tips and tricks articles on the web. At least on a big picture.

Eventually, if you want to succeed at trade show marketing, find a mentor. Work with a colleague who understands the “ins and outs” of trade shows or hire a knowledgeable professional. Eventually you’ll become the mentor and can pass your wisdom along to the poor soul working the trade show equivalent of a 7/11 taquito.

Eat well. Show well.

Article Author:

Mel White
Classic Exhibits Inc.

Conducting Product Demos at Trade Shows

Product Demos at Trade Shows

  • Nothing sells a product like a convincing demonstration
  • Invite audience participation
  • Tap into the fives senses and keep the demo under 10 minutes

Brochures and promotional items are nice, but nothing sells a product quite like a convincing demonstration. Consider the history of Tupperware, which was first introduced in 1946. Sales of the innovative product were flat until the first Tupperware party was held two years later. These in-home demonstrations introduced a generation of consumers to an unfamiliar product. Similarly, infomercials would not occupy so many timeslots if they did not tap into our fascination with the art of the product demo. Who doesn’t know Ron Popeil and the Pocket Fisherman and Showtime Rotisserie?

Find a Charismatic Presenter

Choose a presenter who is charismatic, articulate, and familiar with both the product and its pitch. Let the presenter know that it’s not enough to simply repeat a spiel from memory, and its okay to ad-lib. Invite one or more of the audience members to participate in the demo as well. Back in the 1980s, Bruce Springsteen would invariably invite a female audience member onstage for a dance during his concerts. Bruce knew it was a sure fire way to make the audience feel included. Come up with a role suitable for audience participation. Remember to keep it simple and safe. No audience members handling sharp cutlery at a food industry show! Consider using games or fun quizzes as a way to involve attendees in demonstrations.

Keep It Between 2-4 Minutes

Try to tap into as many of the five senses as you can with your demo. Don’t exceed the ten minute mark if you want to hold people’s attention. An optimum length of time for a demo is more in the realm of two to four minutes. You can opt to hire a professional to deliver the demo, but it would behoove you to find someone in your company who can do it if at all possible. The Home Shopping Network failed to move Joy Mangano’s “Miracle Mop” until the plucky housewife turned inventor began hawking them herself. Now she’s a millionaire! There is something to be said for the personal touch. Regardless of who conducts your demo, they need to be relaxed, confident, well prepared, and above all have fun!

For more infomation about trade show or event marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

Branding and Corporate Identity: Trade Show Marketing 101

Branding and Corporate Identity

  • Present a coherent corporate image
  • Think beyond company colors and logos
  • Consider a theme
  • Hire a speaker to present at your booth
  • Hanging signs are an excellent method of getting your corporate branding noticed

When designing your trade show booth, it is critical to present a coherent corporate image. Every element of your booth, including booth designgraphicssignage, promotional literature, color scheme, and giveaways, must be united by a recognizable signature that is unique to your company.

Think Beyond Company Colors

Company colors and logos can easily be incorporated into your trade show exhibit and carpets, and can be imprinted on your promo items and literature. Thinking beyond company colors, color can be used to reinforce a corporate identity. Suppose your company is technology based. In that case, you may wish to employ a metallic silver or gray color scheme in order to suggest scientific progress and the spirit of the future.

If you decide to go with a themed booth, try to keep it consistent with your company’s image. Think about an anniversary year tie in. For instance, if your company was incorporated in 1926, you might consider a roaring twenties theme to commemorate eighty plus of service. Your designer can easily create an art deco display for your booth. It doesn’t have to be too elaborate, just enough to suggest a theme. Period clothes can easily and inexpensively be rented from any local costume shop. Attendees visiting your booth will associate your business with stability and longevity.

A few years ago at EXHIBITOR, a trade show for the trade show industry, an exhibit manufacturer created a park-like theme with grass, park benches, and statues. The theme emphasized that working with the manufacturer was easy and carefree, “Like a Walk in the Park.” The theme was well received because the depiction was accurate and a clever depiction of a familiar cliché.

Hire an Expert to Speak

If you hire a speaker to present at your booth, again make the choice consistent with your company image. Consider a local author who has written a book about your industry. Most authors will jump at an opportunity to promote their book and are accustomed to public speaking while on book tours. A timely tie in with a thought provoking book will stimulate discussion and interest in your booth.

Hanging Signs

Walk through any trade show and you will see attractive hanging signs throughout the convention center or pavilion. Hanging signs are an excellent method of getting your corporate branding noticed. They come in two-dimensional and three dimensional shapes, such as circles, pinwheels, and tapered triangles. There is no better compliment than when a trade show attendee says, “I saw your company’s sign when I walked into the hall and wanted to hear more about your product.”

Consistency is the key when planning your booth. Make sure all elements of your booth include some clue, visual or otherwise, to your brand or identity. A unified presentation will make an indelible impression on your customers.

For more infomation about trade show or event marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

Now That You’ve Decided to Rent Your Display

Now That You’ve Decided to Rent Your Display

  • Think ahead about future shows . . . you’ll save time and money
  • Graphics are just as important whether you rent or own your exhibit
  • Be proactive about wire management. There should be a plan
  • With all the talk about “Green Displays,” nothing is “greener” than a rental exhibit
  • Make sure you have clear, detailed set-up instructions

There are lots of articles about the benefits of renting vs. buying a trade show display, but, I don’t recall ever reading an article that discussed the do’s and don’ts once you’ve decided to rent. After 20 years of managing exhibit rentals for clients, including the past five managing the Rental Program for a large display manufacturer, I’ve learned that deciding to rent is the easy part. The hard part comes after the rental decision has been made. With all humility, please allow me to share these tips from someone who has experienced his fair share of rental bruises over the years.

Think Ahead about Future Shows

You’ve decided to rent your exhibit. Now take it a step further by planning your trade show schedule over the next two to three years. Developing a long-term plan could save you thousands of dollars by committing to a multiple-show rental contract. Most companies offer a substantial discount if you agree to multiple rentals up front, even for various size exhibits and different designs.

Customization

Rental exhibits have come a long way. Work with a company that’s willing to offer customization so you can achieve your specific exhibit marketing goals. Everyone should be wondering, “Is it a rental or not?” There are a number of ways to achieve a custom look. It can be achieved with graphic applications and/or materials such as infill panels for conference rooms and workstations. Sometimes all it takes is a small accent piece with your corporate colors to make a big difference in the overall design. Just because you’re renting doesn’t mean you don’t want to jazz it up a bit and give it your own personal touch. It should have a similar look and feel to an exhibit you would purchase but with the added benefit that you can change things out from show to show.

Graphics

Be sure you have all of the specs you need for your graphics. There are many graphic applications. Working with an exhibit professional will ensure that you choose the method that works best for your rental exhibit. And if you choose to sign a multiple show contract, you’ll want to design your graphics with future shows and exhibit designs in mind. There are usually graphic components that can be re-used, so keep that in mind as you work through each design concept.

Monitors

If you’re planning to use monitors, check that the mounts can be incorporated into the design. In other words don’t waste money on monitor stands if you can use the existing structure. A good rental exhibit company will offer a variety of solutions for monitors and wire management.

Cord/Wire Management

Review your wire management plans for any electrical cords for lighting, monitors, or any products in your booth. All too often, this is overlooked until you’re standing in your fully assembled booth. There’s nothing like that awful feeling of seeing a tangled bunch of cords and having no idea of how to hide them. There should be a plan for the cords and how to manage them long before you arrive in the show hall. Remember What You Own Keep a file (with photos and dimensions) of all of the graphics you own. More than likely they can be re-used for future shows. Exhibit companies often offer free storage services for graphics used for multiple rentals. In addition, note of any other items you included with your shipments to ensure everything gets returned.

The GreenFactor

Your decision to rent may not have come from a concern about the environment, but guess what, you couldn’t be using a greener exhibit! Many rental exhibits use sustainable components, such as recyclable aluminum, fabrics, and reusable packaging. Regardless, there’s no greener way to exhibit than by renting your exhibit. It’s worth promoting to your internal team and sharing with your customers in a pre- or post-show marketing campaign. And don’t forget the flooring. There are lots of green flooring alternatives.

Shipping

One of the reasons you decided to rent was because you wanted to lessen the headaches that come with managing your own exhibit property. Talk to your exhibit company about coordinating the shipping for all of your shows. One of the key benefits (other than just having one less thing to think about) is that if something goes wrong and a claim needs to be filed, the exhibit company will take care of it. Plus, they typically use the same carrier for most of their shipments so their rates are very competitive. Be sure to request a tracking number and notification that your shipment has arrived.

Set-up Instructions

This is very important! Be sure that set-up instructions/diagrams are part of the deal. Whether you’re supervising the set-up or contracting that service out to someone else, demand that you have instructions and photos showing how it goes together. This will save you a lot of time and money! Also make sure that the company you’re working with provides pre-show staging services and photographs before shipping the exhibit to your show. Photos serve two purposes: they’re very helpful during the set-up, and they’re proof that your finished exhibit looks the way it’s supposed to look.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White
Classic Exhibits Inc.

The Beauty of Smaller Trade Show Displays

The Power of a Smaller Display

On average, I see between 2,000 to 3,000 trade show displays every year. About 60% of those displays are in the 10 x 10 to 10 x 30 range. Multiply that by 15 years and that makes me either an expert on smaller exhibits … or just plain old.

It’s easy to be dismissive about smaller exhibits, in the same way some people are dismissive about small cars. I get that. A Corolla isn’t a Lexus and a Cruze isn’t a Cadillac. However, what I’ve learned over the years is that imagination, planning, and enthusiasm trumps booth size every time.

Let’s explore this from a non-trade show angle. Most of us have lived in apartments. Decorating an apartment takes imagination since you can’t make substantial changes — no removing walls, adding shelves, or painting it lime green. You want the apartment to reflect your tastes and interests, and still be warm and welcoming to guests. We’ve all walked into apartment in a soulless apartment complex and been ‘WOW’d’ by the tenant’s clever decorating, use of space, and personal touches. The tenant transformed nothing into something, often on a meager budget. I’ve found that it’s rarely about nice furniture or paintings. It’s about the details. They have a plan, they know themselves, and they are willing to put some effort into creating an attractive and livable space.

Details Matter

Smaller trade show displays are no different. The successful displays, or more importantly the successful exhibitors, approach it by having a plan and focusing on the details. They know there’s more to a trade show than buying a pop-up or a small hybrid and then designing graphics. It’s about achieving their trade show marketing goals.

Now don’t get me wrong. I see lots of beautiful smaller trade show displays with stunning graphics. We have eight years of exhibits photos on our website. What I rarely see are “stunning” trade show “programs” where the company does more than identify who they are and what they do. Outstanding exhibitors recognize that trade shows are theater. It’s about attracting, entertaining, engaging, and informing. It’s about leaving a lasting impression.

Let’s say your company manufacturers plumbing supplies. You exhibit at the NAHB International Builders’ Show in Las Vegas, typically in a 20 ft. inline. This is an important show for your company. You have a portable hybrid exhibit with tension fabric graphics, which show your products, logo, website address, and company tagline. In addition, your flooring has distinctive graphics, like water. You have a nice meeting area for attendees and a small but accessible showcase with your products.

Now, let’s assume that what makes your company’s products different is how quickly they connect. You could show it on a graphic (which you should). But, if the connection is truly “faster” then make it a game and offer prizes. Challenge attendees to connect it and time them with a stop watch. Or have them assemble a competitors while you assemble your connector. If they can beat you, they win some larger than life prize (which will never happen). You become a destination stop for exhibitors during the show.

Pre-show Marketing Matters More Than Size

Too often, we don’t see smaller exhibits as having the visibility and star power of islands. But they can. Effective pre-show marketing will drive attendees to your booth, but once they are on the show floor, it’s all about the presentation, messaging, and engagement of your display and your team. Your display doesn’t have to look like a prefab, soulless exhibit any more than a big apartment complex does. By infusing it with your company’s personality, creativity, and planning and adding a dose of clever attendee interaction, it can be welcoming and personal.

It takes work . . . . but as a very smart boss of mine once said, “That’s a good thing!” Agree or disagree,  I’d enjoy hearing your comments.

Article Author:

Mel White

ABC’s of Trade Show and Exhibit Marketing

Exhibit Marketing

  • Exhibit marketing is more than just selling from a booth space
  • Trade shows allow companies to showcase their achievements, build their business, and maintain their competitive edge
  • You can learn to be an exhibit marketing guru. Become certified
  • Understand and track your ROI. Creating a well-defined budget is the best method to track and manage your total investment in a particular show
  • If you need help, rely on your local exhibit consultant or contract with an exhibit consulting firm

What is Exhibit Marketing?

Exhibit marketing is all about marketing your products or services to buyers at expositions, conferences, and trade shows. A successful exhibit marketing program will be rewarded with increased revenues, referrals, and industry networking. The goal is to understand how exhibit marketing differs from the other types of marketing.

Exhibit marketing is more than just selling from a booth space. For many industries, it’s about bringing people and companies together to promote accomplishments, stimulate thought, share knowledge, build relationships, spur the competitive spirit, and reward entrepreneurial efforts. Exhibit marketing not only introduces buyers to sellers, but also fuels the competitive spirit by filling a hall with competitors, partners, and suppliers, each with goals and dreams of success. Trade shows allow companies to showcase their achievements, build their business, and maintain their competitive edge.

Exhibit marketing, like any marketing, must be learned through experience and education. Exhibit marketing isn’t taught in most colleges and universities, or covered in most marketing reference books, but if you are new to exhibit marketing, you can learn a great deal about it on the Internet and from your local exhibit consultant before risking a single marketing dollar.

Exhibitors must learn how to attract interest, to be remembered, and to turn prospects into customers. At a trade show, buyers and sellers are overloaded with choices and information. As an exhibitor, your marketing message can be consistent from show to show, or it can be tailored to the show and the location. Good marketing and salesmanship, however, are always involved.

Types of Exhibit Marketing

There are different types of exhibit marketing: retail, business-to-business, and event marketing. Retail shows typically focus on selling products and closing deals directly at the booth. Business-to-business shows focus on forging new relationships that are cemented after the show. Event marketing aims more towards delivering a message or creating brand awareness.

Exhibit Marketing Training

In the United States, there are trade shows for trade show professionals: EXHIBITORLIVE, E2MA The Red Diamond Congress, and IAEE Expo Expo. These shows offer trade show certification for people wanting to complete a curriculum of classes and seminars. The curriculum aims to cover all aspects of exhibit marketing. The classes are taught by industry experts whose expertise and opinion may vary. These certification programs, along with on-line resources and exhibit marketing books, provide enough basic information to develop an effective marketing strategy for your company.

Return on Investment (ROI)

Research shows that attendees recall only 15% of the companies they visit on the show floor. The other 85 percent are forgotten. The reasons vary. The company may have a weak exhibit or an ineffective sales presentation. Some companies are simply forgotten due to the inherent clutter and sensory overload of a trade show. This research data should be very important to you. You must never forget that show participation is a competition for attendee time and retention. Your ROI is directly related to your attention to, and overall performance in, all aspects of trade show marketing.

Creating a well-defined budget and comparing it against actual expenses is the best method to track and manage your total investment in a particular show. If you sell products in a retail show, then the revenue is easy to tally up and compare to the expenses for the ROI. If your show is one where prospecting, branding, and market positioning are the norm, then the ROI is more difficult to measure. Other benefits are difficult to measure but quite valuable just the same. These intangible benefits may be direct or indirect, and exhibit marketers look for subtle hints of these returns and weigh them against the opportunity cost of not exhibiting.

Using an Exhibit Consulting Firm

If conducting research on the web or taking exhibit-marketing seminars isn’t sufficient, you may want to consider using a consulting firm that specializes in helping companies succeed with their exhibit marketing efforts. Often these consulting firms cover general marketing as well as exhibit marketing. These firms provide a fresh perspective and advice based on years of experience. Typically, they bring a level of seasoned exhibit marketing experience along with the desire to find successful marketing solutions for your company.

Survey Service Providers

If you are looking for research information to support your exhibit marketing decisions, there are companies that provide research and survey services for this purpose. Speak with an exhibit consultant about which firms the consultant recommends.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

10 Tips for Any Trade Show Newbie

Trade shows can intimidate anyone new to exhibit marketing. 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, review the other 50+ Trade Show Articlesguaranteed to turn you into Michael Phelps (or Mark Spitz for those of us with grey hair).

10 Tips for any Trade Show Novice 

1. A trade show is neither a vacation nor a death sentence. Although it may feel like a death sentence during teardown.

2. Be nice to the labor. They can solve most problems or create headaches. The Golden Rule applies until they piss you off. When they do, contact your I&D labor provider or show management. Also, the laborer(s) in your booth didn’t write the hall rules. If you disagree with the rules, contact your I&D labor provider or show management.

3. Breath mints are more valuable than gold or platinum at a trade show.

4. Comfortable shoes are more valuable than breath mints, unless you are wearing comfortable shoes and chatting with someone who clearly needs a 3 lb. breath mint.

5. Rule of Three — This is a sad but true fact regarding labor at most trade shows. If three people are assigned to your booth, one person will be a star, one person will be average, one person will be a dufus. Hire nine people and you’re guaranteed to have three stars and three dufasses. Sometimes you get lucky, and the ratio works in your favor. Sometimes not (I could name show halls where this is guaranteed to happen, but I’d have to check under my hood every time I start my car).

6. No two shows are the same. Think of each show as a first date. Look your best and do your homework about the show, the attendees, and your competitors.

7. Every exhibitor has a “Joe.” He drinks too much, gambles too much, and wanders too much. He’s like the explorer Ferdinand Magellan, constantly circumnavigating the show hall. 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.

8. Be ruthless about evaluating your show graphics. Everything else is secondary. Replace them BEFORE they need to be replaced.

9. I Bet You 50 Bucks You’ll Forget One of the Following:  wire management for the exhibit, cleaning supplies, business cards, belt (happens to me at least twice year . . . two belts in Las Vegas = one mortgage payment), lip balm (again, crazy, ridiculously expensive in Vegas), phone charger, your moral compass.

10. FINALLY, 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 finally figure out what works and what doesn’t work. Don’t stumble through a year or two of mistakes when you can rely on experts who can save you time, money, and embarrassment.

Bonus Tip:  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 you bring to every show, put in the dresser drawer, and repack (unused) in your suitcase. Exercise is good.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

What Not to Wear (at a Trade Show)

Are They Really Wearing That? 

I’m no fashion expert. The yellow sweater I wear all winter is a dead giveaway. But you don’t have to be a member of the fashion police to spot these faux pas. Wear what you want if you’re an attendee, but as an exhibitor, you may want to consider these suggestions.

Men

New Shoes — Who hasn’t made this mistake and regretted it? After all, you want to look your best so you purchase new shoes. They look great, but they hurt like hell after Day 1. By Day 3, your blisters have blisters. Shoe Rule #2 – Take a little initiative sport 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. Shoe Rule #3 – The belt is supposed to match the shoes guys! A brown belt with black shoes? Your mother would be appalled.

Golf Clothing — Here’s the easy way to decide on golf clothing. If it looks great on the golf course, it looks silly at a trade show. I don’t care if it’s the latest high-tech, super-duper sweat-wicking material. It’s still golf clothing. Now there are exceptions to every rule, such as a sports-related show, but in general, just remember there’s a reason why Fortune 500 executives don’t wear golf shirts and slacks to negotiate multi-million dollar deals.

Slacks — If your pants have a drawstring and elastic ankle cuffs, DON”T WEAR THEM. You can pretend they’re fashion fleece or casual Sansabelt pants all you want. Everyone else knows they’re sweats.

Slacks (cont.) — 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 pants don’t fit or they have that telltale “V” pucker between the waist and zipper. Unless I missed something important in Biology class, blood flow is important.

Women

Shoes — For some reason, which I’ll never fully understand, women love to punish themselves. Even more than men, they wear new shoes to the show, and then do the unthinkable by wearing high heels with pointy toes. Ladies, and I say this with all seriousness, you’re beautiful. High heel shoes do not make you more beautiful. If you are angling for a freak with a high heal foot fetish, take out a personal ad (SWF seeks MHHFFF).

Pantyhose — Another medieval torture device invented to punish women.

Perfume/Cologne — Do you remember the dirt cloud that surrounded Pigpen in the Peanuts cartoon? Some women (and some men) wear the fragrance equivalent by dousing themselves in perfume. Perfume should be alluring, not painful. Here’s a tip for applying the proper amount:  rub on only one free sample from the magazine.

Undies — Let’s just say that if you feel the need to make adjustments more than twice a day, you are probably wearing the wrong underwear.

Earrings — I’m going to catch some heat on this one. Let me be clear. Earrings are fine, but if your ears look like a Claire’s Accessories rack, you may want to remove 6-8 pairs. Lips, tongue, nose, eyebrow, and skull piercings are a matter of personal preference, corporate policy, and cult affiliation.

Pockets — Just the opposite actually. Men always have pockets. 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 a dress jacket or skirt with two pockets will make your life much easier in the booth.

My sincere thanks to the fashion forward exhibitors at EXHIBITORLIVE for their suggestions, some of which cannot be printed without an R or X rating. Suffice to say that the term “cleavage” was a contentious topic between men and women. What did we miss? We’d love to hear your “What Not to Wear” suggestions and comments.

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.

What’s the Expiration Date of Your Trade Show Display?

Has Your Exhibit Passed Its Freshness Date? 

Trade show displays, like yogurt and milk, have expiration dates. While it may not be printed on the box, it’s not hard to spot one that’s starting to spoil. Here are 20 Clues it’s time to buy a new exhibit.

You Know It’s Starting to Smell When . . .

1. Graphics are attached with Velcro to a fabric backwall. While that may be OK for a FFA display at the county fair, it’s no longer acceptable at a professional trade show.

2. I&D won’t touch your property without hazardous duty pay. When show labor has to don hazmat suits before starting an install, that’s not a good sign.

3. Duct tape is an important design element. And you’re excited it now comes in designer colors — Baja Blue and Desert Sunset Yellow.

4. When your booth was purchased, a quarter could transform your hotel bed into Vibrating Magic Fingers. Ahhhhhh!

5. Attendees compliment the “vintage” theme of your booth and graphics. “Very retro!”

6. You decide to re-print your graphics and hand the graphic designer a floppy disk.

7. There are more “just in case” parts than actual display parts.

8. The shipping labels have added 50 pounds to the weight.

9. You lust over the two $99 banner stands in the adjacent booth.

10. The No Questions Asked Lifetime Warranty has expired.

11. It smells like the Pennsylvania Convention Center. Even Fabreze can’t kill that odor.

12. You found your distributor by flipping through the Yellow Pages of the phone book.

13. Your storage costs have exceeded your purchase price by a factor of 10.

14. Your graphics have a “Happy Days” theme, and the Fonz is still your unofficial spokesperson. “Ayyyyyyy!”

15. Someone tagged your crate with the Rolling Stones tongue graphic (and you think that’s cool).

16. It folds and weighs more than an AMC Gremlin.

17. Children flee in terror as if they’ve just seen a circus clown.

18. Your competitors gush over your booth . . . . “Don’t Change a Thing! Seriously, Not a Single Thing!”

19. You found a “Win a Free Palm Pilot” Promotional Flyer in the case.

20. Your boss says, “By golly, it was good enough for Old Joe, bless his heart and God rest his soul.”

If you answered “Yes” to any of these, put your display in the compost bin. How do you determine the expiration date of a trade show display?

For more information about trade show or event marketing, give us a call or Contact Us. We welcome the opportunity to assist you with your next show.

Article Author:

Mel White
Classic Exhibits Inc.

Building a Better Booth: Design and Planning

The Exhibit Planning Process

  • Start the planning process early and assign someone to handle the schedule
  • Create a budget that reflects the true costs of exhibiting
  • Select the right size exhibit for your budget and marketing goals
  • Trade shows can be expensive, but it’s not difficult to maximize your Return on Investment (ROI)

“Build it and they will come” — This phrase should be your mantra when designing your trade show booth. With a carefully designed trade show booth, you stand a much better chance of attracting potential clients, making sales, gathering contacts, and generally spreading the word about your company. Think of your booth as a microcosm of your business.

Planning and Budgeting 

It is best to plan early. Assign one person to be in charge of timetables and scheduling. Assign another person to draw up the budget and to define the marketing goals. This person will have to account for the cost of renting or buying a booth, the cost of accessories such as literature racks, as well as travel expenses. Travel expenses will vary depending upon the location and duration of your stay. If you decide to rent, you should expect to budget:

  • 25% on renting your booth space
  • 20% on design and graphics
  • 15% on electrical, cleaning, and drayage
  • 10% on shipping materials to and from the trade show
  • 10% on press kits and preshow promotions
  • 20% on staffing, travel, and other miscellaneous expenses

If you decide to purchase an exhibit, you will want to work with a professional exhibit designer. Most exhibit distributors have a designer on staff or rely on their exhibit manufacturer to supply design and rendering services. You will need to follow the rules and regulations on booth design for your particular show as well as observing basics such as fire, electrical, and safety codes and providing wheelchair accessibility. Rely on your exhibit designer who understands these requirements.

Size Matters 

When considering the dimensions of your booth, you will want to take into account booth staffing, as well as account for kioskscounters, conference rooms, and the storage of materials. Be sure your design allows for free flow of attendee traffic in and around your booth. Remove any obstacles at the designing stage. Kali Pearson, writing in Profit Magazine, reminds exhibitors to “Keep your traffic objective in mind. For instance, if you’re there to demonstrate a new product, erect walls that force passers-by to cluster at the front of your booth.” Keep your booth from getting too busy and complex, so people are not confused or overwhelmed by your booth. As a rule of thumb, your exhibit space should resemble a well-organized party and not a crowded disco.

10 x 10 booth is sufficient for a small business. At 100 square feet, you can accommodate at least four people at once, two staffers and two attendees. Consider a 10 x 20 for a medium business, and islands for a larger business. The size of the booth, however, depends on your goals and products. At a trade show, size matters, but it should complement, not dictate, your exhibit marketing goals.

Other Considerations

Think of your both as a 3D advertisement for your company. You should include your company’s colors wherever possible, unless you are using a theme that necessitates certain colors. It is also a good idea to display the company logo as prominently as possible. You will want to coordinate the flooring with the rest of your booth, either by renting carpet from the show decorator or purchasing more upscale solutions such as hardwood flooring, raised flooring, or cushion flooring.

In order to both conserve space and add an exciting look to your booth, display your literature in a literature rack. Audio/Video presentations have become commonplace and affordable for any size exhibit. These allow show attendees to participate in the booth experience and learn more about your company. Large screen monitors are perfect for product demos, interactive videos, or entertaining promotions. Like a moth to a light bulb, show attendees are instantly drawn to professionally produced videos.

For more information, be sure to consult with an exhibit designer or trade show professional. Participating in trade shows can be expensive, but it’s not difficult to maximize your Return on Investment (ROI) with the right planning and expertise.

For more infomation about trade show or event marketing, give us a call or contact us. We welcome the opportunity to assist you with your next event.

Article Author:

Mel White
Classic Exhibits Inc.