Themes & Decor

But what can you expect to find at the prototypical, top-of-the-line trade show exhibit house? Look for a complete single-source, hassle-free, full service trade show exhibit capability from design concept to final production. Search for a company that offers a wide range of trade show display options from cost-effective, custom modular and custom portable trade show booths to custom designed exhibits that may occupy thousands of square feet.

As a single resource, this fully-integrated trade show exhibit house would be able to take care of all your needs –providing a seamless, turnkey trade show exhibit service that includes every possible step in your pre- and post-show appearance. The trade show “dream team” should consist of a staff of talented exhibit design consultants, graphic designers, project managers and event coordinators who are adept in making your trade show experience glitch-free. You get to decide what you want from this menu of options.

Today you should expect these exhibit practitioners to design a breakthrough trade show booth with sophisticated trade show display graphics and worry-free event planning, plus conscientious care and the full storage and warehousing of your trade show exhibit properties.

The trade show exhibit business has come a long way. In the past, the trade show exhibit booth was purchased either as a custom build or a single “off the shelf” unit with the exhibitor handling the details. As the trade show industry has matured, exhibitors have become more sophisticated, and trade show exhibit companies cater to the full spectrum of a trade show client’s exacting demands. In the early ‘80s when the industry began changing, many trade show display companies started providing the portable/modular trade show booth, offering mobility and flexibility to exhibitors often moving from one show to the next. This experience helped them customize products and design exhibits that incorporated unique graphics, contemporary materials and structural refinements.

Experienced trade show display houses gradually evolved to deliver dramatic, one-of-a-kind trade show booths for clients wanting to dominate an exhibit hall show floor with a spectacular trade show exhibit occupying thousands of square feet of floor space. During the transition, the use of new finishes, fabrics and lightweight structural materials led to substantial reductions in handling costs. The resultant economies in freight, installation and dismantling, drayage, storage and refurbishing helped to defray the costs of these dramatic new custom trade show exhibits.

With new trade show expertise and innovation, top line trade show exhibit houses are able to serve exhibitors wherever and whenever they want to exhibit. Thanks to a network of exhibit partners providing design, build and show services at over hundreds of locations throughout the world, a trade show exhibit house can now handle the most complex and demanding of exhibitor requirements.

Many leading trade show display companies have become global providers serving a growing number of international clientele — many of whom, for example, engage their exhibit house to design and build a single custom trade show display for their once-a-year appearance at a West or East Coast show and then store the unit until the following year.

Flexibility and innovations add to the array of services offered by the full service trade show exhibit house. These include: custom trade show booth rentals which offer an alternative to the occasional exhibitor who may be considering options before committing to a permanent display. Also, custom rental trade show displays provide an exhibitor with options to change messages and locations frequently and appear at several trade shows simultaneously.

Look for a trade show exhibition company that fits with your comfort level. Start with a walk-through visit to a showroom where you will view a selection of trade show displays ranging from pop-ups to custom spectaculars. Take a look at graphics and display production capabilities and ask the trade show display host to introduce you to innovative and turnkey event management services. These include show services, graphics design, exhibit storage and complete pre- and post-show service and support.

You can also go online and click through trade show exhibit companies. Seek out a professional trade show staff that can make your trade show booth experience dynamic, affordable and successful.

- To get started, enlist the early interest and participation of your Marketing Director. He/she should be a dedicated promotional partner in getting your exhibit program launched. If you do not have a communications department in your company, consider hiring your trade show exhibit company or an outside trade show marketing consultant. If you do not have the budget for a consultant, take the time to educate yourself and your sales team on the basic essentials of trade show selling.

- Recognize the importance of trade show exhibiting and give it your very best. Business-to-business marketers in greater numbers every year are adopting the trade show exhibit function as an increasingly valuable component of their promotional toolkit. A study on the nine basic marketing approaches used by the nation’s top companies, trade show exhibits rank #3 in marketing dollars spent, only behind advertising and sales promotions and ahead of sales force management, direct and online marketing, premiums, public relations among others. What this means is you need to spend time and effort on exhibiting at trade shows to remain competitive.

- Set standards for trade show exhibit quality, design and staff conduct to optimize the trade show exhibit area experience. A well-presented exposition area can be a very compelling attraction especially if you make it a first class event with strict standards for quality trade show displays with a set of guidelines. Portable and custom modular exhibits are now available through professional exhibit specialists who handle the entire design and build function from initial graphics to delivery of the finished exhibit at the trade show site. New lightweight materials and collapsible construction make assembly, breakdown and shipping both easy and affordable.

- Train your staff to effectively sell at your trade show booth. Keep in mind who you are exhibiting to, what your specific message is and why visitors to your trade show booth need to know about your product, service or message. Practice your message with your staff to make it clear and brief. Be sure you have the informed staff at your booth to answer specific questions in detail. Make sure they are effective representatives for your company and that they have proper trade show booth etiquette –no eating, no lounging, no chatting amongst themselves and ignoring client prospects.

- Seek guidance from reliable sources. As the trade show exhibit industry has grown, so have its resources for providing support for those interested in making the trade show exhibit function an important part of their marketing efforts.

As you plan your sales and marketing function, take a closer look at the added value of a well-conceived or upgraded trade show exhibit. In today’s business environment, where the high tech conveniences of e-commerce and cell phones eliminate face-to-face encounters, your company is probably craving the high touch experience a trade show exposition can add to assist your sales team.

The following are nine steps to guide you in the trade show selection process.

1. Work with a tradeshow planning team or key personnel to decide who your target market is and what your objectives are.

2. Identify the tradeshows that appeal to your market and offer the greatest exposure for your message. Research the target market and your competitors to determine which tradeshows they frequently attend.

3. Time your trade show exhibit appearance to meet prospects at the beginning of their buying cycle—not after purchasing decisions have been made.

4. Do your homework. Double check tradeshow management statistics to confirm participant demographics. Obtain audited information, if available. Talk to former tradeshow exhibitors and attendees about their trade show booth experience.

5. Visit the tradeshows that you are considering. Evaluate educational seminars and supporting events for other opportunities for appearances by your company personnel.

6. Consider the location of the trade show. Since 40%–60% of tradeshow attendance usually lives within a 200-mile radius of the show, you may want to match your company’s distribution area and target market with the geographic source of tradeshow attendees.

7. Evaluate the timing of the trade show. Avoid conflicts with events or business activities that may draw your target audience away from the tradeshow (i.e. Super Bowl Sunday, corporate annual meetings, holidays, etc.).

8. Be wary of first-time tradeshows. Even though a heavily promoted first-time event may sound like a winner, without a proven history it may be a risk for your company’s initial tradeshow appearance.

9. Pick your trade show booth space wisely. Get familiar with the floor plan of the tradeshow exhibit space. Consider how close you want to be to industry leaders, main attractions, competitors, restrooms, food stations, entrances, exits, escalators, elevators, stairs, windows and seminar sites. Avoid low ceilings, obstructing columns, dead-end aisles, loading docks, freight doors, dark spaces and ceiling water pipes.

The Consumer Electronics Show (CES) in Las Vegas in early January 2006 was a blow-out four-day trade show attracting some 150,000 guests and 2,500 exhibitors. The trade show floor was 28 football field’s worth of space and exhibits spanned 1.6 billion square feet of convention space. This dynamic trade show gave us a peek into the future of a plug and play lifestyle where we can work, play, and keep in touch when we want, where we want.

“The incredible momentum around these new products and services shows that the digital lifestyle has truly gone mainstream this year,” Microsoft chairman Bill Gates said in his opening keynote address. “Now it’s time to bring together the devices, software, and services in people’s lives and take all these experiences to the next level.”

To introduce the latest technologies, the most effective trade show displays combined drama, creativity and design to broadcast their message and pound home their brand awareness. On the other hand, there were trade show exhibits that lacked creativity and pizzazz and went virtually unnoticed by the milling show floor throng.

Clients who want their trade show appearance to make a dramatic impact often ask about the traits of a trade show booth that hits it big on all cylinders. They want to know what the innovative trade show leaders do differently and how they can also stand out against the competition.

Event Marketer covered the CES show and ranked the trade show booths as to their appeal. Just a few of their favorites were AOL, Dolby and Daewoo. Here are a few pointers that resulted from why they picked these trade show exhibits:

1. Have your trade show booth provide a valuable service to attendees

AOL scored big when they offered their high speed Internet service free to all weary trade show goers. Attendees found a comfortable place to relax, check their email, and surf the web. While this was going on, AOL got to showcase their company’s services such as music on demand, Mobile, AIM, and City Guide. This was a win-win situation that helped trade show attendees check in with their offices in real time while appreciating AOL as their host.

2. Find a location that stands apart from the crowd AOL was inside the concierge tent and therefore got lots of exposure and foot traffic. They commanded a corner in the concierge tent which was located in the parking lot outside the main hall. Their entry had a 20-screen TV wall showing brand logos and concert videos. There were 20 laptops for guests to use and six were mounted on mechanical arms, which could be reached by attendees relaxing in comfortable chairs.

3. Find creative ways to be “in the moment”. AOL corporate executives off site were able to view the inside of their trade show booth as a web camera filmed the action inside their booth at the show in real time. They could critique booth activity in real time and coach exhibit personnel on traffic flow, visitor reactions and fresh ideas for engaging prospects.

4. Use eye-catching designs, shapes and tension fabrics. Daewoo used a large wall constructed of 17 LCD screens with 36 fabric screens with rear-projected graphics as its focal point. Huge fin-shaped tension fabric structures with custom lighting lined TV display stands at the sides of the exhibit. They used a logo laden two-sided tower perched on top of the info desk at the entrance with 10 LCD screens built into the pillar. Visitors were fascinated by the compelling visual drama.

5. Create a space for attendees to try out your products. Dolby had a gaming zone that allowed guests to try out their new Xbox 360 racing game, Burnout. The Xbox’s Dolby Digital sound was like a beckon that cast a spell on visitors alluring them to the trade show booth.

Remember that by incorporating movement, color, lights and action in your trade show booth you get to showcase new technology while entertaining and mesmerizing your guests. Techniques such as these can make for an unforgettable trade show experience.

As soon as you make the decision to exhibit at a trade show, you have the opportunity to promote your company’s website, increase your visibility on the Internet, and also use the Internet to sell your products or services. Clients who plan to attend a trade show often want to know the techniques of maximizing their trade show appearance on the Internet. Your trade show exhibit marketing efforts can definitely benefit from increased traffic to your website. By using the Internet you add another dimension to your trade show display before, during and after the trade show.

What are the ways the Internet can increase your trade show marketing efforts? Here’s an idea for your website visibility:

By promptly posting your trade show attendance on a separate trade show web page on your company’s website, you gain increased visibility due to search engines crawling your website for news of a specific trade show.

By putting a page on your web site with information such as your booth number, a map of the trade show floor, a picture of your booth, you will gain traffic by making it easier for your prospects and clients to find you. If your page is online early enough, at least two months or even better four months before the show you’ll attract additional traffic, as the search engines will crawl and index your new show page and return the link to a search like CES XYZ Company.

Post your news on a separate web page on your website ideally four months prior to the tradeshow to give the search engines time to crawl your website. Some companies merely provide a link from their website home page directly to the website of the trade show. They miss the opportunity to promote their company’s website and provide information to the website visitor.

A better way to go is to make a trade show reference on your website such as: We’re exhibiting at the Consumer Electronics Show in January 2006. Click here for details. This link would open a new web page in a new window giving full details with company contacts. Search Engines will give your company web page a higher ranking when searching for the specific trade show where you plan to exhibit. If this page is constructed appropriately, then it can itself be highly ranked in a search for Consumer Electronics Show (CES). So when business executives search for the CES Show, your company trade show web page will be high on the search engine ranking list. It’s an opportunity for your company name to be seen and associated with the trade show. Visitors may also choose to click through to visit your webpage.

Another Internet tool is the use of email marketing to help you sell your products and services. Email targeted, industry- specific customer prospects an invitation to your trade show exhibit. Offer your customer prospects an incentive to drop by your trade show booth, such as giving them half of a gift coupon via email and ask them to pick up the other half at your booth for their special prize. Everyone loves to receive a gift and this technique builds qualified traffic to your booth.

You may also want to offer free Internet service at your trade show booth. By providing weary trade show attendees a valuable service, you have them pre-disposed to appreciate your company and its showcased products and services.

Then, be sure to accelerate sales to your client prospects by following up with emails the day after the show. Of course you have made sure your email list is honed from a tightly screened base. This strategy simplifies the sending of personalized e-mail messages to your highly qualified booth visitors.

By combining high tech techniques with face-to-face trade show exposure you are able to attract your customer prospects on a variety of levels that reinforce your company’s presence.

You’ve heard the expression–The devil’s in the details. This is especially applicable to trade show exhibiting where success hinges on all the big and little things that constitute a trade show appearance.

The process starts with the obvious: selecting the right trade shows to attend; designing a high quality exhibit booth to properly portray your company; and arranging to get the trade show display to the exhibit floor on time.

Your trade show exhibit builder has the expertise to help you make your event a success. But it can often be any one of the following pesky details relating to trade show services, which, if overlooked, can undermine an otherwise well-planned trade show experience.

Here are ten key recommendations from “Tips & Techniques for Exhibiting Success” by Nomadic Display:

1. Study the exhibitor service manual. The manual is the key to what you need to know about each trade show. As every show has its own set of rules, regulations and deadlines, carefully examine the manual’s information. Read the fine print in exhibitor instructions, delivery information and trade show services contracts. Complete the required registration and services order forms accurately and retain copies for future reference.

2. Make a list of all the trade show services you need. If you plan for your display requirements and order well in advance, you will avoid those costly last minute services that can play havoc with your trade show budget. Make decisions about the extra utilities you need, as well as carpeting, furniture, cleaning and security.

3. Understand the trade show floor plan. Analyze the exhibit hall floor plan and your booth location in respect to traffic flow and proximity to food courts, service entrances and sound system equipment. Examine plan specifications, however small, indicating ceiling heights, pillar locations, even heating and air conditioning ducting.

4. Identify utility sources. Contact the exhibit builder to determine how much electrical power you will need for your display. Always make provisions for backup utilities to guarantee that your power-driven components will function dependably. Check the trade show floor plan to find out where the utility ports are located with relation to your space.

5. Understand drayage. Drayage involves delivering your display materials from the loading dock to their assigned space, removing empty crates, returning the crates at the end of the show and transporting the re-crated materials back to the dock. Save money by consolidating all equipment and containers as part of one single shipment.

6. Arrange for adequate carpeting. Install your utilities first before laying the carpet to reduce the number of carpet cuts for electrical outlets. Remember to order enough carpet to cover the bare concrete strip between the display and the aisle. Order a decent quality carpet and underlayment. Your trade show booth staff’s feet will appreciate it at the end of the day.

7. Allow extra time for customs if your company is shipping an exhibit overseas. You need the correct documentation for your container contents, which may be opened and inspected at a port of entry. Use a reliable custom house broker or freight forwarder to coordinate arrangements and keep you posted as to the progress of your shipment.

8. Get to know your trade show services representatives. These are the folks employed by the exhibition organization who are paid to be helpful contacts for exhibitors. They can be of great value to you by fielding your questions and finding ready solutions to any problems you encounter at the trade show.

9. Know how best to work with union labor. As union rules differ in each city, be sure to read the showplace manual to learn what union rules, regulations and charges apply. If you have questions, contact the trade show management or the service contractor. Consider engaging your trade show exhibit display house to provide installation supervision in order to arrange for a problem-free setup.

10. Bring all important trade show related files, contracts and paperwork to the trade show. This includes copies of trade show floor plans, exhibit installation service orders, tracking documents for all shipments, contact names, phone, fax and email numbers.

Remember that attention to the myriad details of trade show planning and execution can make or break your trade show appearance. It is important that you are familiar with the trade show rules. Call upon the expertise of your exhibit builder and show services representatives to help you have a successful and seamless trade show experience.

As an early stage startup company matures, the image that was right for the times four years ago as an up- and- comer is often no longer appropriate. This emerging business now needs a more mainstream image to convey its strong new corporate identity.

The transition to a mainstream image necessitates not only a change in identity but also a change in trade show exhibit presence. Early on, portable pop up exhibits at trade shows worked. But with a company’s mounting success it now needs an image that reflects its solid business stature as a true leader in its field. However, before being tempted to leap into a major investment in a custom build mega trade show exhibit, there is a practical intermediate step.

In order to achieve a company’s new image while keeping a handle on its budget, a good interim step for a firm that wants major attention at a key trade show is a custom modular trade show display that has the look and feel of a high-end custom build but at a substantial cost saving.

In terms of projecting awareness, the custom modular exhibit succeeds in reinforcing a company’s new prestigious image while reducing the operating costs associated with a custom build by 75%. The custom modular exhibit saves not only on the design and productions costs of a custom construction but also on such expenses as drayage, shipping, installation and dismantling. Additionally, the configuration of the exhibit is expandable into a variety of spaces — including a 10×20, 20×20, 20×30 or larger to scale with a company’s growth, enabling them to service large and small trade shows alike.

As the growing company moves into a stepped up trade show venture, it can benefit from an experienced trade show exhibit design and construction company. The company’s display team should be able to work seamlessly with a professional exhibit design firm to determine and meet key trade show deadlines and assembly demands.

Keeping costs on target should be a top priority for the expanding company. Before venturing into a top-end custom build spectacular, there’s good logic in taking an appropriate next stage exhibit step. For comparison, here are seven cost savings benefits of a custom modular vs. custom exhibit:

1. Less shipping and drayage expense:

The 75% lighter weight custom modular exhibit keeps shipping and drayage costs in line with a trade show exhibit designed with less weight and compact packing.

2. Reduction of trade show storage costs:

75% fewer crates reduces storage costs substantially.

3. Lower labor costs due to ease of setup:

A smaller crew is needed so less time is required to install and dismantle exhibit.

4. Less Refurbishing required:

Panels can be removed from the crate by hand reducing the amount of potential damage to the display. A forklift never touches a panel keeping trade show related repair costs at a minimum.

5. Flexibility:

The versatile custom modular unit facilitates expanding or reducing trade show exhibit space without adding a variety of expensive components.

6. Quality of Trade Show Exhibit Consistency:

Interchangeable panels and components built the same way every time to strict quality standards save costs and time.

7. Potential 10% reduction in cost of production and reduced design time:

The majority of trade show design elements could be pre-engineered which reduces the time to build and money spent in production.

Custom modular exhibits are increasing in popularity as the next stage exhibit option in the trade show industry because they offer designs that create tremendous impact, ease of use and cost savings. Smart companies are looking to succeed in trade show exposure while properly managing the balance between dramatic exposure and disciplined cost constraints.

Trade show exhibitors often create magical environments to take you out- of- the ordinary—and sweep you away to another world. They can be filled with music (The House of Blues found at the Exhibitor Show 2006 in Las Vegas), or animals (live African blackfooted penguins at the Magnussen Home Furnishing’s booth at International Home Furnishings Market’s biannual trade show in April 2005), adventure or just plain fun.

Trade show exhibitors often ask why they should create a distinctive theme for their trade show display booth. There are at least three good reasons. Themes set you apart from your competition, stimulate excitement and momentum for your staff, and dramatically increase traffic to your trade show display.

Here’s a good example: The International Home Furnishing Market’s biannual trade show (April 2005) was spread over 12 million square feet in 188 different buildings with over 75,000 attendees. Magnussen Home Furnishing was exhibiting at this giant trade show and their theme was Jazz Age opulence featuring Irving Berlin’s Puttin’ on the Ritz with high hats, narrow collars, white spats and lots of dollars. They used pear shaped penguins that looked like sophisticated men in tuxedos as a whimsical tie-in to their trade show theme of elegance.

A way to grab attention at this vast exhibit space was to have real penquins (intimately identified with the Magnussen exhibit) seen by thousands of visitors over four days in the 10 by 10 foot eye- level special habitat built in the trade show exhibit lobby. Magnussen enhanced their penguin theme by having their male staff wear tuxedos while their female staff wore white blouses and either black skirts or black slacks. They also hired teenagers dressed as penguins to roam the spacious trade show floor to attract attendees to their trade show display. The fact that there was a Jazz age band playing with glamorous ballroom dancers showing off the ritz also pleased and thrilled attendees at the dramatic 35,000 square foot Magnussen exhibit booth. Their jazzy results: a 20-percent increase in show visitors over the year before.

In October 2003, Magnussen tabbed their trade show display theme the Magic of Magnussen. Two magicians in the lobby acted like pied pipers drawing attendees to their trade show booth while performing riveting magic tricks. Magnussen staff handed out decks of playing cards and they had a stuffed bunny popping out of a black hat as a giveaway. Their magical results: about a 10-percent increase in attendance over the previous year.

Advanced Micro Devices Inc. (AMD) chose the theme, Break Free at the National Association of Broadcasters 2005 show. It hit the right cord for the market that wants to do things differently and think beyond restraints. AMD had five hip actors dressed in business suits wearing 3-D glasses spread the message of AMD on the trade show floor, the lobby and the trade show displays of their partners. The cool actors gave out entry cards and 3 D glasses to visitors who got to enter a contest to win an AMD processor-powered laptop each day of the show.

Result: exceeded their original goal of 1500 visitors by 33%.

Remember that by having a theme for your company at your trade show display, you create excitement, focus, and sales. Your trade show themed message becomes a mantra and a hypnotic magnet.