Tradeshow Tips

Attend any recent trade show and you’ll see many, many hybrid displays. They have gone from the exception to the rule in many show halls over the past two or three years. Visually, the reason is obvious. Hybrids are attractive, lightweight, and feature large format graphics. But just like any product, there are good, better, and best versions. For the sake of simplicity, let’s focus on one segment of hybrid designs:  portable hybrids. There are also modular and custom hybrids.



10 Things to Consider Before Buying a Portable Hybrid Display:

1. Weight

Generally a hybrid should be lightweight, whether it’s a 10 x 10 or a 10 x 20 inline. After all, it’s primarily aluminum extrusion and tension fabric or direct print graphics. Expect a basic 10 ft. hybrid to weigh approximately 75 to 95 lbs with the case. Double that for a 20 ft inline. Adding freestanding counters or pedestals will increase the weight proportionately.

2. Assembly

Here’s where you need to do your homework. Portable hybrids generally require a little more assembly than say a pop up display. But, then again, they don’t look like a pop up and have far more features. Assembly time will vary depending on tools or lack of tools. Many systems require a tool for every connection, but there are hybrid systems that have engineered tool-less or mostly tool-less kits. Ask about loose pieces as well. A good hybrid may require tools but it shouldn’t have any loose connector pieces.

Along the same lines, ask about graphics (direct print or tension fabric) and how the graphics attach. You’ll want graphics that are durable, vibrant, and easy to attach. There are many methods to attach graphics — some easy, such as Velcro, others difficult, such as pole pocket. Choose one that fits your comfort level.

3. Design

Yes, design is subjective, but it shouldn’t be limited. To use an apple metaphor, if your choices are between a Gala, a Gravenstein, or a Fuji, then what’s the point. Wouldn’t you rather choose between an apple, a pineapple, a banana, or even a starfruit.

Don’t limit yourself. Ask to see as many examples as possible within your budget.

4. Accessories

Portable hybrids should do more than just stand there and look pretty. They should be functional as well. At a minimum, you’ll want to see as much variety as possible when choosing counters, workstations, literature holders, kiosks, lights, and locking storage. One size does not fit all when it comes to portable hybrids, bathing suits, and toupees.

5. Packaging and Instructions

Too often, you discover that the manufacturer hired Capuchin helper monkeys to pack and label your display. It pays to do your homework. The packaging should be reusable with easily identifiable slots for all the parts, and the packaging should look as professional as the exhibit, otherwise it gets tossed after the first show.

The instructions should be in clear English with corresponding images or photos. Ideally, every part should be labeled (A, B, C or 1, 2, 3), and the labels should be attached discretely to the parts. You’ll want them to be invisible once the display is assembled but visible when you assemble it the 47th time.


6. Graphics

The smaller graphics are typically direct print on Sintra, Lexan, or acrylic. No problem there. It’s the large format graphic(s) that can get a little confusing. There are direct, fabric, and dye-sub tension fabric graphics. Most manufacturers typically have a preference.

What’s best? Honestly, why would you choose anything but dye-sub tension fabric graphics? They’re lightweight, durable, fold flat, are vibrant, and can be washed in mild detergent. When made with high quality materials, wrinkles disappear within a few minutes. There are even eco-friendly green options.

7. Warranty

While the 30/30 Rule may apply at the swap meet, it should not apply when purchasing a portable hybrid display. Ask about the warranty, and ask about the unwritten warranty. What’s the “unwritten warranty”? Does the manufacturer back their product to the letter of the law or are they flexible based on the circumstances? Ask your distributor. They’ll know which manufacturers are customer friendly and which are “sales” friendly.

8. Distributor

This is still a consultative business. You’re not buying gas or bread or dinnerware. You’re purchasing a 3D marketing structure for about the price of a small car. Chances are you’re not an expert in trade show marketing, although you may be a whiz in marketing in general. Trade show marketing is different — not rocket scientist different but different nevertheless. Trade shows can be expensive if you don’t know what you’re doing. Once you add up the show space, show services, hotel, travel expenses, giveaways, and the display costs, you’ll want to make sure you did everything possible to maximize your return on investment (ROI).

Your trade show distributor, Bella Creative we do this for a living (duh?!). We’ve seen more mistakes and more successes in trade show marketing than you’ll see in a lifetime. Rely on us.

9. Manufacturer

It matters. Enough said.

10. Price

In a perfect world, you’d buy whatever trade show display your heart desires complete with laser lights, celebrity dancers, and milk chocolate fountains. You have a budget, which may be flexible, but it’s probably not as elastic as those sweat pants you should have thrown away after high school.

Price equals something — design, quality, convenience, etc. We all have a sweet spot where price, value, and performance intersect. Before making a decision, consider everything you’ve learned in #1 through #9.

1. Better Products. Better Designs. Whether it’s a hybrid display, a table top, or a pop up, our products are meant to survive a typical trade show schedule for years. In addition, they blend practical performance with upscale design and innovative accessories. We don’t copy. We create.

2. Customized Set-up Instructions. Except for a basic Pop ups, banner stands, table throws, every customer receives detailed set-up instructions for their display.

3. Customized Packaging. The thought of wrapping a display in bubble wrap and jamming it into a box gives us the heebie jeebies. Nearly every product is packaged in customized packaging. Even our crates are full lined with fabric and jigged for most components.

4. Customized Design. Based on your needs.

5. Flexible Production. We build displays. We don’t just pull boxes from shelves. Building displays requires that you build to your client’s requirements, even if it starts with a basic kit.

6. Project Management. That’s an important concept. We offer detailed CAD drawings, create graphic Spec sheets, and manage the order from inception until it ships.

7. Marketing. We’re not attempting to create a national brand by advertising in magazines or on random websites. We advertise a bit in some industry publications and support industry organizations. Why? We want to build your brand in your market.

8.  Reliable Vendors. You expect consistency and quality and we expect the same from our manufacturers. That’s not always possible when you are always chasing the lowest prices just for the sake of the lowest prices.  It’s always possible to get something cheaper. And we are always researching better options, but not at the cost of quality or reliability.

9. If we screw up, we fix it

10. We aren’t the cheapest, but we’re competitive compared to our competitors. We provide high quality products, exceptional service, and remarkable design at a reasonable trade show price. It’s who we are. 

What’s the Real Cost? Determining Your Exhibit and Trade Show Budget

What You Should Know about Exhibit Budgeting?

 

• How to differentiate between normal marketing expenses and exhibit marketing expenses
• The exhibit is the largest initial expense, but your ongoing exhibit marketing will easily surpass that initial cost
• Create a budget and maintain an accurate Return on Investment (ROI) on your exhibit marketing
• Include the Exhibit Costs, Onsite Expenses, and Show Services when developing your budget

 

An Accurate Exhibit Budget

Companies should define a workable exhibit marketing budget, one that includes all
related costs. However, the line between marketing expenses and exhibit marketing
expenses can be somewhat fuzzy. You will want to create a well-defined budget that
separates them.

The exhibit is typically the largest initial expense. However, over time, the cost of using
the exhibit will easily surpass the initial cost of the exhibit, often significantly. When
constructing a budget, evaluate your ability to maintain the expense year after year.
Weigh the repercussions of scaling back. In some industries, scaling back can be more
damaging than never exhibiting in the first place.

Creating an Exhibit Budget

Creating a budget allows you to figure an accurate ROI. You should account for pre- and
post-show marketing, travel costs, lodging, and entertainment. You’ll need to factor in
freight, drayage, show labor, carpeting, and electricity expenses. These can be
significant expenses. Most Installation and Dismantle (I&D) companies will estimate the
labor time from a faxed set-up drawing. Most freight companies can estimate the
shipping charges based on dimensions and weight provided by the exhibit seller. You
should also factor in minor repairs due to freight damage or repeated set-up. Generally,
common sense will determine if the exhibit packing is sufficiently for repetitive use, the
vibration of the road, and the pounding of the forklift during freight handling.

Don’t forget to factor in the usable life of your exhibit and assign a cost to each show. On
average, an exhibit is effective for three years. Any longer and the exhibit may be dated
or worn. Any earlier and the marketing value is not realized.

Here is an example to consider: a buyer who participates in six shows per year is
considering two 20 x 20 island designs that cost the same. The first exhibit might weight
50% less than the second, saving freight and drayage costs; however, the second might
setup in half the time of the first, saving labor costs. Additionally, the second might be
crated better, yielding a 20% longer life or at least a higher resale value. You’ll want to
consider all these expenses before making a final decision. Your exhibit consultant can
assist you with calculating your estimated expenses for each show.

Calculating Your Budget

Consider the following when developing your budget for Exhibit Costs, Onsite Expenses,
and Show Services. Onsite Expenses and Show Services can be calculated using the
forms provide by the show management organizer. Those rates vary depending on the
show. This list does not include travel, meals, lodging, or promotional incentive
expenses, nor does it include normal payroll expenses.

Exhibit Costs

• Exhibit Price
• Total Number of Uses
• Weight/Packaging
Onsite Expenses
• Booth Space
• Lead Machine Rental
• Furniture and Plants
• A/V Equipment
• Flooring

Show Services

• Drayage (moving your exhibit from the dock to your booth space)
• Electricity/Electrician
• Internet/Telephone
• Decorator
• Labor for I&D (installation and dismantling)
• Booth Cleaning
• Booth Security

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.

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

Trade Show and Event Glossary – The Beginner’s Guide

For anyone new to trade shows or corporate events, exhibit-related terms can be confusing. Fortunately, it only takes a show or two before a novice learns the basics of trade show marketing.  The terms listed below are commonly used in any trade show hall or corporate event.

Back lighting:  
Back lit graphics contain rear illumination lighting that can create a high-impact visual image. 

Banner Stands:  Banner Stands are lightweight, inexpensive portable signs that have become synonymous with event marketing. Sizes vary, as well as shapes and quality. With banner stands,  “you get what you pay for” so do your research and work with a company your trust.

Briefcase Table Top Displays:  Briefcase displays are small panel or pop-up table displays that breakdown into briefcase size packaging. Graphics are typically attached for easy transportation.  

Boom Light:   A boom light is mounted to a length of metal rod with a clamp or mounting bracket on the other end. These are generally mounted on the top edge of a display wall to cast light down onto the display.  

Cam Lock:
   Cam locks are locking devices commonly used in custom construction. Cam locks are fabricated into wood components and join custom components. Other locks and fasteners are also used, but cam locks have a long history in the exhibit industry and are very common.  

Custom Displays:
   Custom Displays are designed and fabricated without relying on prefabricated elements or components. This generally includes wood laminate booths, but also includes the use of many aluminum extrusion components and other building materials. These displays always require professional setup.  

Decorator:
   Decorators install pipe and drape booth dividers, booth signage, or overhead hanging signs at trade shows.  

Drayage:
   Drayage can be a baffling (and often contentious) concept to trade show novices. Drayage is the term for the handling of exhibit materials from the dock at the show location to the exhibitor’s booth within the show hall. Trade show participants pay a fee, based on the weight and number of packages, to have their show materials received at the dock and moved to their show space.

External Frames:  External frames encase components in metal or plastic, emphasizing each individual panel. They are useful for displaying multiple pictures or segmenting your product offerings.  

Feet: 
Feet are any support that is designed to add stability or leveling to a display. These can be built-in or mount-on features.  

Flexible Graphics:
Flexible graphics are graphics that are printed on or laminated to flexible plastic material and rolled up for packing. Lexan, Styrene and polyester are the most common materials. There are numerous options for creating these graphics that vary in quality, durability, and price.  

Header:  A graphic banner placed above the display that announces your marketing message or company name.  

Hybrid Exhibits:
  Hybrid exhibits are more of a concept than a defined display system. The typical hybrid consists of aluminum extrusion, tension fabric graphics, and custom or modular components. Each manufacturer defines hybrid exhibits slightly differently and many refer to them as custom hybrid or modular hybrid displays. Hybrid exhibits are the fastest growing segment in the trade show exhibit industry.  

I&D:  Installation and Dismantling is the term given to the labor required to setup, take down, and repack an exhibit. I&D rules and rates vary depending on the show hall and show management.  

Inline Displays:
  Inline displays face one or two aisles, depending where they are located on the show hall floor. Typical inline displays are 10’ x 10’ and 10’ x 20’.  

Internal Frames:
  Internal frames are hidden beneath the fabric or laminate. This type of frame allows panels to hinge or connect so they're flush, providing a relatively seamless appearance.  

Island Displays: 
Island displays are booth spaces surrounded by aisles on all four sides. The most common size is 20’ x 20’ but can be much larger.  

Marshaling:  Marshaling refers to the sequential, organized staging of freight carriers waiting at the show freight yard for freight to be unloaded or loaded.

Modular:
  Modular exhibits consist of independent components that can be used in a number of configurations. This term is currently overused as a marketing buzzword assigned to any exhibit or exhibit system where assembly is required.

Panel:
  Panels describe an exhibit component that is flat, curved, short or tall. It can be a window, door, shelving, light box, or video panel.

Pop Up:
  Pop up displays are hinged metal frames that expand to form a curve or straight. The metal frame supports channel bars which, in turn, support fabric or graphic panels.  Pop ups vary in quality, ease-of-setup, and price.   

Portable:
  Portable displays describe any booth that can be transported by a person without requiring a dolly, pallet jack, or forklift. Historically, portable has been synonymous with any packaging that meets UPS guidelines. Most portable booths were engineered to pack in cases that were within UPS guidelines. Currently portable refers to the size of the components, as portable systems often include display elements that require larger molded tub cases or even wood crates.  

Steward:
  The Steward is the title given to the lead position of the union labor manager. This is the show floor boss who manages the labor and ensures that exhibitors follow show regulations.

Tension Fabric Graphics:  Not surprisingly, tension fabric graphics are graphics printed on tension fabric. These graphics use a dye sublimation process and attached to a metal frame with hook and loop, zippers, or a spline insert. Tension fabric graphics have become increasingly popular because they are lightweight, durable, and can be printed in large sections.
 
For more information about trade show or events marketing, give us a call or send us an email. We welcome the opportunity to assist you with your next event.

Seven Key Reasons Why Companies Fail To Reach Their Trade Show Exhibit Marketing Potential

1. A weak or non-existent exhibit marketing plan without stated goals and
objectives.
2. A casual attitude toward pre-show promotions. Well-designed promotions give
attendees a reason to visit your booth.
3. A fuzzy or ill-conceived exhibit identity and message.
4. An exhibit marketing message that doesn’t differentiate you from your
competitors.
5. An exhibit design that hinders effective client interaction (too noisy, too cluttered,
too casual or too formal)
6. Poor booth staff etiquette that sends the wrong message to attendees and
customers. Inappropriate etiquette is a common (and avoidable) mistake.
7. Slow, ineffective, or nonexistent post-show follow-up with potential sales leads.
There’s a reason they are called “sales leads” and not "sales."
For more information about trade show or events marketing, give us a call or send us an
email. We welcome the opportunity to assist you with your next event.