|
trade show display ideas
home |
more trade show marketing articles
 The
very
first thing people will see as they approach your trade show booth is your trade
show display, and as you know, first impressions are critical. In fact, sometime
your first impression is the ONLY impression you'll get to make. Numerous trade
show industry research studies have show that the typical trade show display at
the typical trade show only
gets about three to five seconds of a visitor's attention, before the visitor
decides to stop and talk, or just keep walking. So with all the options available for trade show displays today,
which one do you pick, and what factors make some trade show displays better
than others? While the importance of your trade show display cannot be
overstated, what kind of tradeshow display to chose is less important than what
your tradeshow display does. Worry less about what it is made out of, and more
about what is on it. But also focus on how portable it is, how durable and
rugged it is, how easy it is to set up, how easy it is to take apart, and how
easy it is to upgrade and change. Also make sure that your trade show display
compliments and highlights any trade show booth ideas or
trade show giveaway
ideas that you are using at your trade show exhibit booth.
 1.
Graphics
The three most important factors or elements for a good trade show display are
(1) graphics, (2) graphics, and (3) graphics. Your trade show display graphics
need to catch peoples' attention, and they need to make your trade show display
stand out from all the other trade show displays. The cost of trade show
graphics has really come in recent years, so there really is no excuse for not
having full-size trade show graphics that cover your entire trade show display.
And, as the old saying goes, a picture is worth a thousand words, especially a
HUGE picture. Luckily, stock photography costs have also come way down, and the
selection of different relevant, eye-catching trade-show-graphics-worthy images
is enormous. If you do a quick search on istockphoto.com for any image idea or
ideas you have, I'd be surprised if you can't find an image that works, and you
will also probably be surprised to discover just how affordable that image is!
Of course, you also need your trade show display graphics to quickly, clearly,
and forcefully communicate your main trade
show marketing message, including who you are, what you do, and what makes
you unique! Just remember, your trade show graphics are very IMPORTANT, and can
determine whether or not you are a
trade show success, so worry less about whether your tradeshow display is
made of partially recycled plastic bottles, and worry more about your tradeshow
graphics! Make sure your trade show display design will rock the show!
2.
Portability, Drayage, and Shipping Costs
Don't forget that any trade show display will need to be shipped to the
tradeshow, shipped back from the tradeshow, and stored in between trade shows.
Modern trade show displays tend to be more
portable than what was available even ten years ago, but still just how portable
a trade show display really is can vary from design to design. Some trade show
display still come in two cases, and with those displays that now come in one
shipping case or carrying case, you will want to see if the shipping case will
hold "everything", such as display lights, and of course, your display graphics.
You'll also want to know if the trade show display case can be taken on an
airplane as checked baggage (and if extra fees will apply), and if the tradeshow
display shipping case can handle being shipped via UPS or FedEX. Many smaller
tabletop trade show displays will only come with a (flimsy) cloth carrying bag,
which precludes you shipping them via UPS or FedEX, unless you then find the
right size cardboard box, which will then only last a few shipments and will
need to be replaced. Regarding drayage, many tradeshow convention halls will
charge you drayage, a fee for each piece that is shipped to directly to the
show, and it can be based on a combination of number of pieces and/or total
weight. However, if you can hand carry your trade show display into the
convention hall and back to the trade show
booths area of the convention center (or in some cases, you only have to be
able to roll it in if the shipping case has wheels), then you can avoid paying
drayage. Just remember that shipping costs can add up quickly, especially if you
are doing priority overnight trade show shipping, so the more portable your
trade show display actually is, the more you will save on long term shipping
costs.
3.
Dependability and Durability
It probably goes without saying, but having a falling apart, broken trade show
display can be a real trade show bummer. When you need to use it, you need your
trade show display to work. Dependability and durability should definitely be
factors in reviewing a trade show display and in deciding which trade show
display to buy and plunk down your hard earned cash on. Keep in mind that some
trade show display designs are inherently more reliable and durable than others
(think less moving parts, and less small, delicate, and/or losable parts).
Similarly, some materials are much more durable than others. And the quality of
trade show display manufacturers can vary (generally, the longer a trade show
display manufacturer has been around, the more trustworthy and reliable their
display probably are). Many tradeshow display vendors offer lifetime warrantees
on their displays, though often the lifetime warranty is limited to the display
frame, so it is important to see what the warranty support time is on the other
elements of the tradeshow display. You also want to see how you get warranty
service, and how long it takes. It's not uncommon that something can break at a
tradeshow, but then nobody gets around to doing anything about it until right
before the next show. And one last thing on dependability... there are a lot of
portable trade show displays being produced in China now and being imported into
the United States. From the little I've seen of these Chinese trade show
displays, the quality is just not that great, and getting service and
replacement parts is next to impossible. When you're purchasing a trade show
display, don't overpay, but also remember that there's a reason for the phrase,
"You get what you pay for."
4.
Set Up and Take Down
Simply put, you don't want your trade show display to require an engineering
degree to be able to set it up. The best trade show displays can be set up by
anyone, quickly, and without tools. Well, I would change anyone to "almost
anyone". It seems there are always a few trade show exhibitors that have
absolutely no mechanical sense what-so-ever, and think the solution to getting a
square peg into a round hole is a bigger sledgehammer. These trade show
Neanderthals prove the old saying, "You can make something fool-proof, but you
can't make it idiot-proof." That said, the best trade show displays will have
set up instructions that are simple and intuitive, and that the average trade
show exhibitor can figure out easily and quickly. It's important to be able to
set up your trade show display in under half an hours (and hopefully in less
than ten minutes), otherwise some convention halls will require you to hire
trade show union workers to set up your display, even though you are able to and
want to set it up yourself. Also, if any tools are required (even a
screwdriver), you may need to hire a convention hall contracted union worker.
And if you need any electrical work or connections that exceed simply plugging
in cords for lights and computers, then you will need to pay for a convention
hall electrician, though there's probably good reason behind this! And don't
just think about setting up your trade show display. Find out how easy (or
difficult) it is to take it down and get it safely back into the trade show
display shipping case or container. Remember when you pack it up, you want to be
able to easily and correctly pack it so that it survives the subsequent
shipping, and that it is in good shape for your next trade show! Shoving and
cramming are verboten!
5.
Should You Rent?
It depends... but usually not. Typically renting a trade show display costs
about a third or half as much as just buying the trade show display outright,
but you don't have to worry about shipping or drayage costs. Whether you rent or
buy, you still need to invest in quality trade show graphics. If you rent a
trade show display, you will likely need to bring your trade show graphics to
the show and then attach them to your rental display with Velcro. But if you buy
a portable trade show display, you can incorporate the graphics in to the
display, and have them printed directly on the trade show display panels, which
almost always looks more professional and polished. If you know you are going to
do multiple tradeshows, it's a no brainer to purchase a portable tradeshow
display. But what if you only want to commit to one tradeshow initially, and
then see how it goes? While a rental display may seem cheaper, the image it
creates may also seem cheaper and less committed, which may hurt your trade show
image. In general, whether you're only starting with one show or whether you
know you'll be doing multiple shows, I think it's best to spend the money
necessary to put your best foot forward. So almost always, the best decision and
choice is to purchase a portable trade show display, and to avoid the generic
convention hall rental booth displays.
Other thoughts on trade show display ideas...
Trade show display banner stands seem to be all the rage these days, and are
often reviewed and suggested as good ideas. This may be because banner stands
seem super portable and cheap. From what I have seen though, many trade show
banner stands (the kind that are similar to pull-up projector screens) are
actually pretty flimsy (both in appearance and in actuality), and the banner
graphic panels aren't supported on the sides and tend to fold back and look a
little bit cheesy. Since you want your trade show display to make your company
look polished and professional, perhaps saving a bit of money by using a banner
stand that turns out to be flimsy and cheesy is being penny-wise but
pound-foolish? If you are going to use a banner stand or banner stands, make
sure you actually see one and test one first, and confirm that it will hold up
long term and also that the banner stand with graphics portrays a trade show
image that you are happy with.
update: costs - trade show displays can cost a lot more than
just the initial sticker price.
It sure would be nice if you could pay whatever the tradeshow display price tag
is, and be done with it. Unfortunately, like with most things in life, portable
trade show displays can and will cost you a lot more than just the initial
price, so when you're budgeting for a trade fair or convention display, you
really need to budget for all the possible (and necessary) expenses, both
initial, and recurring and ongoing expenses. It's easy to think that the
tradeshow display only costs x dollars, but you will need graphics for it (which
should either be included on the display or purchased separately and attached to
the display). You will also need a graphic design, which generally means hiring
a graphic designer (with experience in designing trade show displays and
booths), and you will likely need images (photographs) for your design (which
means either hiring a professional photographer, risking taking your own photos,
or finding stock photos that meet your needs). Just keep in mind that your
graphics need to be awesome and amazing, and also have a clear message. Don't
skimp or be cheap and try to save money on your trade show graphics! And the
associated costs of owning a trade show display don't stop with getting graphics
for it. You'll probably need to update and replace your trade show graphics,
since you don't want your trade show marketing message to become stale and/or
dated. Most new exhibitors also don't realize how much shipping your trade show
display to and from the show can cost. Until the Star Trek transporter becomes a
reality and you can beam your tradeshow display straight to the show, you need
to ship your display to each show. If you plan ahead, you can ship via ground
service, which is fairly economical, but if you wait until the last moment, or
if you exhibit at shows that are back to back, you will find out how expense
overnight shipping a trade show display can be (and you will then appreciate how
important portability really is). Shipping costs can be based on the weight of
the display, but they can also be based on the dimensional weight of the
display, which is based on the size (volume) of your shipping case. And at the
show, you will discover the meaning of a word called drayage, which is what a
trade show charges you for having your portable display delivered at the
convention hall. You often avoid the drayage fee if you bring your trade show
display with you and hand carry it into the show, but you'll have to decide if
it is worth it. And if your trade show display requires any tools to be used
when setting it up, or if setting it up takes more than 30 minutes, many
convention sites and venues will require you to hire and pay union contractors
to set up your display. It can be mind boggling and depressing to trade show
novices how many "hidden costs" there are associated with having a trade show
display. Graphics and shipping are two of the larger additional expenses of
trade show display ownership, but if you get a cheap trade show display that
breaks easily and often, you'll also discover how much maintenance and repair
parts can cost (or you might become an expert at the use of duct tape and baling
wire). Just remember to consider all the initial costs for a portable trade show
convention display, as well as the on-going costs too, which in some cases can
end up being more than the initial cost. The best advice is to get a
high-quality, durable, reliable trade show display system that is cheap and easy
to ship, and that is also cheap and easy to update and replace graphics on, but
that will also hold up to the rigors of your trade show schedule and will be
there and work for you when you need it.
more trade show marketing articles
Institute
for Trade Show
Marketing Excellence | ITSME
http://www.TradeShowMarketingAdvice.org
copyright 2004-2015 all rights reserved
|
