If Return On Investment is the hottest topic since the Internet, why does a survey recently conducted by Showtime Enterprises, Inc. of marketing leaders across several industries find that although 80% were accountable for million dollar programs, the majority of them had no formal system for measuring the return on their most significant marketing investments?

The answer is so simple it is frightening: Budget!

In the three-dimensional marketing industry we create budgets for trade show booth space and budgets for the exhibit structure, for the pre -show communications piece, the on-site promotions, the venue, the travel and entertainment, and so on. When was the last time we saw a budget allocation for ROI?

News flash… the measurement of ROI costs money. The systems, metrics and analysis all costs money. It is too late in the game to think about “what is my ROI going to be” once the budgets and tactical plans are completed and approved.

Since ROI is different for many organizations and many different industries, let’s start by defining ROI, and then review the key steps to measuring and realizing it. ROI can mean several things: Return on Investment, Return on Information or even Recall of Initiative.

Return on Investment

The easiest way to show return on investment would be to track all contacts from a given event, through the sales process, to actual conversion. Reality dictates, however, that this isn’t always an easy task as there are many influences touching the prospect along the path to conversion. Some examples of key touch points, depending on the product, include retail experiences, web, direct mail, or a direct sales force – not to mention in some cases simple word of mouth around the water cooler.

Secondly, the sales cycle of some products or services often takes months or even years to complete. We may be showing return years later for investments made in the past — or worse, after we have been downsized out of budget or even a job.

Return on Information

Since trade shows and events are the only form of marketing communications that facilitates a face-to-face, free exchange of information to flow from company to customer and more importantly from customer to company, the information collected there is critical in developing a relationship sales approach. How we use this learned information as an organization will provide the return.

For example: The marketing group creates materials and sales presentations that are designed to convince a group of doctors of the efficacy of particular drug. We then uncover at the tradeshow that most doctors visiting the exhibit understand the drug’s efficacy but have concerns about its safety profile. With that key information, we can adjust our marketing and sales initiatives in real- time to deliver a more effective message, one the doctors need to hear in order to recommend or prescribe the drug.

Recall of Initiative

Brand recall is becoming an increasingly desired result as trade shows and events become a bigger part of overall marketing awareness campaigns and branding efforts of companies. When considering brand awareness measurement, a marketer needs to break through the clutter and touch the trade show attendee in a unique way.

Products are tangible. Services may seem intangible. However, experiences are memorable. It is these brand experiences that can move an attendee from a position of brand awareness to a position of brand enthusiasm. In the case of a leading footwear manufacturer for the golf industry, the company’s goal was to have the audience actually experience the all- weather performance of their product line by eliciting multiple senses in the experience. This was intended to emotionally engage the attendee. The emotion in this instance is that the product line will enhance playing performance. It’s the emotional concept that regardless of the weather or seasonal conditions, the player can still enjoy the game.

Four Steps to Planning ROI

Regardless of how you define ROI, there are basic steps to follow when developing a comprehensive ROI plan:

1. Clearly state you goals and objectives for participating in the trade show or event. No “pie in the sky” dreams are allowed here — only truly measurable and obtainable goals. Rather than declaring a generic desire to create awareness, it is better to set a goal of moving the level of awareness by 20% in a definable crowd. Similarly, it’s not enough to just want more sales. The goal needs to be defined in realistic terms including not only how much, but from whom. That will make the difference between under-performing and making your numbers.
2. Now that you know what you are going to measure, you need to create a set of tactics that can measure for the affect or desired result. Typical examples of such tactics include tracking surveys and data capture.
3. Create a tactical plan in support of the goals and objectives you stated from the outset, and be sure to include the ROI tactics.
4. Develop a budget for the execution of the planned tactics. There is no magic number or guidepost for this. It can range from a couple of thousand dollars to hundreds of thousands. The amount depends on what you are measuring and how you go about it. But the tactics should drive spending not the other way around.

   Your spending guideline should be based on what kind return you’re looking for. If you want to measure Return On Investment, for example, then you need to consider the cost to you and how much you need to recoup to break even. Ask yourself if your goals are attainable given the budget you have to work in. Don’t set sales goals attainable with a $5 million budget when you’re only spending $200,000.

Whether you work from an annual or event specific budget, you must include the line item to support a well-planned ROI plan. Remember, measuring ROI does not ensure the success of a marketing program. Remember, ROI does not ensure the success of a marketing program, only the confirmation that one exists.

Related posts:

1. Conference Focuses on Trade Show ROI
2. Daily Tradeshow Tips: Exhibiting on a Small Budget
3. Trade Show Questions – Hunt and Gather for Information

Many marketers assume that everyone who visits their exhibit will be ready to buy and waltz right in and plunk down cash or PO. But it depends on what you’re selling and to whom you’re selling. To illustrate this, here is an example of an Internet integration software-tool and services company that helped organizations weave together their computer systems using a combination of Internet services, some middleware tools (software) and the legacy systems (what the customer had been using to serve their data processing needs). They spent almost $22,000 on exhibiting and another $9,000 in travel and manpower (a huge amount for a startup) at an event that was a pretty typical e-business or integration event. Attendance was not heavy, but the people who were at the show were very qualified.

His booth signage, literature and even his conversations with prospects focused on things like “we can do this, this, and this. We are the only company that can do that. We don’t have any real competitors. We have over a million lines of proprietary code. We’re committed to the channel and directly supporting our clients. Our VCs have funded such and such companies.” Blah, blah, blah.

The indisputable lack of results proved that his exhibit strategy and tactics were horrible. Like many business owners, he concluded that exhibiting at an event does not and would not work for a company like his. But remember, there are 2 parts to every trade show exhibit. There’s the event itself and there’s what you actually say at the event and included in that is how you say it. In this case, it wasn’t the event that was bad…it was his strategy and messaging. He had assumed that the next step in the buying process for the people who attended this event was for the prospect to request or at least accept a meeting. The combination of seeing their technology at the event and then participating in a capabilities meeting would lead to an RFP. Sounds reasonable, right? What would you expect people to do after they saw a great new integration tool? Immediately request that the firm come on in and take a look at how they could help solve the companies IT problems. Of course not.

The problem was, they were missing a step. Instead of assuming that everyone at the show was just waiting to hear about his solution so they could finally find a place to empty their IT budget, he should have assumed that nobody had ever heard of his company, didn’t understand what they did and were skeptical that they would even be in business in a few years. What they really needed a very low-risk way to find out more about it before they would ever invest the time to have him come in and have a serious discussion or check it out further.

At a later trade event, the company changed their strategy. They focused on getting a speaking slot at the conference, investing in advance marketing to the events attendee list as well as targeted local mailings. They took the least expensive booth available but augmented that with a free workshop that focused on helping people identify integration opportunities, solutions, pitfalls and procedures. They made a whitepaper out of the workshop workbook and offered that free in all of their marketing, as a follow-up for the people who signed up at their booth and even convinced show management to offer it on their web site.

The results? First of all, they gained immediate credibility (and promoted it) because they were speaking at the event. They were able to separate their firm from all of the rest of the companies because they were offering the training on how to solve integration problems. They used the advance promotion, the speaking engagement and the workshop all to promote their booth as well as the free whitepaper. Even with a smaller booth, walk-in traffic more than tripled, but as significantly, they took 178 additional requests for the whitepaper from people who didn’t attend the event. Once they get someone on the list, then they had the ability to market to them as many times as they wanted. (In my next article, I’ll show you how to institute a system for following up on your leads—one that isn’t dependent on someone having the time to do it or having to remember.)

The point is this: sometimes it’s appropriate to try to generate hard sales contacts or even sales from your exhibit. In a lot of cases though, it’s smarter to try to generate leads off of an exhibit. You just need to make sure that you know exactly what you’re trying to accomplish before you start and then have a plan in place to achieve it. The company with the integration solution thought that people would come into the booth simply because they were there (plus had a great solution) and that they would want to take the next step when they heard about the solution they offered. They were wrong. There was actually an in-between step or two for many prospects…getting some further documentation, doing a bit of due-diligence–before they would even be put on the list to consider.

So think about your exhibits. What are you trying to accomplish? Do you need to add another step or do you need a whole new strategy? How can you get more people to raise their hand and at least say they’re interested in what you are offering? Can you offer something to lower the risk or to give information? Take a page from kids (and some of the nation’s top CEOs) keep asking yourself or your team “what,” “why” and “how”—till you can’t anymore. It’s a sure way to insure a winning event plan.

Related posts:

1. Using Social Media with Trade Show Exhibiting
2. Exhibiting Ideas in Tough Economic Times
3. A Stand-out Small Exhibit

The idea of guaranteed shipping is an industry myth. Regardless of how diligent a carrier is, freight gets lost, mislaid, damaged, and stolen. Shipment tracking has improved with GPS technology, but not to the point where it’s 100 percent reliable.

The best you can do is to find a trade show shipping company you can trust, and then stick with it. Become a smart customer, know what questions to ask, then ask them every time.

Label Everything
I still remember getting to a show in Boston and finding roughly half of the items I had meticulously stacked on a pallet missing.

What happened? The carrier ran out of room on the trailer, and in order to fit everything on the truck, the driver broke down a couple of my pallets and tucked all of my boxes on top of the large crates in the shipment. Since I hadn’t labeled every single box on my pallet, all my little boxes got mixed up with another shipment.

Because I hadn’t marked my pallets, “Do not break down,” or “Do not depalletize,” the carrier told me I didn’t have a leg to stand on. I now label and number every box on every pallet, just to be safe, and I label the pallet itself with “Do Not Depalletize!”

You Don’t Always Get What You Pay For
Just because you make a request or get a quote for certain services, that doesn’t guarantee you’ll get them. The following three examples show how vigilant you have to be.

Flying Trucks. If the carrier can move your freight on what it calls an “expedited truck” and get it to your destination in the timeframe you specified, it may never see the tarmac nor hear the roar of jet engines. But don’t expect any great cost savings. You may still be charged as if it had been on the big silver bird in the sky.

Exclusive Use. You requested a quote on the use of a whole trailer for your exhibit. Carriers call this “exclusive use” or TL, which stands for “truck load.”  Some unscrupulous carriers will sell you exclusive use, but they figure they can cram another exhibitor’s freight onto your trailer and make a little extra profit, and maybe you’ll never find out. Find yourself another carrier and ask more questions next time.

Musical Trucks. Just because a carrier doesn’t have a truck available in your area when you need it doesn’t mean it’s going to turn away your business. They’ll subcontract your load to another carrier who may or may not be as reliable, have equipment that’s in good shape, or have drivers trained in moving exhibit properties.

Dim. Wt. Is Not an Insult
It’s important to understand the way each type of carrier (air freight, van line, or common carrier) charges you for your shipment, so you can make sure the charges are correct.

In addition, your shipment may also be subject to separate charges called “accessorial charges,” which may include any of the following:

• Specials (specific pick-up times) on pick-up and delivery
• Waiting time
• Special equipment, such as lift-gate trucks and pallet jacks
• Inside pickup (if driver doesn’t pick up at a loading dock)
• Residential pickup
• Remote pickup or delivery
• A second driver
• Storage

Ask your carrier what formula it uses to calculate your chargeable weight and for what additional services you will be charged.

Surprise! The Hidden Fees
To keep surprises to a minimum, always ask for a detailed breakdown of potential fees you may incur when you get your budgetary quote.

Here are some common hidden fees:

• Labor
• Moving pads and tape to blanket-wrap your exhibit
• Aborted pick-ups if the freight wasn’t ready when the truck arrived
• An extra pick-up at your company warehouse after the original loading at your exhibit house
• Waiting time at the advance warehouse or marshaling yard
• Insurance and fuel surcharges

Even if you ask about hidden costs up front, your final bill may not match the quote you received. Ask your exhibit house to copy you on any orders it places on your behalf. And never be afraid to ask why your quote doesn’t match your bill.

In the end, your best safeguard against shipping disasters is to choose a carrier wisely, then ask a barrage of questions and review all paperwork closely every time to avoid surprises. If you have a bad experience with a carrier, vote with your feet and your wallet and find a company that can meet your service needs and expectations. You don’t want to “myth” the next show because of a carrier who dropped the ball — or your freight.

Related posts:

1. Five Exhibit Logistics Tips to Save Time, Money & Fingernails
2. Six Money Saving Tips
3. Trade Show Questions – Hunt and Gather for Information

1. Ship early, but don’t ship to the warehouse

With most shows, it costs significantly less in drayage to ship your freight directly to the show site vs. to the general contractor’s warehouse. How can you take advantage of those savings and still avoid the expense that goes along with show-site freight delivery (especially when shipping in bad-weather months)?

Try this trick: Ship early, and tell your carrier you want your freight held in the show city and delivered on the first direct-ship date. Many carriers (especially those that handle a lot of freight) will hold your truckload shipments for a minimal charge. You get the benefit of headache-free shipping and the savings of direct drayage rates.

2. Let your carpet travel on its own

Want to start installing your booth at the first possible hour without paying the higher costs of shipping your display to the warehouse? It’s easy. Ship your carpet and pad to the contractor’s warehouse, and ship your exhibit directly to the show site. Since warehouse freight typically is brought in first, your I&D company can lay your electrical, pad and carpet while your direct freight is being brought into the hall. The drayage rate savings from shipping your display direct will more than cover the extra freight charges you pay to ship the carpet and pad separately.

3. Send your exhibit’s lead carpenter to supervise setup

When your display house’s account executive offers to accompany your booth on the road, say, “Thanks, but no thanks.” Then instruct them to send your lead carpenter instead. For out-of-town installations, you’re better off having the carpenter supervise installation and breakdown. Who’s best to handle display-based problems? Clearly, the carpenter who prepped the display before it went on the road. Take advantage of that person’s knowledge and experience in getting your booth up right – and fast – and save those daily account executive charges.

4. Make a map for the electricians

Don’t wait for the electricians to come to your space to start your electrical work. Ship your I&D company your electrical (and other utilities) plans, and have them send a carpenter to mark the floor and supervise electrical installation. By installing your utilities early, you will avoid paying for labor to wait around to get started or work overtime to finish. When you and your display arrive, your space will be ready for carpet and pad, and you’ll be off to a great start.

5. Inspect your booth at the close of the show

Rather than waiting for the display to return to your exhibit house to do a refurb inspection, take a walk-through at the close of the show with your lead carpenter. If you make a list of the needed repairs before your display goes back into the crates, you’ll save on inspection charges. Before your next show, you and your lead carpenter will know just what needs to be done.

Remember, the fundamentals still hold true: Planning and foresight will ease the confusion of trade shows and ensure that you come in on budget.

Related posts:

1. Six Money Saving Tips
2. Hidden Fees Revealed
3. Beating The Deadlines: Step-By-Step Guide To Tradeshow Planning

1. What do you want to say about the product?

Keep it to two or three key message points. Know who your target market is. What products do they need to have in place to use your product?

2. What are the benefits to the users?

Too often, exhibitors focus on features. Features aren’t necessarily important to the person buying your product. They want to know the benefits they will derive if they buy. Is it going to save them dollars or time? Is it going to help them work more efficiently? Demonstrate the benefits to support other messages you’re presenting at the show or your message instead of hoping/waiting somebody will ask. If you’ve demonstrated this product before, think about the two most often asked questions, and make them a regular part of your message.

4. How long is your demo?

Don’t exceed 10 minutes – particularly where there are long product purchase lead times. Don’t do a full-blown demonstration; save that for one-on-one sales visits. The goal is to provide enough benefit information to pique attendees’ interest so they want to see more after the show.

5. Are you connecting with the crowd?

As you present, maintain eye contact with the crowd. If using a computer, use a swing-out keyboard and stand to the side. Watch their nonverbal communication. Are they engaged or losing interest?

6. Are you making the most of your premiums?

Use a giveaway that has a link to the product or service. Make sure the company name and phone number is on it. Use the giveaway as a reward for taking the time to watch the demo.

Related posts:

1. Trade Show Questions – Hunt and Gather for Information
2. How To Spot A Prospect
3. Attracting visitors into your booth

Questions to consider when searching for that perfect show are:

• How many people will attend, who are they and what do they buy?
• Does the show’s attendee base match my target market?
• How many of these attendees matter to me?
• How much will it cost to reach them?

Compare shows and make informed decisions based on these factors.

Space? How much should I have? That depends on a number of factors.

First, how many salespeople will be working the booth? Typically, each salesperson is given 25 to 50 square feet of space. Next, how much product will you be displaying? Will you need room for a conference area, demos, and storage? Finally, how many clients and prospective customers do you expect? The ultimate goal when choosing exhibit space is to have room for all visitors without too much additional space.

Example: If you expect 100 visitors per day at your booth, and the show runs for 5 hours each day, this calculates to 20 visitors per hour. Assuming each salesperson can serve 5 people each hour, you will need 4 salespeople in the booth at peak hours. This means you will need 100 to 200 square feet of space plus space for products, demos, conference and storage.

Remember, the goal is to accommodate all visitors without waiting and without over crowding, but too much space can make it look like nothing’s going on in there!

How do you choose your exhibit space at a show?

First determine what is available to your company. It is important to know that show management gives priority to repeat exhibitors and larger exhibitors, so a smaller, new company may have limited booth space choices.

Go over the floor plan carefully, keeping in mind the following desirable locations:

• Near the center of the hall
• Near industry leaders
• Near rest rooms and restaurants
• On aisles leading to meeting rooms

Areas to avoid include:

• Behind barriers such as walls and columns
• Areas with low light
• Dead-end aisles
• Near freight entrances and utility sources
• Extreme corners of the exhibit hall
• Aisles farthest from the center

Highlight your three most desirable spaces, check availability and book your space now!

Related posts:

1. Greeting Show Attendees
2. Using Social Media with Trade Show Exhibiting
3. Conference Focuses on Trade Show ROI

Common Purpose

The effective team is united and motivated by a clear and compelling purpose that provides the reason for cooperation. Make sure your exhibit staff knows all the company’s show goals and expectations.

Clear Roles

Roles are the means by which we design, divide and deploy a team’s work. When done right, the team achieves synergy by leveraging the specialized skills of each person. Learn the strengths of your team members, and work with them accordingly.

Quality Leadership

High-performance teams need competent leaders who can set directions, manage boundaries and coach team members toward extraordinary results. As the exhibit manager, you need to be that leader on the show floor. Develop and cultivate commitment, initiative and creativity in your team. Set the example through your own booth conduct.

Excellent Communication

Fast, clear, accurate communication is the means by which teams tap collective brilliance. The process of productive discussion and dialogue, which should happen during a pre-show meeting and wrap-up sessions at the end of each day, allows the team to stay informed, resolve differences and work toward common goals.

Related posts:

1. Build A Successful Team
2. Talk is Cheap…ROI is Not!
3. Using Social Media with Trade Show Exhibiting

• Wear your badge on the right hand side so it can be seen by your visitor when shaking hands
• If you don’t know the answer to a question, say so and use it as an excuse to follow up after the show with the answer when you locate it
• Make only those commitments that you and others can keep — visitors remember staffer commitments, especially those that are not kept.
• Exhibiting is a TEAM event — other staffers are counting on you and you on them.
• Visit with prospects, only. A crowd of staffers does not attract a crowd of visitors.
• Smile — 90% of the time if you smile, someone will smile back at you

The exhibit is your office away from the office- as visitors see your environment, they see your company and make a judgment as to whether they want to do business with you

Related posts:

1. Choosing a Show and Selecting Booth Space
2. Attracting visitors into your booth
3. Build a Successful Team

The following outline provides you with a basic list of details you need to track when planning for a show. (Feel free to add your own items.) Keep in mind that the suggested time frame (three months out, two months out, etc.) is just that – a suggestion. Your timetable may differ slightly depending on the complexity of the project. Use this as a guideline to develop your own ideal show planning time line.

Countdown to Show Time

12 Months Out

• Determine purpose for participating in show.
• Select space: Study floor plans, traffic patterns, services, audience makeup.
• Read contract carefully: Understand terms, show rules, payment schedule, space assignment method (by product category, seniority, membership, etc.).
• Send in space application and first payment.
• Prepare budget.

Six Months Out

• Determine exhibit objectives.
• Select primary vendors (exhibit house, transportation company, installation/dismantle supplier).
• Decide if new exhibit is needed. If so, begin design process. (If using a portable, the design process may not require this much lead time.)
• Plan show advertising.

Four Months Out

• Select staff.
• Make airline, hotel and car reservations.
• Determine exhibit needs (if using existing properties): refurbishments, additions, changes.
• Select display products.
• Plan inquiry processing procedures.
• Communicate with primary vendors (exhibit house, shipping, installation/dismantle) regarding services needed and dates.
• Develop floor plan for exhibit.
• Finalize new exhibit design.
• Execute show-related advertising.

Three Months Out

• Carefully read and review exhibitor manual.
• Select portable exhibit supplier.
• Review exhibit floor plan and note target dates and restrictions.
• Plan any in-booth presentations/demonstrations.
• Create list of required services, noting deadlines for “early-bird” discounts.
• Distribute show plan to staff.
• Reserve additional meeting rooms (hospitality events, press conferences, etc.)
• Select catering menus (for hospitality events, press events, etc.)
• Meet deadlines for free publicity in the exhibitor guide/preview.
• Submit authorization form if you are using an exhibitor-appointed contractor.
• Plan pre-show meeting.

Two Months Out

• Preview new custom exhibit.
• Finalize graphics art/copy.
• Order staff badges.
• Send information to other departments exhibiting in booth.
• Create and order lead forms. Finalize inquiry processing procedures.
• Prepare orders for: drayage, electrical, cleaning, floral, etc. Take advantage of any pre-pay discounts.
• Follow up on all promotions, making sure everything is ready to ship by target date.
• Prepare press kits.
• Check with staff on airline and hotel reservations and travel dates. Make needed changes.
• Develop briefing packet for booth staff.
• Schedule training for booth staff at show.
• Send reminder to upper management about briefing meetings (in office and at show); include agenda.

One Month Out

• Follow up on shipping orders.
• Follow up on installation/dismantle schedule; get an estimate on costs.
• Call to reconfirm airline, hotel and car reservations. Make needed changes.
• Follow up on target dates with all vendors.
• Confirm availability of display products/literature.
• Preview new portable display.
• Send all needed materials by target shipping date to avoid express mail shipments.
• Distribute briefing packet, including training materials, to all booth staffers.
• Set up and hold pre-show briefing meeting in office.
• Set up in-booth conference room schedule for pre-arranged meetings at show.
• Send follow-up reminder to upper management about briefing meeting, include agenda.
• Determine date and time for briefing staff at the exhibit. Review agenda, purpose of show, demonstrations, rehearsals, show specials, etc.
• Ensure that you have the following items before leaving for the show: traveler’s checks, credit cards, copies of all orders and checks for services paid in advance, phone numbers and addresses of all vendors, engineering certificate for exhibit, shipping manifest, return shipping labels, and additional badge forms.

Upon Arrival

• Check on freight arrival.
• Check with hotel about reservations for staff, as well as any meeting rooms and catering orders.
• Find service area. Meet electrician and confirm date and time for electrical installation.
• Supervise booth setup.
• Hold pre-show briefing and training for staff the day before the show.

During Show

• Reserve next year’s space.
• Conduct daily meetings with staff.
• Make arrangements for booth dismantle and shipping.
• Arrange for lead forms to be shipped back to office daily for processing.

After Show

• Supervise booth dismantle.
• Handle leads.
• Debrief staff.
• Send thank-you notes.

Related posts:

1. Choosing a Show and Selecting Booth Space
2. Five Exhibit Logistics Tips to Save Time, Money & Fingernails
3. Greeting Show Attendees

Trade-show displays are more sophisticated than they were 10, or even five, years ago. With trade shows and convention halls growing in size, exhibitors are using more “tricks of the trade” to lure attendees to their booths. As a result, booth graphics play a central role in achieving your objective. Choosing the right imaging method and material is critical for producing effective trade-show graphics.

Production

A dramatic drop in equipment price, as well as the ability to produce vibrant, short-run graphics, has increased the use of wide-format inkjets (both aqueous and solvent-based) in the trade-show graphics market. This move to inkjet printing has not gone unnoticed by screen printers. Many screen shops have added digital imaging to their capabilities in order to capitalize on booth displays and other applications. And in some cases, screen printing itself can be useful for trade-show graphics, such as for the production of general-purpose displays that can be customized by end users.

Substrate selection

The media you select influences your production methods as much as the print dimensions and total run size. Your choices are almost limitless, and you have plenty of room to develop unique and creative substrate-usage ideas. However, the way in which you plan to display your finished graphic should play a big part in your decision to use a particular material.

Another popular technique involves printing the design onto adhesive vinyl and mounting the graphic to clear or frosted acrylic panels. From there, you can create a backlit graphic, perhaps by inserting the mounted image into a lightbox. Overlaminating materials with different finishes, including satin, luster, and matte, also can add to the visual appeal of a backlit graphic.

Fabric is yet another media alternative. Fabric substrates can be decorated by screen printing or digital imaging and the materials are frequently used to create extra-large, high-impact images. Industry experts say, “This method allows you to produce a large image that is very lightweight. You can then frame the fabric with wood or aluminum, although the latter is more commonly used.”

Trade-show trends

In an ideal world, we’d all be producing the biggest, most elaborate, trade-show graphics we could think of. However, that’s not practical in a tough economy. Floor graphics are typically smaller than the average booth display, yet they can be just as effective. Floor graphics are found in retail stores and museums, and they’re quickly becoming a key part of trade-show-booth promotion. These graphics often are used to highlight a particular product or service the exhibitor is featuring at the event.

Flexible graphics

Trade shows are on the rise and the increase in smaller, regional shows is fueling the industry’s growth. Flexible graphics for use with portable, pop-up, and retractable banner displays can be designed as a few separate pieces. When these pieces are set up next to each other, they create a complete mural effect.

When creating a flexible graphic display, you have many production options to start with, including inkjet printing with various ink systems, photographic prints, screen printing, and electrostatic transfer.

Overlaminates

Beyond adding depth and vibrancy, overlaminates lend rigidity to printed images or photos for use in flat or curved display configurations. In addition, overlaminates are ideal for protecting graphics against fading from exposure to high-intensity lights. Those same lights also can create quite a glare, so be sure to select an overlaminate with a luster or matte finish if you wish to reduce or eliminate the glare.

Flexible graphics are often laminated on both sides. The second laminate acts as a backer, increasing thickness, rigidity, and overall protection to further extend the life of the graphics. Backing products are designed for blocking out light, background colors, and structural frames in flexible displays and wall-mounted graphics applications.

Shipping

You don’t want to package your finished graphics too soon. Allow a two- to four-hour wet-out period before you roll a flexible graphic and prepare it for shipment. This time allows the adhesive system to reach its highest adhesion level and resist tunneling. Always roll the finished graphics with the thicker laminate facing outward for shipping

Maintenance

As discussed earlier, one of the main benefits of flexible graphics is their durability and longevity. Without proper storage or shipping, your display could be compromised through improper packing or environmental damage. Many trade show companies will work with you to arrange storage and shipping information, as well as helpful information on preserving and caring for your trade show materials.

Rental services are usually offered by trade show vendors. Entire booths, pop-up displays, furniture, plasma/audio visual equipment and more can be rented right on location.

Grow with the shows

Trade shows aren’t going away. In fact, they’re expanding–and so are the options you have in producing graphics for these events. The combinations of output technologies, substrates, and media available should provide you with endless opportunities for creativity and innovation. With some trial and error under your belt, you’ll be able to offer your customers a diverse menu of trade-show-graphic solutions. Hopefully the ideas discussed here will help you serve them and whet their appetites for stunning graphics.

Related posts:

1. Print Graphics
2. Aluminum Tradeshow Displays – Linear Backwalls with Changeable Graphics
3. Daily Tradeshow Tips: Exhibiting on a Small Budget – Tip #4

There is an endless number of banner stands available today. New models and options are constantly being added to the banner stand line up. This article will help you decipher the differences between available banner stands on the market today, helping you to choose one that fits your needs.

Pole Frames

The pole-frame systems were some of the earliest entries in the banner stand market. They consist of telescoping poles that connect together into a rectangular frame. A big advantage is its ability to be formed into multiple panel systems that can take dimensional shapes, like square box formations, triangles or long walls.

Pole-frame systems can also accept hook-and-loop-compatible fabrics instead of printed vinyl banners for those clients who like to change graphics on the fly. They can also handle a rigid panel that can accommodate literature pockets or other hanging devices. The pole-frame system is one of the most flexible systems available, and arguably the most convenient.

Retractable

Old-fashioned projector screens were the inspiration for retractable banner stands. The graphics are printed into think banner material that rolls up into the base using a spring-loaded roller similar to that found in projector screens and window blinds. A single pole that fastens into the base also holds the top banner upright. These poles are generally sturdy units of the telescoping variety, much like the poles used in the pole-frame system.

The rolling mechanism lends itself to give displays a nice heavy base that provides excellent support for the banner. Some units have bases that are quite wide in order to provide the necessary stability. Some units have two legs, and less-expensive models have one leg. These allow for smaller travel sized while still providing adequate support.

A great feature to have with your retractable banner stand is replaceable cassettes. This allows you to quickly and easily make changes to your banner stand for multiple uses show after show. The cassettes are easy to use and replace, saving you time and money.

Assembly of any of these units is very simple. Just put the poles into the base, pull the banner out of the base, attach it to the pole and extend the pole to the desired height. Since height is fully flexible, these stands can be used as floor units or as smaller table-top-displays.

Curiosities

Several companies are also offering stretch fabric for metal frames. Fabric displays give a modern feel and can easily be changed from show to show. They can also be used for your banner stand material. Support frames can be made of metal or wood, but lightweight aluminum frames offer great support and are easy to operate and travel.

Banner stands are no longer just used as single displays in an exhibit. Mural and projection displays are being used more and more. Aligning banner stands can create a dynamic and customized look in many shapes and sizes. Higher quality printing and panels can convert a banner stand into a multi-media presentation. This can be an effective way to make the most out of a small space or more limited budget.

Options List

As with buying a car, banner stand buyers have several options to consider. Many brands offer single- or double-sided models. If the back of the exhibit is visible, this might be a wise option to explore.

Scrolling banner stands produce up to 160” of message, allowing you to double your message space while not increasing display size. The spring-loaded unit sets up quickly, driving the graphic continuously using an electric motor concealed in the base. The stylish unit features a simple design that can feature multiple graphics in one piece. The rugged aluminum and chrome stand is engineered for reliable, long term use even in challenging trade show conditions.

Halogen lights are often available to brighten up dark display corners. It has been demonstrated that one of the best ways to attract attention to your exhibit is to employ light.

Purchasing a carrying case to protect your banner stand during travel and for storage is essential. Cases should be easy to open and lock with a high durability for continuous use. High performance options, such as in-line skates with sealed bearings, can reduce drag.

Graphics and Printing

The bottom line to any banner stand or trade shows exhibit- Your booth is only as good at the graphics on it! The demands on trade show graphics are greater than any other printed media. Your image and presentation depend on your having quality graphics that look great every time.
Choose a trade show company specializing in in-house graphics and printing. Digital inkjet printers achieve outstanding quality and durability. Dye based and UV based inks may also be needed for to achieve certain projects, or photo mural and backlit Plexiglas panels, depending on your graphic needs.

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1. Buy a modular exhibit. The design costs are not necessarily lower, but the costs for shipping and installing/dismantling these exhibits are considerably less. One company reported saving $10,000 to $20,000 per show in installation fees.

2. Consider renting carefully. You may believe that it’s cheaper to rent an exhibit than to buy one. If you’re only doing one or two shows per year, that could be the case. But before making a decision, research what sort of renting options the show contractor or a local exhibit house is offering. Then weigh that price tag against the cost of shipping and installing your own exhibit. You may save thousands; or you may find out shipping your old exhibit isn’t such a bad idea after all.

3. Buy and recondition a used exhibit. Used exhibit brokers as well as some exhibit houses offer a variety of used exhibits. Explore your options. The cost of buying used is typically 20 percent to 50 percent of the cost of building new. Remember to factor in the cost of any alterations the used structure will require.

4. Go portable. In a 10-foot booth space, a portable exhibit is often the best choice. These exhibits are usually inexpensive to buy and ship, and they can be set up by almost anyone on your staff (most halls allow it if it can be done in under 30 minutes), thus eliminating installation and dismantling charges.

5. Design and build in-house. OK, this isn’t for everyone. But if you have a talented crew, you can do the work in-house and save yourself some possibly hefty design and construction fees.

6. Have your exhibit prewired. Prewiring permits easy electrical hook-ups, which saves on the $50-plus per hour cost of electricians. Just make sure you are up to code.

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Make over your current displays instead of buying new ones. Creating a new exhibit by giving your existing trade show booth displays a fresh face costs a fraction of the price of purchasing all new booth components. Consider each element of your booth separately, and brainstorm ways to update it without completely replacing it.

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Share a trade show booth and expenses with a related but non-competing business in your niche. This cost-cutting solution works especially well for one-person businesses. Besides saving money, additional benefits to a booth-sharing arrangement include access to each other’s customers in the same market niche, and the convenience of having a knowledgeable person manning the booth when you need to take a break.

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1. Messages are short.
2. Communication can happen on your cell phone

The above statement is obvious, but the first, and best question is; HOW do you use Twitter in conjunction with your trade show exhibit?

In a recent article published by Tom Humbarger, “Best Practices for Corporate Twittering” on SocialMediaToday.com–he outlines how to tweet from a corporate stand point.  We need only expand a little in the tweeting details and back channel support to take this strategy to the trade show floor.

The are three distinct tweet times for your trade show exhibiting, pre-show, during show and post-show messaging.

Pre-show Tweets

Show focus on what show are you exhibiting in, what changes (if any) you’ve made to your booth, info on the staff you are sending to the show and some of the reasons you choose to exhibit at that particular show.

In essence, the goal of pre-show tweeting is to build a personal connection between you and the trade show attendee.  Since people attend trade shows for a particular reason, building a connection that is personal yet leaves the reader inquisitive–wanting more info–will help create a lasting memory.

During show Tweets

Write tweets from the perspective of the staff exhibitor in the booth.  What are you seeing, hearing and doing.  If you held back some info on your exhibit, now is the time to share.  If you have something special in your booth, tweet the world.

Show attendees will more than likely NOT be reading their tweets on their phone too much.  Our goal is to build more search engine connections to your business name and the trade show you are exhibiting in.  This linking strategy will pay off during the post-show tweet and search process.

Post-Show Tweets

What were the most memorable moments at the show?  Do not spend this time just talking about you, your company and/or products/services.  Connect with those readers who were also at the show by highlighting something special that happened at the show that ONLY show attendees would know.

The goal is to connect the your twitter profiles with your industry rumor mill.  People search Google for post show information.  Make sure your tweets show up by being the post-show reporter.

None of the above works without a company blog site that also contains more information about your show experience.  Using your twitter account and business blog site can help you make more brand/name impressions on your target audience and will increase your show ROI.

Ed Bejarana
Zenith Exhibits, Inc.

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