Zenith Exhibits

Trade show success often hinges on an effective booth team. You can’t just throw a bunch of people together and expect them to prosper. You need to prepare them to work together. Focus on these qualities and characteristics to build a strong exhibiting team.

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.

We often avoid the Attitude and Etiquette portion of our pre-show meetings. (Or sometimes that is the only thing we talk about – “don’t drink, don’t smoke and don’t eat your lunch”) This segment is vital to your exhibiting success since the outcome is very visible, but it must be presented in the positive if it is to be received and internalized.

• 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

Perfect timing is critical for trade show planning. Here’s an exhibiting task schedule to help you stay ahead of the deadlines.

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.

Trade show booths are important. But without dazzling graphics and a memorable message, your booth will not perform to its potential.

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.

All banner stands are not created equal. Let First Trade Show/Top Quality Digital show you how to find the perfect banner stand for your message.

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.

Looking for ways to trim costs on your next exhibit? Here are six money-saving tips to consider:

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.

No matter how small your marketing budget, your business can afford to have a successful presence at trade shows without incurring big expenses.

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.

No matter how small your marketing budget, your business can afford to have a successful presence at trade shows without incurring big expenses.

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.

Twitter is the perfect communication tool for trade show exhibiting because:

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.

No matter how small your marketing budget, your business can afford to have a successful presence at trade shows without incurring big expenses.

Rent a temporary space at a wholesale gift mart or showroom. You can plunge into wholesale shows inexpensively and without being present by renting a temporary space in a wholesale gift mart or showroom. For a monthly fee, you can display your products there for direct sales to retail shop owners. This is a good way not only to break into wholesaling on a small budget, but also to test new products.