Best tradeshow marketing tips and case studies. Call 800-654-6946.
Best tradeshow marketing tips and case studies. Call 800-654-6946.

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10 Reasons to Change Exhibit Houses

Most companies we work with at TradeshowGuy Exhibits work with one exhibit house for several years, and the urge to change doesn’t come around much. Maybe you’ve been comfortable or years, but something changes. Could be minor, could be major. But it does happen. People change, goals change, situations change. Changing vendors can be challenging and pose a set of challenges. Lots of people are uncomfortable with change and prefer to stick with something even though it’s a good idea to at least look around.

When doing your evaluation, look at all options. One option might mean staying with your current vendor. But when evaluating, make one list with those that are considered competent service providers and those that might be looked at as critical partners.

What reasons might you have – valid reasons – for shopping around for another exhibit house? Let’s take a look at some things that might come up.

Your needs and goals have changed. It may be that you’re working with an exhibit house that excels in smaller exhibits, such as inline modular booths, but you want something custom. Turns out that your current vendor may be able to do what you want, but it’s a stretch. Or perhaps you want more, such as a coordinated tradeshow marketing strategy with planning and execution, and all your current vendor does is design and fabricate exhibits.

Their designers aren’t thinking out of the box like you’d like. Exhibits can get really wild and weird, believe me. I’m sure you’ve seen them! But if the exhibit house you currently work with has a group of in-house designers that seem to stick with the tried-and-true, and never really show you something wacky, it might be time to find another designer. This doesn’t necessarily mean you need to move on from the same fabricator, it may just mean bringing in an outside designer.

Lack of Communication. Do you hear from your exhibit house only when you reach out to them for something? Or do they stay in communication frequently even though a show is not currently pending?

Problems with Delivery. In the tradeshow world, deadlines run the show. Does your exhibit house meet deadlines without breaking a sweat, or do you feel that they’re struggling – which means you’re anxious much of the time? The most reliable vendors can hit a bump in the road on occasion, but if that happens do they communicate that to you? Or is the failure to deliver consistently a trend in the wrong direction?

Change exhibit house

They take you for granted. Big exhibit houses are equipped to handle everything from small in-lines to gigantic island booths that spill out of a show’s floor, it seems. If you’re one of their small customers, it may be that they just assume you’re well-taken care of without really checking. Sometimes a lack of communication tells you that they have other priorities.

Poor Service. If a company really wants and values your business, you’ll see it in their service. There shouldn’t be invoice errors, lack of attention to detail, slow response time.

The person that’s handled your account has moved on. The new person doesn’t really “get” you. It may mean that you have to work to get to know them better. But as the account manager, that falls more heavily on them to retain the business than it does on you.

Personality clash. This could be anything (politics, religion, brusqueness, and so on). It may not mean it’s time to move on. It may just mean you need to deal with another person at the company.

Pricing. Not only what is the price, but what are you getting for the money? Some vendors are great at providing a basic service at a good price. Others may be more skilled with more resources who can creatively collaborate, but that may come at a cost you’re not quite ready for. An unexpected price increase may also spur a change. Price increase happen, everyone does it over time. But if a price increase is coming on things that you normally purchase from your exhibit house (graphics, labor for repairs and upgrades, etc.) and you aren’t informed ahead of time, that is not good business.

Culture. Maybe not as big a deal if you’re not actually working for a company, when it would be a really big deal. But sometimes that culture doesn’t transfer well and if it makes everyone uncomfortable and awkward, it might be time to move on.

There are a lot of reasons that companies are not a good fit. And there’s no wrong answers. There are a lot of exhibit houses out there vying for your business. We hate to turn business down, but it happens because for whatever reason, it’s not a good fit.

free tradeshow exhibit quotes
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Gravitee “No Tools” Tradeshow Exhibit Demo

I got a chance to play a little with the new Classic Exhibits Gravitee “No Tools” Tradeshow Exhibit. Having a hands-on experience is better than reading about it. And if you can’t get a hands-on experience, you can at least see mine:

What about the type of graphics you might consider putting on Gravitee? Gravitee accepts both SEG Fabric and Direct Print Graphics, so take your pick.

Check out Gravitee at TradeshowGuy Exhibits’ Exhibit Design Search.

Planning Your Tradeshow Booth: The Ultimate Checklist

This is a guest post by Marla Bracco.

Preparing for a tradeshow takes time and effort, which you may already know if you’ve participated in a tradeshow in the past. That being said, it helps to have a checklist on hand to make sure you get everything just right before the big day.

Below we’ve outlined the ultimate tradeshow booth checklist for you to use before your next show to boost your efficiency and marketing ROI.

Tradeshow exhibition space

Research the exhibitor space and show beforehand.

Do you know where your booth is located at the event? If you have the opportunity to pick your spot, think about selecting an area near the entrance where you can meet and greet people as soon as they walk in. Once you have your booth location nailed down, don’t forget to promote it. Advertising your presence at the event can drive more foot traffic.

Plan out your booth ahead of time.

You and your team should have a good idea of what type of graphics you will be using and how the space will be set up before the event. Will you have a custom exhibit or table top with a table cover? Will you have a booth backdrop? What about signage? These are all factors you’ll want to consider beforehand.

In addition, don’t forget about your marketing collateral. Your marketing team should have informational materials to give out to those who come by your booth and want to learn more about your products and services. After deciding on the right pieces, feature pamphlets prominently in literature stands or on tabletops so potential customers can easily grab them.

Engage in pre-show promotion.

Emails, social media, and direct mail are all ways you can drive traffic to your booth when the big day comes. Think about creating a marketing campaign centered around the trade show to raise awareness of your presence at the event before it officially kicks off. You can also often promote your presence with the organizers of the show itself whether that be via email or an advertisement in the conference agenda.

Come up with a plan to drive traffic to your booth.

Think about creating a giveaway program to encourage attendees to stop by your booth. Consider a raffle where you give away a prize on display at the actual event. An acrylic locked box can be used to hold the prize safely until it’s time to award it to the raffle winner.

You may also want to use tradeshow banners to drive traffic to your booth. If you want to go the extra mile, think about hosting a small event at your booth, such as a coffee hour, for networking with people who stop by your area. Finally, don’t forget about offering freebies to those who come by your booth. Marketing materials, such as branded pens and keychains, can help you stick out in the mind of booth visitors long after they drop by your stand.

Create a plan for collecting leads.

Will your team have lead scanners or will you be simply collecting business cards? These are questions you’ll want to have answered before the big day. Think about using a tablet to collect attendee information with a form that connects directly to your CRM system to streamline the lead collection process. Tablet stands and holders can be beneficial at your booth for this reason.

Final Thoughts

While planning a tradeshow does require a certain amount of flexibility, having this checklist on hand can give you the best chance at making the most of your marketing opportunity. Follow these tips and you’re sure to be off to a good start for your next show.


Marla Bracco is the content marketing manager for shopPOPdisplays where she focuses on content strategy and search engine marketing, designed to help the organization shape their web content around digital marketing objectives and priorities.


7 Questions You’ll Never Ask Your Exhibit House

Infographic: 9 Creative Tradeshow Exhibit Ideas

This is a guest post by Joe Robinson.

What’s the most memorable trade show exhibit you’ve ever seen?

I can recall two recent ones at a marketing conference that really stand out.

The first was a full on lounge with free coffee and breakfast, ample seating, and newspapers. It was a genius idea because it flowed so naturally from the event floor. I sat down and didn’t want to leave after a long day. I remember that.

The other one was an AWS exhibit by Amazon. Amazon not only dominated the floor with their main exhibit, but they had a second one with a full on classroom. Yes, this counts as an exhibit, and it was packed the brim the whole show.

Which exhibits do I not remember? Practically everything else.

The truth is, if you’re not one of the top displays at a show, you’re not going to be remembered months later.

Of course more goes into it than just the cosmetic design, but that’s where it begins. You can’t make your awesome connection with attendees, you can’t do the demos, and you can’t collect leads if you can’t even get people to pay attention.

This is especially true for up and coming businesses that don’t have the name to draw a crowd on it’s own.

The thing is, while cost is certainly a factor, many booths are boring due to corporate procedures and lack of time.

Your average event organizer is doing an awesome job – but quite frankly, just doesn’t have enough time.

Between scheduling staff, arranging flights, planning material for the show, and everything else, the trade show exhibit usually ends up being just good enough.

Let’s break out of that together. Starting now.

infographic - 9 creative tradeshow exhibit ideas
Tradeshow Exhibit Infographic: 9 Creative Booth Ideas


Joe is the marketing director of Coastal Creative – a San Diego-based design and printing company. He’s always on the look out for the next great marketing strategy – both online and offline. His favorite trade show tip is to make connections with celebrities in your industry that are hard to get ahold of online. Check out the original graphic here. 


 

7 Questions You’ll Never Ask Your Exhibit House

TradeshowGuy Monday Morning Coffee, October 1, 2018: Jim Shelman

TradeshowGuy Tim Patterson and Jim Shelman, General Manager of Classic Rental Solutions, tackle the topic of #tradeshow #exhibit rentals: how they’ve changed, how to customize and much more on this week’s edition of the TradeshowGuy Monday Morning Coffee.

 

This week’s ONE GOOD THING: Showtime’s documentary series The Trade.

BizCommunication Guy Bill Lampton, Ph. D. Interviews TradeshowGuy

One of my favorite newsletters comes from Bill Lampton, Ph. D., otherwise known as the BizComunication Guy. When I invited him on to the TradeshowGuy Monday Morning Coffee several weeks ago, he offered to interview me for his weekly show as well. It was a pleasure to reciprocate. Bill is great interviewer and as you might imagine a professional communicator.

Check out Bill here.

There’s Always a Tradeoff

When I first got into the exhibit industry in the early ‘00s, the company I was hired by, Interpretive Exhibits in Salem, was heavily involved in an exhibit for the Army Corps of Engineers. It was a permanent installation (still there) at The Dalles Dam in The Dalles, Oregon. The theme of the exhibit was “Tradeoffs” and it addresses the various parties involved in the needs and desires of the Columbia River. For every group that had in interest in utilizing the Columbia River as a resource, there was a tradeoff

of sorts. Sports fishermen, Native Americans and their fishing rights, shipping and transportation, recreation and so on – there were all sorts of groups that wanted something out of the river. The exhibit went into detail to explain each group’s interests and how they had to compromise, in a sense, to get a lot (but not all) of what they wanted.

That concept – the tradeoff – comes up in my mind frequently, and it can be applied to virtually anything that you are involved in.

Apply it to the tradeshow world: if you are willing to spend the money on a larger exhibit, the tradeoff is often that you must also be willing to hire a crew to setup and dismantle the exhibit, and you must be willing to pay more for shipping.

If you want an exhibit that can quickly be setup by one or two people, the tradeoff is that you must be willing to settle for a very simple design with limited bells and whistles and perhaps a lesser impact than something more complex.

If you want to have a professional presenter in your booth space pitching attendees several times an hour, the tradeoff is that not only do you need to invest in hiring that presenter, but you’ll need to make sure you have enough staff on hand to engage as many of those attendees as possible before they slip away.

It seems like we’re always giving up one thing to get another. We don’t live in a world where we have it all. Or a world where we have nothing at all.

We live in a world where we’re always calculating a tradeoff that works best for us.

Why You Can’t Order a Tradeshow Exhibit Online

Who says you can’t order a tradeshow exhibit online? I’ve seen a ton of sites that claim it’s easy. Just find the exhibit you want, upload the graphics, submit your credit card and voila’ – you have an exhibit coming your way!

VK-1971 10' inline rent or purchase
VK-1971 10′ inline rent or purchase

The challenge with that plan is that if it works, it only works for smaller “off-the-shelf” items, such as banner stands and pop-up back walls.

When you order online, your choices are limited. You don’t know the quality of the products you’re getting. You don’t (usually) know where they were made. You don’t often know if you’re getting setup instructions in a language you can understand.

Instead, what is more likely – and a better result for both buyers and sellers – is when you find something online that you are interested in purchasing, that interest spurs a conversation. At TradeshowGuy Exhibits, we’ve sold a lot of exhibits to people that we haven’t met in person until finally meeting at a show. And we’ve sold to companies without ever meeting them. In a sense, they are buying, and we are selling, online.

But a true sale is only started online. For a buyer to get exactly what they want for a custom tradeshow exhibit, a number of questions have to be answered (see our 7 Questions You’ll Never Ask Your Exhibit House). Often there are conversations with a 3D exhibit designer. Maybe you’ll talk with a project manager. You’ll cover items such as how is it packed? how is it shipped? do you need to hire someone to setup the exhibit? and many more.

If you browse our Exhibit Design Search, you’ll see a BUY button. Go ahead, take a look. When you click the BUY button, you’re taken to a page that, once you fill out and click “send” starts a conversation. It takes more than a click to buy an exhibit.

So, yes, you can buy something online that is somewhat of an exhibit. But if you want a true exhibit, a custom exhibit, talk to your exhibit house.

NEW Gravitee One-Step Modular Lightbox

At TradeshowGuy Exhibits, we’ve had the pleasure of working with Classic Exhibits, one of the premier exhibit manufacturers in the country. Over the years, e’ve collaborated with them for a number of great custom builds, including the terrific 30×40 Bob’s Red Mill exhibit that still wows ’em at Natural Products Expo East and Expo West.

But just because they can build great custom designs doesn’t mean that they are not dedicating their creative energies to coming up with new things, like the Gravitee Modular System that doesn’t need any tools. None. Zip. Nada.

Their newest Gravitee creation is the One-Step Lightbox. the Gravitee lightbox attaches to other panels using no tools and no loose part connection. It’ll be available in both curved and flat options. There will be standard sizes, but yes, it’s something that you can customize to various sizes. Let’s take a look at Classic Exhibits’ video introduction, hosted by Kevin Carty:

For more information on Gravitee, click here. To find out more specifically about the Gravitee light box, and it’s soon-to-be announced release dates and pricing, fill out the forms on our contact page and we’ll get back to you!

Big Tradeshow Projects vs. Small Tradeshow Projects: Which is More Work?

When it comes to judging the time, effort and money involved in big tradeshow projects vs. small tradeshow projects, it may come as no surprise that small projects are often more involving than big projects.

big tradeshow project

Let’s take a look: let’s say a big project is either an island exhibit such as 20×30, or a longer inline exhibit such as a 10×30. A client has decided to move ahead with something that, to them at least, is large. If not large, then a very significant project and investment. The steps involved, once the decision to move forward, typically cover these areas:

  • Create and finalize the design
  • Create and finalize the graphics
  • Fabrication and walk-through of the exhibit
  • Crate and ship
  • Coordinate I&D (Installation and Dismantle)
  • Show off the new exhibit!

These are all certainly important and can be somewhat time-consuming. But from my experience, companies doing larger exhibits are often quite experienced at this process. They know the steps and know what to anticipate and when. There are questions that come up along the way, but they know what they want. They have a solid idea for the design, or if not, know what functional aspects of their new exhibit are critical to a successful show. There is a certain amount of nitpicking along the way, as there should be, to get everything right. But most questions are answered quickly, and the process moves on.

In smaller projects such as a 10×10, or a handful of banner stands, or graphic back walls, or even renting an exhibit, you’d the process would be quicker, easier. In many cases, yes. But not always. Sometimes the client is focused more on the budget because they are working with fewer dollars, and the amount of examining each step in minute detail becomes all-important. Or there may be someone involved that isn’t as experienced that has been tasked with the project. Which means that more questions often come up. Nothing wrong with that – it’s a good opportunity for a learning experience.

big tradeshow project

So which is more work – a big tradeshow project or a small tradeshow project? There’s no straightforward answer. Some big projects are much more work (for both the exhibit house and the client) than a small project. And some small projects eat up a lot of time and energy that is surprising for something that is so small. While big projects are, frankly, preferred, simply because one big project can be worth five or ten small projects, the small ones are very worthwhile, even the ones that consume more than their fair share of time and energy. Small projects handled with care and attention to detail shows the client that you care about them, not just the money. And these are often the clients that end up staying with you for the bigger projects that come up as their company grows. But from our perspective, small projects are worth it because it’s the glue that holds everything together. It shows you why you’re in business. It communicates to the customer that they’re not just a number – they’re a real, living, breathing company with real humans that want – and need – assistance in a world they’re struggling a bit with.

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Tradeshow Guy Blog by Tim Patterson

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