For years, here at TradeshowGuy Exhibits, we’ve teamed up with great partners for various tradeshow display products: exhibit designers and producers, display products manufacturers, I&D labor teams and more. For example, our Exhibit Design Search website provided by Classic Exhibits is the standard-bearer of the branded exhibit search tool. We also work with the good folks at Orbus, a company that provides a wider range selection of exhibit graphics and accessories that tend to fall into a lower price category. They have an unbranded site of exhibits and accessories here.
Now we have another partner to show off. Creative Banner offers hundreds of products through our branded website here.
You’ll find banner stands and displays, accessories, banners and flags for indoors and outdoors, floor displays, retractable banners, signage, table covers, table top displays, event tents and total show packages. After working with them quietly for a couple of years and being impressed with their product quality and quick turnaround time, as well as flexibility on customizing some items, we decided it was time to have them fire up a branded site for us. So click on through to the other side: TradeshowGuy Exhibits – Tradeshow City USA and take a look! Let us know what you think!
Infographics do a great job of quickly communicating information in a fun and effective way, especially if you’re like me (and 65% of the rest of the population) and are a visual learner. So let’s sift through some of the great tradeshow infographics floating around on Pinterest these days.Click through to the Pinterest posts, or browse the infographics below.
I had the pleasure to attend the International Food Technologists 2017 show in Las Vegas this week, thanks to our client Meduri Farms, who set up their 20×20 custom island booth for the second time. In walking the floor, I ran across a lot of fun exhibits that should be highlighted for one reason or another. So, let’s jump into another edition of TradeshowGuy Exhibit Awards – the #IFT17 Version! Let’s start with a look at the Meduri Farms booth, just because, well, to show off the exhibit:
Best Client Representation: Meduri Farms
It’s a custom 20×20 island designed by Greg Garrett Designs and fabricated by Classic Exhibits. Private meeting area, generous sampling and product display areas, and a nearly 16′ tall center tower that draws eyeballs from halfway across the floor:
Best “Booth-In-A-Box:” Ardent Farms
There’s no easy way to view this exhibit in a single photo, so I’ll include a couple. Ardent Mills, of Denver, Colorado, simply drove in a trailer from an 18-wheeler, complete with kitchen and fold-down serving areas. Throw in some seating areas and signage and voila – you have a classy exhibit:
Best Exhibit Using Stuff We Build: International Paper
Nothing quite like showing off your stuff by having a booth built out of the stuff that you sell. In this case, International Paper bills themselves as one of the leading producers of fiber-based packaging, pulp and paper. So of course many of their booth elements were created using corrugated cardboard and related materials. Especially eye-catching: the custom charging table built from corrugated material:
Simplest and Most Effective Backdrop: Bulk Supplements.com
Simple like being able to read and understand a billboard a 65 MPH. I spoke with Keven, the owner, and he said his purpose was to communicate what the company does loudly and simply. And that exactly what this 20′ wide back drop does, very effectively.
Best Use of Grape Balloons: Welch’s
Well, it may be the only use of grape balloons, but in this case, they caught my eye from a good three aisle over. A great way to stand out from the crowd, indeed:
The “Let’s Get Their Attention NOW!” Exhibit: S&D Coffee and Tea
This large hanging sign close to one of the main entrances was designed to capture your eyeballs within a second or two – and it worked. The juxtaposition of the woman in a stocking cap with gloves, the “COLD BRRRRRRREW” statement and the experience of visitors walking in from the 105-degree Las Vegas heat drew a crowd.
Best Branding from Top to Bottom: Morton Salt
You could quibble on this award as there were a lot of exhibits at IFT that were exceptionally executed from communicating a brand. But Morton’s booth was well-thought out from side-to-side and top-to-bottom, down to the display of the different types of salts that you could actually put your hands on and feel and touch. Even the conference room had great information to communicate.
Best BluePrint for Ingredients and Innovation: Watson
From Connecticut, Watson Inc diagrams and displays more information than most people will bother to stop and read. But maybe that’s the point: the graphic design, displayed as if it were a blueprint, showcases information from infant formula to pet foods and leaves us impressed with the depth and breadth of their reach – all in a two-story exhibit that had plenty of room for meetings, storage and product display:
Best Use of Really Large Test-Tube Like Displays: Alquimia USA
More than eye-catching, this row of some 16 grains, beans, seeds and more also created a unique wall-off side of the booth.
And finally, a double/shared award to…
Best Use of the Periodoc Table: Asenzya and Land O’ Lakes
There may have been other uses of the periodic table of elements, but these two companies used the table to great effect, so show off the flavor elements and the seasons ingredients respectively. It’s a lot to digest (no pun intended), but great fun to take a look and see how they plotted out the display. Well done!
A couple of other observations from walking the floor…
There were a LOT of big monitors at the show, on the order of 60″ to 72″. Some exhibits had several of them. In speaking with on exhibitor, I suggested that in his next version of the video, that he added closed-captioning, since the ambient noise on the show floor made it nearly impossible to understand what was being said. “Good idea!”
I ran across a few exhibitors touting Virtual Reality: sit down, put a headset on and enjoy some virtual reality – mainly a quick interactive look at a company’s production process. Frankly, I’m still waiting to be impressed with VR at a tradsehow. Having said that, I’ve only tried it a few times, so no doubt someone is ready with a really good VR experience somewhere. I watched some people sit down, try the headset on while wearing glasses (didn’t work for them, didn’t work for me, either), and then go through the experience. If you wear glasses, taking them off to slip the headset on means that things are not clear and sharp, although it didn’t keep me from comprehending what was going on. The best ones are those that show off the company’s production process, or give a tour through a field or something related to the company. But with more and more VR coming to tradeshows, they’re going to have to step up with a great experience, or it’ll be hard to justify the use of VR headsets and the accompanying cost of creating the program.
I really liked the larger 20′ wide center aisles that were spread in a few places on the floor, complete with park benches. A nice place to grab a quick respite from walking and talking without having to leave the hall:
Many companies I work with are in the process of increasing the size of their booth, is that the right move for you? Perhaps downsizing is a better choice. So what comes into play when you consider the decision?
Often the choice is strategic. You may know that some of your major competitors are either not going to be exhibiting at a specific show where you want a presence, yet you don’t want to do the full exhibit that you’ve done in the past. Or it’s a show where the attendance is down, so having a smaller presence doesn’t hurt you.
Your brand is morphing into something different, and investing in a new exhibit doesn’t make sense. In this case, you can go for a smaller presence for less money. You might also consider renting an exhibit, which can give you significant savings in the short term.
You need to show a better ROI to the powers-that-be. Investing less in an exhibit is one way to cut up-front expenses and increase the overall ROI.
You’re planning to invest more heavily in pre-show marketing. This is a simple re-focusing of your marketing tactics. Putting more emphasis on reaching visitors prior to the show with direct mail, for instance, can bring people directly to your booth with an appointment and plan in hand that is congruent with your goals.
The bigger shows get even more expensive, and yet you still need a presence there. One way to keep your presence at the show is to have a smaller exhibit. Smaller booth space may also mean you don’t have to send as many people to staff the booth, saving yet more money.
You’re reassessing your overall tradeshow marketing plan. I’ve seen some companies simply pull out of a show for a year or two. They’ve had a major presence for years, yet taking stock of the value of the show was important enough to them to not exhibit and to rather just send several members of management to meet with other exhibitors and partners offsite.
Having decided to downsize your exhibit, make sure that the smaller version of your brand is still impactful. This means that graphics have to be well-designed and of high quality, your exhibit structure should be of high quality, the booth space needs to be kept clean, your staff should be well-trained and well-prepared and your products and service offerings should be your latest and greatest.
Can a single exhibit called Gravitee really be a game-changer when it comes to exhibit design aimed at flexibility and being user-friendly?
Let’s take a look:
“If you’re tight on time or budget, try Gravitee!”
So exclaims Rey at Classic Exhibit, the exhibit house that is putting Gravitee out to the world. It’s a system of building blocks that uses no tools and has no loose parts. The aluminum extrusions are designed to accommodate doors, SEG fabric graphics and direct print graphics. The ability to use the various building blocks for an exhibit design are literally endless. Wire management is built in. You have fully assembled panels – always – single or double-sided. Corners are pre-notched for seamless SEG fabric graphic installation.
Seriously, this is limitless flexibility with elements that stack, connect and align perfectly every time.
“Does your tradeshow exhibit evoke emotion in the mind of a visitor?” might be a funny question. The better question might be: “HOW and WHAT emotion does your tradeshow exhibit bring out in your visitors’ hearts and minds?” But by asking it, you’re pulling on the string of branding, high-impact motivators such as confidence, sense of well-being, protecting the environment, being who you want to be and a litany of other emotions that pull in one direction or another.
Let’s use one of our clients at TradeshowGuy Exhibits, Bob’s Red Mill, as an example. Their foods are mean to inspire good eating with high-quality grains, oats, cereals, mixes and more. Good eating equals longer life and better health. Better health equals a positive feeling. Hence, just seeing the Bob’s Red Mill exhibit can evoke an emotion that gives people familiar with the brand a sense of well-being and comfort. All without them even thinking about it. As long as the visitor has a familiarity with the brand and products, their brain will make a quick connection with a positive result.
Let’s try another brand, say, United Airlines. With the recent debacle of having a booked passenger dragged off the airplane with smartphone video cameras in action that spread quickly throughout social media and mainstream news outlets, many visitors to a tradeshow with a United Airlines exhibit might have a different feeling today than they did just a month prior.
According to Alan Zorfas and Daniel Leemon, writing in the Harvard Business Review, “On a lifetime value basis, emotionally connected customers are more than twice as valuable as highly satisfied customers.” Gaining that emotional connection pays off in numerous ways as they buy more, visit you online or in your store more, are less concerned about price in favor of quality, and listen more to what you’re saying, whether on a TV or radio ad, in a magazine, or in a weekly newsletter.
When it comes to evoking that positive emotion when visitors at a tradeshow come upon your booth, your branding and costumer experience already has to be in place, at least to a certain degree. A visitor that’s familiar with your brand and has a positive feeling upon seeing your exhibit has internalized that – but beyond that, she recognizes the key elements of the brand successfully executed in the design and fabrication, down to the small details.
A visitor that’s not familiar with your brand will still experience a gut feeling upon seeing your booth. The accuracy of that evocation has everything to do with how skillfully your 3D exhibit designer and your graphic designer have understood and communicated the elements of your brand. Once they inhale that look, as it were, they’ll make a decision on whether to more closely check out your products or services. If all is done right, your visitor will get an accurate emotion of the brand that you’re hoping to disseminate.
This is all not precise, of course. You can’t just plug in a color or texture or design or graphic and provoke a predictable reaction. Even ugly and unplanned exhibits can still have a successful tradeshow experience, which may be due to other factors, such as the competition, the specific product, the enthusiasm and charisma of a particular booth staffer or some other unknown element.
But the better your exhibit reflects your true brand, the more powerful it becomes in the heart and soul of your visitor. And they’ll take that home with them.
When you are going out on a date, my guess is you dress up. If you’re a guy, you’ll put on some nice clothes, fuss with your hair a bit, brush your teeth and maybe put on a dab of cologne. If you’re a girl, you’ll do much the same, only probably spend longer (is that a sexist remark or just an observation of reality?). In either case, the intent is to put your best “YOU” forward. You want to give a good impression.
It’s the same at a tradeshow. You want to put your best look forward. And in probably almost more than any other marketing medium, tradeshows are critical to putting out a good impression.
The perception visitors have of you is what they’ll take away. And while there are many elements, from the exhibit to the booth staff and how they interact, to the products or services you offer, the bottom line is: what the visitors thinks they see is the impression they’ll take home.
And while this often means bigger is better and more impressive, that’s not always the case. And in fact, smaller exhibitors can often make a big impression by doing thing differently with booth activities, a ‘must-see’ product, a special guest in the booth, an unusual exhibit or giveaway or more.
If your visitors leave with the perception that your company is sharp, the product is great/cutting edge/marketing leading or whatever, and your exhibit is top-notch regardless of the size, you’ve accomplished your mission.
If those visitors see an old and tired exhibit, lazy or uninterested booth staffers, products and services that don’t inspire, that’s what they’ll remember.
Regardless of what your company or employees or products are really like, the perception is the reality. So put out the best impression you can. And if for some reason the perception is more impressive than the reality, you know you’ve got some work to do behind the scenes. But on stage – out where everyone can see you and make up their own minds based on what they see – that’s where you’ll leave a lasting impression.
Walking the floor of the Natural Products Expo West show in Anaheim, one is overwhelmed by the sheer number of tradeshow exhibitors and visitors. According to New Hope, the organization that puts on the show, there were over 80,000 visitors this year, and over 3,100 exhibitors.
That’s a lot of bone broth, honey, yogurt, Paleo diets and chocolate. Oh, the chocolate!
But there are literally tons of tradeshow exhibits, many of which stand out in unique ways. Let’s capture a few of these and call them out for service and recognition above and beyond.
Best Use of Bodily Function Statistics: GoodBelly
I watched as visitor after visitor stopped at the side of the GoodBelly exhibit and snapped a photo of The Poop Report, an infographic compiled from a survey of over 3000 people who visited the GoodBelly website.
Best Long Form Screenplay, er, uh, Exhibit: BabyGanics
BabyGanics have traditionally occupied an odd-shaped island space for years in the convention center, so I was a bit surprised to see that space occupied by another exhibit. It took a moment of spinning on my heels, but I did eventually find the 60′ (70′? 80′?) long exhibit. Just an inline exhibit, but they jammed a lot of longevity and functionality into the space.
Best Makeover: Nancy’s Yogurt
This booth is near and dear to my heart: it’s the second exhibit project I ever sold when I got into the business 15 years ago. So this is nearly 15 years old. For years, the booth has had the same look and feel. But a laminate makeover gave it an entirely new look and feel. In fact, I admit at first glance I thought it was an entirely new exhibit! But not the case – just a quick re-skin for a whole new look:
Best Lettuce on a Wall: Indoor Farms of America
Inside Farms of America had a simple concept: show people what they do, and as a result it’s an eye-catching and ‘stop-in-your-tracks’ effect:
Best Minimalist Exhibit: Kashi
Kashi’s <1% display got people talking and snapping photos. It’s nothing but a large space with a hanging sign, the <1% display and, when you read the fine print, you discover their message about organic farmlands. Effectively done:
Best Use of Cactus Wisdom for Interactivity: Steaz Tea
There’s nothing like handing out cards with pre-printed fortunes to get people to line up. I know I did. Clever, interactive, and engaging in a fun way – a perfect fit for Expo West:
Seriously, I could go on forever with fun and silly awards for exhibits at Expo West: it’s a place with a lot of creativity. Yes, you’ll find uncreative low-budget exhibits that should (and probably did) embarrass the exhibitors, but what’s the fun in pointing those out? They know who they are, and they know when it’s time to upgrade. So let’s go with just one more that caught my eye:
Best Photo-Op Exhibit: StonyField Yogurt
A large painting on a wall and floor made it look like you’re standing in a bowl of yogurt, if photographed at the right angle. So I joined in. Lots of people waiting for their turn here throughout the show:
it was a good Natural Products Expo West 2017 for all of us here at TradeshowGuy Exhibits! We welcomed three new clients at the show: Dave’s Killer Bread/Alpine Valley Bread, Schmidt’s Natural Deodorant and Wedderspoon Manuka and Organic Gourmet Honey.
Dave’s Killer Bread/Alpine Valley Bread got it started with a 10×30 booth; 10′ is dedicated to the Alpine Valley brand, 20′ to the Dave’s Killer Bread brand. The booth featured three fabric graphics, two of which were backlit by LED lights, creating a bright and attractive light box. Both brands showed off their logos with stand-off direct print sintra with LED highlights. A small storage closet gave them plenty of room for product, along with two custom curved counters equipped with USB chargers and LED trim. One had a tablet kiosk affixed to the top.
Schmidt’s Natural Deodorant is a relatively young company that has seen its products make a big impression in the marketplace. This year they introduced a new soap product to go with the deodorant, and showed it all of with a custom 20′ inline booth featuring two large fabric light boxes.
Both of these booths had custom flooring, which we’re seeing a lot more of these days.
Last, but not least, we worked with Wedderspoon from Philadelphia to create a wood-shelf oriented booth to show off their line of New Zealand honeys. This was a simple, elegant wooden booth that gave them a large hanging graphic in the middle, several display shelves and ample storage space.
All of the companies reported glowing comments from visitors on their new exhibits. But more importantly, the great folks from Dave’s Killer Bread, Schmidt’s Naturals and Wedderspoon loved the exhibits and were a joy to work with. It’s another good reminder of why we’re in this industry: to make you look good!
All this talk and angst about ‘repeal and replace!’ Yet it happens all the time in the tradeshow world. Yesterday I walked the floor of the Natural Products Expo West show in Anaheim as exhibitors assembled exhibits for business later in the week. Many of the exhibitors there have performed a version of ‘repeal and replace’ on their exhibits. Others have done a partial makeover, hoping to satisfy the budget-minded constituents in the company. And yet others have stuck to their guns, not making any changes from last year.
That’s the way of the tradeshow world. Every year there are new competitors in the marketplace. Every year there are new potential customers that are going to view your exhibit with new eyes. Every year there will be the same visitors who have seen your exhibit before.
So what prompts a company to throw out the old – repeal – and bring in a new exhibit – replace? It could be any number of things, but a recent client described it perfectly: their old exhibit was a ‘train wreck’ and the new one fixed all those issues with something that was well-planned and well-executed.
Certainly budget comes into it. So does function. So does the competition, company growth (or contraction), change of direction or any number of things.
When you’ve come to the decision to repeal and replace your exhibit, take the time to get it right. You’re going to want to live with it for several years.