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

All posts by: Tim Patterson

Tradeshow Marketing Expert & Dynamic Public Speaker/Trainer

Preparing for the Return of Tradeshows: What it Means to Your Wallet and Schedule

Inflation is kicking in, have you noticed? Have you recently tried to price a piece of plywood, for example? And no doubt you’re feeling it at the pump, too.

It’s affecting the cost of tradeshow exhibits and tradeshow marketing, too. In a recent Classic Conversation – where Classic Exhibits distributors gather monthly to share info and chat – much of the conversation was about rising prices. And it’s apparently affecting a lot of the marketplace. Prices are moving up, and time frames are also changing.

The Supply Line Blues

For example, when the pandemic hit, companies had to shed employees. Many were furloughed indefinitely, many were simply let go. Now that things are moving in the other direction, albeit slowly in many instances, companies are having to staff up again. And many are finding it challenging to get dependable people back into the workforce.

Also, supply lines are either clogged or pinched, or negatively affected, meaning that it takes longer to get the materials that you need. There’s a high demand where there was recently very little demand, which means that the ramping up of production is happening, and it doesn’t happen overnight. And shipping is taking longer than it used to. Much longer, depending on where things are coming from. If materials are coming from Asia, for instance, the broad stroke take is that shipping containers cost more and are harder to find, making shipping not only more expensive, but things are taking longer.

In the states, shipping times are expanding by a few days in some instances. Again, these are general observations, but people who handle shipping logistics agree that it’s taking longer to get things from Point A to Point B.

Other things to watch for

It’s been noted that in some locales, show services are being impacted. In a quick addendum to our regular monthly chat, someone observed that GES was allowing only their rental exhibits to be set up, and not allowing any EACs (Exhibitor Approved Contractors) onto the floor. Again, this seemed to be only in a few places, but it raises flags about how you should approach planning for your next show.

What to do:

Talk to your exhibit house: find out prices ahead of time; find out how long the quote will be good for (expect that 30 days is a likely limit).

Talk to your labor and show services contractors well ahead of the show so you are prepared for any changes that you may have to deal with for the upcoming show.

Download and read the show manuals from top to bottom and if you notice changes or have questions, take the time to reach out and get clarity on anything you’re uncertain about.

Finally, don’t wait until the last minute for any booth changes. Plan on adding an extra week or two or three to your design and production schedule. Show dates won’t move, and if you want any significant changes to your tradeshow booth, make sure your planning includes the extra time needed.


TradeshowGuy Monday Morning Coffee, June 7, 2021: Kenji Haroutunian

On this week’s TradeshowGuy Monday Morning Coffee (now published bi-weekly!), Kenji Haroutunian of the Big Gear Show joins me to chat about the outdoors world, the tradeshow world and much more. Great to reconnect with Kenji:

Check out the Big Gear Show here.

This week’s ONE GOOD THING: The new Crowded House album, Dreams Are Waiting.

Symphony Portable Display Means No-Tool Elegance

Here at TradeshowGuy Exhibits, we’ve worked with Classic Exhibits in Portland as our main fabricator for many years and they continually impress us with their skill and creativity. Last year at the beginning of the pandemic lockdown, they posted a thorough look at the Symphony No Tools Portable Display, going through each element one at a time. It’s a great look at an elegantly functional portable display:

Click to go straight to our Symphony Portable Display Selection!

Tradeshows Help Take New Brands to Store Shelves

In all the years I’ve been attending Natural Products Expo West (and Expo East a few times), one of the things that I see time and time again is the number of small unknown brands looking to get a toehold in the crowded natural foods industry, and then to see them a year or two or three down the line as they start to appear on local grocery store shelves. And then some of them become much bigger brands, and a small number are sold to larger companies. And it seems like suddenly (although it’s been a years-long effort) that the brand is ubiquitous.

And I’ve been lucky enough to work with a few of them: Bob’s Red Mill, which was a growing brand when we started to work together around 2006. They’re world-wide now and Bob’s iconic face has appeared on billions and billions of product packages. Or Kettle Chips, which was a well-known regional brand on their way to national and international status when they became my first client in 2002. Since then, they’ve been bought and sold at least two or three times (okay, at least four – I looked it up) and are currently part of the Campbell Soup Company as of March, 2018.

We started working with Schmidt’s Naturals five years ago. At the time they were an up-and-coming Portland brand started in a garage. In the handful of years we worked with them on tradeshow exhibiting, they went from that small company to being purchased by Unilever and are now, as they say, ubiquitous.

There are plenty of other examples of brands that made their first appearance at Natural Products Expo West (this is getting to sound like a commercial for the show, isn’t it?) that I see on grocery store shelves: Brazi Bites, Mary’s Gone Crackers, Castor and Pollux Pet Food, Boom Chicka Pop, Rule Breaker and more.

I have no doubt it’s not a straight line from the tradeshow floor to the grocery shelves, but I firmly believe that many of these brands would not be where they are now without the benefit of consistent tradeshow marketing.

Check out this gallery of photos including exhibits from the show floor and how those products appeared this week on grocery shelves of a local store.

TradeshowGuy Monday Morning Coffee, May 24, 2021: Shep Hyken

Shep Hyken’s new book, “I’ll Be Back,” is still months away, but it’s not to early to talk about it, or to catch up with him on how he and his team managed their way through the pandemic. Shep always has a lot to say, and it’s good:

Learn more about Shep’s upcoming book at I’ll Be Back Book.com.

This week’s ONE GOOD THING: The Politician, a TV series on Netflix.

Tradeshow Island Exhibit Conference and Meeting Area Suggestions

When you step up to a larger island booth and get away from the shorter inline configurations, your options for a private or semi-secluded conference or meeting area increase dramatically. You can go all the way from a private, enclosed space with opaque walls to more open meeting areas that, while open to the aisle, have a barrier of some sort, whether it’s a see-through wall such as a milk-plex or some arrangement of foliage or barrier that tells people “this is private.”

This topic came up recently during an initial conversation with a client who stated they wanted a private meeting area in the booth. That led to a discussion about what exactly they meant by “private.” Opaque walls? An area that is clearly delineated as a meeting area by invitation only? A second floor that would also clearly mean “invitation only”?

There are many approaches to creating a private or semi-private meeting area for you and your clients or prospects in a tradeshow exhibit, limited only by your imagination and budget. Here are a smattering of exhibits I’ve seen over the years that have various iterations of what a meeting area can look like.

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