As the tradeshow world returns to something resembling normal, it does so in fits and starts and a few bumps along the way. In this week’s TradeshowGuy Monday Morning Coffee, Jim Wurm, Executive Director of the Exhibitor Appointed Contractor Association talks about those challenges:
Not only do exhibitors care about the environment, but they also want to have exhibits fabricated in an eco-friendly way – AND let their clientele know about their commitment to the environment.
That’s why here at TradeshowGuy Exhibits, we’ve partnered with Eco-Systems Sustainable Exhibits for years. Many of our clients have requested eco-friendly exhibits, and we thought we should share this friendly and informative video to show you exactly what an ex-friendly exhibit is all about:
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:
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.
Do you set up the exact same booth every year with no changes? Or do you find that you have to make minor or even significant changes from year to year because your needs change or some piece of your exhibit doesn’t function the way you thought it would?
Many exhibitors stay the same, but many change. Frequently.
Let’s say at one show – a big one that you set up an exhibit at every single year – you have had nearly the same configuration for five or six years. That’s not unusual. Although, in my experience, most clients we work with at TradeshowGuy Exhibits do at least modest changes nearly every year. Sometimes they do rather wholesale changes, like increasing their footprint by 50% or more. Or realizing at this year’s show they don’t have enough meeting space. Or product display space. Or that some element of the exhibit just didn’t work as anticipated.
There are always reasons for making changes. But if you purchased the exhibit, you’re kind of stuck with it.
Except. Not always. There are always a lot of ways to skin the cat, as it were. Let’s say – like a client of ours recently – you have a custom booth. You spent a lot of dough on it, so the idea of building another piece just to satisfy your functional needs is going to challenge your budget. When this happened to the client, who was looking for more counter space, we suggested that instead of having some custom counters built, why not rent some counters? That way, you’re only committed to one show with the revised configuration, and the cost will be lower than if you had them custom-built and bought them. And if for some reason you really like the configuration, you can either purchase them or choose to rent them again the following year. I see it happen frequently.
Same thing with furniture. It used to be that clients would ship furniture to shows in their crates. Chairs, small loveseats, tables. In some cases, that’s a good thing, especially if the table is branded or is custom in some other way like LED highlights.
But the furniture is unused the rest of the year. It can get scuffed and damaged during setup and dismantle. Renting the right pieces, such as a nice brand-new comfortable couch might make more sense. Do the math, take a look at the options, and make the decision.
It’s all fluid. Especially when it comes to the various smaller elements of your tradeshow exhibit: counters, furniture, product display units and more. Talk with your exhibit house rep or coordinator and see what options you might have that can both save you money and give you an upgrade on looks and function. It’s doable. Because it’s fluid.
Not every custom tradeshow exhibit project needs an RFP (Request For Proposal). But there are times when it’s an appropriate way to communicate what you need to a handful of carefully selected exhibit design and fabrication firms. Here’s a brief look at a number of things you should consider including in the RFP:
Everything you do, everything you say, how you say it, what you wear, what you drive…they all send signals to other people. A Rolex sends a different signal than a Swatch watch. A Tesla sends a different signal than a Ford 150 pickup. A pair of shorts sends a different signal than a tuxedo.
We all choose the signals we send out, whether consciously or unconsciously. What kind of car we buy, clothes we wear, people we hang out with, how we speak, what we read?
When someone visits your place of business, what signals do you send? How clean is the floor, what kind of bathrooms do you have (and how clean are they)?
It’s the same thing at tradeshows. Do you ever think about the signals you send with your tradeshow presence? No doubt a lot of thought goes into how you’ll present your image and brand down to the right colors, the type of packaging, the types of products you design, create and market.
But I wonder if that consideration goes all the way to the people in your booth. Do you decide if Jesse is a better choice than Aaron to represent the company in the booth? Do you choose branded clothing, such as t-shirts, for all of your booth staffers to wear from day to day? Do you train them on how talk to visitors, how to ask questions, how to stand, how to understand and control their body language?
What about the state of your booth and exhibit? Is the carpet clean? Is the garbage can overflowing? Does your exhibit have cracks and signs of wear and tear or is it in tip-top shape with new graphics and clean countertops?
Everything you do, wear, and speak sends a signal.