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Product Description
Professional Trade Show Exhibit Managers Handbook

Secrets from an industry insider for running trade show displays for less!

Everyone from experienced marketing executives to novice trade show coordinators should read this guide; an easy read organized so that you capitalize on your trade show investment as quickly as possible. You’ll find notes on everything from creating the request for proposal, design review and exhibit purchase, to how-to better manage your suppliers, the unions, and exhibit in the field. No matter what your level of expertise, the tips and techniques found here will help you to locate the “fat” in your trade show budget and immediately implement proven methods to reduce your costs by 30-50%.

This is the first industry guide of its type. The book offers many tips and techniques for reducing display related running costs at each show. Reducing these costs significantly affects trade show exhibit ROI. The handbook demonstrates how to:

Purchase your exhibit with both marketing and budgeting value in mind

Run an exhibit effectively and efficiently with no surprises

Manage your display using the proven methods of industry professionals

Negotiate to get the best values and highest level of service possible

Brett Alexander Lipeles is the author and founder of Exhibit and Display Consultants. Lipeles said, I wrote this guidebook to share my experience of the past 16 years with others so they could save a large amount of dollars on the costs of exhibiting.

The running costs for storage, shipping, freight handling, electrical and set-up labor quickly add up to many times the purchase cost of the exhibit. I am currently applying each of the tips and techniques found in my book to provide a 30% or greater cost reduction for my clients at each show that they attend.

Professional Trade Show Exhibit Manager’s Handbook – Secrets from an industry insider for running trade show displays for less!

One of the more popular exhibits for trade show displays in the trade show industry is the various styles and sizes of pop up displays. Ranging from six-foot table top displays to 20-foot modular displays, these displays are portable and serve as a functional method to market your product and company.

Just about every trade show company, distributor or manufacture has a display that is a pop up, that is why it is important to know what can distinguish a good pop up display with a bad pop up display.

Every pop up display starts with a frame and is usually the best indicator for quality of the product. Fully erect, the frame should be very sturdy with limited wobbling. The frame should also be easy to erect and should be able to pop into place on its own about when opened about halfway. There are also different metals that frames are made of. Typically aluminum frames are the best because they can hold they are the lightest and also most durable.

Next, look at the channel bars of the pop up display that will provide stability to the overall frame and allow you to place fabric or graphic panels up. Higher end pop up display will only six channel bars for a 10-foot, while lower end models with have 24 channel bars. Also, higher quality products will have channel bars that snap on to points in the back instead of slid on.

Another important note about channel bars is the quality of the peg on the top of each that allows graphic or fabric to be fastened to. You want to look for metal, instead of plastic, which is more prone to breaking or wearing down.

Graphic or fabric panels are the final step in looking for quality. Fabric should feel like a high grade twilled and should be available in many colors if it is high quality. Graphic panels that are high quality should be expensive thanks to the protective material it is printed on.

Finally, ask about the case. Some pop up displays ship in cases that are soft plastic. You are better off searching for someone who provides a hard case. The obvious difference is protecting your investment and ensuring its life.

Trade shows are excellent venues to launch new products, new offers, and upgrades to existing product lines. Why? Because, presuming you select the correct trade shows, your target market is there, accessible, and primed to learn.

Yet there is another challenge: differentiating your trade show displays from the rest of the pack vying for attendees’ attention. One way to set your company apart is to put as much attention into the development of your trade show display as you do the rest of your efforts on behalf of a successful product launch.

Trade show displays can make or break your success in attracting the kind of audience you want for the all-important launch. Starting from scratch to build a custom display ensures that your display will be fresh and in sync with the rest of the marketing supporting your launch.

Custom-built trade show displays allow you to be creative, dramatic, and highly relevant to support your launch in the most powerful way possible. There are virtually no limits to the design options you can use to make your statement and grab attention: graphics, materials, size, elevation, or AV components.

When you opt to build custom trade show displays, there are a couple of tips you may want to keep in mind:

Timing

Building a custom display takes more time than usual. Allow enough time to ensure that quality standards can be used throughout the process and that you are also not stressed out wondering if you will make it in time for your first round of trade shows.

Reverse engineer from the start of your trade show schedule. You will want to allow four to six weeks for large custom-built trade show displays and six to 12 weeks for a mid-size island or smaller.

Cost

One thing you will have to prepare for with the custom display is the cost. It is the most expensive to produce and has the highest operating costs due to size and number of packing crates.

Alternatives

If cost is the dominate concern, consider the following options which also can produce the attention-grabbing drama you want for your product launch:

• Custom Modular Trade Show Displays

Modular displays provide high quality exhibit imaging without the higher operating costs of custom displays.

Modular construction takes advantage of a large inventory of interchangeable pre-designed and engineered components such as back walls, counters, display pedestals and exterior panels. Lightweight structural materials such as aluminum, Plexiglas and high-grade tension fabrics provide simplified assembly, space-saving packing and often 400% lower shipment and handling costs.

The flexible design trend display components allow you to reconfigure the design or size of your trade show booths from trade show to trade show.

Custom modular trade show displays offer design and image quality with substantial savings in operating costs due to less weight and size and number of shipping containers.

• Portable Trade Show Displays

Yet another option is the portable system that offers trade show display versatility. Lightweight portable exhibits are ideal for trade show exhibitors who require ease of use and a variety of display configurations while presenting a distinctive creative image.

Easily set-up, the portable system has a skeletal frame with attachable laminate panels, which simply clip together in virtually unlimited structural styles. Accessories such as bridges, counters, alcoves and backlighting enhance versatility of the interchangeable portable systems.

The trade show portable systems can convert from tabletop to island exhibits in minutes and adapt to almost any trade show display situation with minimal effort. Usually your own booth staffers can transport and assemble the trade show displays themselves saving time and the added costs of drayage and contract workers.

Portable trade show displays are an especially suitable option for the first-time trade show exhibitor and for appearances at smaller, regional trade shows.

Your product launch is critical to your business. Give adequate consideration to the selection of the trade show displays that will support your launch in grand style – you won’t regret it.

Trade Show Tips

Not all trade shows are alike, but with a few basic tips, you can improve your ROI without adding much (or any) cost.

Follow up on the leads you generate. You would be shocked to know how many exhibitors fail to follow up with potential clients. Your work does not end when the trade show ends.

Train your booth staff on your products and services. Unknowledgeable staff is unprofessional.

Plan in advance. The cost of expedited shipping can be tremendous, so make sure you are planning your purchases months in advance.

Pick a show that is right for you. All your efforts will be wasted if none of your target audience attend the trade show at which you are exhibiting.

Please, don’t try to do your own graphic design work. The work of a professional designer with an aesthetic eye is substantially better than the work of a person who simply understands the programs.

Practice setting up your display before the show. This can save you valuable time at the show to mingle with other exhibitors.

Send pre-show mailers.

You only have a certain amount of time at your trade show, so evaluate potential leads quickly. Spending too much time with a dead-end attendee can cause you to squander other valuable opportunities.

If you must exhibit internationally, plan well in advance.

Less is more in display design. You are not creating a museum exhibit, you are creating a trade show display. There is only a few seconds to grab the attention of potential leads, so make your graphics simple and powerful.

Make sure to read the guidelines for booths for the specific show you will be attending.

Pop-up displays are by far the most common displays found on the trade show circuit. While a more complex panel or modular display may have to be shipped in and require two or more people for assembly, a pop-up can be folded into a single case for transport, brought in and set up by one person, and taken down quickly at the end of the show.

Pop-up displays have been around for over fifteen years, and while the basic design hasn’t changed, your options have. There are now several different types of pop-up displays available. If you’re shopping for your next display, these are the types you’ll find.

Types of Pop Up trade show displays

There are various pop up displays which can be used. These include:

Curved: These are made of curved aluminum channel bars for great panel alignment and magnetic strips for holding halogen lights. These are durable and have lifetime warranty. Straight: These are made of straight aluminum channel bars and have halogen lights for attractive displays. One Fabric: These are Velcro fabric display panels and are made of curved aluminum with aluminum channel bars and magnetic strip. Photo: These are similar to fabric pop up and have additional high color resolution panels. Graphic: These are also made of aluminum channels and carry high resolution graphics for product descriptions.

Despite the differences in these types of pop-ups, the general design is the same: a foldable accordion frame that pops up easily, channel bars that fold out to provide stability after the accordion frame is assembled, and graphics that either drape over the frame or come pre-attached. Pre-attached graphics do have a tendency to get wrinkled during transport, but the wrinkles will usually disappear with steaming or after hanging straight for a time. All graphics are easily removable so they can be changed for different trade shows.

Most pop-up displays should come with some halogen lights incorporated into the design, as well as a wheeled carry case that converts into a podium. Many pop-ups come with a podium wrap graphic that make the case/podium look professional and match your background graphics.

Before buying a pop-up display, it’s a good idea to consult with your vendor about which type would be best for you. The best display for a business depends on the sales team, the frequency of trade show attendance, the industry and audience, and several other factors. Take the time to talk to a knowledgeable vendor, and you should be able to find the perfect design for your next trade show appearance.

Try flipping through the pages of a design annual that is only a year of two old. It will impress you how quickly trends and styles change. Messaging and images that were relevant just a short while ago seem stale today and you would not consider running a tired concept in your print advertising. So why are you trying to get one more year out of that warn tradeshow display? Nothing good lasts forever. It’s probably time to refresh the look and likely the messaging of your tradeshow displays, banner stand graphics, roll up displays and tradeshow banners relating to your trade show marketing materials.

Fortunately S2imaging can help with cost effective trade show signage and banner stand graphics with a full line of portable displays, parts and accessories to enhance, build up, add to or replace your warn trade show display parts. Your trade show booth should present your company and your products and services in the best light to trade show attendees with fresh, current messaging. Cutting edge, relevant, and well thought out trade show booths with stunning graphics, banner stands, product display stands, kiosks and literature racks invite visitors to learn more about your company. At a trade show you are literally placed head to head against your competition. They may be conveniently located only a few display booths away. Will your tradeshow display measure up? Your organization’s commitment to quality and service should be reflected in your trade show booth. Take an honest look at your display. Has it been years since you thought about it? Though tradeshows only happen a few times a year, it is important to stay competitive. S2imaging can help you evaluate what materials you have on hand and design the most cost effective solution to keep you on the leading edge. Quality trade show booths don’t have to cost a lot when you work with S2imaging as we are one of the market leaders in trade show displays nationally. We can design everything from standard-size trade show exhibits to custom truss exhibit booth and modular trade show exhibits and ship them anywhere.

S2 is THE Expert in trade show exhibits. S2 imaging was founded in 1982, by Joe Shaw. Since then S2 has offered portable trade show exhibits at affordable prices while at the same time offering unparalleled service. S2 specializes in tradeshow exhibits and portable trade show displays that get noticed. 1-800-650-4286

A trade show is an exhibition organized so that companies in a specific industry can showcase and demonstrate their new products and services. It’s a business information and networking hub for many different kinds of businesses. It’s a means of getting new clients and increasing the visibility of a company’s products and services among the target market. Some trade shows are open to the public, while others can only be attended by company representatives (members of the trade) and members of the press.

 

Trade show displays are perfect for advertising any products and services, whatever the trade show maybe. The advantageous thing about trade show displays is that they’re easy to assemble as well as easy to customize. If anyone wants to set up a display at a trade show, they can choose the display from online trade show display companies such as Britishamericandisplays.com . These companies offer various types of trade show exhibits according to the client’s needs. Choosing the right form of display is essential because the utility of a trade show exhibit or display is to draw the attention of consumers so that they check out the products or services that the companies offer.

 

When selecting a trade show display, one will notice that they come in many sizes, shapes, prices and styles. Each one has its own unique function, so it is important that a company acquires a display that will accommodate it’s particular products.

 

A trade show display is one of the most important aspects of a trade show presentation. Just being there isn’t enough to make attending a trade show worthwhile. Here are some trade show display tips which make trade show displays give better results.

 

Think neatness and visibility when putting your trade show display together.

Build the impression of demand into your trade show display.

Pull a crowd to your trade show booth.

Have a stock of promotion items that you can use as giveaways at your booth.

Use a lucky draw or contest.

Make it easy for booth visitors to get information.

Make sure you have plenty of promotional literature on hand.

Have your trade show booth manned at all times.

Actively engage trade booth visitors.

 

Types of Trade Show Displays Which Help You Get Noticed

 

Tabletop Exhibits

Pop Up Exhibit

Velocity Curved Pop-Ups

Velocity Straight Pop-Ups

Velocity Wave Pop-Ups

Velocity 20ft Pop-Ups

Foldit Portable Trade Show Displays

Futura Modular Displays

Banner Stands

Custom Exhibits

Trade Show Accessories

 

About the author: British American Displays offers specialized trade show exhibit and display products direct to the end users. Their range of products are designed and manufactured in the USA and offered to all market sectors directly via the internet or through their offices, both in the USA and the UK. All their displays are user friendly for ease of installation, storage and shipping. They offer a simple, quick and rapid solution for display requirements.