Posted by Alexis Exhibits on Fri, May 28, 2010
Tradeshow exhibits can be packaged in a variety of ways including:
- Crates
- Skids or pallets
- Molded plastic cases
- Or no packaging at all, (pad wrapped)
Crates
The vast majority of custom or modular trade show exhibits are packed in crates. Properly constructed crates reduce the likelihood of damage and can greatly enhance the useful life of the display. The downside of crates is the cost (usually around $1,500 each for average sizes) and the weight of the crates (around 300 pounds each). While properly designed crates will take full advantage of the space in a truck, their weight will add cost to shipping (if based on weight) and material handling. Crated displays can usually avoid the “special handling” fees charged for material handling.
Skids or Pallets
Skids are essentially crates without sides or a top. They are easily moved with a forklift and are commonly used when the items are too big or bulky to fit in a crate, e.g., structural beams, truss, furniture and rolls of carpet and padding. The disadvantages to skids are that they are difficult or impossible to stack, increasing storage and shipping costs, and they do not afford the protection that crates do. Skids do reduce shipping weight when compared to crates.
Molded Cases
Manufactured exhibit systems and portable displays often pack in molded plastic cases. In some instances the cases are compartmentalized to secure the individual parts of the display. Manufactured displays break down into smaller pieces that lend themselves to being packed into these pre-engineered containers. They are much lighter than crates and are very durable. Some displays that are packed in multiple molded cases are then stacked on skids for ease of handling on the show floor.
Pad Wrapped
Some exhibits are shipped as individual pieces without crates or skids. The items are wrapped with packing pads and loaded into moving vans just like household goods are handled. This process adds considerable time to the packing, loading and unloading process and increases the likelihood of damage, but might be worth considering in some cases.
Trade show display packaging is not as simple as it might seem, as there are many variables involved in deciding which method will be most cost-effective. Your exhibit supplier should be able to describe how your exhibit is going to be packaged and why. A detailed cost comparison of each option, accounting for all potential areas of impact on cost, might be of value before you make a decision.
Posted by Alexis Exhibits on Wed, May 19, 2010
When shipping tradeshow displays, you generally have two types of carriers to choose from:
- Van lines like Atlas, Bekins, United, Allied, etc. who also do moving of high value products and household goods.
- Motor freight companies who move commodities, manufactured goods, etc.
If your exhibit is palletized or crated, you have the option of shipping via van lines or motor freight. If your materials are not crated (also known as “loose” or “pad wrapped”) you must go with a van line.
Motor freight companies operate on a hub system very much like the airlines, so displays that are loaded on a truck at your facility may be transferred one, two or even more times before reaching their final destination. This extra handling exposes your materials to more wear and tear and greatly increases the possibility of damage. Motor freight shipping costs are usually calculated by weight, although larger, lightweight items may be subject to a different cost calculation called “dimensional weight”.
The advantage to van line shipments are that the trucks are usually going direct from your warehouse to the convention center, so materials are less likely to be transferred from one truck to another. Moving vans use air ride trailers that cushion bumps along the way. Van lines almost always charge by the amount of floor space in the trailer that your materials require.
Total shipping cost can vary a great deal. It is generally assumed that motor freight is less expensive but that is not always the case. Check with your traffic department to see what kind of discounts your company gets from various carriers, make sure that your carrier has tradeshow specific experience and request quotes.
Make sure that your chosen carrier provides you with a way to track your shipment and verify delivery. Last, but certainly not least, be sure to ask your carrier about insurance coverage. The standard coverage that they provide is usually less than $1.00 per pound which won’t even cover the replacement of the crates, let alone the contents.
Do your homework and you can minimize cost. Or, leave the homework to us - we'll take care of knowing where your tradeshow display is, where it needs to go, and getting everything shipped on time. With our national network of facilities and climate-controlled environments, we are always close by, so shipping your tradeshow exhibits is never a problem. Let's get started!
Posted by Alexis Exhibits on Thu, Mar 11, 2010
Doing Basic Planning Makes Participation in a Trade Show More Profitable and Less Stressful.
First ask yourself, what do you want from the show?
As you begin your planning process, be sure to understand why your company is spending the money to rent a space in the first place. Who will be attending? Which attendees are important to your company and why? What products do you have to show? What you want to say to visitors to your booth?
Gaining a clear understanding of these “strategic” goals is vital to helping everything else fall neatly into place. As such, decisions on design, graphics, product placement, staffing, etc. should all be made based on your overall show strategy.
Next, develop a timeline.
Most show manuals include a timeline or schedule of events. This is helpful for dealing with the logistical details, but you need to make a personal timeline to guide your planning. You will also need to deal with your tradeshow display, all graphics, literature and premiums, room and dinner reservations, the list goes on and on. The only way to keep all of this organized and still be able to sleep at night is to start with a timeline. The first one that you make will be very difficult and time consuming, but with the ground work laid, subsequent show timelines can be as easy as cut and paste.
Get some help.
Your exhibit company should be able to take most of the display issues off of your shoulders, but it is best to confirm things with them from time to time to make sure that they are on track. This will allow you to focus on the things that are more difficult to outsource.
Be sure to set internal deadlines.
Make sure that things that must be done internally are listed on your timeline and communicate deadlines well in advance to everyone involved. Often, one of the most difficult things for trade show managers to do is to get their own trade show booth shipped to the show on time. With that in mind, sometimes it makes sense to set an internal deadline that leaves you a week or so fudge factor just in case.
Brochures need to be ready to go well in advance. It may make sense to send your boxes of literature to your exhibit company so that they can ship them to the show with the display. This will allow you to check one more thing off of your list, and as an added benefit, it's one less shipment you'll have to track down on-site.
Develop a trade show timeline, check it several times a day, and work well in advance. It's not as easy as it might seem, but the payoff is well worth the effort. Need trade show advice? Let's get started!
Posted by Alexis Exhibits on Fri, Mar 05, 2010
It seems like every time my wife and I go shopping at the mall, I get a reminder of what it takes to make exhibiting at a tradeshow a great investment. I think we have all had the same experience - I'm not talking about the big department stores or even the smaller shops that take up most of the space at the Mall. I'm referring to the little carts that sit out in the open.
Most of these tiny stores (or kiosks) are staffed by one young person who spends most of their time talking on their cell phone, texting or chatting with friends who stop by. Just like most companies that exhibit at tradeshows, these small businesses are depending on the visual appeal of their products to attract potential customers. While I have no firsthand knowledge of how profitable these carts are, I think it's safe to say their owners would be thrilled if they could increase sales by 10 – 20% each day.
The exception to the rule are the carts that are selling jewelry or eyeglass cleaner. As you walk by, you will almost always be approached by someone who asks, "Excuse me ma'am, would you allow me to clean your rings?" or "Excuse me sir, can I clean your eyeglasses for you?." I would venture to say that the people that work these carts have been given some training and some incentive. Not only that, I'll bet that they sell much more of their product than the carts staffed by distracted teens.
My personal favorite is the one demonstrating and selling the foam airplanes that come right back to you when you throw them. Usually two young people are constantly throwing the planes and they always come right back to them. Just the activity alone makes you stand there and watch, which greatly increases the chances you'll buy something.
So how does all of this relate to trade shows?
Even though the situations are completely different, there is one common factor. The buyers in each case are human beings. Most human beings respond to similar stimulus. Get the people that work your exhibit to approach prospects with as much energy as the people selling jewelry cleaner. Have some activity in your booth like the people throwing foam airplanes. I'll bet you'll see a big improvement in your trade show ROI.
Posted by Alexis Exhibits on Thu, Mar 04, 2010
In a grocery store or other retail shops, it is very desirable to have your product placed on an "end cap" (the very end of an aisle). This position provides a great deal more traffic, keeps you from being right next to your competition, and has been proven to increase sales.
Many marketing managers take this experience in retail and put it to use in selecting exhibit space at a trade show, choosing "end cap" spaces, or "peninsula booths" in trade show jargon. This is not always a wise decision. If you look closely at the floor plan of a trade show, you'll see that the vast majority of these spaces face cross aisles. Most cross aisles are not a great choice for traffic. Attendees typically use cross aisles to get from one main aisle to another, which means they are looking towards their destination and may completely miss your display.
Another consideration is the display restrictions that apply to peninsula booths. Most of these spaces are 20' x 20'. Standard tradeshow booth space rules provide for a 5' line of sight area along main aisles. This means that you cannot install displays over waist high within 5 feet of an aisle that is adjacent to another exhibit. In the case of a peninsula booth, you will lose about a quarter of your exhibit space because of this restriction. This needs to be considered as you design your booth and may mean that you will be unable to use some or all of your existing display.
The best thing to do is to carefully review the tradeshow rules before selecting an exhibit space. In my experience, you should select a space based on where you think you'll get the most traffic, and while it might, the end cap doesn't always come out on top.
Do you have the best spot at your tradeshow? Download our free report and find out now!
Posted by Alexis Exhibits on Wed, Feb 24, 2010
Consider Insuring Your Trade Show Display
Tradeshow displays are very expensive marketing investments and as such, you should consider insuring your properties in case of loss or damage. While the likelihood of a significant loss is rather remote, it is possible. Natural disasters can strike the warehouse where your exhibit is stored or even convention centers (A tornado did considerable damage to the Georgia World Congress Center a few years ago).
Fire is the most common threat to your trade show displays. Trucks can be involved in accidents and trailers have been known to catch on fire due to tire problems. Warehouses are not immune to fires and in 1967 the entire McCormick Place Convention Center was destroyed by a fire with a large trade show set up and ready to open. The fact that losses like these are unlikely makes insuring display materials affordable.
Exhibit companies, for the most part, do not insure client-owned exhibits stored in their warehouse. Trucking companies normally provide very inadequate coverage based on weight (usually around $1.00 per pound).
If you are concerned about this, you should first check with your accounting department to determine what your company policy is regarding casualty insurance. Many large companies are “self insuring,” meaning that they simply pay for any losses themselves, rather than pay for insurance. Small and medium companies usually have some type of insurance coverage, but all assets need to be recorded, especially those that travel around like displays.
If you would like to insure your display, get an up to date inventory list and have your tradeshow exhibit company provide you with the replacement cost of the display. Be sure to update this information annually. Current photos of the display set up will be important if you have a loss.
If you do decide to purchase coverage, make sure that it covers your materials 24/7 no matter where they are. Need trade show advice? Have a trade show specialist on you side.
Posted by Alexis Exhibits on Fri, Jan 15, 2010
Attracting the ideal visitor to your trade show displays begins well before the day of the show. With a few proactive initiatives and show-day follow-up, you can leave less of your booth attendance to staff and start attracting potential customers.
Preshow Marketing
Preshow marketing can be an effective way of driving interest in your company. Many trade shows today have Twitter hashtags, for example, to which you can refer when making Tweets about your upcoming trade show displays.
Starting conversations on social media sites or joining existing ones in anticipation of the show can help you isolate potential visitors and learn something about them and their interests before show time. At the show, you’ll match a face with the name and, because of your previous discussions, will be more likely to earn a visit.
Game Day Face-Time
Remember, your trade show displays’ best asset is the face-to-face sales time you have with potential clients. Once you’ve attracted your ideal visitor you don’t want to lose them too quickly to another booth or distraction. Do some research and know as much about your ideal visitor as possible. Study the show program and know what education sessions will be popular. Be aware of keynote speakers so that you can initiate a timely and interesting conversation with prospects.
Other staff tips for engaging and retaining visitors:
- Have a few introductory questions prepared that cannot be answered with yes or no.
- Remember that each visitor is important and should be treated as such. If, for whatever reason, a discussion has to be cut short, offer to follow up and do so.
- Standing staffers are better than seated ones. Standing allows for more engagement and mobility while generally showing more interest in your visitors unless, of course, they can pull up a seat next to you.
- Breathe and stay relaxed.
- Smile. (Let’s hope you don’t have to teach your team this technique.)
Do you need help with your trade show strategy? Let's Get Started!
Posted by Alexis Exhibits on Wed, Jan 06, 2010
The fundamentals of effective trade show displays boil down to your story, your staff and your execution. Before and during the show, there will be plenty of distractions or gimmicks at other booths, but if you relate to your audience and to the context of the broader show, you won’t get lost in the din of the event.
The Best Story
The best trade show displays tell a story—your story—clearly and engagingly. Vagaries, misdirection or over-generalized displays won’t do you or your brand justice. You have to assume that visitors have already been annoyed by other booths that take too long to understand.
This doesn’t mean that you have to be boring or robotic in presenting your brand, but it should be relatively straightforward for people to ascertain your basic mission and offerings in about a minute. A clear and upfront story buys you time to expound on your latest projects, rather than clearing up confusion over the basics.
The Best Staff
Send some members of your staff around the show floor to explore other trade show displays. In this way, you’re taking advantage of your presence at the trade show by learning things you can only learn by actually being there. Pay particular attention to your competitors, of course. It’ll make the investment in the show that much more valuable.
When you’re knowledgeable about other displays, you can also anticipate visitors’ reactions, preempt their questions and explain how your services are different or superior to those of others on the floor.
The Best Technology
Remember that a trade show is powerful, old-fashioned, offline interaction. Even if you decide to use screens, computers or other gadgetry for demos, the particular presentations should be unique and unlike anything that a visitor can easily view online at home.
At the same time, visitors to your display should be eager to go home and check out your site. The show doesn’t end when you pack up the display. If you present yourself right, it’s only the beginning.
Do you have the best spot on the floor? Click here for helpful tips.