Well in the spirit of keeping your sanity in the face of an insane world, I’ve given some long hard thought to what the likely new sources of revenue might be for the few show service contractors that remain in our industry. After news last month of The Freeman Companies purchase of George Fern and Company, and Champion Exposition, we’re pretty much down to two contractors in the entire industry, so where’s the government (antitrust division) when you really need them? I guess I really didn’t even need to answer that one. 

So, where do they go to come up with “new cash” for their business? To answer that question, it sometime helps to see where they’ve gone before to find additional revenue for the bottom line.  Just this last week, I got caught in a G.E.S. scam which required that all “non GES Logistics” truck drivers, had to check into the marshaling yard 4 hours before the freight was scheduled to be taken off the show floor. Why was that restriction written into the show rules?  To penalize non GES Logistic companies which in effect increases their competitor’s costs and makes the GES Logistics rates even more favorable. 

Here are my top 3 picks for where the show contractors might gravitate to in order to incrementally increase your show invoice by gargantuan proportions: 

1) Increase the minimum weight per shipment for drayage on all trade show exhibits from 2 to 300 lbs. This would be the lowest hanging fruit so to speak! That would mean that for every pop up trade show exhibit that comes through the door, 200 of the 300 pounds would be pure profit rather than a measly 100 pounds multiplied by the dollar amount per hundred weight. 

2) My next bet would be that they would attempt to get the same deal with the electrical union everywhere else in the U.S. as they have in Las Vegas. In Las Vegas only the electricians can plug into an outlet, so it turns out to be a hour minimum for everyone, which, in most instances, becomes a pretty nifty way of out and out taxing exhibitors. Face it, just about everybody has something that turns on, so as they screw in the light bulb, they can screw you too! Way too easy. 

3) Now for the last one, I’m being pulled in the direction of freight because I’m sensing that the big two are experiencing some success in the “logistics” area, therefore it becomes an exercise in figuring out how they can best leverage their way into your pocket even more. They’re already offering a discount off your material handling bill if you ship your trade show exhibits both ways with them, so how do they get that back? My guess is that they set up a program of preferred handing of empties so for the same amount of dollars as they lost when they got your business, they’ll promise preferred return times for your empties at the end of the show. 

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Lowell Nickens, ShopForExhibits.com, Linked In Profile

Admittedly, this blog post isn't going to get your heart racing like an evangelical pastor campaigning for gay marriage at the annual church picnic, but in the larger scheme of things, it does carry come impact for thousands of businesses seeking to be exposed the right way. 

If your industry has not been in a constant state of flux over the past few years, then you would have to be considered one of the fortunate few. We are not living in what you'd consider to be normal times, and the law of unintended consequences makes it very difficult to see what's next.

In the trade show industry, we see constant changes with regard to the type of trade show displays exhibitors are purchasing based on forces at work in their own markets, just as service contractors are constantly adjusting their pricing to take into account how exhibitors are moving to different product lines. I've always been a big fan of differentiating yourself as an exhibitor, in the whatever market you exhibit in. I appear to be seeing, however, a shift in the price point, and it's becoming more and more difficult to differentiate yourself in that segment; and it's not in the middle any more.  

During the past 30 years, there have been a majority of exhibitors who purchase exhibits in the middle of the price pack; which is where the pop up displays have had a monster grip on the market since their inception. This is the place in the market where it's been the most difficult to differentiate yourself due to the fact that half the displays in any given show are pop ups. Your get lost in aisle after aisle of sameness. 

But what has changed? Well, for one thing, exhibitors are becoming increasingly weary and impatient of all the escalating show costs passed down by show service contractors, and have waved the white flag and elected to go from the middle of the pact, down a notch to the bottom by using a string of banner stands rather than a hundred pound pop up. Even though they can still store the shipping case in their booth during the show with the aid of a case to counter kit, it still is increasingly expensive when purchasing new photo murals as products or shows change. 

So, where is it becoming the most difficult to differentiate yourself? It's at the bottom end because the sameness that used to be in the middle with pop up displays, is now at the bottom with banner
stands; and that's not good news for the show contractors who will soon have to figure out how to make up the revenue that is being lost due of that trend. You see, with a pop up, they can still get the minimum of 200 pounds at whatever drayage rate is established for the show, but the exhibitor always carries his banner stand in the door and that's zero revenue. 

So is there any good news to this trend? Yes there sure is! In a few recent shows that I've attended, the exhibitors with the pop up displays with great photo murals, actually stood out in the crowd. Now it was the banner stand booths that all looked pretty much the same. 

by Lowell Nickens, ShopForExhibits.com. LinkedIn Profile

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Let me quickly show you examples of what I’m talking about. The odds on favorite  of all banner stands in the market now,  are the retractable, tripod, tension pole, scrolling, and then several others that you normally wouldn’t think were banner stands, but since they function in a similar manner will be for the sake of this blog, considered as such.

10 Foot Banner Stand

First take a look at the retractable banner stands. They all retract somehow into a base mechanism that quickly and safely stores the

Mega Retractor Retactable Banner Stand

banner and makes for a quick and easy set up. But where’s the evolution with this product? Rather than the normal width being anywhere from 19-47.5”, we now have retractable banner stands that are 8 feet wide and up to 10 feet tall; all of which utilize the same mechanism for storing and transporting the banner as there has always been.

Now consider the tension pole banner stands such as the Multiplier by Optima. That worked so well, that somebody got innovative and came up

Compass Banner Stand

with a way to create the tension only behind the graphic itself and let the base and vertical pole, position the graphic, but not be a part of it. With that idea the Compass Banner Stand was born.

For the new banner products in the market, you just have to look to Classic’s Aero Tension Fabric Banner system or their other recent new product called the Backlit Kiosk banner stand. Both utilize features of other banner products, but have assembled their components in a manner that clearly differentiates themselves from other banner stands that are presently offered. The Backlit Kiosk product is a very high end banner, and can be double sided in addition to featuring back lighting

Aero Tension Fabric Banner Stand

capability as well. The Aero Tension Fabric banner stand, utilizes a quick connect inner tubular frame with state of the art dye sublimation pillowslip graphic that make it very light weight and easy to set up product, plus, these products  keep the graphic replacement costs at a minimum which we all like to hear.

The next time you consider a banner type product for your own trade show of display use, please know that the market keeps giving you choices that you may not be aware of which could change the face of your presentation.

For more information on trade show displays, go to www.shopforexhibits.com.

by Lowell Nickens, ShopForExhibits.com LinkedIn Profile

Trade Show Displays

Here’s the point. A week ago, I had a long time client tell me that he’d had enough. Specifically, he said that it costs more to move his trade show displays from the dock to his booth than to ship them across the entire country; so that meant a new booth for him that has fabric graphics and can be packaged in one or two at the most, flat panel molded shipping cases. You win; right? Well noooo….

Things aren’t always what they seem to be. In response to trade shows becoming less and less wood and more and more plastic, guess what? Yesssss! The drayage rates go up again, or the rules change and what you once shipped as standard freight, is now “special handling,” and it soon costs just as much as before and probably more.

Another good example is trade show electrical. This one is a great example because the spiral has been going up for enough years that you can actually see the insanity in it.  Here’s the progression:

• First we start with an exhibitor who purchases a 500 watt electrical outlet for his pop up lights and a small demo machine in the front of the booth.  Price is reasonable, we pay it, and we’re good to go. What you paid for is the sum total of all the electricity you need for your equipment. (in some cities, the electrician had to screw in the incandescent light bulbs but that was included)
• Now, the show contractor isn’t meeting their profit forecast so they increase prices by eliminating  the use of extension cords from all booths and make it mandatory that you plug into the electricians “electrical drop.” Now you have to order a 500 watt outlet for the front of the booth and one for the back of the booth. You still don’t use more than 500 watts, but you pay for 1,000.
• Because revenue and thus profits are falling from other revenue sources, the electricians have to not only charge for the power, but also for “labor” to install it. Are they doing anything more than what they’ve done for years? No, they just need more money and the good news for them is that they can charge for installing it and for UN installing it if there even is such a thing.
• Now it’s the exhibitors turn to strike back; you invest in LED lights because for each 200 watt light you now only use 24 watts of power and can finally save on the amount of electricity that you need for your booth.  Once again, life is good!
• The Empire Strikes Back! Not so fast on those savings Mr. Exhibitor! You really don’t know how to plug in a light properly without potentially inflicting damage to those around you, so the electricians will assist you for another $75-$100 per booth for each and every show they service. Do the math. Let’s say we have a 300 booth show times $100 minus direct labor to install those pesky pop up lights and they’ve had a pretty good day. Oh, you lose!

When is this all going to end? It won’t until a few people in the industry realize that the old business model isn’t what it used to be, and a new reality needs to be embraced so the industry can live the life span that it was meant to live. I don’t really know what the net effect is of spiraling prices is, but in my perspective, it has to be significant. I’m even seeing the small guys who have pop ups forgoing that product in favor of 3 banner stands lined up next to one another. That’s when you go from minimal exposure to the ridiculous!

Finally, I must say that it also has a lot to do with the union model of representing workers. If keeping your stewards job is always based on “what have you done for me lately” then is it any wonder that prices keep spiraling?

Visit us at http://shopforexhibits.com for more information on Trade Show Displays.

by Lowell Nickens, ShopForExhibits.com LinkedIn Profile

Trade Show Display

The most effective method of making an exclusive earning in this modern world of fully developed technologies is the method of trade through an effective technique or method called or referred as trade show display. Trading is the method of buying and selling a product to the customer from the manufacturer for a price rate that best suits the customer or ensures the satisfaction of the customer. The best price can be offered by the manufacturer based on the product in the industry, their requirement in the society, their usage, their working capacity and their quality which are considered to be the properties that ensure the cost price of the product. The manufacturer determines the price of the product based on certain factors such as the investment made for the product, the expenses made for making tat product, the expenses made for the employee for this task.

Trading makes the company to meet the customers and satisfy their needs. The best method of meeting a customer is to make an arrangement that makes the customer to make an active participation. This is the best answer that helped to make a display called the trade show display. This type of trade shows are also called as, trade show exhibits, exhibitions, trade fairs and show displays. Trading helps the customer to best select their necessary requirement directly from this type of trade show displays and also avail of special discounts, offers and other related services.

Many trade show displays are legendary, and these range from the 1960s “go-go girls” dancing around new cars at auto shows, to show displays that integrate celebrities into them, to high-tech displays in booths that introduce the latest (and coolest) cell phone, DVD advance or video games.

Trade shows are so competitive that many times the capabilities materials from the city vying for the show or convention also includes lists of vendors for everything from portable trade show exhibits to carpenters who can build small cities overnight. The technology and printing techniques are so good today that much of the production that needed to be done at a company’s headquarters can now be outsourced to vendors in the host city, including those who rent and build portable trade show exhibits.

Some of the most competitive and dramatic trade show exhibits have been seen at gatherings centered on video games (especially those introducing new games), consumer electronics, upcoming movies and television shows (often previewed at international festivals and trade shows) and autos. Coming in a close second are fashion conventions, travel and tourism, beauty products and sports equipment (which often feature top athletes as part of the booth exhibits). In recent years, as the economy has slowed down, so has the spending on trade show exhibits. However, that doesn’t limit creativity, and the goal of getting attention remains.

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Things have undergone a sea change now. No brand can afford to rest on its laurels any more. Every manufacturer has to be innovative and discerning all the time in order to sustain the consumer interest and patronage. With the advent of internet, the awareness too is increasing among the general public, but nothing like physical display of the products in order to convince the common user about the viability and efficacy of a new product and to this extent, Trade Show Exhibits have become indispensable. Through such Trade Show Displays, a manufacturer or a vendor can exhibit their latest products and their utility to the visitors and also drive home the point as to why their products need to be patronized. The public too, in return, become knowledgeable and aware of what is latest in the market and will consider replacing their outdated or redundant products, if any. Thus, Trade Show Exhibits benefit the seller as well as the consumer in every possible manner.
Extreme Ebony Exhibits – The Mode Museum Black Show Displays Work from ?

In this context, a very creative strategy would be ideal to get a custom made design by organizations that have developed high expertise in designing exact configuration with custom shapes and all the effects desired for the display concept by the client. There might be a few trials and errors in reaching the desired Trade Exhibit .But with a critical eye for details and careful planning and supervision, a Trade Show Display without any compromises can be achieved. Without having to spend for the Rental of the big Booth, the entire effect can be created with the help of video, computer aided hardware and software.

As smart buyers in the new world we live in, there are a few things we can do to at least play the game smart. Before you read further, let me tell you that this advise comes from someone who deals with the public each day and feels their impulses and many times their frustrations, so keep that in mind as you also can probably read into this a few of my biases as well.

1) When purchasing  new trade show exhibits, do some research and be confident that what you’re buying can endure the torture that shipping companies and untrained employees with inflict on it. Ask  the sales person if they have any “field repair kits” should the unthinkable happen. If they do, walk away, because if the product has a history of needing repairs that there’s already a program set up to handle them, then it’s not a well made product.

2) Know the costs associated with purchasing a display, but also be aware of the costs of replacing the graphics down the road when your message needs to be changed.

3) Throw away your halogen lights and get LED lights. This is a real no brainer since your investment will be paid back in just a couple of events and will be pure profit forevermore. With the cost of show site electrical now days, don’t delay! This one really is as obvious as I’m trying to try and make it out to be.

4) Analyze the shows you attend, and should you have to make decisions to cut back on the schedule, do some careful analysis to determine what cities next years events are being held in and factor in the costs associated with doing business in each of the cities being considered. With all things being equal between two events in two different cities, perhaps the city that is more user friendly should get the nod, and if so, be sure to let the show management of the show that was not chosen know the reasons. This goes along way in creating a mind set in the heads of show management that makes them realize that they’re accountable to their exhibitors.

These are just a few examples of things you should begin to focus on as our world continues to change and how it affects the purchasing and the ownership of trade show exhibits.

The most commonly used trade show displays have always been two dimensional, but the Xpressions has changed the way the industry looks at display booths or banner stands all together. It has created a new and exciting way for companies and organizations to speak to the attendees. You can display your products on the handy shelves that fit in the exhibit’s framework, and can also graphically display things with the panels that slant and angle. These panels can be used to create interesting perspectives of your products and also the overall message of your display.

The Xpressions display makes set up very quick and easy, because all of the display panels are attached to the frame, which makes it an effortless ordeal. You can also add many fun accessories to your display booth to make it even more attractive and different so that you are sure to stand out from the crowd at your next big event. You can purchase lights, a light bag, a canvas carrying case, the shipping case, shelves, and feet. You can also purchase the Xpressions SNAP counter which is a great addition. Xpressions is truly a 3 dimensional trade show display that is sure to make you and your company a winner at the next event you attend.

Click here for additional information regarding Trade Show Displays.

Companies that pride themselves on delivering high quality products to their customers may use the trade show venue as the place to deliver a new product line that they wish to introduce with a lot of fanfare. And to this end, savvy companies often work with professional designers of trade show booths to best represent their services and product.

Vibrant trade show exhibits that have sophisticated backdrops and multi-media components can sell a product as well as a company at large. Trade shows are competitive environments – let it never be forgotten – just as the business world in general. It is not enough to come to a trade show without your best game face on. Good enough is not ultimately not good enough; not in an environment where company after company is presenting themselves with as much fanfare as possible.

Successful trade show booths should be visually stimulating – enough so to capture the attention of passerby and inspire them to stop and talk to a company representative – and communicate the message of the company as succinctly as possible. Put simply, those who view the booth should walk away knowing what the company does and its overall business philosophy. Product launches are especially important for any company. Why not take advantage of a trade show audience to get as much PR as possible? Trade show displays can help set the stage for success.

Successful advertising professionals know that in order to promote a company well you have to deliver a concise message in a very short period of time; and make that message compelling enough to inspire the target audience to seek out more information.

This kind of process can be seen up close and personal – and in all its detail – in a trade show environment. This is where the inner workings of successful marketing play out and where the competition is clearly defined. So in order to rise above the rest and be noticed, companies must be sure that their message succinctly delivers a message that defines them as an organization. And well chosen exhibit displays can help.

Because companies use trade show booths as their headquarters during a trade show event, everything about those trade show booths must be designed to further the marketing of the company. Trade show exhibits that are designed and crafted through professional services are the best bet for any company that wants to promote their products and services in the most sophisticated, compelling, and comprehensive way possible.

Professional services will work with a client to design trade show displays that encapsulate the message of the business and make use of all the marketing mediums available to them; the purpose of which is to capture the attention, and ultimately the interest, of the trade show audience.

But there are some traditional marketing avenues that can be just as successful for a virtual company as a brick and mortar company – including a trade show event. During trade shows, companies occupy display booths and promote their brand, their products, and their services in order to generate buzz and perhaps attract new business. Trade shows are held throughout the year in a variety of different industries and can be enormously successful for companies large and small.

What the trade show environment gives to the virtual company is the ability to have a physical presence, at least in the short term. As pervasive as the Internet is in our daily business operations, there are still those potential clients that are much more comfortable talking with a company representative face to face, reading hard copy literature, and seeing a physical manifestation of the vendor in question; even if they know that their day-to-day operations happen online.

To this end, virtual companies that participate in trade shows should be sure to take their trade show displays quite seriously indeed. You don’t have a physical office to decorate and outfit; make your trade show booths your temporary “office” space and go to town. Working with professional designers of trade show exhibits can be a step in the right direction as they will help you define your message, choose your marketing medium, and erect effective and attractive trade show displays.

Fully stock your trade show booths with literature and even multimedia takeaways (DVDs) about your company that people can hold in their hand. By taking these steps potential customers will know that just because your company is virtual doesn’t mean it’s not viable.

What this Internet explosion has also allowed us to do is create work environments that essentially exist online. Known as virtual companies, these businesses operate through their website and employ workers that work from home offices. This is a trend in business that has been beneficial from both employer and employee in reducing overhead and increasing flexibility respectively.

But just because a business does not exist in the traditional sense does not mean that it cannot be bolstered by some of the traditional methods of marketing. For most traditional bricks and mortar companies, their participation in one or several trade shows throughout the year helps them to stay viable in their industry and introduce their products and services to potential customers and clients. Trade show participation, in fact, is one of the more successful, albeit traditional, ways of marketing for any business; and the virtual business is no exception.

In fact, it may help virtual businesses to participate in shows throughout the year and have a physical presence in an industry related event. Through the use of comprehensive and well thought out exhibit displays, companies are able to promote themselves in a very different way and perhaps reach an audience they would be hard pressed to reach online, at least initially.

In the next post, we’ll talk about planning for superior trade show exhibits for virtual companies.

Planning a successful trade show exhibition is a practice in perfection. Every last detail needs to be right if you’re really going to get your message across clearly and concisely. With just moments to make the right impression, every feature of your display boards; from graphics to literature, has to be perfect. When all the components come together cohesively, you will send a clear message that your business is professional, intelligent, and  respected. Regardless of your corporate identity, whether it’s fun-loving or buttoned-down and serious, looking professional is critical.

Graphics Set the Tone

Picking the right look for your custom trade show display graphics depends on varying factors. The products or services you’re selling, your target audience, the nature of the trade show and many other things will influence the themes and images you should pick. You’ll want to set yourself apart from the competition without standing out in a jarring way. Graphic images should be pleasant and positive, and complement your company brand and the overall message for the exhibit. Use high quality photos and graphics to enhance the sense of professionalism to your visitors. Keep the area free of debris and clutter, and make sure all workers in the exhibit are smiling and friendly. All the ingredients of your exhibit will combine to create one image for your company – make sure it’s the right one.

Today, the trade show participant is expected to come with their “A” game as the trade show environment is about as competitive as the business world at large. Trade show booths are bigger, brighter, and more comprehensive than ever; companies compete with the best materials and resources they can muster – understanding as they do that such an event is an opportunity to gain traction within their industry and attract new business. The modern twist to trade show booths is the inclusion of multi-media components – video and audio components played across one monitor or multiple flat screen monitors. This holds true with both display rentals and purchases. Such accessories are visually impactful, highly sophisticated, and a way for companies to reach their audience on a number of different levels.

This inspires many companies to work with professionals that are skilled and experienced in creating high end trade show displays that easily accommodate the inclusion of television monitors to deliver their message; even in pop up displays. Trade show booths created by professionals will be customized to meet the specific needs of the participating company and will include a number of design elements that will best brand the name and face of the company through the use of custom-made trade show exhibits.

Just as we spend our time and money promoting our company through traditional methods – print advertising, radio, television, and so forth, so must we understand the need for well funded, well designed trade show booths should we decide to participate in a show or several shows throughout the year.

By doing this work in advance, you will save time and money, and also be completely clear about what your specific needs are, and how finding the perfect trade show exhibit can meet those needs in a cost-effective, time-efficient manner.Ask yourself what your reasons for exhibiting are. Sometimes writing down on paper what your goals are, and what your purpose as an event marketer is, can lead you to understanding exactly what type of trade show display will meet your needs.Two other important questions to ask are: What is your budget? What is your competition? Determining how much money you have and who you are competing against will immediately lead you to discover what your options and limitations in regards to trade show exhibits are. Lastly, determining who your target audience is, and what your marketing plan to sell to this audience is can help guide you to the right trade show display in no time. Always remember to have a plan and act on that plan to help reach your event marketing goals in a flash.

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Aside from these important items, some of the other benefits of a new company coming to a trade show with an impressive trade show exhibit include:

* Offering motivation. Ultimately the goal of trade show attendance is to spark a conversation with potential customers. But before we can begin the work of converting interested people to customers we need to inspire them to approach us first. Trade show displays with impact are mean to attract the attention of passerby and inspire them to approach the booth and have a conversation.

* Public relations. Any successful company knows how important perception is in the overall scheme of things. Good public relations is about aligning your company with a certain perception so that when people hear your name they automatically have a positive thought based on something that they have seen or heard. A strong presence at a trade show with high-end Lambda graphics that look crisp, professional, and sophisticated can ultimately be great PR for any company.

* Generate a buzz. A new company only has one shot at being the “new guy on the block.” Take advantage of this position by starting strong with a high quality trade show display that will ultimately generate good word of mouth. People will come to see what all the fuss is about.