Archive of E-Zine Articles

We are using the tips and techniques discussed here to save our clientele 30% or more at each and every show that they attend. It is my hope that you will be able to put the information in these e-zine articles to immediate and effective use. If at any time the content of an article is unclear please let me know, or if you are having a specific problem please post it to our Trade Show Questions Forum.

10 Top ways to Reduce your Trade Show Costs in 2010

Volume 5, Article I, January 15, 2010

Anticipate these corporate events issues and solve trade show problems at no cost

Volume 4, Article IX, December 15, 2009

Trade Show International Shipping - When shipping internationally think "10 + 2 rule"

Volume 4, Article VIII, November 15, 2009

Exhibit Profile - How does your trade show exhibit design impact your company image?

Volume 4, Article VII, October 15, 2009

Exhibit Profile - What trade show exhibit design is best for your company?

Volume 4, Article VI, August 15, 2009

Trade Show Hanging Sign Tips and Tricks, Part 2

Volume 4, Article IV, June 15, 2009

Trade Show Hanging Sign Tips and Tricks, Part 1

Volume 4, Article IV, May 15, 2009

Fire Marshals, Convention Centers and Tradeshow Flame Proofing

Volume 4, Article III April 6, 2009

Significantly reducing Freight Handling and Small Package Expenses

Volume 4, Article II March 6, 2009

Consider Trade Show Exhibit shipping by Railroad!

Volume 4, Article 1, February 27, 2009

Just say "No" to a request for signature

Volume 3, Article 1, January 5, 2007

Freight Emergencies: What to do when things go wrong at show site

Volume 2, Article 6, March 29, 2006

Straight time vs Overtime Costs: Planning to Avoid Overtime

Volume 2, Article 5, March 15, 2006

General Contractor - Checking your bill and getting it corrected

Volume 2, Article 4, March 1, 2006

Exhibit Storage Containers: How they affect exhibitor costs - Real Life Examples - Part 2

Volume 2, Article 3, February 15, 2006

Exhibit Storage Containers: How they affect exhibitor costs - Part 1

Volume 2, Article 2, February 1, 2006

Exhibit Design and Costs: Variable - Exhibit Weight

Volume 2, Article 1, January 18, 2006

Understanding the RFP Process, Part III

Volume 1, Article V, December 19, 2005

Understanding the RFP Process, Part II

Volume 1, Article IV, December 5, 2005

Understanding the Trade Show Exhibit RFP Process

Volume 1, Article III, November 21, 2005

Trade Show Exhibit Booth and Display Freight Handling Order Form--Part 2

Volume 1, Article II, November 7, 2005

Trade Show Exhibit Booth and Display Freight Handling Order Form--Part 1

Volume 1, Article I, October 24, 2005

Trade Show Exhibit - Profile Matters

Last month’s e-zine article discussed what your exhibit says about you. Let’s go into some basic concepts in more depth to re-iterate that the descriptive qualities of your exhibit are very important. How large it is, how much space it takes up, the materials that it is comprised of and the way it is branded are as important as the comfort for you and your staff within the exhibit. As stated last month, remember that your exhibit is your company’s headquarters to almost all that see it. Far more prospects and customers will see your exhibit, than will ever visit your permanent company headquarters and offices.

Size does matter – The size of your exhibit suggests a number of qualities about your company. 1) The company is well financed. 2) The company has been around for a while. 3) The company isn’t going anywhere. 4) All of these things are particularly important during these difficult economic times. In general, if your competition has a large space, and you compete with them on a head-to-head basis, than your exhibit needs to be about as large as theirs.

Height matters too – The height of your exhibit suggests many of the same qualities as its size. A tall exhibit suggests a more prominent, permanent structure and thus a more successful and solid company.

Shape and Material - If the shape and material is chosen carefully, it can also suggest your company product or company culture. Choose shapes and materials that echo the ideas that you want exhibit attendees to take with them when they step towards your booth and remember long after they have left.

A soft looking booth may not best represent your company if you are in defense or heavy manufacturing. On the other hand, if you sell feather or down-filled products, soft will certainly represent your product accurately.

A whimsical shape will probably not best represent a company in a conservative field like banking. People expect a bank to work to convention and be predictable. On the other hand, if you are redefining your industry, or in a business like fashion, such a shape may be required in order for you to get and keep your prospect’s attention.

Finishing materials and touches will also suggest & reflect values. 1^st class materials suggest high value. Real wood and metal suggest quality throughout and a higher value. Man made laminates can be quite nice, but rarely represent the “real” thing like the real thing. If you don’t understand what different colors and materials represent consult with a graphic designer or expert. In addition, colors play a large role in influencing prospects and customers feelings and thus conveying your message.

The essential message here is two fold:

1) Your trade show exhibit is your corporate headquarters to most prospects and customers, as they will see you much more often here, than in the actual office.
2) The design aesthetic of your trade show display is crucial as all aspects of this design have either a conscious or subliminal effect on how prospects and customers perceive your company.

Get professional help to create a trade show booth that represents your company well and positions your company in the best possible light relevant to your corporate identity, company culture and products.

In light of current economic times – We have noticed exhibitors making drastic over corrections. For instance, established companies that previously had large exhibit spaces, are reducing their floor space or switching to a pop-up exhibit. In this case, they greatly weaken their market profile. This suggests to all of those that attend a trade show that the company is not doing well, perhaps is not well financially, or is losing its prominent status. Thus, pare down when you must, but be aware of all of the subtle messages that your new or reduced display will send to the market, how these messages will be interpreted, and their potential affect on the long term health of your business!

Questions about this article?

TradeShowExhibitGuy.com e-zine is written by Brett Lipeles, CEO of Exhibit & Display Consultants as a response to challenges encountered by exhibitors that are interviewed at recent shows. We now offer a “Pay only for Performance” plan where you pay only a percentage of the savings that our services provide. We save our customers an average of 30% at every show! Contact us today at 508-695-0544 or email us at info@exhibitconsultants.com for an exploratory consultation.