Archive of E-Zine Articles

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

Volume 2, Article 6, March 29, 2006

In the last few articles we have been covering issues that directly affect your project costs and success in the field, while completing the installation and dismantle process (I&D) for your trade show exhibit. In this article we will continue with this theme and present a discussion of another issue that is bound to pop-up sooner or later: What do you do when something goes wrong with your freight delivery at show site?

At Global Shop in 2004, a retail display manufacturer named Winntech won an exhibit design award for hanging 1174 real oranges around the outside of their booth. They combined this look with the pre-production mailer, which was a real orange in a box along with the company brochure. As this exhibit was completed at a cost of $35 per square foot we have to applaud their creativeness, and for their efforts, in addition to a design award, they were rewarded with contracts from Radio Shack and Bed, Bath and Beyond!

However, a short time after this show I came across a “trade show disaster narrowly avoided” article in Exhibitor Magazine. It was about this same exhibit. As it turns out it was extremely hot where Global Shop took place, and some portion of the Oranges spoiled while their truck stood in line with the rest of the trucks in the marshalling yard. Of course these oranges had to be replaced at last minute to avoid potential disaster.

Immediately a bell went off for me as I read this article. Why didn’t someone from Winntech, or whoever supervised the exhibit assembly, not make special arrangements to move the oranges into the exhibit hall without the standard wait in line at marshalling?

Whether you have a problem with your truck arriving so late that it will be difficult to set your exhibit up on time, or product that will spoil, the procedure is basically the same. You need to begin communicating with the proper parties from the general contractor. Of course there is an advantage when you know that your exhibit is made of fruit, because with proper planning you can put aside time to begin this conversation and have a plan worked out with the general contractor before the show is at hand. Nevertheless, it is the communication that is the critical element.

In each of these special situations, your first step at show site is to begin communicating with the freight desk supervisor at the relevant freight door for your section. It may take some trial and error for you to determine, but by mentioning your booth number to someone working at the freight door and asking you will quickly find out.

Now, find the freight desk supervisor and explain your situation.

Here are some tips for working with the freight professionals at these desks:

Have a well thought out, easy to understand story.

Communicate with them clearly and quickly.

Wait and listen to their response.

Be patient and if their response is reasonable, wait as they request for the results that are promised. Or, if their response cannot work properly, explain why.

Check back often. Be persistent.

Do not insult this manager, the union or the process. You are there for the results that only they can provide and not to prove anything.

Expert Tip: Remember that this is the team leader that you must work with to get the results that you need. He has surpassed the rest of the members of the freight team to attain this leadership position. No matter how gruff their exterior or manner of communication, these are capable men who can get what you need done, if you communicate with them clearly, courteously and demonstrate your needs in a way that they can relate to.

If you cannot get your needs met by the freight desk supervisor, contact an executive from the general contractor. You may locate this executive by requesting their presence at the general contractor’s service desk. If on the other hand, you are trying to make special arrangements before the show, you may request the general contractor executive involved with your particular show by calling corporate headquarters 3-4 weeks before show set-up begins. These executives can easily be reached by e-mail or on their mobile or office phones if you set aside the time to locate the correct contact and give them a chance to respond.