When it comes to trade shows, the best-laid plans of marketers go oft awry. Just when you’re breathing a relieved sigh that you hit your deadlines, a freak snowstorm delays your booth shipment by two days. The best-case scenario is that your display arrives at the advance warehouse in time for the show, but you pay an additional $30-per-100-pound handling fee. The worst-case scenario is that your booth space is empty. Then, “you would be up a creek, really, without even a boat,” as Crystal Knispel, FrontLine Exhibits’ production manager, puts it. Read More
» diary of a young marketer
The most often overlooked branding opportunity at trade shows is right beneath your feet: the floor of your booth. Most of your competitors take the easy way out: They rent a gray or black carpet from the show organizer. But that only serves to make their booths blend in with everyone else’s.
Blocky booths stand in rigid lines: square space, square space, rectangle space. Most trade show displays have a flat 8-foot to 9-foot top line, backed by pipe and drape.
There’s a reason for this monotony. Remember how, before the economy — and marketing budgets — tanked in 2008, companies invested in expensive, custom trade show displays? These varied more dramatically in appearance — but they were huge and heavy. They shipped in crates weighing thousands of pounds, which often cost thousands to ship, and required a team of people hours to assemble.
Since then, most companies have downshifted to 10×20 and 10×10 pop-up displays. There’s a lot to love about these portable displays: They’re lightweight, they’re simple to set up, and they’re inexpensive. But now arises a big question: How do you differentiate your display from the rest? Read More