To Crate or not to Crate?

Life has a way of teaching us lessons whether we want to learn them or not.

Recently, a client came to us to design a new 20×20 exhibit space for them. They are a high end bike distrubutor for North America.

The design went well, the client was on top of every aspect of their big bike show in Las Vegas. As is often the case the budget they had to attend the show, design and produce their booth, was running very thin when it came time to ship the booth.

We discussed crating, however the 500-1000 to build the crate was pushing the outer limit of the budget, and I didn't push them to build the crate due to concern for their budget. You know where this is leading.

The trip out to vegas forturnately was uneventful. Though the freight company did manage to get the booth to the show decorator a day late. The show came and went with success for our client.

On the way back the shipment which was just an open pallet had some type of fluid spilled all over it. This caused a significant time commitment on my client's part and my part to have the shipment inspected, fill out claim documents and submit them to the carrier.

Had we pushed our client to build the crate this would have saved us all a lot of heartache. So the moral of this story is to go ahead and spend the dollars to build the crate. It is easily worth it and the crate can be used over and over again. And in our case we can put graphics on the crate to make it a rolling bill board to bring even additional value to the table.

Happy Exhibiting

Peter Winters

Presentation Resource

804.648.0800 www.presres.com

Who To Send

When choosing which employees will tend the booth at your next trade show event there are several key components to consider.

1.) Trade shows are expensive. Just because several of your employees might express interest in going doesn’t mean they should. Your company will already be dropping a great deal of money on the display itself. If you’re attending events that are out of town you have to add hotel and air accommodations as an additional expense. Don’t put unnecessary people behind the booth. It will only cost you more.

2.) Stay close to home. Participating in local trade shows is the best way to give everyone in your company the same experience while also saving your business money. This will also keep you from having to pick and choose between employees- everyone wins.

3.) Personality, Personality, Personality. Whoever is manning your booth needs to be a “people person.” They should be smart, articulate, energetic, outgoing, and professional. You want someone who represents your company and your brand.

4.) Dress the part. Even if your trade show display isn’t top of the line, your employees can still look their best. Staff members who carry themselves in a professional manner, both in the way they act and dress, will certainly outshine any flaws in the display itself.

Exhibit Warehouse Sheds New Light on Trade Show Exhibits

“Green” Light Boxes Save Energy and Increase Performance –

Richmond, Virginia – May, 2007 – With the green revolution currently consuming the country; the prospect of new energy saving technology has become more appealing then ever. Exhibit Warehouse, a trade show and graphics company based out of Richmond, Virginia, has made it part of their mission to create award-winning trade show exhibits while continuing to protect the environment.

As the trade show industry continues to become an increasingly important marketing tool for small businesses and large corporations the need for eye-catching displays is on the rise. Unless company’s can create a display that will “wow” their audience their time and effort can often times go unnoticed. High quality graphics and effective lighting techniques are critical in gaining an audiences attention and mesmerizing them in a trade show display.

Exhibit Warehouse’s new line of low power, high brightness LED light boxes are not only environmentally friendly but they also give exhibits an edge over many of their competitors. LED lighting is lightweight and easy to transport. Designed in America and manufactured in China, this new technology consumes one third to one fifth of the power of opposing tube-based systems while emitting far less waste into the atmosphere. In addition, LED technology has a ten year life expectancy compared to traditional tube systems which may only last one to two years. Finally, disposal of LED light boxes are low impact compared to the mercury and gas found in traditional tubes.

With environmental issues currently in the limelight, the demand for products such as LED lighting from Exhibit Warehouse is at an all time high. This new green technology is not only environmentally friendly but it will also put your company in the spotlight at any trade show or convention.

The Art and Science of Trade Show Budgeting

By Peter Winters

Exhibitor's JournalFiguring out a trade show budget is as much an art as it is a science. The artistic side relates to the communication of a message that hundreds or thousands of attendees will understand and act on. The scientific side focuses on ROI, how many prospects must you reach to realize a payoff for your effort.

My rule of thumb for trade show and event budgeting is that for an overall marketing budget of 5%, 20% of this should go toward trade shows. Every company is different, however if you depend on relationships, market awareness, and can communicate your message in a visual way, then trade shows are a terrific investment. Where you invest, what shows have your target audience in attendance and how often you attend is going to be unique to your company.

Not surprisingly there are many hidden and not so hidden costs to attending a trade show. Transportation, for example, depending on the size of your trade show display and the amount of trade show “stuff” you take can $250 to over $1000. In some cases it is required or financially smart to join the association or group that is sponsoring the trade show. This again can be from a few hundred to over $500. Below is a simple budget that can give you an overall picture of your next trade show and what the cost categories will be.

The key to success is understanding your market and the players or buyers and reaching them through trade shows in the most efficient way.

Trade Show Budget Worksheet

ITEM
ESTIMATE
ACTUAL
1. Space Rental $ __________ $ __________
2. Display, Graphics $ __________ $ __________
3. Marketing Material $ __________ $ __________
4. Promo Gifts $ __________ $ __________
5. Freight/Shipping $ __________ $ __________
6. On-Site Services
(electric, setup, etc.)
$ __________ $ __________
7. Pre-show promo $ __________ $ __________
8. At-event promo $ __________ $ __________
9. Hospitality $ __________ $ __________
10.Personal Expenses $ __________ $ __________
11. Misc.
(10-15% of 1-10)
$ __________ $ __________
12. Travel, Hotel, meals $ __________ $ __________
TOTAL SHOW
BUDGET:
$ __________ $ __________

If you would like more information on this topic or if you would like to suggest a topic for a future article on this blog, please contact Exhibitor's Journal.

Author Peter Winters: For over 10 years Mr. Winters has been consulting businesses on strategic planning, marketing, and public relations. He is the owner of Exhibit Warehouse a Richmond Virginia-based trade show display and trade show exhibit fabrication company.