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Dear Trade Show Marketer,
This month we begin an exciting three-part series on exhibit design. The elements of successful design will be examined from the point-of-view of Marketing Communications this month, overall exhibit Functionality in the December issue and finally balancing design considerations within your Budget in the January issue.
We are presenting this series because we have learned from you that design is definitely one of your “hot buttons” when it comes to meeting internal and external expectations with a new exhibit property.
Join us for a fast trek through the basics of design objectives for exhibiting success.
Sincerely,
Marc Phibbs - Vice President, Marketing
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Design for Marketing Communications
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Imagine this: You’re standing proudly in your gorgeous new trade show exhibit, flanked by your boss at the opening of your major industry show. The first attendee approaches, staring at the beautiful edifice you helped create -- only to ask, “So . . . what is it that you do?”
Ouch. To get your message across and avoid hearing that painful question, ask yourself these questions first:
- Do your exhibit graphics say who you are, what you do, and what is your benefit to them? When you state those clearly, you’ll bring in more visitors – and more qualified visitors.
- Are you trying to say too much? Trade show attendees walking down the aisle only have time to look at graphics, not read paragraphs. Go for impact over information. Big, bold images and concise copy rule the show floor.
- Are the words on your exhibit legible? Look out for text that is too small, has low contrast to its background, a type font so “creative” it can’t be read, or is hidden by other exhibit components.
- Are your graphics sharp? The digital graphic file that was sharp enough for your brochure may be too small to create high resolution large format exhibit graphics.
- Does your exhibit look like it represents the same company as your other customer touch points – such as your web site, direct mail, or magazine ads? Integrated marketing communications are more memorable than completely different looks in different mediums.
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| Reader Tip: Solution For Packing Small Items |
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One of the issues than rarely gets addressed when designing shipping containers for trade show booths is where do I put all the spare parts, tools, and other items (like packing tape) so that I can get to it when I need it?
If you find that you do not have any space for these items the best thing I've found is getting a shipping case from Pelican (like a 1524 or 1624) or SKB (31-series) with divided inserts to pack all those little items that will make the job in setting up, cleaning and tearing down a booth a lot easier.
My other tip is to always ask what the UPS dimension weight is for the boxes your small pop-up booth will be packed in. A few inches can make a big difference in shipping costs. In some instances 2 boxes may be cheaper to ship than one.
Tracy Underhill, Electronics Diversified Inc.
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| Trade Show and Event Calculator |
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To keep your trade show budget, you must prove your program's success. Before you can prove it, you must first measure it.
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"Calculating Your Measure of Success" is a computer program CD that helps you understand, calculate, measure and report the success of your trade shows and events. There are 4 planning templates and 9 calculators built into the program.
Click to receive your copy. |
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Skyline Exhibits
3355 Discovery Rd
Eagan, MN 55121
Phone: 800-328-2725
www.skyline.com
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To see many more exciting exhibits,
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