Marshall Yard:

Exhibitor Report published this week (care of Flagg Management) an article about economizing on exhibiting. Interesting - and sad, really - but unfavorable for us.

What’s bothersome is that while they suggest getting the same size space (smart, as something smaller would indicate financial disrupt), they also suggest modular/portable exhibits. These ARE more cost-effective and they DO require less maintenance…but they have very little impact on the show floor. That said, I think going from a custom (or rental) exhibit to a portable would foster the same financial perceptions as would a smaller space. So, perhaps the alternative (lesser of two evils, even) would be to reduce your space and retain your exhibit.

As a mansion with no furniture would be lackluster, so would a huge exhibit space without quality materials to fill it.

Marketing is the first to be sacrificed in a flailing economy. I wonder, though, will making that move perpetuate brand loyalty and advance sales when the economy rights itself? Once upon a time, a certain department store (rhymes with “tears”) stopped marketing and, instead, relied on brand loyalty to maintain sales. The once Largest Retailer in the Nation carried more than 350 brands but most folks didn’t know it…because they stopped marketing.

Now they’re walking on economic eggshells. They were acquired by another retailer and have, quite unfortunately, been struggling to re-establish themselves ever since. Fancy logos and hip new slogans won’t mean squat if you don’t have the sales to pay for them. And how do you make sales? By being a certainty in a time of uncertainty.