Modular Exhibits: the bane of my existence
An exhibit house recently debuted the “Designline Modular.” Another brought up the rear by creating the “XRline” modular solution. Though heralded as innovative (and considering the science fair poster board displays some companies use to tout their wares, these might well be), they’re are all modular. Modular exhibits, by definition alone, are a hybrid of pop-up and panel & frame. They fill the space, sure, but do they make the best use of it?
The XRline is a lightweight aluminum structure equipped with tension fabric (for graphic applications), built-in Halogen lights and a custom laminate canopy. Other enhancement options (ie. shelving) are also available. While this is, indeed, a slight step up from the typical, “who brought the Tinker Toys?” modular solution, it does spur a couple questions. First of all, anyone using this system will have a tough time exhibiting in Nevada, as many venues forbid the use of Halogen lights. Secondly, what good is a canopy if it’s made of laminate? It’s like having drapes made of copper. And what if you reserve a bigger space next year? What if the configuration changes? How can a 10×10 modular exhibit - that you’ve purchased - accommodate your needs? Most importantly, is this exhibit an ideal representation of your organization?
Modular exhibits are functional, yes. They serve a purpose. But if you’re going to spend the money to exhibit, spend it on something that doesn’t look like you assembled it in the back of your brother-in-law’s pickup. Spend it on a custom rental exhibit - even a 10×20 - that will make a far greater impact on the show floor. Spend your money on graphics that will showcase your product, service or solution. Spend your money to make your money.
Tags: custom rental
January 6th, 2009 at 10:39 am
Wow. That’s a little harsh.
The problem, I think, is that exhibitors set very low standards for themselves after having spent years with 10×10 pop-ups. They put their branding on ANYTHING and it looks nicer than the science fair posterboard they’ve been using. They need to be more critical of what their perception will be to others at the show. When marketing people aren’t making the decisions, it often gets muddled in the logistical and “cheap as possible” mentality that us sales people must tend towards. If I need to sell a project to my superior, I’m freaked out that I’ll be busting our budget. So I settle for crap.
Did the blog master approve this? You know how he is on Tuesdays…