Adding Value to Trade Show Exhibits
As any casual observer to this trade show blog can tell, I am a bit obsessed about the notion of adding value to your unique business proposition in times of economic downturn. I know, I’ve already blogged about it here, here, here, and probably elsewhere as well… please forgive me as I continue on with my ranting, but I believe this is important. If a company does not respond to economic conditions, they perish. As we’ve felt the effects of the contraction, however, we’ve seen exhibitors that are pleased with what we offer - a custom designed rental exhibit that provides them the greatest marketing impact at a reasonable price. In fact, others are starting to see the exhibit model shifting more persuasively towards custom-rented exhibit marketing programs.
My query today incorporates this business model, and how an exhibitor perceives the services offered by an exhibit house. What is it that exhibitors really yearn for from an exhibit company?
At Catalyst, the focus is on collaborative design innovation (thoroughly flushing out all of a client’s needs, weighting the unique aspects of their audience/venue and current marketing initiatives, and figuring out how to fit it all into their budgetary constraints), high-touch account management (account management that keeps our clients informed, comfortable, and ahead of deadlines), and flawless execution (our baseline condition for acceptable performance).
That is our proposition, in short, but it has adapted to 2009’s recession in the form of added products, and greater bang-for-your-buck when it comes to exhibit design (we can do more booth with less, or more booth without increasing your budget). In a deflationary environment, these adaptations have been essential, and well received. My question, dare I state it once more - What are companies really looking for when evaluating their prospective exhibit house?
Streamlined online account management? An interactive design process? A One-Price packaging of expenses (show services incorporated into final exhibit price)?
What excites you as a trade show coordinator?
Tags: trade show blog
May 27th, 2009 at 1:10 pm
Great post. And poignant. I’ve been a trade show coordinator - or a variation thereof - for 14 years now. My worst experiences (financially and procedurally) have been with exhibit houses that:
A) didn’t assign a dedicated team to my project…easy to lose information when it’s passed through 10+ people.
B) didn’t evaluate costs. Services like I&D and drayage can constitute a significant portion of my budget - it was nice when our vendor helps us weigh our options.
C) had no creativity. I love seeing new design environments that move with the industry; it helps me “keep up with the Joneses.”
D) charged me for account management. I know this is likely typical (is it with Catalyst?) but it seemed an unnecessary cost. If I’m going to be charged for this services, I’d rather do the paperwork myself.
Overall, I’m looking for a team and experience-oriented exhibit house that will not only attend to my design needs but my financial needs, as well.
May 27th, 2009 at 3:55 pm
I do wish I had a better ability to guide the design process. I feel like when I go through the song and dance of telling an exhibiut company what I want - I end up with something i didnt necessarily want. I think getting 3 or 4 bids is almost essential to someone coming up with what you want, and it being anywhere near your budget.
It seems like there should be better ways for designers to show me their design than just sending a .pdf of the booth - aren’t there some really cool ways that could be done? If a company can’t do revisions in a non-combative manner, I’m done with them too. I know additions cost money, and I know people don’t like my disecting the design they worked on, but come on - I’m the customer, right?
June 9th, 2009 at 12:18 am
Nowadays, there are many business owners who have discovered
the beauty of trade shows and how these events can help their
businesses. Information like this helps these business owners
know their options when attempting to improve their booths.