Marshall Yard:

I’ve recently begun work with a trade show coordinator who has a very astute perspective with regards to the design of his company’s trade show booth. It was with very little surprise that he revealed to us (during the design input meeting) that he’s been designing trade show exhibits for much of his career. Only recently had he begun coordinating exhibits for his company.

As a designer, he understands how the trade show exhibit space functions - the balance between aesthetics, function, and marketing message. He advises his team on how to value the various designs that exhibit houses have created for an upcoming show. In this case, it’s for the Worldwide Food Expo, held in October at McCormick Place. The WWFE is largely an equipment and product show for restaurateurs of various stripes. The demands placed on exhibits are similar to other shows where product and equipment demonstration rules, and visibility, marketing message, and architecture must all revolve around the placement of a large machine, or a number of smaller products. In order to get attendees to see your widget, you need to separate yourself from the crowded “skyline” of hanging signs, towers, and video monitors. Something exceptionally pleasing needs to draw the eye of those passing through, and this coordinator understands that.

As a designer, he knew the most dangerous thing he could do to the process was to creatively mire the booth with a micro-managing approach. His approach, which I think is appropriate even for those who are not from design backgrounds, was to ask for involvement - he hoped we would error on the side of getting too much feedback, but he insisted that he would not begin making suggestions that spilled into the designer’s creative space.

Things have worked well, so far. We introduced a design - roughed out without fine-tuning graphics or rendering resolutions - and he offered us his honest feedback. We’re all familiar with the revision process, and this was a ‘pre-emptive revision’ of sorts. We didn’t get too far into the design before finding out what aspects were working for the client, and which needed improvement.

Furthermore, we have a firm foundation from which to convey pricing. We have a verbal contract with our client - he will not negotiate on price, but we will only have one opportunity to present a price to him. If we come back to him in a week, groveling about a big price reduction, our opportunity will be lost. By the same token, he does not want to chisel our price, and subsequently deal a vendor who feels like they’ve been “shorted.” It’s a straightforward contract that we intend to honor.

Is this “designer” trade show coordinator any different than other coordinators we encounter who lack a design background? In short, no. The approach merely reflects a reasoned approach to the exhibit procurement process. It ensures a straightforward relationship that benefits both exhibitor and exhibit house.