Marshall Yard:

Everyone knows that the colors involved in a marketing campaign are of immense importance. Imagine a Coca-Cola or Marlboro ad that lacked the color red! Sometimes, however, it’s not only the COLOR that matters, it’s the exact shade or hue that a company depends on for a consistent campaign.

If your company uses a special “blue” that separates itself from the menagerie of garden variety “blues” in the marketplace, then this can present an immense challenge when working through a sophisticated marketing campaign. While this isn’t news for companies that are seasoned in working with their branding properties, it can become a major obstacle for newly unveiled marketing initiatives. There’s a simple solution which might not get mentioned by your ad company - but it matters for your exhibit company! (more…)

It is said that what separates those who are good from those who are great is that great talents make their jobs look easy. Most of us remember how effortless Michael Jordan made the game of basketball look- tongue wagging and a smile on his face, he would sink fade away jump shots, or leap over the likes of Patrick Ewing or Charles Barkley in the final moments of regulation. For a moment we all felt like it was something we could do - just another day at the office for him, after all.

The “best of the best” of nearly every field can be attributed this trait. The best doctor makes a medical procedure simple and clear to a layperson; the best mechanic will explain why your car makes that noise, and leaves you at ease with his resolution; the best administrative assistant will keep the entire universe organized and make it seem like that’s how things were before their diligence took root. Yet all of these professionals take immense care and effort in their craft. It ISN’T easy, but they make it appear so.

With trade shows, I think the account manager shoulders a burden that is most relevant to this “rule” of greatness. A great account manager will guide an exhibitor from the execution of the contract through to the completion of the show, and they’ll do it with the grace that gives exhibitors confidence, comfort, and most importantly: Success. Behind the scenes, however, the account manager wears many hats. They are oft perceived as the thorn in a contractor’s side, and they keep hawkish attention on the real-time execution of even the most minute tasks. They represent both the interests of their exhibit company and the exhibitor client, and are highly responsible for the nurturing of long-lasting relationships with third party vendors (those very same aforementioned contractors). These relationships alone are key to a consistently positive experience for exhibiting companies.

Account managers are essentially the glue that holds together a project that is often 6-9 months in the making - and the best make that glue smell good, hold fast, and remain strong. Mmmmmm. Glue.

All too often folks in the trade show business- and our customers alike - lose sight of what really goes into an exceptional trade show booth. Let’s take a look at the requisite constituents for a great show:

• Exhibitor who knows what they want, and what their limitations are
• Exhibit company salesperson/consultant who can thoroughly bring forth those details from the exhibitor, and effectively involve the exhibitor and designer
• Trade Show Exhibit designer/design team who is a creative artist and problem solver, and who has experience with how his/her renderings will be enacted into a real-life display
• Exhibit Company Account Manager who ensures that what was designed and sold is effectively built, peripheral services are accurately ordered (lead retrieval, catering, clean-up, etc.), all with minimal stress on the exhibitor’s company behalf
• Tradespeople who have the skills and experience to take designs and a set of physical components, and translate them into reality
• Exhibitor that coordinates a comprehensive trade show strategy with advertizing, sponsorship, and sales efforts

Do you know what the glue is amidst these different factors? An exhibitor who knows what they want, knows their limitations, and brings one marketing component (the exhibit) into the fold of a company-wide marketing blitz. Ultimately, exhibit houses need to be better at one thing: bringing out the best from exhibitors, within the simple framework of an effective/perceptive salesperson, creative design team, and highly-professional account management staff.