Marshall Yard:

I often ask clients (or potential clients), “why do you exhibit at this trade show?” You’d be surprised how many respond with, “because if we’re not there, people will wonder why.”

Why spend several - if not hundreds of several - thousand dollars on an obligatory trade show with little hope for profit? Particularly in this fragile economic climate, try to exhibit only at trade shows that meet your marketing objectives and present a clear means of returning on your invesment. Focus your efforts on trade shows which cater to:

• Your targeted audience
• Decison-makers (managers & directors, not their assistants)
• Vertical markets (specific products or services)

…are held in:

• Substantial venues (ie. OCCC, McCormick Place, LVCC)

…and allow for:

Customized rental exhibits

Some smaller shows, usually commencing in hotels, on fair grounds, etc., only allow exhibitors to utilize pop up exhibits: it’s hard to stand out when everyone is advertising on a black, 8ft. backdrop.

Try to secure an island or peninsula configuration. You’ll pay more upfront but these allow for higher identification, visibility from several aisles and clear division of space (conferencing, demonstrations, reception, etc.).

Rent an exhibit design that makes the most of your space and marketing objectives. Steer clear of “pulled from a shelf” designs or those created using modular components. Go for something clean, innovative and seamlessly functional.

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.