Marshall Yard:

This week was an interesting one for trade shows based in Chicago’s McCormick Place Convention Center in the near future. Apparently, legislation in Illinois proposes to convert tradeshow union laborers into public employees.

They plan to WHAT?

Yes, they plan to make the show more efficient, transparent, and effective, and less expensive to boot. All by a magical transition of changing the labor pools at McCormick into government employees (presumably municipal employees of the MPEA - we’ve mentioned them here before, me thinks…).

Actually, the FIVE labor unions will become THREE, laborers will no longer be able to strike, and contracts will be negotiable on an individual show basis.

One additional mandate was stipulated in the fine print of the legislation*:

All subsequent references to “Union” labor(ers) must hereafter include quotations hitherto delineated ["Union" labor]. (more…)

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…)

If you don’t have any questions, then perhaps this event is just not for you…

..seriously, you don’t have even ONE question?

For the rest of you, we’re hosting an event this month - the 27th, 28th, and 29th. Exhibitors have an opportunity to tour our 120,000 sq. ft. facility - take an unprecedented look behind the “aluminum curtain.” Talk candidly with our design and account management staff outside of a traditional sales environment. Learn the finer ins and outs of exhibiting - and the pitfalls that are essential to avoid.

We’ve decided to put forth some Q&A topics ahead of time:

• How do you define marketing objectives that drive the design of your exhibit?
• How to properly manage project timelines and understand hidden tradeshow realities?
• What are the practical considerations for the selection of custom elements, rental systems and hybrid solutions?

These are but a few of the topics we will be addressing - What are your questions? We want to hear them!

The blogosphere provides some tasty solder fodder for the Marshall-Yard to report on…

A client that we’ve enjoyed working with over the years had some very gracious things to say via their company blog - the B2b Marcom Blog. Check out Rick Short’s blurb, which also includes a very good explanation of our rental capabilities. Check it out…

I’d say more, but it would spoil the ending.

After a swift and positive experience with show management’s approval of a prospective client’s design, I was ready to glide through another approval. After all, getting the approval of show management is a mundane, routine aspect of life as an exhibit house - it’s not as though we don’t know the rules, and we design to these rules on a daily basis. Further, we have experience in every exhibit hall in North America - it’s tough to surprise us with unexpected stipulations. But getting the ‘a-ok’ from show management is important to getting a project completed for a client - and we get things in writing in the event that a variance is needed for a design, and to protect against convention hall staff that decide to make up their own rules!

When we approached show management with this second client’s design, we were caught a bit off guard by the emailed response we received [names have been changed 'cause I don't mean to spread ill-will]:

Sorry for the confusion – it appears portions of the posted rules and regs reflect general industry rules vs. show specific rules.  The [name omitted] Show’s height limit is 16ft. with no height variance allowance (unless it was by a foot or two at the most).  Therefore, no exhibit at The [name omitted] Show will exceed 16ft in height.

This was a slip up on our part – not sure how it happened – I’ll take the blame.

Unfortunately, we cannot grant a height variance for exhibits at The [name omitted] Show.  We’ll be sure to correct the information posted on the website right away.

Needless to say, my response was that of shock. The structure, as presented, was unbalanced and awkward as a 16 ft. booth. Luckily, so our competitors’ designs were in the same situation, since the client wanted us to maximize the height of booth [we were the only ones who checked with show management, of course].

With a tight timeframe before the show starts (less than 2 months away…), we had to go into redesign immediately. Ultimately, we presented a strong design that worked well for the client’s needs - though it may lack the commanding impact that a 20 ft. booth has over a 16 footer.

Lesson learned was that of the process we follow. It’s a reinforcement of why we do what we do. If you don’t get an approval in writing, you don’t have something you can actually sell to a client. Even if it follows the “letter of the law,” such laws exist at the whim of those running the convention hall. It’s better to reconcile a design with the actual rules before a contract is inked than to scramble through redesign, reprice, and reapproval after an agreement has been reached.

A great exhibit is only great when it garners the attention and favor of tradeshow attendees. Like a tree falling in the forest…

The past few weeks we’ve been hard at work consulting with our clients who are in search of a reasonably priced rental trade show exhibit that delivers a powerful marketing impact at their upcoming show. [cheezy statement, I know... I'm in sales, could you tell?]

Dealing with trade show management can be a smooth experience, and it can be anything but. In my own recent history it has been both. We’ll start with how the experience should have gone, and follow up with a horror story later this week.

I had been working with a new prospect for over a month - yet we had not inked the deal. I wanted to get confirmation that the booth conformed to the show rules. We designed it as such, but we had not received something from show management in writing. After a very cordial phone call, and a brief email exchange, wherein I sent the design off to show management with an explanation of the details therein, I received my written confirmation, along with a compliment about the allure of the design. Still awaiting review by the Fire Marshal, I sent him a certificate of the Power Net canopy we were using. The certificate details the fire retardant qualities of the fabric, as well as the mesh of the netting, and how permeable it is for a convention hall’s emergency sprinkler system. With all of these details, I received my final approval from the Fire Marshal. - I had a booth I could really sell!

With this upbeat experience under my belt, another client was at a similar stage in the game - we had designed to the show’s posted rules and regulations, they were considering our design and two competitors’. Time to run it by show management for an approval in writing. Business as usual in the exhibit industry - or so I thought…

The Healthcare Convention & Exhibitors Association hosted their annual meeting this past week - June 13-16 in Tampa, Florida. This year’s focus was on budgeting, marketing trends, and healthcare industry codes. Catalyst’s exhibit featured new display tables, and our revamped 10×20 custom exhibit.

As the industry deals with the challenges posed by the current recession, we’ve found a niche in a custom rental marketplace that is underserved, and growing in its ranks. We look forward to many exciting opportunities with Healthcare Exhibitors in the years to come.

This year’s show was highlighted by our European and International representative, who helped tie together our capabilities beyond domestic tradeshows - offering exhibitors the confidence that they can not only exhibit in Chicago, Orlando, and Las Vegas; but also Shanghai, and Dubai. Having a partner to help us facilitate those needs has proven essential in the flat world of 2009.

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. (more…)

NPE is the big buzz at McCormick Place this week of 6/15/09. If you don’t know what NPE is, go here, here, here, or here. I’ll be bringing some highlights from the show, as well as photos and stories of any travails I encounter.

“I don’t know how to put this, but I’m kind of a big deal.”

HCEA is the Healthcare Conventions & Exhibitors Association. Their annual tradeshow for exhibitors is coming up! This offers Healthcare companies to see some of the latest and greatest ideas from exhibit houses, and determine the best direction for their 2010’s exhibit program. That means exhibitors are trying their hardest to sell, sell, sell themselves [and their shiny new display booths] at the ‘09 HCEA show.

“ABC. A -Always, B -Be, C -Closing. Always be closing. Always be closing.” … “Coffee’s for closers, ONLY.”

We’ll also be taking a look at virtual trade shows; an experience I recently encountered with a graphic designer turned trade show coordinator; as well as critical aspects of evaluating exhibit designs. It’s going to be a great week here at the Marshall-Yard: the #1 trade show blog in the United States, and [arguably] the #7 trade show blog in Nepal.

Some advice worth heeding, and some you might find amusing… Your weekly “fix” of the frugal exhibitor:

Get your Exhibit Program out of a Rut!

Desperate sales people may DESTROY the success of your trade show booth: What to do to PROTECT it!

Anything you can do to please the union labor at a show - DO IT.

And who are these people who think tipping doesn’t happen on the convention hall floor? There must be people who actually believe this snippet.

Coping with the stress and strain of exhibiting at a major trade show… Couldn’t all of us use a little of that?

I have a checklist that I go through before I’ll ever bring an exhibitor into a dialogue with one of our trade show exhibit designers. The checklist isn’t without exceptions - sometimes special situations merit special treatment of prospective clients - but the checklist is not intended to preserve the schedules of our designers, but to improve the effectiveness of the booths they create. One of the most important questions I ask is where the booth is located on the tradeshow hall floor.

Booth orientation has serious implications for the success of your trade show. Factors to consider include  the location of entrances, internet stations, concessions, main aisles, competitors, partners, large exhibitors, and pop-up/portable “mazes.” Ceilings heights, the character of a particular hall’s “scale” of exhibits, and the presence of any natural light (versus harsh show-hall lights). All of these factors play a distinct role in how your exhibit should be designed. Is your designer weighting these issues, or are they merely interested in how many widgets they need to fit into your space, versus how many you can afford? If the focus is on the widgets, do you think you exhibit will be a success? (more…)

Online ads aren’t the only thing that marketers expect to increase over the next year. While an overwhelming 68.7% of marketers expect to increase their Online advertising, 37.6% also expect their Event marketing to increase, with 49.9% seeing no change in that figure. While that isn’t an overwhelming increase in Events, it does reflect an opposing trend to many other forms of marketing. Take a look here. Budgets for radio, broadcast, and outdoor marketing are down significantly, whereas Events, Direct Mail, and Telemarketing are modestly increased.

The trends of modest increases are paired with modest increases for marketing budget through the second half of 2009, and through 2010. Budgets were slashed across many different industries for the first half of 2009. This has greatly affected the trade show exhibit business, with exhibit houses lowering prices and responding with additional services. Even tradeshow organizers and convention halls have responded with stimulai of their own - reduced booth space pricing, and some early indications that services for things like I&D and drayage may be reduced from their inflated levels. Our “The Frugal Exhibitor” segment chronicals online sources keeping tabs on the ebb and flow of tradeshow values.

Sorry for the awkward humor, but I’m heading to the second game of the White Sox’ double header today (weather permitting). The main pitch [sorry] of today’s trade show blog post hits at the three distinct business models present in our industry. First, there are design agencies, who design home run exhibits, and must broker out the manufacturing of the exhibit to various other vendors. Next, there are exhibit companies, who also create championship booth designs, but who possess the internal capabilities to create the displays that have been rendered for clients. Lastly, there are companies who are neither of the above: They contract with design firms - who then design exhibits for the exhibit company’s clientelle, later to be built by the exhibit firm. What are the advantages or disadvantages of these three business models?

Let’s consider the cost of designing: The agency will likely bill the exhibitor for design time. The exhibit company with in-house designers will [sometimes] consider design part of the exhibit overhead. Buried in the price of your exhibit is the time spent on your custom design, but based on a very rough estimate of how many hours any project of a certain scope would take to create. Other companies with in-house capabilities will still charge hourly for design time, so this second group is actually varied with how they handle design time. The third group - who contract their designs through a third party vendor - is similarly varied. Some may handle the design cost in the price of the exhibit - likely marked up to account for the risk therein. Others may charge up-front for design. When it comes to how designing is charged to exhibitors, it would be a smart idea to get clarification of this detail up front (like on the FIRST conversation with an exhibitor). In some occasions I would even try to get this information in writing. With a sour trade show economy, there are floundering firms whose behavior leaves something to be desired. What do you think the best business model is for your needs? Up front design charges, overhead treatment of designing, or direct billing, after the fact? More importantly, how do these business models affect execution or implementation of your exhibit design to a working, walking, talking exhibit booth? (more…)

TGIF … With NPE approaching, a mammoth trade show that occurs at McCormick Place in Chicago once every three years, things got a bit hectic this past week at our facility. Thankfully, we have a great group of exhibitors going to the show, who understand our process, and how critical deadlines are to the effort. It makes for a well orchestrated build-up, and not a chaotic one!

I had a pleasant conversation with a prospective client who is considering our 20×20 standard rental exhibit, which is renting for $10,000. After going through most of the details of what the rental includes he asked a very pointed question:

Tim: Ok, I know from experience that sometimes I’ll see a rendering, and it looks really bold and slick, and then the thing gets to the show, and the booth is just - the beams look like 6×6 inch on the renderings, and you get to the expo and they’re 1 1/2 x 1 1/2 - and it looks flimsy and just awful. What are these made out of? How big are they? (more…)

Consumer savings rates are up in 2009 - do you have any doubt that your company has the very same mindset? Here’s to a leaner budget, and a happier boss!

Stephanie is seeing dead people DISCOUNTS

Deals at Print Expo ‘09 for Drayage

Might Union labor give us a break on exhibit booth setup rates during the recession? Could it be true?

Cut costs on Pre-Tradeshow marketing - boost booth attendance for less money!

Tips for the smaller display exhibitors - make the most of your space

In an industry like any other, where every vendor proclaims to be “thinking outside of the box” and other jaded “-isms,” I have a complaint: Why does the procurement process always evolve around which furniture and styles should go into an exhibit display?

Not only do most interactions between exhibit houses and exhibitors start with furniture arrangements-they proceed to price and logistics. This is when my blood pressure rises and I start to mutter incoherently to myself… Why is our industry so fixated on this mode of doing business?

Can we agree that the reason exhibitors spend tens, hundreds, or millions on their exhibit programs is for the purpose of marketing and selling? Can we agree that it is not because they are trying to sell furniture, and it is not because they are overly fascinated by warehousing and commercial freight details? I’m going to go out on a limb that the boardrooms that approve marketing budgets do so on an understanding that it will increase their brand’s, product’s, or service’s exposure, and otherwise increase sales opportunities. Why do we start off the discussion by discussing the widgets we think ought to be crammed together in your booth? (more…)

I mentioned last week, in discussing our lead-up to NPE 2009 in Chicago, how crucial scheduling is to ensuring flawless execution in the exhibit marketing business. In fact, my aim is to help exhibitors understand that exhibit houses will actually incentivize your understanding and cooperation with the schedule of activities. Yes, those are dollars and cents I’m talking about, not just your outlook calendar.

Like the book about procrastination that I’ve been meaning to read, a schedule can often be a looming, semi-important aspect of our daily lives that needs to get done, but for which tomorrow is suitable date for catch-up. Certainly, as the exhibit house, there is a laundry list of actions that need to take place within a scheduled exhibit delivery. Some of these require cooperation with a exhibitor’s trade show coordinator, and so making the coordinator’s job easier is a part of our job. What are the biggest challenges for trade show coordinators in delivering on tasks as scheduled? (more…)

Some would have you believe that saving money is why exhibitors shell out tens, hundreds, or even millions of dollars in order to exhibit at their next big trade show.

Aside from the absurdity of that statement, there’s the lingering fact that many approach their trade show exhibition program with the very premise: Above all else, we need to save money on this year’s show. Is that correct because we’re in a recession? Is it correct because trade shows are so darned expensive? How could that ever be true?

The sole purpose for your trade show booth is to attract attendees on the convention hall floor. That is the only reason an exhibit program exists, and all other reasons flow from that goal. Trying to sell widgets? You need to attract attendees to your booth.  Aiming to increase brand visibility? You need the attention of attendees to get that. Hoping to build relationships with new and existing clients? They need to realize you’re at the show. The attraction of attendees to your exhibit display is the underlying motive that should be exuded throughout your exhibit.

One good nugget that can be wrestled out of our “Frugal Exhibitor” post comes from Candy Adams, “The Booth Mom“:

“2. Never make a budget cut where an attendee will see it. Regardless of how much you have to pare out of your show budget, always keep in perspective that image is everything, and a tacky, outdated exhibit speaks volumes about your company.“ (more…)

If you’ve kept tabs on the evolution of Marshall-Yard over the years, you probably know some of our more prominent “characters” that make us who we are. Originally there was Kevin, the Mississippi Map Turtle. Next, there was the Trade Show Blog Master, a tyranical and predatory ruler who cracks the whip that keeps this blog motivated. Ever the optimist, the blog master’s reputation precedes him at every moment of the day.

It is without any further ado, that I introduce our latest friend here at the blog:

The Trade Show Blog Sherpa.

He does all of the heavy lifting for us here at the blog. Got a question about how many amps that 42″ LCD screen will require? Sherpa has the answer. Need to know how many labor hours that hanging canopy will add to the booth? 2 hours, says he. Need to send a graphic panel to McCormick Place because the installer scratched the original? No problem, he’ll be down there in less than an hour - thanks Sherpa. (more…)

Economic news has been anything but settling this week: Recession is going deeper; no it’s recovering; err… now it’s inflation; actually we were out of the recession as of ‘08Q4; no we’re going to have major deflation; no everything’s going to be fine… In the meantime all we can do is work hard, and save money where we can:

10 Tips to ensure you get a smart booth with a neat budget

Murphy’s Constant: Matter will be damaged in direct proportion to its value

Can I do that?

Emergency Kit ideas…

What to give away, and to whom, and how!

This blog post didn’t make it past the “draft” stage when I wrote it a month and a half ago. Let’s just say I may have jumped the gun! Though it may seem mildly unrelated to a trade show blog’s purpose, I find the threat of inflation to be especially thorny for the rental or purchase of expo booth displays. In fact, the prospect of rising prices should concern us all when it comes to the subject of exhibiting at upcoming shows. I’m not omniscient, however likely that may have seemed prior to this admission, so you tell me - Are we to beware of inflation, or should we concern ourselves more with those deflating marketing budgets instead?

As our nation, and indeed the entire world, continues to borrow its way out of the current recession, we’re presently faced with rising bond yields. For those of you who based your marketing strategy on buying bonds, this is awful. But then again, you’re not bond traders, you’re marketeers! Bond prices are falling, so it’s a good thing your marketing plan was actually based on more sound methods-like internet SEO, social networking, e-marketing, trade shows, and event marketing. But will these things start costing much, much more? (more…)

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? (more…)

If you’re suffering from those dreaded early-summer allergies, we understand what you’re going through! As we’ve talked more and more about the best ways to save money at trade shows, the elephant in the room is how you can get a better price for your exhibit booth. Let me illustrate how your summer allergies are related to getting a price break on your custom exhibit rental or purchase:

NPE - the National Plastic’s Expo - is a trade show extraordinaire held in Chicago’s McCormick Place once every three years. With the economy what it is, and with the trade show exhibit industry meeting difficult times, we’re thrilled to have approximately TWENTY clients exhibiting at this year’s show. With NPE less than a month away, this is a hectic time here at Catalyst, but we’ve prepared for the ebb and flow of demands on our production capacity. But what are some obstacles to a smooth delivery for each of our clients’ display booths?

(more…)

Sorry for the overused Wedding Singer quote… In compensation I offer thee a youtube of “Love Stinks,” a ballod which kept me going through most of my high school and undergrad years.

Love Stinks - Totally unrelated to this tradeshow exhibit blog

Seriously, though, who knew that “Trade Show Etiquette” was available as a succinct online mini-tutorial? This hyper is golden for newbie’s to the exhibition world. I’m hopeful it will help any newcomers out there avoid some of the more substantial faux pas!

Happy Friday and enjoy the wonderful weekend, everyone!

Trust but Verify - Save money on travel to the show, but justify your bottom line!

Is your trade show entourage saving money on travel?

Quantify your tradeshow booth’s success

Travel savings from a small business person’s book of tricks

Planes, Trains, and Hotels!

MEASURE your exhibit’s impact! Without stats, there won’t be one next year!