Report from the Field: NACStech 2010, Surviving the Verticalization of Trade Shows?

From the one-day set to the shrinking number of exhibitors, this is NACStech 2010. This show really is a good slice of the technology pie from C-Stores, but for some reason, lacks the high-end support it needs to be sustained.

I hope that changes.

The future of trade shows, in my opinion, is in being vertical. At one time, healthcare had broad-based, horizontal shows like AHA (American Hospital Association). Now the focus (as the industry itself has shifted) to many verticals: healthcare construction, devices, medications, treatments, management and so on.

Why can't convenience and grocery be treated the same way?

Sure, from an exhibit supplier standpoint, this isn't really what works with the model. We all want large exhibits to build, ship, dray and set up. Truth is, the exhibit industry customer wants to see more prospects, suspects and existing clients by spending their dollars in a clearly focused fashion.

Do more smaller shows better and reach more clients? What a concept!

Why not C-Stores?

TTSG

In praise of rental booths

I admit it, I'm a convert. I always thought you had to own a custom booth to be a big player. But with the pressures of financial performance a daily reality, having a quality image on the show floor has to be rethought. Enter the rental custom booth.

There are three reasons I like this concept:
1. I can just pack my stuff and walk away at the end of the show.
2. The pricing is predictable in that I&D, drayage, and rentals (structure, carpet, pad, funishings, cleaning) are combined in a single contract (that is, if you use the general contractor as I did at this most recent show).
3. It can be repeated and works well for programs of four shows or fewer.

While it ain't the latest in design, for a tech company or a company with a conflict or reduced budget, this can work very well. While it is a compromise in some areas, it is workable and delivers the messages that are critical for the client: those related to product and about how serious they are about cost containment.

Lesson Learned: judicious choice of vendor and display can result in immense cost savings and improved ROI.

TTSG

(thanks to Freeman Decorating and Retalix)

Hanging signs

At some time in our career we all have to deal with the hanging sign. It is what you can see across the hall that draws your prospects and suspects (and maybe clients/customers) to your booth. They can see you "across the crowded room" without having to know or search for your booth number.

Hanging signs can take a number of shapes and sizes, but most are fabric-over-aluminum framed (otherwise known as Moss-type signs--after the most popular manufacturer) units. They can be hanging banners, pinwheel shaped, cylindrical (round) or square. They can be lit, motorized (so they turn); they can be hung from light trusses or straight from the ceiling. Professional riggers (usually a crew of two in most cities) must be hired to assemble and install hanging signs from aircraft cables using a crane (equipped with a basket) and proper tools.

Be sure that the design is complimentary to the graphic and structural look of your exhibit and is sized (neither too large or too small) for the space it hangs above.

Three rules to remember:
1. Usually only island booths are allowed to have hanging signs above them (20x20 and larger).
2. Typically they are hung at 16, 20 or 24 feet (to the top of the sign).
3. Don't forget to file your approval of the sign with your organizer and place the order for riggers (to install it) with your general contractor.

TTSG

(thanks to Gary Donatell, Freeman Decorating St Paul, for providing the example show rules to me)

At the Exhibitor's Show, Day 1

I'm in Fabulous Las Vegas this week for the annual Exhibitor's Show, presented by Exhibitor Magazine. This 20-year-old event is aimed at industry professionals who either produce shows for companies for supply goods and services to exhibitors. There are over 300 exhibits in 2 halls along with over 200 conference sessions spanning 5 days.

I'm here on for Zachry Associates to learn, network and support one of our clients. This is a great way to get reconnected and learn about new trends and happenings in the industry. This has become the premiere "trade show for trade shows" (to borrow the line from TSEA's TS2 event, my apologies) and gets bigger each year. So far, I've reconnected with my trade show supplier roots, met with some new suppliers and potential clients and continued working on a project for a client.

The first day started (after a day of "volunteer" events) with a welcoming reception. I'd gotten in earlier in the day and ridden a courtesy shuttle in from the airport supplied by ExhibitGroup Giltspur. Walking over to Mandalay Bay Hotel from the MGM, registration was painless and straightforward. I met up with a long-time friend of mine, Gary Donatell, who now works for The Freeman Companies out of St Paul. We have a project we are working on and, since we know a lot of people in the industry, decided to take in the reception together.

The reception was a huge gathering of about 500 to 700 people. Carving stations and bars dotted the space and dress ranged from suits to shorts and tees. It was the largest event of it's type I've been to in all the years I've come to this event. I met up with contacts from Centerpoint Exhibits, Marvin Windows, Wooten Metals, Live Marketing, Derse, Brauer Consulting, Fine Design, the Term Group and Willwork.

Lesson Learned: Friends and colleagues are forever.

Classes start this morning at 8. Gotta go. More later.

TTSG