Changing your display approach

One of the difficult things to do in exhibit management is change course when it comes to presentation. Most times, strategy drives these changes. Lately, cost and a realization of what a real ROI is has helped make the decision.

Our colleagues at Aviall made changes based upon both.

At the Paris Air Show, Aviall showed less hardware and product than they have in previous years. They are using more graphics and using storytelling by staff to portray the products as opposed to actually displaying things. This accomplishes several things:

• Sharpens the focus of Aviall's mission from the product to the process
• Reduces expenses by lowering freight and drayage costs as well as saving time in filing paperwork to import and export displays and products.

This evolution has helped reduce clutter and cost and help tell more of the Aviall story, since it is now not focused just on product, reports Kim Williamson of Aviall.

This is a great example of a company sharpening the focus of their presentation based upon their key messages and understanding their clientele.

TTSG

Set up instructions

I was talking with a client/friend of mine this morning and comparing notes on trade shows. He told me of something that is probably maddening to more than one of you out there.

Ineffective set up instructions.

Really now, can we NOT have the engineers who design most portable or pop-up exhibit systems write or create the set up instructions? Apparently the set up drawings with my friend's Nomadic portable covered nearly every conceivable configuration that could be had with the exhibit--that is, if he had purchased and owned every conceivable configuration? Why can't the instructions fit the model and pieces you buy and are going to use?

For example, this Manhattan phone book of instructions said things like "ignore steps g, h and i if you have x-type lights; if you have y-type lights, please see steps, l, m and q." Come on, guys, learn from HP and others--pack a simple sheet that says: "open box, attach panels and lights, and set up. Plug in lights. Do reverse to take down."

Do we have to make things complex to show they add value?

Lesson Learned: simpler is better and be direct and to the point. works for set ups as well as booths staff training.

TTSG