Aviall Exhibits at EBACE

The 10th annual European Business Aviation Convention and Exhibition (EBACE) ended its three-day conference earlier this month in Geneva, Switzerland. Our colleague, Gary Donatell of Freeman Exhibits, was there with Aviall. He filed this report for our blog.

The exhibition was sold out and 11,174 attended the event.There was a general air of optimism that the global industry’s economic outlook is on the upswing, EBACE reported. Event organizers also pointed to positive signs, such as the sense of enthusiasm among exhibitors and attendees.

Aviall continues to increase their presence at this show, while being very budget conscious. The roughly 20' x 20' exhibit is twice the size of their exhibit in 2009.

“I would categorize their display as a rental ‘custom turn-key’ exhibit,” Gary said. He goes on to report that the budget for this exhibit, not including graphic design and production provided by Zachry and Associates, and transportation of the white fabric cube was US$25K. This total includes the 7.6% VAT.

This works out to about $62.50 per square foot, and represents a real value in today's economy. Consider that recent industry studies even put stateside rentals at twice that number, this makes international exhibiting seem affordable.

“Speaking of the white fabric cube,” Gary continued. "It has become an icon that Aviall uses at various trade shows they attend. At EBACE, there were restrictions on hanging anything from the ceiling, so the booth had to be designed to have it rest on top of the exhibit. It worked out nicely.”

Thanks, Gary. We’ll pass on your report on the whole show in a future post.

TTSG

Putting Together an Exhibit from Stray Pieces, Part V: It Comes To Life

We finally made it to the NACStech show. The concept is now reality.

The idea of taking truss and enveloping it in fabric is an idea that really has merit. While it still has its challenges, it is a way to revitalize standard-looking properties and turn them into something customized for the client.

By including zippers, this could become even more tailored to specific business units.

Adding lighting gives it all another dimension.

The upside:

• You can achieve a different look with a simple fabric sleeve
• It weighs a lot less than a traditional hard-structure booth
• The size of the shipment is reduced

The downside:

• Lots of small pieces and that can be a trap for crews not used to assembling modular exhibits.
• Limits on where monitors and accessories can be placed
• Can tear if not cut and grommetted correctly
• Have to be cleaned and steamed

The partners on this project include the following people and organizations. These projects can only be accomplished by cooperation and good work done in a timely fashion.

• Retalix, the client, and Dar Hackbarth, their Director of Marketing Communications
• The Taylor Group, Dallas, led by Tim Hampton, for the management of the exhibit properties and the basic idea that was suggested to the client
• FSD, Dan Hughes' company in Denver, who produced the actual fabric "sleeves"
• Zachry Associates' lead designer, Danny Flanagan, for the design concept and translation of the Retalix brand

This was a fun project and one that shows that imagination, even in its simplest form, is alive and well in the exhibit industry.

TTSG

Trade shows are fun when...

...they are over.

...the client is happy.

...you can fix all the things that need fixing in time.

...the staff knows how to engage prospects and gather and qualify leads.

...those with positive feedback don't gush too much. By the same token, those that aren't happy are not overly vocal and critical.

...you get to share a meal or a drink with a valued colleague and learn of yet another aspect of their personality.

Care to add any to this list?

TTSG

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

Putting Together an Exhibit from Stray Pieces, Part IV: In the Home Stretch

The fabric enclosures arrived and we fit them to the wall and football shapes. They look like the concepts.

The concept is by the Taylor Group Dallas. The client wanted something to transform the basic Skyline Inliten truss. This accomplishes that.

FSD in Denver took the design and made it into the stretchy fabric pieces. The image design is by Zachry Associates in North Texas.

Working all these elements together takes patience and planning.

Next stop: New Orleans and the NACStech Show, booth 659. The next challenge is assembling this all in one day.

TTSG

Putting Together an Exhibit from Stray Pieces, Part III

We have the basic structure and a plan. Now we need to wrap the pieces up so they look good.

One of the challenges is the design of the graphic panels and how they interact with the hardware they have to fit around. The design of the graphic features some photos and a brand-driven colorful design element. A catch phrase has also found its way into the design.

We engaged FSD in Denver to produce the fabric graphics and Zachry Associates of North Texas to do the design. Careful measurement and coordination is key, along with buy-in from the client on brand direction. The interim sheathing of the booth structure was done electronically to simulate what the finished product would look like.

The next step will be to marry the finished graphic to the frame before it is packed and shipped to show site. Given that we have only one work day to assemble this exhibit and install the technical demos, we know we have to stage all the pieces and parts correctly before they arrive on show site.

One of the critical challenges was fitting the monitors for the demos onto the structure so that they didn't obviously interfere with the graphic design.

Tune in next week as this "loaves and fishes" exercise continues.

TTSG

Putting Together an Exhibit from Stray Pieces, Part II

This past week I spent an afternoon at my client's exhibit house with them and the exhibit house rep. We're making progress on our "portfolio" exhibit.

We lined up the parts and pieces and got out the tape measure and sketch pad. We paced off the 20x30 space and helped the client visualize the scale and scope of what they will see in New Orleans at the NACStech Show (www.nacsonline.com).

Voila! A plan and options emerged from the discussion. The parts and pieces are starting to look like an exhibit. It is a bit of a game of "loaves and fishes" but, if done carefully and with a strategy, it can work. Saving money is one thing, but looking the part is another. You need to do both.

We started with previously used Skyline Inliten components. The truss was assembled into "football" shapes to give the exhibit mass and workstation locations. The structures will be wrapped in graphic fabric "socks" not unlike a Moss-type hanging sign or other fabric-over-frame graphics.

Add in some previously used cabinets with new tops and there is surface for demos and lockable storage. In this configuration you could have two cabinets per side of the major structure, or as many as 4 per unit. We are choosing to use two "football" shapes, with one cabinet station per side. Monitors will hang above the cabinets using the stock Skyline monitor bracket, possibly modified to hold multiple monitors.

An Inliten "wall" becomes a surround for a conference area. This surface gives us both privacy and another "canvas" for messaging and brand. While it isn't completely private, it shields the meeting space from the aisle.

A rental carpet will be underfoot and a reskinned hanging sign frame with hang above the booth.

Next step: graphic design.

TTSG

Putting Together an Exhibit from Stray Pieces

We coming up on 60 days before our next show and my client an I have a challenge: finding an exhibit.

My client's problem is common: every few years on their show schedule there is a conflict between two major shos. Both demand the use of the custom properties, but one market prevails.

One way to deal with it would be to ship the exhibit between shows (from site to site). However, in this case, one show ends in New Orleans on the 7th and the next one opens in Vegas on the 9th. Too little time to ship too much and still get it down and up.

What else can we do?

Take a look at what properties you have in your invetory. Can you piece together parts to make a workable exhibit?

Can you rent something that fits your needs and doesn't compromise your brand?

Both are viable, but we are choosing the former. We have enough, but may have to build to add to the inventory.

I'll keep you posted in this space on what transpires between now and when the NEw Orleans show opens on May 6.

Stay tuned. What would you all do?

TTSG

The Industry Isn't Dead

After returning from the EXHIBITOR Show in Las Vegas last week, I've come to the (mixed) conclusion that the trade show industry isn't dead.

It's just trying to figure things out before moving on.

The good news is that I sat in classes that had anywhere from 100 to 140 people. Of those people (as polled in one of "Trade Show Bob" Milam's classes), nearly a third claimed to have less than 3 years' experience in trade shows.

The good news: companies see the value in doing trade shows and are hiring and training people to do this for their companies. There is business out there and companies are reaching out via trade shows to engage customers.

The bad news: the majority of these people are under 30 and most likely vastly underpaid for what they do. That probably means these young people will move on (and/or up) and that management doesn't value the function enough to pay for it by buying experience and a long-term employee. However, from a business perspective, it makes sense in that it probably is cheaper to pay lower wages and retrain replacements every few years rather than nurture a professional trade show person.

The industry is changing whether we admit it or not. Something in the model has to change, and most of it has to do with the perception of marketing, particularly trade show (face-to-face) marketing.

Inside companies, we need to work on making marketing a strategic part of their business approaches and plans.

Outside, we, as professionals and suppliers in the industry, need to examine whe we do, how it is perceived by the customer and forecast the best direction for the trade show and events industry. Standing pat with an aging business model won't make it right--or make change go away. How shows are conducted, how they are sold, the elements and how they are used all need to be examined.

I think we can all have some fun taking the next steps. Nothing like a challenge.

TTSG

The Personalities of Our Industry

After Day 1 of the 2010 Exhibitor's Show, I am again reminded just how lucky we are to have some of the personalities we have in this industry.

I would say "characters", but I want to be fair and balanced here. they all have character, but are certainly not caricatures.

"Trade Show" Bob Milam, "Booth Mom" Candy Adams, Jerry Gerson, Elaine Cohen, Mark Bendickson, the Nagles of Czarnowski, the Freemans, Ray Andrews and dozens of others. These people all have contributed and continue to contribute to the trade show and events industry. These people and many others have helped found exhibit companies, created everyday concepts we take for granted and taught us how to make things work on the show floor and with our marketing plans.

The good news, both for the industry and those coming after us, is that they are sharing their knowledge.

I sat in several sessions yesterday. All three classes were required for the CTSM program and were filled: 120 to 140 people in each. And nearly 60% of these attendees have less than 3 years of experience as trade shows and events people for their companies.

Think about that for a second.

Business leaders think enough of trade shows and events as a marketing tool to (1) hire someone to manage them and (2) send them for training out of the office for several days. Must be some business out there.

Thanks to the veterans and to those who want to learn.

TTSG

At the Exhibitor's Show 2010

Off the plane last night and safely set up at my hotel, I'm off this morning to Mandalay Bay and the 2010 edition of the Exhibitor's Show.

I'm here all week to report on and keep up with the latest in education, trends and networking associated with the trade show and events industry.

First up today are classes on show operations (from Candy Adams) and project management. The exhibit area opens this afternoon and networking fills in the gaps and tops the evening.

Also look for posts at my other portal over at Zachry Associates (http://www.zachryinc.com/tradeshow).

More later today.

TTSG

HeliExpo 2010 ideas: video

This past weekend I was in Houston for the annual HeliExpo trade show. Over the next few posts I'll feature a few trends and ideas I saw there.

Video presentations.

The biggest and most prominent use of video was at the Eurocopter exhibit. These flat-panel, touchscreen units were intriguing and informative. At first glance, they appear to be flat and self contained. However, upon closer examination, there is a projector hidden near the tailcone of the helicopter staged near the plex station.

In the same booth, the overhead screens worked well and used both live and created content. There were at least three large 9-foot by 12-foot panels accepting projected images. During live events in the booth, the images were broadcast on the screen. A superior audio system supported these screens. At other times the content varied but were generally overview-type images of products, people and their helicopters at work, music-video style.

BF Goodrich was a bit more traditional, but used video in clean package. The images seemed to alternate from video to doubling as computer workstations. The green plex surrounds made the image space fit into the theme and look of the rest of the booth.

Over at Universal Avionics, this 2x4 set of monitors had some great transitions. John Hamby, the marketing manager from their Tucson, AZ, headquarters, told me he originated the content. Still images alternated with video and major areas of interest and content were separated by animated transitions of a jet flying across the multi-screen field.

Good ideas to emulate or build upon.

TTSG

We're moving to a new location

Please look for this content and future postings at http://www.zachryinc.com/thetradeshowguy.

Thanks for reading and thanks for continuing to follow us.

TTSG

Tradeoffs

When trying to work within your budget, always consider every item:

• Do I really need an internet connection?
• How many days do I need someone on site to support me?
• Do I have to set (or tear down) the exhibit on Saturday, Sunday or after hours (can I do this on straight time?)?
• Can I reduce my shipment to lower drayage and shipping costs?
• Is renting a booth cheaper than buying one?
• Do I really need to continue to go to this show (that's a whole other topic).

Look at the list and be prepared to cut or make trades.

TTSG

On-site support

After all of the prep work to get a show (or program) together, it can't fall apart in execution.

Being on show site is the best move you can make to ensure success. Recently, due to cost constraints, a client was asked if they had to choose between an internet connection and a few extra days of on-site support, they'd chose the on-site. While there may be a workaround for the on-line access for most industries, there are few options of not having an on-site, dedicated professional watching out for things at the show, in the booth and for the staff. For example, here is a short list of things that NOT to burden the rest of your staff with:

• Badge updates
• Set up and tear down supervision
• Service bill collection
• Hotel room changes
• Directing execs and guests to the booth and receptions
• Coordinating receptions
• Ensuring lead collection
• Catalogue description
• Local transportation
• Competitive data collection
• Subcontractor coordination
• In-booth staff meetings
• On-site graphic and exhibit corrections, repairs
• Space selection for next year

This is just a simple slice of what can be had for the price of travel, per diem and a daily rate. Usually a pretty good ROI.

TTSG

Working toward face to face

The recent wave of social media tools lend themselves directly to the trade show experience.

The fact is, social networking leads to face-to-face networking.

Face-to-face networking happens in the trade show selling environment. Savvy trade show marketers will link the two types of media to enlarge their sphere of influence and increase sales. Reaching out to the customer starts with a conversation.

That conversation can be electronic in nature so that when you actually do meet face to face, you know more about each other and the cycle can be shorter.

TTSG

Having a plan and philosophy

A client just shared with me her internal trade show program plan. Great stuff and shows vision.

While it has the requisite charts and graphs showing costs and shows and timelines, it also includes direction, how vendors are managed and a long-term expectation of where the program is headed.

This helps as a directional tool, but also in succession planning.

So, think ahead and write such a document. In subsequent posts, we'll share examples.

TTSG

Knowing more about your client's business

In order for us, as a trade show suppliers, to provide the best solution for our clients, we MUST know their business.

That is, will the exhibit we provide work with the goals the client has set for the show and their company? If we think we are just filling a space we are wrong. From what the exhibit looks like to how it flows to how the staff is trained (let's start with these three), if it doesn't reflect the company brand or how the product is sold or what the messages are that need to be conveyed, it won't work. Period. And we will have wasted our client's precious budget.

Sure, we'll sell them the first time. But when it doesn't work, they won't be back. Simple as that.

So, we need to do our homework and understand the whole of the problem. Maybe they don't need to even go to a particular show. We need to be real with the client and with ourselves.

TTSG

The Trade Show Experience

This past weekend, I was contacted by a former colleague of mine from Honeywell. He reminded me of a conversation we had had a number of years ago about the value of trade shows.

He wrote that over the years he has learned that a trade show was "a place where we could interact with customers and sell them on the benefits of products." My correspondent continued about "how everything tied together to accomplish that objective...."

What my friend was talking about was the trade show experience. No matter how many brochures we rain down on prospects and customers, no matter how many phone calls or web clicks we share with them, it really doesn't come together until you meet face to face. And the whole of the marketing experience must be consistent and on message.

My colleague also took it a step further by saying his career has morphed "from being this technical guy who knew everything about round thermostats to becoming a generalist who could create marketing platforms and strategies that were transferable to other products and companies."

That's another benefit of trade shows: they are the cauldron of business in that everything comes together on the trade show floor: marketing strategy, sales activity, competitive interaction and analysis. Employees benefit from being in this fire as it warms them up to the possibilities of the company, the product or offering and themselves. Another friend in marketing for a software firm routinely promotes his trade show managers into product marketing because they "know the way."

Being visionary isn't always about selling the most product. Sometimes it's nurturing not only the selling environment but the sellers.

TTSG

A colleague reports: Why Exhibit at Trade Shows?

Our colleague, Linda Musgrove, AKA the Trade Show Teacher, posted a recent video on YouTube. In it she outlines the top reasons to attend trade shows:

• Reach prospects. It's the best way to reach more prospects for fewer dollars
• Face-to-face interaction. You can learn more from people in less time meeting them in person.
• Showing off products and services. Your suspects/prospects/clients and touch and feel your products without having to visit a site or factory or have a sales person call.
• Gathering leads. Hey, you get to collect more leads in a shorter time.
• Develop relationships. More time with people means you know them better.
• Scoping out the competition. The show floor is great for this: see your competitors and their presentation within a short distance of your own.
• Media exposure. The trade media and popular press will be at the show and you can get their attention.
• Market research. Learn more about your market and industry in a shorter amount of time, See new products, get real-time opinions from clients or prospects (or industry insiders)

Thanks, Linda, for this good information.

TTSG

Linda Musgrove is The Trade Show Teacher, www.tsteacher.com