Finding remote work places

When you are on the road, we all have to find the right place to light and work at times. Do you all have favorites?

Starbucks is a natural. So is Kinko's (or is it FedEx Kinko's or FedEx Office?). Here is a list of my favorite places to stop between tasks at a show and work on my laptop or return calls:

• Starbucks, across from Mosconi Center in San Francisco.
• Kinko's on Paradise Road, Las Vegas (has a Starbucks attached)
• The sports bar in the Gaylord Opryland.
• The Kinko's inside the Orange County (Orlando) CC.
• Cadillac Ranch, West End, Dallas.
• Coffee Shop/bar in the Chicago Hyatt-McCormick lobby.
• The food court in the basement of Javits Center, New York City.

There are probably criteria for why you choose these places:

• Proximity to where you are stationed
• Wi-Fi service
• What they serve
• Quiet or atmosphere
• Meeting space

While it isn't always fun to be on the road, finding a short-term, workable temp offices is a haven for your time away.

TTSG

Badges

While it may seem like a pain, getting, managing and controlling badges for a show is really a critical and important task (duh!).

All of your staffers need credentials. You need to remember things from this list as you prepare for and hit the show floor:

• Know the allotment given you by the promoter of the show. At the NACStech show, it's 2 badges per 10x10; so our 20x30 yields 12 badges. Beyond that, there is a charge.
• Know how to get the badges assigned. On line? By fax to the organizer? And have a complete, correct list.
• Make sure you are the one who can make changes and are the assigned administrator. That is, if you are the one going to the show. Otherwise, you need to designate someone who is at the show to do this.
• Get your badges to your staffers in advance, if at all possible.
• Treat your exec's badges like gold. Hand them to them in person, if at all possible.
• Take all of your allotment. Assign names to every badge, even if you won't use them all.
• Keep track of all badges. If someone leaves the show early, snag their badge and use it to get in a late comer or guest.
• Be sure and not forget your media and other support vendors.

TTSG

Extending the brand, part II

Here's an update on the Aviall trade show booth branding exercise.



The latest is the addition of a formerly blank booth backwall being treated with a new graphic. This tone-on-tone vinyl image reinforces the Aviall "box" image and graphic look.

This image is used in trade adverting, on the website, in collateral material, on smaller exhibits and on their company trucks.

Aviall, to its suppliers and end users, is know as the "box the parts come in." As we have discussed before, this multi-billion dollar unit of The Boeing Company does not manufacture anything. Rather they warehouse and distribute parts to airlines, manufacturers and repair depots around the globe. The box is really their image and their logo is simple and very recognizeable in the various industries they serve.

To put this image into perspective, this is the back wall of a metric 20x20 conference room that sits on a 30x30 space. Here are some images from last year's show.





This is the front of the same booth (shown here in Houston) that will be used in Anaheim in 2009.

Note the blank back wall which will now feature the graphic shown above.


The best thing you can do for your brand is to use it across the spectrum of your marketing program and consistently.

TTSG

Crating

It's one of the forgotten things of exhibits--crating and exhibit packaging.

This topic comes up as I work with a client who is making an addition to her exhibit. However, when the add is done, the panels the graphic is being put on to may not fit into the original crate. To top it all off, the crate the panels came out of is not holding up all that well and needs repair.

Rule #1: investment in a good crate will prolong and protect your exhibit investment.

Let's say you pay $1,000 for a good quality exhibit crate, gusseted 3/4-inch plywood, custom fitted to the pieces going inside. You could pay that extra amount for the crates or save the amount and pad-wrap and skid ship your exhibit. What you save in the crate cost, you may pay in drayage (pad-wrapped skids may be charged for differently that crated freight in your material handling bills) and in on-going damage to the exhibit.

From personal experience, I've seen a custom exhibit last only three years when it was shipped as a pad-wrapped shipment; a second exhibit I used lasted 5 years (or longer) because it was crated.

Lesson Learned: proper crating, while expensive initially, could prolong the life of your exhibit.

TTSG

Be polite

Just remember, words can wound.

A friend just related to me a story about how a client "tore them a new one." Just went off the deep end over a few details of things that didn't go right on a show.

Well, we all strive for perfection. However, in this world you need to be realistic about expectations and also about what is really necessary.

Tearing into someone and having a temper tantrum is just bad manners. Besides, before you blow up at your vendor/partner/TSM, remember these items:

• Is the problem fatal and will it stop the show?
• Is it costly beyond the budget?
• Does anybody but you and the person you are cutting up notice?
• Will it keep you from doing business?
• Will it damage your or your company's reputation?
• Can it be fixed before the show opens?

Just stop and think. Remember your manners and that your primary purpose on the show site it to make sure the show happens.

Lesson Learned: you attract more flies with honey.

TTSG

Ask questions

The only dumb question is the unasked one.

Really, if you want to know something, ask.

Ask your exhibit house why they missed the deadline or when to expect the truck.

Ask your I&D rep about the details of their last bill.

Ask the graphics guy how they put together that mural for you.

Ask your boss if they like your program.

Ask yourself if there is anything you can do better.

Lesson Learned: Ask and ye shall receive.

TTSG

Don't just do things to drive revenue

An open letter to exhibit service companies:

I heard a story today from one of your customers. They had a simple request to have some advice (verbal and/or written) given to them. And all you could do was try and manipulate the situation so that you could make a sale. Send your guy to do the installation was what you suggested.

Hmmm...could maybe you have found a way to make them feel good about the work that was being to done to their exhibit which you built? that could have paid dividends in the long run. But, no, you had to find a way to get them to pay cash for something that should be a good will effort that will pay off (bigger, usually) in the future.

OK, exhibit producers, designers, service providers: I realize that this is about making money. But do you want to make a little bit now or more over the long haul?

Lesson Learned: be polite to your clients, find the best solution for them and be sure and say thank you.

TTSG