Attention to Detail

Are the lights the right color? Are the monitors paired correctly? Is that graphic hung right?

It is the devil--details are, that it. It's getting close to show time and it seems time and motion slow down while the clock is spinning. The first day of set up with the major structure going up went quickly. Now, all of the detail work, seems to slow things down. A few details to consider:

• Graphics--are they mounted in the right locations and correct?
• Carpet--seams straight? Cuts from previous shows hidden?
• Booth structure--chips covered? Panel seams aligned?
• Other parts--fabric steamed and without wrinkles?
• Reception counter--stocked with pens, paper, staples, mints?
• Staff support--do you know where the rest rooms are? Meeting spaces?
• Other booths--competitor's, partner's booth locations relative to your location?

There are tons of other things to add to this list. Let's start with this today. More later.

TTSG

Leaving Early from a Show

We've all done it (or at least thought about it): packing before show hours are over and being packed and gone as early as possible. Usually we consider this option because it's the last day of the show, things are slow and the aisles are empty.

You could be setting yourself up. Don't do it.

Case in point came from my friend, Joe. The other evening we were trading show stories and he recollected that one of his first experiences with a show was back when he was a teenager. Joe would go out on the road with his dad, a store fixture salesman, to set up, tear down and generally help out at local shows. On the last day of a show, dad left the hall early to get some packing stuff and get the car, leaving young Joe to man the booth. While Joe was holding down the fort, a buyer came by the booth. During the course of conversation, the woman bought a rather large, pricey fixture from Joe. It was one of the bigger sales of the whole show.

Another story comes from the old National Hardware Show in Chicago. This back when the big box retailers were just coming in and pushing out the smaller retailers (and changing the face of the industry in the process). This was a 4-day show that wound down (at glacial speed) on a Tuesday afternoon. Historically, many exhibitors would start tearing down before the end of the show. However, after one year when Home Depot made their baying walk on a Tuesday afternoon, that stopped. Those that were still in their booths and doing business, got to talk to HD. Needless to say, the early-departure practice ended.

The point is, if you leave early you may be leaving business (and money) on the table. Consider that you bought that space for all of the show hours and should squeeze every minute out of them.

TTSG

Exhibit Preview

Previewing the exhibit before a show doesn't always have to be done, but many times it is a good idea and worth the expense.

What we're talking about is standing the exhibit properties up in the shop to make sure everything fits and works. There are a number of reasons you would take the time to do this:

• Review graphic placement and fitting of demos.
• Determination of which properties will be used and shipped.
• Confirmation of the actual shipment.
• A preview for management.

You can also use this as a time to ease your set up. For one client we actually rolled out the carpet and taped the location of where major exhibit components would be placed. Making notes on the manifest, we also staged crates around the space in the hall to ensure ease of set up in the hall.

Things to consider before you do a pre-shipment, pre-show preview:The labor cost to set up the both and repack.

• Timing--do you have reasonable time before the show?
• Being prepared for any changes management or other factors will bring.

We'll be doing one of these previews for a client early next week, so watch this space for a report.

TTSG

Report from the Field: Farnborough 2010

Our colleague, Kimberly Williamson of Aviall, attended and worked the 2010 edition of the Farnborough Airshow. Here is her report:

Aviall's presence at the show was a flurry of activity between interviews and a full staff being on board. The economy is showing signs of improvement with many companies sending multiple personnel as opposed to the Paris Airshow last year. Numbers appeared to be up, but nothing has been released yet that I know of. We had good traffic, especially being right next door to Rolls-Royce (since we are exclusive on three of their engine lines).

This year Farnborough rolled out what they called Future's Day on Friday (the last trade day of the show). Future's Day was basically an opportunity for companies to invite school children to visit the airshow to promote aviation. Yes, it sounds like a great idea, but for most of us...it really wasn't. There were over 4,000 school children running amuck like locusts through the exhibit halls. All of our neighboring exhibitors (with the exception of Rolls) were very unhappy and ended up closing shop early (some left as early as noon).

Sounds like things are coming back and show management is trying innovative things to build traffic and good will with their various audiences.

Thanks, Kim.

TTSG

Staffing: when is too many too much?

A colleague related to me the other day about a show experience she had with her company and booth staffing.

At a recent trade show, her company sent a contingent of 17 to staff the booth and work the show. Glad to see they want to participate and be a part of the experience. However, there was a fundamental problem:

My friend's company had a 10 x 20 booth space.

And it gets worse: they were sharing it with another division from the corporation who sent a group of three to man staff their "half" of the booth.

If I do the math right, that's at least five times the number of people needed for this space.

While there are rules of thumb on how to staff a space (usually 2 to 3 people per 100 square feet), you really can go overboard. But 20 for 200 square feet? Let's get real.

As always, consider the value and usefulness of all who attend a show for your company.

TTSG

Report from the Field: Eurosatory 2010 in Paris

Our colleague, Peggy Keene at Korry Electronics/Esterline, was at Eurosatory 2010 in Paris this past month. Here is her report from the show site.

Defense trade shows pose a unique challenge to exhibitors, as witnessed at this year's Eurosatory exhibition, held every other June at Parc des Expositions, north of Paris.

How do you tastefully and effectively promote armaments to an international audience? Many exhibitors here seem to go for the atmospheric look--lots of draped camouflage, large backlit graphics of explosions, that sort of thing. Closer inspection is the only way to figure out what many are really promoting. One Israeli company used live actors (attractive women, dressed a la mode) to explain the happenings on the video wall.

The defense industry is doing robust business in Paris, for better or worse--the only hint of controversy is the white-robed Quakers staging a taped-mouth protest at the train station.

For a trade show veteran, you take it in stride, sore feet and all. In 12 hours, you're on your 11 hour flight home, then on to the next show.

International exhibiting is quite a different experience as we have learned from these posts. Drop me a line and I am happy to share your stories, too.

Thanks, PK.

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

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 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