large format graphics

Pictured here are four of the sixty-five large format graphic panels being installed at Westgate. Each panel is 60" x 108" and is a direct print of UV cured ink on Alucobond.

new trufit display

Here is a new 20' Burst display just delivered to TRUFIT Products http://www.tfpcorp.com/home.html. The whole display

fits in two small cases and sets up in seconds. The design was prepared by Herip Associates of Peninsula OH. www.heripassociates.com

The Design of Your Trade Show Display

Building a Better Booth: Design and Planning

“Build it and they will come.” More than just a line from a Hollywood movie, this phrase should be your mantra when considering the design of your trade show booth. With a carefully designed booth you stand a much better chance of attracting potential clients, making sales, gathering contacts, and generally spreading the word about your company. Think of your booth as a microcosm of your business.

It is best to begin planning at least a year out from the show. Assign one person to be in charge of timetables and scheduling. Assign another person to draw up the budget. This person will have to factor in the cost of renting or buying a booth, the cost of items such as pop-up displays, kiosks, and literature racks, as well as travel expenses, such as transportation and lodging. Travel costs will of course vary depending upon the location and duration of your stay. You should expect to spend a quarter of your budget on renting your booth space, another twenty percent on booth design and graphics, fifteen percent on things such as electrical and cleaning, ten percent on shipping your materials to and from trade shows, and ten percent on press kits and pre-show promotions. The remaining twenty percent should go to staffing and other miscellaneous expenses that may occur.

If you decide to build your own booth, you will probably want to hire a booth designer. You will have to observe the rules and regulations on booth design for your particular show as well as observing basics such as fire, electrical, and safety codes and providing wheelchair accessibility.

When considering the dimensions of your booth you will need to take into account the number of staffers you will be using, as well as room for kiosks and displays, and storage of materials. You should have enough space so your staffers are not bumping into one another. A 10 x 10 booth is sufficient for a small business. At 100 square feet, you can accommodate at least four people at once, two staffers and two attendees.

Think of your both as a three dimensional advertisement for your company. You should include your company’s colors wherever possible, unless you are using a theme that necessitates certain colors. It is also a good idea to display the company logo as prominently as possible. You may also want to coordinate the flooring with the rest of your booth. Consider an interlocking cushioned floor for comfort and ease of use.

In order to both conserve space and add an exciting look to your booth, display your literature in a stand alone display, such as a z-fold literature rack. This design has the added advantage of being easy to set up and take down.

Find a way for the show attendees to participate in the booth experience. Think of a way they can participate in a product demo. Use a video kit mounted in your pop-up display to display an interactive video or computer product demo.

Be sure your design allows for free flow of attendee traffic in and around your booth. Remove any obstacles at the designing stage. Kali Pearson, writing in Profit magazine, reminds exhibitors to “Keep your traffic objective in mind. For instance, if you’re there to demonstrate a new product, erect walls that force passers-by to cluster at the front of your booth.” Keep your booth from getting too busy and complex, so people are not confused or overwhelmed by your booth.

liz@ohiodisplays.com
www.ohiodisplays.com
800.605.6667

Making Displays Stand Out at Trade Shows

Standing Out From the Pack
Your company’s presence at a trade show is intended to generate leads, as well as showcase your company’s products and ideas. It should also be an opportunity to listen to prospective clients and hear what their expectations are. So, how do you make certain that your booth is not lost in the shuffle? In tradeshows, as in life, you have to take chances to get noticed. Remember, the opportunity to make that first impression only comes once.
The following are ten easy ways to distinguish your booth.

1.) Develop a theme for your booth -- It does not have to be elaborate or expensive. It just has to be related to your company or to your sales pitch of the moment. For example, if your company sells coffee, you could have a coffee shop theme, complete with staffers dressed as baristas, and lattés made to order. Or you can tie your theme to your company’s geographic location. If your company is based in Texas, consider going with a western theme.

2.) Stellar use of audio-visual materials -- think about a video kit for your pop-up display. This is a built-in shelf that incorporates a monitor and keyboard into your display. A cut-out in the pop-up display along with a small shelf for the keyboard permits viewing of an interactive video.
3.) Use special effects to impress -- if your company markets cosmetics made from natural ingredients, play a recording of rainforest sounds. Using an incandescent spotlight is a great way to highlight your flagship product.

4.) Provide in-booth hospitality -- This can be something as simple as coffee, tea and pastries-or something more elaborate.

5.) Music -- choose something appropriate to your company, not elevator music, but something that won’t overpower your presentation. If your company markets snowboards, you may choose high energy rock music. Just remember to keep the decibels at a reasonable level!

6.) Scents and aromas -- Go beyond sound and vision. Appeal to all five senses if possible. For example, real estate agents know that the scent of home-baked cookies can evoke sentimental emotions and promote sales. You may wish to consider this approach if your company sells kitchen appliances. Free cookies can’t hurt either!

7.) Promos -- imprinted pens, calendars, and t-shirts will keep your company’s name and logo on people’s minds every time the use them.

8.) Raffles and giveaways -- think creatively-when sending out your press kit and pre-show promotional materials, consider including a raffle ticket and letting them know they may have already won a free gift.

9.) Feature a company mascot -- You can design your own-or for a less expensive alternative you can a rent a costume for one of your staffers to wear, or even contact local theater companies for props. In a crowded hall, a costumed character will stand out, and draw people to your booth.

10.) Hire a celebrity spokesperson -- It doesn’t have to be a supermodel or “A” list celeb. Consider a local news personality or athlete.

No press kit is complete without the all-important press release. The press release should tie in to some newsworthy event. Your company’s presence at a tradeshow in and of itself does not necessarily comprise news. You, acting as publicist, need to supply the connection between your company and some larger trend or event.
The press release should always begin with the phrase: “For Immediate Release,” followed by the date. Your contact information should be in the upper right-hand corner of the document. Create a catchy headline. Include a dateline, such as Portland, Oregon-April 10, 2006. Your press release should address the who, what, when, where, and why of your story. Keep it brief, with a “just the facts” tone, and limit yourself to three or four short paragraphs, totaling no more than one page.
Include “collateral” items. Collateral items are any sort of promos such as postcards and bookmarks, flyers and transparencies, photos or compact discs that contain information about your company and its products. You might want to include a sheet with testimonials from satisfied customers.
For a more economical alternative, you can choose to send e-press releases, following the same format as the physical press release. Note, some editors prefer e-mail and some a physical press release. It is best to call ahead and find out.
Research the local media market and send your press kits to local newspapers, radio and T.V. stations. Check the websites of each news outlet you plan to contact for an employee roster. Look for the name of the business editor or reporter. If you are not sure who the appropriate contract person is, it is better to call and find out than send your materials to the wrong person. Finally, always follow-up with a quick call or e-mail asking the intended recipient if they received your materials, and if they have any questions you can help them with.

liz@ohiodisplays.com

http://www.ohiodisplays.com/