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Tradeshow Questions and Answers |
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What is a Tradeshow?
A tradeshow is gathering of companies, usually in a specific industry,
to share information, sell products, learn more about the industries
they are involved in and gain prospective clients and alliances.
Where are Tradeshows held? Tradeshows are held all over the world. There are a few areas of the
United States that are very popular for trade shows. Amongst them are
Atlantic City, Houston, Chicago and Las Vegas.
Why should my company be involved in a Tradeshow? The most important thing most companies view in vending at a tradeshow
is making contacts with people both in your industry (such as your
competition) and your perspective clients. Not only will you have a
better understanding of what you are up against, you’ll be able to put
a face with a name with your client list, gain new clients and present
ideas that your clients will value.
Who can I expect to meet at a Trade show? Clients, prospects, competitors, random passers-by, corporate types,
young professionals, executives ready to retire and anyone else you can
imagine. Many trade show vendors hire performers and professional
spokesmen. It isn’t rare to see people of all walks of life, incomes,
professions and attitudes.
Which industries have Tradeshows?
Most every industry I could imagine would have a tradeshow. Dentists
have the American Dental Exhibit and the Computer types have Comdex.
Who should I contact about being a vendor or presenter at a tradeshow for my industry? Generally, there’s contact info in most trade magazines. We would
recommend doing a search on the internet for “trade shows (the name of
your industry)” and looking in industry publications for contact
information.
What is "booth space"? Booth space is the allotted trade show space that you purchase to use
as your temporary home on the trade show floor. This is usually a
square of rectangle area and is large enough to accomidate a large wall
display, several tabletop displays, some kioskis, tables and other
materials used to market yourself at the tradeshow.
A tradeshow space can come in many sizes. In some trade shows, the
space can be very small (6’ x 6’, for instance) while some, such as a
space at one of the larger automotive shows, might be several hundred
feet on any side. Before we go further, it’s important that we
understand the limitations of your physical space, the costs associated
with that space and the utilities available to you in that space. Aside
from the length and width of your space, you also have to consider
height.
• Are there any height restrictions? Is this in an open air facility?
• Or a classroom-style setting?
• How high are your ceilings?
• You wouldn’t want to put a 10’ tall booth in an 8’ tall room, would you?
In addition to the physical size of the space, being aware of utilities
available to you is crucial to the design and implementation of your
trade show space. Does your space have electricity outlets available?
If so, what amperage and how many outlets?
Also, placement of your space within the convention center is crucial.
This often effects the price you pay for the space. Is this space
offered unusually cheap for the size? Consider the reasons why this
might be:
WATCH FOR:
• Aisles with dead ends
• Aisles with split ends
• Sight-line obstructions such as walls
• Badly placed columns
• Outlets for power, water, and air
• Possibility of problems with lighting
• The Odd Aisle Rule
• Freight entrances and loading docks
• Low ceilings
• Set-up areas for latecomers
How much does vendor space at a trade show cost? This figure will vary greatly by the type of show, the location and the
type of booth you choose. A smaller space for a one day show can cost
under $1000. However, expect to pay thousands of dollars if you have a
lot of special needs, require more space and have a show that runs more
than a day. Some large spaces that span a 3-day show can run over
$20,000!
How long do tradeshows last? Again, this depends on the show. I’ve seen them as short as one
afternoon (say, from noon to 5 PM) and as long lasting as a week long.
Most of them last 2-3 days and are locked up after a certain hour,
keeping your exhibition materials locked away when you aren’t there to
look after them.
There are a few conferences and shows that are known to go 24 hours a
day for an entire weekend. These are few and far between but they do
happen. Even if the vendor exhibits are closed, many tradeshows have
evening events that carry them deep into the night.
What is a tradeshow display? A trade show display is a physical construction, varying in material,
size and purpose, that is used to display an idea or concept. For some,
it’s as simple as a table top display with literature on a new product.
For others, it’s a 10 foot or larger display complete with multimedia
products and contests or giveaways.
What is a trade show booth made of? This depends highly on the vendor and the type of display. Some are
simple pull down curtains made of a fabric and plastic that show a
simple message. Others are smaller tabletop displays made of foam or
wood with carpet encasing. Others are constructed of metal and large
wood beams that take massive crews to set up. The materials do not need
to be heavy or overbearing to be large and effective. Some companies,
such a FLEXi Display Marketing, is able to make large 10’ or 20’
displays out of modular panels that weigh only a few pounds apiece. One
person can set up a massive display in a very short time with a display
like this!
What kinds of trade show displays are available to me? The two more common types of freestanding and table top displays.
Tabletop displays come in both modular and popup varieties, with the
modular being more versatile, rugged and capable. Pop-up displays are
generally lower cost but also tend to be harder to construct, less
effective and more difficult to maintain. A freestanding display, if
modular, can often me made into smaller tabletop displays.
How much do trade show displays cost? The cost a trade show display varies based on the size, style and
materials used. An inexpensive display can be had for about a thousand
dollars. This display is usually a table top design and can be
limiting. If a modular design is chosen, this limit is removed as the
display becomes scalable.
What is a pop-up display? A pop up display is a uniform, non-modular display system that is often
low cost but generally full of problems as well. The popup system is
often difficult to put together, shoddily constructed and very limiting in
comparison to the other systems.
What is a tabletop display? A Table top display is, as it sounds, a display that sits on a table.
Tables can be rented at most trade shows. These displays can be set up
on the tables for an inexpensive way to get your point across. They
range in size and cost, just as other styles do, but many are modular
and have panels that are transformable into larger and better
structures as your needs grow.
What is a modular display? A modular display is any display system that uses separate panels that can be assembled in many different configurations. You never HAVE to add modules to make a
great display. A simple 2 or 3 module display can be breathtaking and
effective. The modules let you, the end user, reconfigure the system as
you need to, should you need to.
What is a kiosk? A kiosk is a special kind of display that is built to draw customers to
it for the purpose of interacting. Most kiosks are built on multimedia
platforms including computers, televisions, handouts and literature on
the product or service being offered. Generally, a kiosk is not as
large as many wall displays but can command a presence all it's own. Perfect for lobbies, presentations in stores, interactivity at trade shows and collecting prospect information from users, a kiosk may be your greatest selling tool.
What is signage? Signage is the term used for advertising or promotional materials used
in conjunction with display panels. Signage comes in various sizes,
styles, price ranges and technologies. While even inexpensive signage
can be stunning and eye catching, the sky is the limit on the
possibility of signs. You can easily mix mediums, build themes and add
multimedia options to signage to make a truly unique experience.
What signage options are available to presenters? Here are a few types of signs:
• Printed Paper Signage, Banners and Posters: A variety of posters, signs, banners and other paper-based products can
be printed for your display.This is the least expensive option and is
often used. Paper can be printed in different thicknesses, finishes,
ink types and styles. Die cutting is available in many cases. Paper can
be done using several processes and these processes can be mixed and
matched.
• Printed Plastics: Plastics
can also be printed on just like paper products can be printed on. With
plastics, often effects can be added. For instance, printing on clear
plastic allows a sign to “float” over a panel. These are also a very
popular type of signage.
• Fiber Optic Signage: Strands
of fiber optic material are made into signage to add pulsing light to
your presentations. This signage type is expensive, but impressive.
• Lightbox Signage: A more economical choice than fiber optic signage, lightbox signage is
designed to attract through use of backlighting inside a light box. The
light inside the box adds a luminescence to the signage, adding an
effect that draws people in.
Where can I purchase signs from for my display? While any graphic supply or ad specialty company could provide signage
for you, it’s best to ask the company that makes your display if they
have an integrated design department that could make your display into
an entire marketing package. As they know how your displays are built,
a display company can more easily identify signage that will fit, stand
the test of time and bring the most attention to your trade show booth.
An example of a trade show company that also does signage designed for
their booths is Flexi Display Marketing. They have access to any
signage styles that appeal to you and can identify the needs of your
market and produce the styles needed for success in your trade show
operations.
Who can supply a trade show booth for me? While there are a number of vendors of tradeshow booths, you must first ask yourself what type of booth you will be purchasing.
If you are content with a cheap, often difficult to work with pop up
display, one of these can be purchased from many of the
over-the-counter office supply stores, such as Office Depot or Staples.
If you are looking for a longer lasting, modular, scalable and easy to
work with display system, you should definitely consider a panel-based
display system, such as the FLEXi Systems offered by FLEXi Display
Marketing.
Other than a tradeshow booth, what other materials are needed as a trade show presenter? A trade show appearance can be made or broken based on materials
available to hand out to potential clients. Branding is everything.
Having pens, notepads and other handouts available ensures that your
potential clients leave with a physical reminder of your company name
and purpose. |
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