ESP Exhibits Blog

What Do You Mean Hybrid Trade Show Display?

ESP Extraordinary Show Productions Ltd. — Wed, 09 Nov 2011 01:20:36 +0000

Perhaps no term is more hyped and less understood in the exhibit industry than “hybrid.” Nearly every exhibit manufacturer and custom builder refers to their latest designs as portable hybrids, modular, hybrids, or even custom hybrids. Why the emphasis on this term? The answer is simple: Value. More than ever, exhibitors are demanding displays that do everything – assemble quickly, look custom, ship light, and reconfigure. Just a few years ago that would have been impossible, but not any more.

The Building Blocks

If you’ve walked a trade show recently, you’ve seen a profusion of aluminum structures and tension fabric graphics. Those are the building blocks of hybrid displays. Aluminum is attractive, structural, and lightweight. Tension fabric is vibrant, durable, and cost-effective. Together they serve as the creative foundation for displays priced from $3,000 to $250,000.

But what makes them hybrids. For the past 30 years, the exhibit world was divided into two worlds: portable/modular displays or custom exhibits. Portable/modular displays have been dominated by pop ups, panel displays, and modular laminate exhibits. These “systems” have well-defined configurations, components, and accessories, but limited design flexibility. Custom exhibits, built primarily from wood, have offered exhibitors endless design possibilities but are rarely portable or modular.

Hybrid Exhibit Systems

Hybrid exhibits merge those two worlds. Hybrids start with tension fabric and aluminum extrusion systems (such as MODUL). Beyond that, the design can be anything and can include anything. There are portable hybrids, such as Sacagawea or Magellan, consisting of an aluminum extrusion frame and tension fabric graphics, which pack in portable roto-molded cases. There are modular hybrids, like Euro LT, which add modular laminate components and pack in roto-molded tubs or small crates. And there are custom hybrids, such as Visionary Designs, which combine extrusion with just about anything else – metal, wood, plex, glass, and sometimes even portable or modular systems. As with all custom exhibits, the final design is whatever fulfills the marketing and budgetary requirements of the client.

Hybrids may not be the ideal for solution for everyone. For many exhibitors, a basic pop up or full custom makes more sense for their exhibit marketing goals. However, hybrid exhibits are here to stay. Only hybrids offer the lightweight strength of aluminum extrusion, the bold impact of tension fabric graphic, and the flexibility of unlimited design – all at a terrific value.

Guidelines

Before deciding on any portable, modular, or custom display, the following guidelines and questions should apply:
Know your exhibit goals. What are your immediate and long-term goals? A portable display should be viewed as a long-term investment rather than a short-term solution.
Is your organization expecting to grow over the next couple of years? How does this effect your trade show needs?
Do you need one product to accomplish multiple display requirements? Or, is it better to purchase different displays to accomplish your various trade show needs?
View decisions about exhibit hardware, exhibit design, and exhibit graphics separately. It is too easy to be swayed by any one element. All three must work together.
Consider shipping and drayage costs.
Price is important, but price should never be the number one factor in your decision when purchasing a portable exhibit.
Ask questions. Not all portable displays are created equal. Each has its unique strengths and weaknesses.

Source: Mel White, Classic Exhibits

Click to search more than 600 Hybrid Trade Show Display Designs. or just a few of our favorite Portable Hybrid Trade Show Displays.

Learn more about ESP (Extraordinary Show Productions Ltd), 619-222-8813, esp@espexhibits.com

Trade Show Display Graphic Processes

ESP Extraordinary Show Productions Ltd. — Mon, 15 Aug 2011 18:56:57 +0000

Ever wonder what your vendor is talking about when they use terms like dye sublimation, or Lambda Bright with regard to your trade show or event graphics?

These are a few of the more common types of graphic production methods used for trade show displays, banner stands, outdoor banners and flags, and other trade show and event products:

Dye- Sublimation Fabric: The dye sublimation process uses specific sublimation inks that once heat activated under pressure, penetrate and transfer the image to the fabric. The sublimation process is permanent because it dyes the fibers of the fabric. Dye sublimation fabric banners can be washed, steamed, and ironed.

Lambda: Lambda photo prints are the highest quality graphic available. A Lambda print is produced by digital laser exposure of photographic film. The result is a beautiful photo image with brilliant colors, superb skin tones, crisp text and an amazingly sharp defined image.

Backlit Lambda Duratrans: Flexible plastic based print material used for backlit images. Use for any lightbox or backlighting opportunity; all other backlit processes pale in comparison.

UV Direct Print: High quality direct printing to most rigid and flexible materials up to 2” thick. Prints can be routed to produce shapes, figures, and cutouts.

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What is SEG?

ESP Extraordinary Show Productions Ltd. — Fri, 12 Aug 2011 21:16:17 +0000

Trade show displays including backwalls, meeting rooms and exhibit display towers made of an aluminum frame system and SEG graphics are becoming more and more popular. So what is SEG?

SEG Fabric Graphic Installation

SEG fabric graphics are finished with a silicone welting sewn to the back perimeter edge of the fabric. Unlike round beaded finishing options, SEG is a flat silicon welting. This edge is then inserted into a groove on the perimeter of the frame to create a taut, flat display.

The result is a fantastic vibrant display that is lightweight, easy to assemble, and durable. It saves you time and money by reducing shipping costs and assembly costs on the trade show floor.

Examples of trade show display systems using SEG graphics include:

Nouveau
Pliko
Panoramic

Infinity is a wall mounted aluminum frame system that uses SEG graphics.

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Trade Shows are Like First Dates

ESP Extraordinary Show Productions Ltd. — Fri, 29 Jul 2011 17:36:33 +0000

Are You Nervous?

Trade shows are like first dates, first meetings, or job interviews. Unless you have an ego like Donald Trump, these ”firsts” scare the dickens out of you. They should. No matter how well you prepare, the unknowns trump the knowns by a ratio of about 10,000 to 1. If you’ve ever been on a blind date, or even a first date with someone you’ve just met, you know that a date is about being the person you strive to be, not the person you are.

Of course, not everyone has the gumption, the imagination, or the self-awareness to lift their game to the next level. Some people never grasp that first impressions are lasting impressions. They wear scuffed shoes to the job interview, slouch in the chair, chew gum, or dress inappropriately. They make the decision easy for the interviewer. On that important first date, when every word and every gesture is scrutinized, they monopolize the conversation, talk with their mouth full of food, and tell jokes that would offend Redd Foxx.

I suspect, however, that most of us strive to make a positive first impression. After all, we want to be liked, we want to be respected. In a typical social situation, we engage others in conversation in order to learn about their lives and to share ours.

Looking Good

Then why do so many trade show exhibits stink and so many trade show booth staffers stink even more. For the vast majority of attendees, their first impression of you is based on your display. It’s their first date, your first interview, and the first meeting for both of you. Walk the typical trade show, whether it’s a Chamber of Commerce “Meet and Greet” or your industry’s lollapalooza in Las Vegas, Orlando, or Chicago. About 50 percent of the exhibits are creative, targeted, and well-planned. The booth staff understands their roles and makes every effort to behave like outstanding role models. No inappropriate scratching, no Starbucks coffee cups littering the display, no obsessive Crackberry distractions. They are there to work the show and understand that during show hours they are on stage and every interaction is a performance.

Looking Bad

And then there are the other 50 percent. Let’s start with the booth. My oh my. . . too often it’s bulletin board artwork stuck to a booth built by the Alf and Ralph, the Monroe Brothers on Green Acres. Or if it’s a professionally designed exhibit, it’s long in the tooth, damaged, and the exhibit equivalent of Archie’s jalopy sitting on cinder blocks. Now that may be acceptable at the local hobby fair, but wearing the trade show equivalent of a lime green leisure suit at the Governor’s Ball is tacky (funny but still tacky). It screams, “I just don’t care.” Now you may be comfortable on your first date with a big piece of spinach stuck to your front teeth, but even if your date has matching green dental jewelry, chances are there will not be a second date. Trade shows are expensive, but the actual display is usually the least expensive investment over 2-3 years. So invest wisely.

Behaving Badly

Now the booth staff. This is almost too easy. So rather than riff on the stereotypical cell phone chatting, Motrin popping from a hangover, couldn’t give a rat’s @$$ booth staffers, let’s take the high road. The reason too many exhibits are staffed with the wrong people is simple. They are the wrong people. They don’t have a vested interest in the company’s success, they aren’t knowledgeable, and they aren’t “people” people. Trade shows are not magazine ads or television spots. They are face-to-face sales opportunities. How often have you been to a Chamber of Commerce mixer and the local bank’s display is staffed by a teller? The teller is pleasant and pleasant-looking, but he/she doesn’t know anything about the bank’s loan programs, CD rates, or charitable programs. The teller shouldn’t be there. The local branch manager should be. Pamphlets, key chains, and cleavage are not replacements for one-on-one knowledge.

Ideally, your trade show staffing should have senior management participation. They have the knowledge and the vested interest. Too often, however, they wander the show floor like a band of schoolgirls whispering snide comments about competitors, eating candy, and planning the evening’s activities. Never underestimate the power of a title. And unless your senior management is poison, meeting the CEO or President of a company in their booth can turn “interest” into an “order” almost immediately.

Want to succeed at your next trade show? Treat it like a first date. Look your best and mind your manners. Remember that first impressions are lasting impressions. And no matter how tempting that spinach omelet looks for breakfast, it’s probably a good idea to select the oatmeal instead.

Article Author: Mel White, Classic Exhibits – ESP Trade Show Display Partner

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Before Buying Your First Trade Show Exhibit

ESP Extraordinary Show Productions Ltd. — Mon, 25 Apr 2011 22:45:29 +0000

What You Should Know as a First Time Exhibit Buyer

Don’t be intimidated by the exhibit buying experience
Set marketing objectives and strategy which will define your exhibit marketing needs
Be prepared for sticker shock; exhibits can be expensive
Where to buy depends on the type of exhibit needed: portable, modular, hybrid, large custom exhibit
Plan ahead and you’ll not only save money, you’ll make smarter decisions

Getting Started

You don’t need a marketing degree to be successful at exhibit marketing. Exhibit marketing is certainly not rocket science. However, it helps to get advice so you make the right decisions.

Buying your first exhibit can raise more questions than answers. There are different types of exhibits and different types of exhibiting. The best fit depends on how you plan to use the exhibit, the image you want to project, and your budget.

Chances are you’ll source your exhibit from a local exhibit company. Exhibit companies have been around for decades and understand exhibits and trade shows. Originally, exhibits were custom-crafted but then exhibit systems evolved as an alternative to the high cost of custom craftsmanship. Now, there are numerous exhibit categories. Exhibit systems which includes portable, modular, and hybrid exhibits are evolving toward custom-crafted exhibits, and custom-crafted exhibits are evolving toward exhibit systems. Both have distinct advantages and exhibit companies work hard to carve out niches along the custom to portable spectrum. The exhibit (or exhibits) that best fits your company’s exhibit marketing strategy will fit somewhere along this spectrum. Consider working with an exhibit consultant whose ultimate goal is to help you maximize your exhibit marketing potential.

Sticker Shock

Exhibit manufacturing is a low volume, highly specialized operation so be prepared for sticker shock. Many first time buyers are shocked by prices of even a 10 ft. portable exhibit.

Average costs of displays:

portable displays – $20 to $150 per-square-foot (psf)
modular displays – $50 to $300 psf
custom exhibits – $100 to $300 psf

The more customized the exhibit system, the closer the price will be to custom price range.

Where to Buy

Shop around and base your decision on more than just price. Work closely with an exhibit consultant with experience in design, marketing, graphics, and trade show tactics. Their knowledge will help you avoid pitfalls that trap most inexperienced trade show marketers. And expensive pitfalls are many. Working with a knowledgeable trade show consultant will save you money over time.

Most exhibit consultants or distributors work with exhibit system manufacturers. Some distributors are exclusive to a system manufacturer, but most carry multiple exhibit systems. These distributors range from sales-only operations to complex operations that provide value-added services such as design, graphics, rental, and storage. Generally the manufacturer supplies the distributor with exhibit system literature and assists the distributor with design support.

Custom fabricated exhibits are sold direct since custom fabrication houses design and manufacture the exhibit. Value-added services such as graphic design & production, exhibit maintenance, booth storage, and logistics (managing transportation of the booth to and from the exhibit hall and the installation and dismantling at show site) are services commonly offered by custom exhibit fabrication houses.

Exhibits can also be purchased from some graphics companies and some office supply catalogs include very basic exhibits. Usually exhibits from these sources are portable systems in standard “kit” configurations.

Most distributors have websites and many allow you to order exhibits on their website with a credit card. Design and consultation are traditionally free. Lead times for portable/modular/hybrid systems range from a few days to a few weeks, but rarely exceed five weeks unless the project is large and/or complex. Custom exhibit lead times depend on the complexity of the exhibit, time of year, and other jobs already in-house.

Plan Ahead

Planning ahead saves you stress and possibly money too. Most importantly, planning ahead helps you avoid making hasty decisions. Some exhibit companies offer a discount for long lead times which allows them to use staff and resources efficiently especially during the main selling season. Planning ahead also provides time to correct errors and make last minute refinements which seem to happen no matter how carefully you plan.

Define an Exhibit Marketing Strategy

Your exhibit marketing strategy should include your purpose, goals, and final objective. Draft this before you are influenced by budget parameters. Your exhibit strategy should be consistent with your general marketing strategy. Creating an exhibit marketing strategy may reveal what type of exhibit or exhibits are best suited for your company. If your company plans to attend numerous shows back-to-back using a 10 x 10 space, you may want to evaluate portable or modular exhibits. If your company does a number of smaller inline booths along with a few major shows, then you’ll want to consider portable/modular or hybrid exhibits. When the strategy is to make a huge impact at a major industry show, you’ll want to evaluate modular, hybrid, and custom exhibits.

Put it in Writing

Once you’ve determined the exhibit, accessory, or service, request a quote from a professional exhibit consultant. In the case of an exhibit, you might work through several designs modifications and quotes until the exhibit suits you perfectly. This process is generally free. When you’re ready to buy, insist that everything is in writing. Never depend on a conversation. Most sellers know this and will provide you with a detailed written quote.

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Source: Mel White, Classic Exhibits Inc.

10 Tips for any Trade Show Newbie

ESP Extraordinary Show Productions Ltd. — Wed, 13 Apr 2011 00:05:56 +0000

Trade shows can intimidate anyone new to exhibit marketing. The best course is to dive into the pool. The following tips — from the shallow end of the pool — will get you started.

10 Tips for any Trade Show Novice:

1. A trade show is neither a vacation nor a death sentence. Although it may feel like a death sentence during tear down.

2. Be nice to the labor. They can solve most problems or create headaches. The Golden Rule applies until they make you angry. When they do, contact your I&D labor provider or show management. Also, the laborer(s) in your booth didn’t write the hall rules. If you disagree with the rules, contact your I&D labor provider or show management.

3. Breath mints are more valuable than gold or platinum at a trade show.

4. Comfortable shoes are more valuable than breath mints, unless you’re wearing comfortable shoes and chatting with someone who clearly needs a large breath mint.

5. Rule of Three — This is a sad but true fact regarding labor at most trade shows. If three people are assigned to your booth, one person will be a star, one will be average, one will be a dufus. Hire nine people and you’re guaranteed to have three stars and three dufasses. Sometimes you get lucky, and the ratio works in your favor. Sometimes not.

6. No two shows are the same. Think of each show as a first date. Look your best and do your homework about the show, the attendees, and your competitors.

7. Every exhibitor has a “Joe.” He drinks too much, gambles too much, and wanders too much. He’s like the explorer Ferdinand Magellan, constantly circumnavigating the show hall. About a half a dozen times a day, you’ll wonder what happened to Joe. Five minutes ago he was sucking down his third espresso, leaning on the counter, and ogling anything with two X chromosomes. Suddenly he’s gone . . . again.

8. Be ruthless about evaluating your show graphics. Everything else is secondary. Replace them BEFORE they need to be replaced.

9. I Bet You 50 Bucks You’ll Forget One of the Following: wire management for the exhibit, cleaning supplies, business cards, belt (two belts in Las Vegas = one mortgage payment), lip balm (again, crazy, ridiculously expensive in Vegas), phone charger, your moral compass.

10. FINALLY, work with professionals, whether it’s a graphic designer, an exhibit consultant, or a certified trade show manager. Trade show exhibit marketing is a craft learned the hard way through trial and error. It’s easy to burn through a lot of money before you finally figure out what works and what doesn’t work. Don’t stumble through a year or two of mistakes when you can rely on experts who can save you time, money, and embarrassment.

Bonus Tips: For goodness sake, get some fresh air and a little sunshine once in awhile! Your mood will improve by a 1000 percent. And just once, put on the workout gear you bring to every show and never use. Exercise clears the head and refreshes the soul.

Source: Mel White, Classic Exhibits Inc.

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Trade Show Booth Flooring – Thick or Thin?

ESP Extraordinary Show Productions Ltd. — Thu, 10 Mar 2011 22:47:46 +0000

Overrated Comfort is an Oxymoron

Standing around your booth all day doesn’t need to kill your feet or your back. Not only does the proper flooring ease your pain, it makes your exhibit booth space comfortable for visitors as well as booth staff. It also hides under-carpet electrical and internet cables.

Standard booth carpet is around 20 oz. When combined with 6 lb. 1/2″ pad, it provides basic comfort but doesn’t quite hide under-carpet cables. Channeling the pad certainly helps hide cables. This means cutting the pad away in strips where cables lay so that no pad is on top of the cables – only carpet. This usually hides cables but the down side is your pad is no longer one piece and re-using it becomes a challenge. Depending on how many channels are cut, it may be more economical to purchase new pad for the next show than to pay booth installation labor to piece the old pad together. Carpet pad is relatively inexpensive but using it only once goes against the Green principle.

The next carpet weight level – Plush – is 26 to 30 oz. While the comfort level is an improvement over standard 20 oz. carpet, Plush carpet may still leave you wanting and under-carpet cables may still look like speed bumps.

Deluxe Plush at approx. 50 oz. with 6 lb. 1/2″ pad makes your booth staff and attendees very happy while reflecting positively on your exhibit booth. Extreme comfort is possible with Ultra Plush 60 oz. carpet with 8 lb. 1/2″ pad.

Using Plush carpets definitely sends a message about your exhibit booth and thus your company. But how does it affect your exhibit structure?

The thicker or more plush the carpet, the more it impacts how well the exhibit structure fits together which can prolong installation time on the trade show floor. When your exhibit is constructed, it is most likely set up for the first time on the shop floor – a smooth, flat, hard concrete surface. Everything fits together perfectly. Setting up the same structure on carpet – thick or thin – changes how the components fit together. Keep this in mind when designing and building a new exhibit structure. And keep a supply of shims in your gang box.

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Motivating Trade Show Booth Staff

ESP Extraordinary Show Productions Ltd. — Tue, 04 Jan 2011 23:12:33 +0000

The Hawthorne Effect

Cookies? Coffee? Free lunch? How to keep your booth staff in the booth and effective is an age old question.

Companies today still follow lessons learned from a study done some 80 years ago dubbed the “Hawthorne effect”. The experiment found that performance improves when people perceive they are receiving special consideration.

Turn consideration of your booth staff into productivity with treats and perhaps modest but special “thank-you” awards of $10 or $20 gift cards. And be sure to let them know you recognize their toil by thanking them for their hard work and support. It works!

More trade show tips: www.espexhibits.com

Trade Show Exhibit Booth Design

ESP Extraordinary Show Productions Ltd. — Wed, 17 Nov 2010 18:23:28 +0000

How much space do people need?

Most of us are uncomfortable in narrow aisles – especially when there isn’t enough space to pass someone without brushing them. We don’t like being squeezed tight when perusing a booth. When designing your booth, leave enough room between display elements so visitors can maneuver in your booth space untouched. And instruct your staff to avoid blocking the narrow spots.

Find more tips at www.espexhibits.com

How to be a Trade Show Tightwad

ESP Extraordinary Show Productions Ltd. — Fri, 24 Sep 2010 20:00:53 +0000

With tight budgets in an uncertain economy, exhibit managers must find ways to minimize costs. Below are a few tips drawn from an article published in 2003 that still apply.

1. Negotiate Booth Space Discounts

Bypass the salesperson and call the show manager directly. Show management would rather make less money on an occupied booth space than no money on an empty booth space.

2. Trade Your Stuff

Is your product or service something that show management or exhibitors can use during the show? Can your CEO give a speech? Trade for free booth space.

3. Partner-Up

Get a partner to pay for the booth space in exchange for doing all the show preparation.

4. Staff Your Booth with Local Drama Students

Students can quickly learn enough about the product to pull attendees into your both and turn them over to an experienced sales person. This saves employee travel expenses or the cost of high-priced actors.

5. Record all Vendor Mistakes

Don’t request a fix, negotiate a discount instead.

6. Never use the Official Show Freight Carrier

At the very least, get quotes and compare to other carriers. If your booth can be shipped FedEx or UPS, do it. And send it to your hotel rather than to show site. Wheeling your display into the show hall yourself will save drayage charges.

7. Hurry Up and Wait Until the Last Minute

For shows you know you want to attend, start negotiating early for discounts on booth space to give show management time to consider your offer. Follow-up periodically. As the show gets closer, show management will be more interested in filling empty booth spaces (see no. 1).

By Sandy Flom/CEO, Extraordinary Show Productions Ltd. (ESP)

Find more trade show tips at www.espexhibits.com

Source: Secrets of a Trade Show Tightwad by Whitney Archibald, Exhibitor Magazine, September 2003