| p>The corporate decision to purchase a new trade | | | | 5. Show services are also a major consideration in |
| show exhibit usually comes down to considering the | | | | deciding which exhibit type to purchase. In most |
| various advantages of both custom designed or off | | | | cases the custom exhibit will need to be set-up and |
| the shelf module properties tailored to the individual | | | | dismantled by union labor with supervision by either |
| exhibitor's needs. | | | | you or a representative from the exhibit builder. The |
| Both exhibit alternatives have their unique features | | | | modular exhibit materials can most often be set-up |
| and benefits and while shopping for a new exhibit can | | | | and dismantled by your own people in a fraction of |
| be challenging, it's worth taking the time to | | | | the time and cost. |
| thoroughly research both alternatives. | | | | 6. Transportation to and from the trade show is |
| The following ideas promise to save you time, | | | | another major cost and logistical consideration you'll |
| money and a few headaches along the way when | | | | want to review. Often a custom exhibit will either |
| deciding whether it will be off the shelf or custom for | | | | require expensive and often heavy shipping cases or |
| your new trade show exhibit program. Your options | | | | need to be transported blanket wrapped or padded |
| depend greatly on your trade show needs, budgets, | | | | by a moving van. The modular off the shelf exhibit |
| corporate philosophy, and planned utilization and | | | | usually comes with its own light weight shipping cases |
| where the trade show function falls within your | | | | that can easily and more inexpensively use ground or |
| company. | | | | air freight transportation. However, if your company |
| First and foremost in deciding the kind of new trade | | | | displays larger equipment that also requires air ride |
| show exhibit you'll need is to obtain a general | | | | van transportation, then transportation for the |
| consensus within your company by getting others | | | | custom exhibit materials becomes a simple matter of |
| involved in the decision making process. By staging a | | | | scheduling, available space and the cost of van |
| simple project input meeting you'll be able to acquire | | | | transportantion. |
| opinions and suggestions from sales, marketing, | | | | 7. Construction time and cost will also need to be |
| purchasing and management as to their ideas, | | | | considered since custom exhibits take longer to build |
| concerns and requirements. | | | | and off the shelf modular exhibits are for the most |
| A brief presentation outlining the differences | | | | part available within days while their graphics might |
| between custom exhibits designed and constructed | | | | take a week longer. |
| by an exhibit builder and an off the shelf modular | | | | According to Mr. Roger Bergeson, President of |
| provider will help to set the stage for active | | | | Skyline Displays, Oregon, "Here are a few major |
| discussion and effective evaluation. It would also help | | | | reasons our clients favor our type of modular exhibits |
| to show photographs of the many different styles | | | | for their trade shows." |
| and types of exhibit materials along with their | | | | 1. Light weight. |
| associated costs to further explain and demonstrate | | | | 2. More configurable. |
| the value of each. | | | | 3. Ease of changing signage and graphics. |
| It is also helpful to develop a document of analysis | | | | 4. Less drayage and transportation expense. |
| explaining what type of exhibit properties have been | | | | 5. More mobile. |
| used in the past along with any comments gathered | | | | 6. Overall less expensive to purchase, own and use. |
| over time regarding problems, advantages and | | | | 7. Skyline Display's network of factory trained dealers |
| reasons why a new exhibit is needed. | | | | who will service an exhibit's needs in virtually every |
| Once it is felt that the ground work has been firmly | | | | major convention city around the world. |
| established and you have a general agreement that | | | | According to Mr. Tim Patterson, VP Sales and |
| indeed a new exhibit is needed, the following steps | | | | Marketing at Interpretive Exhibits, Inc. a custom |
| should be taken to begin the process. | | | | exhibit builder in Salem, Oregon, "The primary reasons |
| 1. Carefully evaluate the number and type of trade | | | | our clients will design and build a custom exhibit are:" |
| shows in which the new exhibit will be designed to be | | | | 1. The exhibitor wants to look unlike any other |
| used. If your entire trade show schedule uses the | | | | exhibitor on the show floor. |
| same size booth space at every show, say a 20'x | | | | 2. A custom designed exhibit can creatively |
| 20'or larger space, more weight could go to the | | | | incorporate the exhibitor's unique corporate/brand |
| custom exhibit selection. If your trade show schedule | | | | strategy and personality. |
| includes a mixture of cubic content and linear booth | | | | 3. Complex product presentations can be |
| spaces, the off the shelf modular exhibit might work | | | | imaginatively integrated into the exhibit design theme |
| better. | | | | without structural limitations. |
| 2. If your trade show program is only managed from | | | | 4. The exhibit's physical structural integrity will hold up |
| the corporation and the exhibit materials are never | | | | to a big show's traffic and product presentation |
| sent out to support dealers, distributors and regional | | | | demands. |
| sales representatives, the custom exhibit will be | | | | 5. Exhibit materials available are varied and offer |
| easier to manage, schedule and maintain. If your | | | | greater design creativity and flexibility. |
| trade show exhibits on the other hand are sent | | | | 6. The 'look and feel' of the exhibit and its support |
| around the world supporting dealers, distributors and | | | | functions can evolve and improve from show to |
| sales representatives, the off the shelf modular | | | | show as experience demands. |
| exhibit will be easier to up date, transport, set-up, | | | | 7. A custom designed exhibit can offer creative |
| dismantle and manage. | | | | originality, effective product integration while |
| 3. If you have a combination of both types of trade | | | | projecting a strong and innovative corporate position. |
| show exhibit usage, it is possible for a custom exhibit | | | | Conclusion |
| to be used to accommodate both, however it is | | | | Once you feel confident about knowing what you |
| much more likely that the modular off the shelf | | | | know and what you don't know about buying a new |
| exhibit might work better simply because of its | | | | trade show exhibit, you might want to invite local |
| modular design, flexibility of exhibit properties and | | | | experts like Roger Bergeson and Tim Patterson to |
| ease of transporting. | | | | come in and present their views and philosophies in |
| 4. The custom exhibit will provide you with a unique | | | | support of both the custom/off the shelf exhibit |
| look and feel. When designed to meet your specific | | | | alternatives. |
| needs it could be used in many unique ways the off | | | | After seeing photographs of both types of exhibits |
| the shelf modular exhibit can't easily accommodate. In | | | | along with actual construction, transportation and |
| most cases, multi-story exhibits, theaters, displays | | | | show services cost estimates, you and your team |
| that creatively incorporate live or dynamic A/V | | | | will be in a much better position to decide which |
| product presentations and those that require quiet | | | | route to take in maximizing your trade show exhibit |
| and private conference or closing rooms are often | | | | investment and purchasing a new exhibit that best |
| difficult to achieve with the off the shelf modular | | | | serves your trade show needs, objectives and |
| exhibit properties. | | | | budget. |