(1) Full-size, 3×3 (88′h x 101″w) pop-up unit with oval shipping case (blue fabric panels.)

(1) 2×2 tabletop pop-up unit (59″ x 76″w) with oval shipping case (black fabric panels.)

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Giveaways are an age-old fixture at trade shows. Pens, pencils, mugs, hats, candy,
stress-balls, key chains – the list is endless. And, invariably, the bean counting at the end of each show begs the question, “Did it help us?” Depending on your budget and success rate, it’s a pretty fair question.

Show swag is a mixed bag, to be sure – pretty much a “Good Witch/Bad Witch” proposition. On the one hand it can be a fantastic marketing tool if the right product gets into the right hands at the right time. On the other, it can be a waste of money and logistics. So…. do I giveaway or takeaway?

The Bad Witch: More times than I care to remember, I have seen hoards of “harvesters” ransack the giveaway supplies of hard working exhibitors. Not just once or twice, but MANY times over the course of a show schedule. These folks aren’t prospects and never will be. They’re there to satisfy their trinket fetish and nothing else! In most cases, they’re fairly easy to spot: multiple guest bags bulging with gobs of swag – never stopping at a booth long enough for any interaction other than shoveling up another
handful of booty.

The Good Witch: In Real Estate they say, “Location, location, location!” In marketing, the mantra might well be, “Branding, branding, branding!” Any time you can repeatedly get something into a perspective client’s hand that has your name on it, is something they will use multiple times over an extended period – and possibly pass on to someone else, you’re golden! If you’re saying “yes” to giveaways, stop thinking of them as such, but, rather, “branders.” Pick something that keeps your company name in their face as long as possible, even if it costs a little more. Track your results and re-evaluate every year.

Our Solution: If you go with giveaways, our advice is to keep them out of sight as much as possible – or, at the very least keep them away from the front of your booth. Make them practical and graphically impactful for your branding. Reserve these items as a sort of parting gift to serious booth visitors.

Sad, but true, there comes a time when your booth is a bust – too outdated and past it’s prime to do it’s job. Hmmm…. What to do?

Most folks kick ‘em to the curb (literally) and commend them to Monday morning trash pick-up. But WAIT! Is there life yet in these wounded warriors? Here are some things to consider before you send Old Paint off to the glue factory:

a) Physical Condition: Okay, just how bad is it? If you’ve got torn graphics, a ton of ripped fabric and big holes in it – then it’s okay to sound “Taps.”
b) Salvage: If you’re moving on to another display – and it happens to be similar to what you’ve been using – look over the old unit and see if there’s any usable parts. Any light fixtures, stacking pins, hubs, mag bars, etc. that might bail you out in an emergency. I save EVERYTHING!
c) Recycling: Somewhat akin to salvage, recycling takes a more environmentally conscious tact. Before you chunk your old display, see if there are any components that ought to be recycled first.
d) Re-gifting: If your old display is still (mostly) intact and usable, consider passing it on to a charity. Non-profits are always in need of such items. You’ll feel great and you can use it as a tax deduction.
e) Resale: If you want to upgrade and your old unit has a little more life than average, why not sell it? Many folks use Ebay or other resale entities to turn over displays – there are even companies that specialize in reselling only trade show items.
f) Refurb: Sometimes a good cleaning, a few minor repairs, and some new, updated graphics can revitalize an old booth – and might save you some $$$’s!

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If there’s one trade show demon we encounter the most it has to be “Old Man Procrastination.” Most end-users hold the misconception that all displays (whether custom or kit) are lying on a shelf, ready to use, in some mega-warehouse. Nope. Although components of your new display are likely “ready-to-assemble”, they have to be…. well, assembled. With few exceptions, most display systems are created per your specs and not until your order is placed. There are some cheapo-depot manufacturers out there, but the drawbacks are: limited options, lower grade materials, reduced warranties and life-span and ghost customer service. Wonder why one manufacturer is so much cheaper than another? You get what you pay for!

But back to “Old Man Procrastination.” Timing is everything and if you don’t allow sufficient production time, a host of issues cascade:

1) Rush charges. (Not only to create your display quicker than normal turnaround, but to ship it as well! These can rack-up 25%-30% extra fees!)
2) Mistakes. (Speeds kills. And the probability that they’ll be last minute production problems rises exponentially!)
3) Delivery. (Rush freight could equal: mislabeled, misplaced, or late freight!)
4) Graphics faux pas. (If your unit contains graphic elements and you’re using a designer not jiggy with the producers requirements – file disasters are a deadline killer!)
5) The unforeseen. (Blizzards in April? You betcha!)

Try this: allow 2-3 weeks to physically make your display – if it’s a standard kit. (Most producers can beat that – especially with banner stands, but that pad will translate to comfort for all!) Allow enough time to deliver via “standard ground.”

For custom displays, allow as much as 6 months to plan! Most custom jobs undergo a myriad of changes (depending on their size and complexity) before a final design is settled on. Most take 5-9 weeks to build (again, depending on their complexity.)

Trade shows aren’t cheap to attend or cultivate. But they are the most effective means of meeting your marketing/sales goals and ROI. Plan ahead, ask questions, pad your need date and let your display rep guide you through the production steps. Believe it or not, we’re all more profitable when you’re unhurried and happy!

The strategic placement of your booth locale can be a huge plus in your overall success and maximizing your visibility is the name of the game.

Most folks get a “showbook” which generally jam-packed with some mind-numbing stuff, but, in most cases, it does contain a treasure map! If you’ve gotten your info packet in a timely fashion, you’ll see a layout of the exhibit hall indicating the allotted booth spaces, their sizes, and what’s not already taken.

Now…

a) Draw a triangle from the main entrance to the back wall of the exhibit hall. (Main entrance is the “point”; back wall is the base.) Try to focus on a booth space in your size range that fits inside that triangle – the closer to the “point” the better.
b) If you can figure out who your competition is and where they’ll be, consider a strategic spot that let’s you keep an eye on their booth traffic.
c) Whenever possible, secure a booth space that is close to a main hallway – this always means increased traffic and visibility. If there’s a break area, or cafeteria, these too can be favorable locations.
d) Ask the event manager if there are any deals to be made on booths – you may luck into a gem. Just remember, a cut-rate space in the boiler room won’t help.
e) Never be ashamed to ask for a discount!
f) Corner booths rock! You’ll have a convergence of traffic for the isles!

http://www.bullhornreach.com/article/view/20925?referer=www.linkedin.com&shortlink=761288

a) Fabric Murals: A great alternative to the traditional pop-up. Large format, digital, fabric graphics are Velcro-rigged to a pop-up frame. When the frame is opened, the graphics unfold and you’re done! No mag bars, no panels. Quick, easy and lightweight. Once you have the frame, changing out your graphics takes a few minutes.
b) Lightwalls: Rigid backwalls rigged with fluorescent tubes on the inside and flexible, transparent graphics on the outside. The backlit effect really makes your message pop! Most kits pack in a single rolling case and range from 24” to 46” wide and approx. 90” high.
c) Banner Stands: These are not new players in the trade show arena. However, their popularity is at an all-time high. The banner stand genre has greatly expanded over the years. It now encompasses a variety of fabric graphic options as well as new and innovative outdoor systems designed for a bevy of applications.

Want to know more about all of these ? Call us @ (888) 399-2116 or view our Products page!

The truth is (with few exceptions) most bargains aren’t what you hope they’ll be. And I hate to say it, but “you get what you pay for.”

I once had a boss who bought shoes from ONE maker. Period. They were handmade and on average ran about $300 per pair. I questioned his logic on this practice one day – saying “That’s a lot of money for shoes. Won’t you get tired of them?” He replied, “I may get tired of them, but my feet never will.” Bingo. His logic was based on extreme comfort and durability – value added qualities that not only justified the price, but who provided them. It’s no different at E2. We’re constantly wooed by bargain manufacturers who hail themselves as highly competitive “price-beaters!” Really? BELIEVE ME – there’s a reason why one banner stand is 200% less than another. The quality of materials and workmanship are paramount in our industry – we never think of the tools of our trade as being “disposable.” It’s the difference between getting a warranty and a warning.

The internet is oftentimes our biggest friend and other times a Jezebel. The cyber ether is rife with budget trade show items hawked by companies that seem to vanish as quickly as they appear – only to be replaced by yet a new clone. They sell rogue junk that has no warranty and no reputable manufacturer to stand behind it. No salesman will visit you – you won’t see a sample – no one will discuss alternatives, or offer you a free consultation. You get a pig-in-a-poke and pray it’s a honey-glazed ham, but it could be stale pork rinds.

We don’t advocate buying the most expensive stuff out there, but if you start your focus on mid to upper mid-range products – offered by a long-standing, reputable exhibit company – the success of your trade show program will start to match the quality and longevity of the products you’ve chosen.

My old boss has weathered a series of health issues over the years, but he never seems to have a problem with his feet.