It’s amazing how much trade show display damage we see due to carelessness. Folks get in a hurry or haven’t formulated a simple checklist and BINGO – you’ve got a problem.

Most pop-up breakage occurs during the dismantling stage. Sadly, most of these issues could have been averted by following a simple protocol.

Traditionally, pop-ups consist of an expanding scissor framework, magnetic channel bars, and panels covered in either Velcro-friendly fabric or a full-size digital image. With few exceptions, this conglomeration is transported in a plastic shipping case of sorts. Simple, huh? Well, yes and no.

Pop-ups revolutionized the world of trade show displays with their unique space-saving compactness and “live area” variations. The only real draw back is there’s “some assembly required.”

Here’s our method of reducing the madness. Let’s assume this from a dismantling perspective:

a) First, unplug/turn off/remove your lights. Whether you’re using halogens, LED’s, or conventional bulbs get ‘em disconnected and set aside. (This avoids burns on you, your case lining, and breakage!)
b) Make sure your case is handy and cleaned out.
c) Next – dismount each one of your panels. Roll each one of these separately into a compact circle. WARNING: Don’t lay all of your panels on top of each other and roll them together as one BIG BUNDLE. They’ll be like a giant pair of Chinese handcuffs when you try to use them again! Roll with the fabric or image side facing OUT.
d) Now – one at a time, put each rolled panel into the allotted space in your case. As you put each in, open the roll outward so that it expands toward the interior wall of the case – or next panel.
e) Next – remove the magnetic channel bars. If there’s a bag for them, go ahead and stick them in it, but DON’T PUT THEM IN THE CASE, YET!
f) Time for the frame: Depending on what brand you have, the channel bars may be the only things that holds the framework up. If so, be careful as you take the last one off! Some versions also have snap-lock connectors as well. The trick is to make sure ALL BARS ARE OFF and ALL LOCKS ARE RELEASED BEFORE COLLAPSING THE FRAME.
g) Bag up your frame and put it the case – next insert your channel bars.
h) Pack your lights (most have a specific location in the case lid, or a separate box.)

Ah, the faint touch of red and green creeping into the tree tops, the increased frequency of allergy remedy commercials, and the noticeably longer days all signal the approach of SPRING! And while you’re sharpening the lawnmower blades and pouring over those vacation brochures, take a minute to think about your trade show display! Spring and Fall are the boom seasons for trade show activity and if you don’t want to be in a mad rush to get things in order – better have a gander at your gear now.

a) Do a dry run: get your display out of storage, set it up and do a “once over. “ Has anything fallen into disrepair? Any essential parts missing?
b) Review your graphic elements. Anything de-laminating? Are your graphics current with your marketing message?
c) Did you see anything new that your competitors are doing that you might want to incorporate with your existing unit?
d) Sometimes, just a good brushing/scrubbing (depending on what it’s made of!) might get things ready to roll. Always review the manufacturers “care and feeding” instructions before you break out the power washer!

Your booth is a valuable tool – make sure it’s in proper working order and avoid surprises! It’s nothing to sneeze at!

We had an opportunity, recently, to visit another local expo.  Though billed under the generic heading of “Health Fair”, it had a fairly diverse exhibitor offering whose expertise were wide and varied.

BUT – we noticed that the majority of participants seemed overly concerned with how much they could cram into their 8×8 space, rather than maximizing their message.  In an area that compact, the knee-jerk reaction is to build a fortress.  However, this logic doesn’t always present a message that’s inviting – in fact, it can be restrictive.  Too many physical barriers are similar to  body language no-nos:  folded arms, hands in pockets, jingling change, etc.  – these all equate to “go away.”

As much as possible, keep your booth  open and inviting.  Focus on one (or two) central marketing messages in your set-up and keep your corp name as prominent and as high up as practical.  If you look uncluttered  you’ll send a message of professionalism and organization.

Let’s face it: no one attends a trade show to make a fashion statement – the exception being shows that revolve around the fashion industry.  We exhibit to meet perspective clients.  We’re hoping to turn first impressions into lasting, profitable relationships.  But how do I dress for success?

Before you empty your closet and run to Trade Show Apparel World, consider the basic rules of engagement for trade show attire.

-       Ladies, err’ on the side of caution when it comes to anything low-cut or revealing.

-       Men and women, pay attention:  SENSIBLE SHOES!  Trade shows are a bad time to break in anything new; especially footwear.  If you’re going to be on your feet for several hours (for several days!) think comfort.  High fashion or high heels may only be in your Podiatrists’ best interest.  If you think business occasion will necessitate, keep your finest footwear hidden till you need ‘em!

-       Dress-up or dress-down?  This depends solely on your business and your target audience.  If you’re with an investment firm a more ‘button-down’ look makes sense.  If you’re selling janitorial supplies, the business casual concept works fine.

-       The location of your venue could play into how elaborate you dress as well.  If it’s an outdoor, consider the weather/temperature.

Some companies are even going to embroidered shirts to add extra recognition to their corporate logo as well keep a professional, uniform, upbeat image.

REMEMBER:  Trade Shows are a bit of a beauty contest. What’s most important is to wear something that’s neat, clean, un-rumpled, and appropriate for your industry.

 Every tradeshow has at least one.  You’re ambling down the isles of the show when suddenly out of nowhere – a sight so frightening it leaves you speechless!  It’s a person sitting behind a table reading a newspaper.  On that table sits a stack of business cards next to a homemade, hand-lettered sign, and a fish bowl.

That’s it.

All that’s missing is a coffin and pallbearers, because their tradeshow goals are dead!

While tradeshows remain the single best way to meet qualified clients face-to-face, they’re still a bit of a beauty contest.  If your booth isn’t attracting perspective clients, then your competition’s is!  We don’t advocate breaking the bank when outfitting your booth, but spending wisely will keep the vultures of disappointment from circling overhead.

• Set realistic goals
• Know your target audience
• Be engaging in your attitude and appearance

Remember:  Your Image is Everything!