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Graphic Production: The Good, The Bad and The Ugly

by Nomadic Display 23. September 2010 21:21
See how Nomadic can take your graphics to the next level

The graphic production arena can be a land mine of daunting terminology whether you are a trade show industry veteran or a novice. To help you avoid blunders before you embark on your next event, we will demystify some common graphic vocabulary from printed collateral to tradeshow booth graphics .

One of the first steps in pre event registration process is submitting your company profile (usually 500 words) along with your company logo.  An EPS is always preferred for the optimum resolution of your logo.

EPS (Encapsulated PostScript) – One of the most versatile file formats that can contain any combination of text and vector graphics.

EPS must knows:
Company logos and line art are commonly compressed to EPS’s in Adobe Illustrator because it allows for them to be: enlarged, reformatted and printed without jeopardizing the integrity of the image.
Submission of an EPS file, all though quite large in size, will allow tradeshow services to place your logo into print collateral (such as the tradeshow directory) while maintaining the complexity of your graphic throughout the printing process. 

It is important to note:  unless you have Adobe Illustrator on your desktop, you cannot preview an EPS file.  If you are working with a creative vendor and want to ensure that the file they have supplied you is correct, ask them to simply convert the EPS to a PDF and resend it.

DPI (Dots per Inch) – Another acronym that is frequently confused as a type of file extension (Jpeg,Gif,Tif, Pdf). DPI directly relates to the resolution of an image.  Similar to the EPS, DPI settings can directly affect your printed collateral as well as booth graphics.

Whether you are working with your in-house creative staff on trade show collateral or submitting graphics for your next tradeshow display , resolution is key to unlocking high quality images and creating a “visual speed bump” at your next event.
DPI must knows:
The standard for print images sent to press is 100 - 300 dpi at full size.  As a general rule, the higher the resolution (DPI) the better the quality of your finished product.  An image set at 300dpi at full size can be scaled up to three times without noticeably losing quality.  If your image is grainy and pixilated, the dpi is too low. 

However, the calibration for trade show display graphics is slightly different.  Photographic images intended for booth graphics need to have an original dpi of 100 at full size (100% scale).  Booth graphics are set at a lower resolution because they are being scaled and viewed from a distance.

At trade shows, the higher quality and more vibrant your graphics - the more you will stand out; poor image quality can drastically hinder your overall event performance.

To find out more about how you can transform your tradeshow graphics download our free white paper, All Eyes on You: Graphics That Work

Ampetronic Shines at The Prolight and Sound Show

by Nomadic Display 22. September 2010 21:58
See how we can take your event to the next level

Ampetronic wanted to debut a fresh, cutting edge look at the esteemed Prolight & Sound Show in Messe Frankfurt.  A leading provider of assisted listening products, Ampetronic's hearing aids use induction loop technology which they needed to demonstrate at the event.

Nomadic tradeshow displays are uniquely engineered to integrate with one another so, we breathed new life into the Instand pop-up displays Ampetronic owned for over 5 years. Our design team created a knock-out presentation that didn't cost a fortune.  The result was a reinvigorated design solution with a custom aesthetic at a fraction of the price of a replacement display. 

When unveiled at the show, audiences were immediately captivated by the eye-catching custom portable.  Interaction with the technology was key to dynamically showcase their broad range of product offerings. For audio, visual and functional appeal, the tradeshow exhibit featured touch screens, a transmission signal interruption demo and vibrant signage. The display was accented with mirrored acrylic shelves to provide a 360* view of their devices and an accessory pod with an acrylic top for demonstration. 

Ampetronic’s exhibit surpassed the traditional “pop up look” to command attention at an international event. Download our free Capabilities brochure to learn how we can make you SHINE at your next event.

Got trade show troubles? Seven surefire ways to maximize your investment.

by Nomadic Display 16. September 2010 01:48
Getting the most out of your trade show marketing efforts necessitates making smart decisions from the get-go. In fact, maximizing your ROI entails a combination of planning for cost efficiencies, promoting your presence effectively and following through with contacts you've made. The following seven tips will help to do just that.

Setting goals.

Keep your aims straightforward, measurable and realistic to achieve. Are you seeking to connect with new prospects, existing clients or potential partners? If you want to improve brand awareness, how will you measure it? You may need a follow-up survey to see how many attendees remember your exhibit.

Promoting event.
Attendees often plan their visit to a sow in advance. Your pre-show marketing should focus on giving visitors a good reason to put your company on their must-see list. You'll get more mileage from an integrated marketing plan that includes pre-, at- and post-show elements. Purchase the pre-registered attendee list for promotion, add conference information to your website, offer VIP passes to clients and insert reminders in invoices. Product/stage/theater demonstrations are among the highest-ranking factors for influencing attendee memorability. And don't forget the press release; new products make great news stories.

Planning ahead.
With some advance legwork, it's possible to reduce the cost of on-site services. Ship ground rather than air to the advance warehouse rather than direct to show site for a bigger discount on drayage. Place your service orders early to receive early-bird discounts off standard show rates. And try to schedule your set-up labor for hours that will be billed at straight time.

Lightening up.
When selecting a display property, think lightweight to save on shipping and drayage costs. Hybrid displays that fuse lightweight components such as pop-ups, laminated panels, extrusions, tension fabric and graphics deliver dynamic presentations at a fraction of the weight of traditional custom-built exhibits. Consolidate shipments to optimize dimensional weight. Lastly, send literature to prospects post-event.

Attracting visitors.

Within three seconds, visitors decide whether or not they will stop at your booth. Design a display that clearly and immediately communicates what your company has to offer and what it can do for the customer. A general rule is to ensure that at least 60% of the floor space and at least 60% of the frontage is open. Fill the height limit at the center of your space to maximize your presence. Keep key messaging above the four-foot height on the backwall.

Training staff.
Even seasoned staffers should know the show objectives, key messaging points and lead system protocol for the show. Visitors should be greeted by an enthusiastic rep who can leverage the exhibit.

Following up.
Research indicates that 90% of business gained from leads comes from post-show follow-up, yet 70% to 80% of leads are not pursued. Ask your sale steam what key data they need captured from prospects as they  will be motivated to follow-up on pre-qualified opportunities. Establish accountability for lead handling prior to the show. Appoint an individual to be responsible for capturing and processing leads. Consider categorizing or ranking them. Disperse leads quickly and make contact within one week.

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Trade Show Tips

An International Emergency - Nomadic's LifeLine Service saves the show.

by Nomadic Display 7. September 2010 23:22
5_5_08_tigenix1 When TiGenix, a Belgium-based biomedical company, called Nomadic's LifeLine Service in April at 8:30 in the morning, their tradeshow in Washington DC had already started. Their freight company had lost their 10' pop-up booth.  Meanwhile, Nomadic's Belgium Distributor Art & Press Dimensions already called us directly and asked for a miracle. By 10:30 AM, Nomadic received the artwork for graphics via FTP and by 1:00 PM the same day, we had set up a pop-up display with graphics in Washington DC. 

Personally, it was very rewarding to see a client astonished about our service. But most of all, we enjoyed the words of support, interest and comments by other exhibitors in the show—  "My exhibit house would not do that for me" and  "Your set-up only took 5 minutes while ours took hours.” 

5_5_08_tigenix2 We are proud of the people at Nomadic who made our exceptional service once more a reality. We come to work because of the feedback from clients like TiGenix.

As Sven Maenhout, International Marketing Director at TiGenix, wrote after the show: “When we were thinking about which company to order our pop-up booth from, one of the deciding factors for us was the International Network and the LifeLine Service from Nomadic. Now that we have had first-hand experience with the high level of quality of emergency support, I can assure you that in the future, these decisions will be very easy to make...  Not only were we highly impressed by the rapid turnaround and support offered, but also with the high quality of printed graphics, which truly convinced us of the professionalism of Nomadic.”

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Trade Show Tips

Why Do Trade Shows Work?

by Nomadic Display 17. August 2010 23:56

Tradeshows_logo Nomadic Display believes that face-to-face marketing is the most effective method to grow your business.  Why?  Because…..

  • 77% of event attendees are potential new customers for exhibiting companies
  • 82% of attendees are interested in the products and services marketed at events
  • 55% of attendees have a buying plan
We’d like to hear why you think trade shows work.  Please post your comment on our Facebook or our Blog and let us know!

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Trade Show Tips

How to get greater impact from your sponsorship investment in trade shows and events.

by Nomadic Display 5. August 2010 23:00
6a0120a6a0c966970c0133f2989440970b-500pi Sponsorships are a great way to promote your brand at events. However, measuring their effectiveness and value can present a challenge. Now there’s a new way to have massive exposure for your brand and tangible performance without monitoring and quantitative surveys. Sponsor the distribution of MingleSticks to all attendees at your next event.

MingleSticks are tremendous event buzz-builders and a great networking tool for all attendees. A MingleStick is a simple one button device akin to an electronic business card. Exchanging information is fast and fun – just point and click MingleSticks. After the event, attendees upload their mingle connections from the device to their online account that integrates with other social media sites like LinkedIn, Facebook, Twitter, etc.  As sponsor you will have:
  • major buzz throughout the event
  • a built-in traffic driver to your booth
  • the ability to provide marketing material to all attendees on your portal
  • the viral benefits of referrals through attendees
  • performance metrics for reporting purposes including the number of MingleSticks distributed, accounts activated, etc.
Learn more about MingleSticks

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Trade Show Tips

What is the part of a Trade Show that pays off the most?

by Nomadic Display 16. July 2010 22:44
Exhibiting is not rocket science. I guarantee if you follow a systematic approach from start to finish you will get results. The problem is exhibitors generally don’t put as much effort into the follow-up process as they do into everything else. Following up after the show may be the most laborious part of the process, but it is the part that makes your trade show pay.

Work out your cost per lead and then multiply it by the number of leads you didn’t thoroughly follow up ($75 per lead x 20 leads = $1500). That’s how much money you have just wasted.

I am impressed by the number of exhibitors who actually follow up while they are still at the show. Recently, a photographic company emailed my photo to me on the same afternoon I visited their booth. A dedicated and persistent approach to follow up will impress buyers, giving them a positive indication of how you conduct your business.

So start at the end. Plan how you are going to follow-up before you do anything else and get everyone in your company to buy into and commit to your plan.

The key to success is long term follow-up. Research shows it takes an average of seven hits before you get the order. Mix and match the methods you use, from email to letter, fax and phone. Follow-up twice as long and you will get twice the result.

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Trade Show Tips

What does it take to grab an attendees attention at a Trade Show?

by Nomadic Display 15. July 2010 21:40
One, two, three. Three seconds is all the time it takes for a visitor to walk past your booth at a Trade Show, and in that time you have to show them who you are and what you do. But, more importantly, what you can do for them. So, how do you ensure you create a lasting impression, and that your display stands out from the rest of the crowd?

Before you look at any aspects of designing your display you must look at how it has to function to meet your needs, and consider the more practical aspects of building a display. Think about matching the design and architecture of the exhibit to your show objectives. For instance, if you are launching a new product or service you may need to allocate space for a demo area, or you may choose flat screens or plasmas to help deliver key messages. If your key objective is taking leads, you will need counters to work from and store the leads. If you are planning to meet and entertain key clients, then you will be looking at having a seating area, and possibly a fridge and bar.

For most companies its not just about one show, it is about how the exhibit works over a period of time. Take into account reusability, packing, storage and transport. These aspects will dictate the materials you use to build the exhibit.

An open design indicates the display is very accessible, is welcoming to potential clients and creates easy visitor flow. If this is your aim, the general rule is to ensure at least 60 percent of the booth space itself is open, and at least 60 percent of the exhibit frontage is open. A closed design indicates the intention of the display is for a more select ensemble of prospective and existing clients, and will cut down visitor flow.

One sure way to gain attention at a Trade Show is to build high, and it costs less to build high than to take extra floor space. This allows graphics to be placed at a level where they will be viewed from a greater distance, and you will be able to accommodate storage, monitors and even rotating graphics using high structures. As a general rule, build high from the center of the display. However, do remember to check height restrictions with the organizer and venue.

Essentially, it is all about branding. Even if your company doesn’t have a strong and instantly recognizable brand identity, the overall design should reflect the personality of your business. Adopt a retail-orientated approach, focusing on the more specialized and discerning visitor. Create an enticing shop window to draw visitors to your booth. After all, initially you are trying to stop visitors and spark their interest, selling comes after.

Approximately 98 percent of our senses are geared towards visual imagery. It is the most important sense we have, so you need to create eye-catching, powerful graphics, and keep the message simple. Use big bold images, and as little text as possible. Your company name and key messages should be above head height, and don’t put any text in the dead space from the foot of your stand, to the floor below 500 millimeters.

Dare to be different. Blue and white are very prominent colors on show floors because they are the most used corporate colors, so consider your color scheme carefully. Beyond this, a cleverly themed display will become the talk of the Trade Show, and stay in the mind of the visitor long after the show. The principles you use to design a booth are the same whether it’s a nine square meter shell scheme, or a 90 square meter space only exhibit. Think form, think function, think impact. Think one, two, three.

What activity delivers the opportunity to meet & qualify 200 or more prospects in a short time?

by Nomadic Display 29. June 2010 23:49

Trade Shows.

Picture 1 Let’s start with a simple exhibiting equation: more leads equal more business, which means the potential for business from trade shows is huge. What other marketing activity delivers the opportunity to meet and qualify 50, 100, 200 or more prospects in such a short period of time?

As a typical rule of thumb, you are likely to gain between one percent and 10 percent of the visitor audience in leads. For example, 5,000 visitors multiplied by five percent equals 250 leads. Although, for most exhibitors, lead numbers are likely to be at the lower end of the scale.

The starting point is to consider the information you wish to capture. You can use a data scanner offered by most show organizers, but don’t think simply of capturing a list of names. Use the data scanner in conjunction with a well thought through lead form. Never ask more than five key questions, so you get the information you need and the visitor doesn’t get bored.

Motivate your booth staff with targets and incentives to collect leads. Even small awards will add a competitive and fun element: ‘top person each day’, ‘top person overall’ and a team prize if you exceed your show goal. It works. I have witnessed booth staff running around at the end of a show talking to fellow exhibitors, trying to gain the last few leads to ensure they hit their targets.

Think of every piece of activity around the show as a way to generate leads. All the contacts you make from networking, workshops, pre-show marketing and so on, should be added to your total lead count.

Each lead represents an opportunity, but if you grade them in order of importance when you are at the show, you will be able to attack the most promising first. Even if your key objective at the show is not to collect leads, shouldn’t you have at least a modest lead target to aim for? If you create a base of measurement then you have a target to exceed every time you exhibit.

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Trade Show Tips

Counting pennies - are you expected to produce more marketing results with fewer resources?

by Nomadic Display 25. June 2010 00:29
Every dollar counts. That’s true everywhere, but especially relevant in today’s competitive business environment, where success is measured by the figure on the bottom line.

Marketing managers are expected to produce more results with fewer resources, making it essential that every dollar spent is being utilized to its best advantage. To be successful, upper management evaluates trade shows and corporate events on their ability to produce a positive and measurable return.

According to the Center for Exhibition Industry Research (CEIR), companies spend over $24 billion annually on trade shows. Trade shows have proven to be more effective in achieving sales and marketing objectives, but they also command the significant share of the average marketing budget.

Picture 4The fixed expenses related to trade shows and events can be expensive. As you can see, exhibit space accounts for over 30% and show services require another 20%. So savvy managers are forced to look to the remaining variable expenses to save money: including staff travel and entertainment, promotion, and increasingly, display properties.

But how do you determine whether you should save money by renting your booth or purchasing it outright. Performing your own analysis is key to helping you clarify your exhibit acquisition decision. Below is an example based on a typical 10' x 20' display, used in Chicago and shipped from a warehouse on the East Cost.

This calculation is for an exhibit used once per year.
                          Rent          Purchase
Architecture       $4,200       $12,590
Graphics            $5,450       $5,450
Storage                 —           $4,200
Transportation*  $2,250       $2,250
Drayage             $1,750       $1,750
Labor                 $3,500       $3,500
Total                   $17,150    $29,740

This calculation is for the same exhibit rental vs. purchase for three uses in a year.

                          Rent        Purchase
Architecture       $12,600     $12,590
Graphics            $5,450       $5,450
Storage                 —           $4,200
Transportation*  $6,750       $6,750
Drayage             $5,250       $5,250
Labor                 $10,500     $10,500
Total                  $40,550     $44,740

* Unless you rent in the city in which it will be used.

If your company only attends one show per year then the economical option is to rent your trade show display. However, if your company attends more than one trade show per year your best bet is to purchase your exhibit.

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Trade Show Tips