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From Trade Show Displays to TV Set Designs All the World is a Stage

by Gwen Parsons 23. September 2013 23:32

Trade shows and television programs have a lot in common. Think about it. They both require advance planning and preparation, even rehearsals. Both depend on audio and visual communication to connect with their audience. Both involve face-to-face interaction. And both use Nomadic displays to stage their program!

Most recently producers at Intereconomía TV called on Nomadic Display Espana to design and build the tv set design for their program, Noche de Boxeo, or Boxing Night. Noche de Boxeo was created to offer the best live boxing broadcasts. 

For a first class program producers envisioned a striking tv studio set design for commentators that would portray a premium quality experience for tv viewers. In addition, the show is scheduled between two other live broadcasts in the same tv studio set so it had to be installed quickly. Nomadic built ten foot tall Instand pop up frames and covered them with colossal photo graphics of boxing images. Frames were arranged in an L shaped wall to allow television cameras to shoot the hosts and panel from two open sides. Not only was the set-up remarkably fast, but it was also far more cost effective than standard television sets.

The program captured the channels’ top slot for audience viewership and is a big hit in Spain racking up over 7,000 likes on Facebook. Professional boxers were among the commentators on the debut program including Javier Castillejo, considered to be the best Spanish boxer in history. Beatriz Pino, who is the host of the program is the first woman in Spain to direct a boxing program. Recent broadcasts included matches from Chicago and Atlantic City.


This wasn’t Nomadic’s first television rodeo. We’ve designed tv studio sets for NFL and Fox Network sportscasts. Often transported from stadium to stadium, their set designs needed to be easy to assemble and durable. So Nomadic created custom back drops with network brand graphics printed on durable tension fabrics that look great and stand up to rigorous use.

Sports television sets like these join other tv set designs Nomadic has produced for entertainment television broadcasts. They include American Idol, America's Got Talent, Britain's Got Talent, and X Factor as well as cable tv talk show set designs.


is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

Use Flooring to Enhance Your Trade Show Display Design

by Gwen Parsons 29. August 2013 19:10

Trade show booth flooring is probably one of the last items on an exhibitor’s planning list: tick a box, submit a form, it’s done. Yet companies are missing out one of the most underutilized branding opportunities at their show. We asked Stacy Barnes of Brumark Total Flooring Solutions to share her thoughts on how to better use this valuable real estate.

Exhibit designers integrate flooring into display designs for more than pure aesthetic appeal. Flooring can also be used to define space, direct traffic flow or highlight new product areas. Today there are many more flooring options available to choose from that can help make an exhibit really stand out. In addition to carpet, these include printed floors, vinyl floors, raised floors, tile, and even turf.


trade show displays

Trade show carpet is popular because it is easily available, comes in a range of colors, is affordable and durable. Find out what color carpet the show contractor will be using on the show floor. Then choose a color that not only complements your display but will also make your exhibit space pop out.


trade show exhibits

Inlays can transform a display from average to extraordinary with logos or design motifs designed to reinforce your brand. Just remember: always request a sample of the carpet that you will be ordering to ensure it meets your expectations.


trade show booths

Welcome visitors into your display by offering them a little something extra…..comfort. Remember attendees spend long days walking the show floor and for a few extra pennies you can upgrade the padding in your display. Not only will visitors notice it, they may appreciate it enough to linger a little longer with your booth staff.

Full color graphic images printed on flooring is another way to extend your brand message. Vinyl offers a variety of patterns and textures including checkerboard, metal, and stone. Laminates and bamboo are popular wood flooring options and don’t forget there are new green materials such as cork and sisal. Raised floors offer lighting options and wire management underneath.


trade show pop up displays

When considering how to put together your trade show display and market yourself, don’t overlook the floor. It can be a foundational part of your plan!


is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

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Trade Show Tips | Booth Design

Best Ways to Save on Exhibit Transportation

by Gwen Parsons 15. August 2013 17:38

Transportation accounts for about ten percent of the average trade show and event budget. Reducing the cost allows you to repurpose the savings and re-invest it in promoting your event to generate more traffic and more business. 

Use lighter weight display solutions
It’s no secret that weight dictates your freight and drayage costs. Display solutions that travel compactly and weigh less offer exhibitors BIG savings. Portable modular displays are designed to offer high style and built with fabric printed graphics and lightweight aluminum to lower transport costs.

Get accurate cost estimates
Nobody likes to return from an event to find invoices that are significantly higher than what was expected or budgeted. The best way to get accurate estimates up front is with the correct number of items and the weight for each of them (boxes, cases, carpet bags) in your shipment. With this information you can compare costs using different methods and service providers.

Airline Baggage
Check with your particular carrier on their policies and rates to take a portable modular display on the flight with you. For example, I called United Airlines about taking a display in two Rolluxe cases from DC to San Francisco as oversize bags and was quoted $200 per case.

UPS and FedEx
Exhibitors with smaller spaces love the convenience of collecting their display at their destination. These widely known and available services deliver anywhere – offices, hotels, convention hall business centers –at competitive rates for shipments weighing under 150 pounds. Built-in wheels on shipping containers make it easy for exhibitors to maneuver cases onto elevators and around the event floor. 

Be sure to ask what surcharges may apply to your shipment. For example, shipping display cases without an exterior carton or oversize cartons may incur additional fees.

Freight forwarders
When your shipment weighs over 150 pounds your best option is a freight forwarder. Freight forwarders manage a chain of suppliers and may use multiple carriers to deliver your display to its destination - by ground, air and water. Some are referred to as LTL which is light truck load meaning your shipment may be combined with others on the same truck.

Ask your estimator to quote different options. If you have multiple items to ship, compare the cost to ship them as individual items and together on a pallet or skid. Trucks delivering direct to the show or advanced warehouse have to get in line to unload. Check whether, and what, waiting fees may apply. Deliveries to locations without access to a loading dock will require trucks with a lift gate which may incur additional fees, too.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

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Trade Show Tips

Marketing Executives’ Outlook on Trade Shows and Events

by Gwen Parsons 7. August 2013 20:22

The Chief Marketing Officers Council and the Exhibit and Event Marketers Association recently partnered to benchmark the value of trade shows and events based on a survey of senior level corporate marketing executives. The results have been released in a report entitled “Customer Attainment from Event Engagement” and addressed in a symposium held last week. Here are some of my key takeaways:

Trade shows and events are core to the marketing mix

  • Exhibitions and events are viewed as a major source of new prospects and opportunities for gathering leads and meeting with customers.
  • Survey respondents rated conferences, conventions, trade shows, expos, and customer hospitality events as most important to their business development strategies. Online events, large event sponsorships, and dealer meetings were rated least important.
  • Forty percent of survey respondents are replacing big shows with more vertical market events that offer targeted audiences.
  • Forty-four percent are hosting their own customer events.

Marketing budgets remain steady

  • The CMO Council’s “2013 State of Marketing” study reported that an average of nine percent of the marketing budget is allocated to trade shows and another three percent to corporate events for an impressive total of twelve percent.
  • More than half of survey respondents said their budget allocation will remain the same next year.
  • One of the top challenges identified by marketers was managing escalating costs within their trade show budget.

Marketers anticipate increased demand for justification

  • In order to make a strong business case for trade show participation marketers are seeking front end and back office measurements to demonstrate event effectiveness.
  • Attendee mix and quality is the top criteria used by marketers to select events. Marketers expressed their need for reliable attendee information from show organizers - before and after the event.
  • In addition, the study revealed interest among marketers for show organizers to employ new technologies such as RFID badges, QR codes, and Apps to provide metrics such as booth visits, length of stay, and conference content access.

There’s room for improvement in the back office as well. Marketers continue to wrestle with how trade shows and events contribute to sales revenue. Only about one third of marketers feel their company does a good job converting leads into business opportunities. Although more than 40 percent of marketers say they have CRM systems they are happy with, they don’t have visibility into the sales funnel and conversion pipeline.

is the Senior Vice President of Marketing at Nomadic Display. She is a regular contributor to the Nomadic Display Blog and can be found at Google + and LinkedIn.

 

Exhibit Design Tips for Maximizing Results

by Gwen Parsons 23. July 2013 19:07

Exhibit design is one of the most powerful and least understood elements of trade show marketing. A display is your ambassador, a temporary representative designed to communicate on your behalf and foster commerce. For this reason, the overall design should attract visitors, reflect your brand personality, and provide a platform for developing your business relationships. So here are a few trade show display ideas for creating a dynamic trade show booth design.

Use Height
Take advantage of the highest point of your display to place your company logo. Lightweight fabric structures in a variety of shapes may be hung above your display for visitors to locate your booth across the show floor and as they walk down the aisles. You don't have to spend a lot to maximize your space. Tall structures such as towers with signage at the top can create similar effects without the expense of ceiling rigging.

trade show exhibits

Draw Attention
Think of attendees as specialized and discerning shoppers that are influenced by what they see, hear, or smell. Motion can catch attendees' eyes while LED spot or backlighting can make your graphics pop. Use music and special sound effects to stimulate their curiosity and because smell is our strongest sense, use it to lure visitors in with fresh coffee brewing, popcorn popping, or chocolate chip cookies baking.



Open Up
Make your visitors feel welcome with an open and inviting floor plan. Encourage entry by offering easy access to your space from multiple points. To that end, think more space, less clutter. One general rule of thumb is to leave 60 percent of your space frontage open and at least 60 percent of the floor space unoccupied.

trade show display

Provide an Experience
Don't underestimate the power of face-to-face contact with your product. The number one reason people attend shows is to see new products. Nothing sells a product as effectively as a truly hands-on experience. Visitors look for opportunities to see and touch your products to learn about them. Integrate product display into the exhibit, distribute samples or conduct in-booth demonstrations.

For more tips on trade show design, download our special report "Exhibit Design Strategies that Maximize Results" today.

 

What Your Exhibit Designer Needs From You

by Gwen Parsons 10. July 2013 00:12

Exhibitors often ask what information is needed to start a new trade show booth design. Ideally you want a well thought out trade show display solution that will help you achieve your marketing objectives. Better quality input from you will produce better quality output from your exhibit designer.  So take the time to gather the right input.

1. Exhibiting calendar

Once you have selected your trade shows, create a list of each of the events you plan to attend and their space sizes. Based on the number of events and their space sizes, it may be worth considering a modular display that can scale to fit different change and adapt to each event and trim provide you with costs savings that may be applied across your trade show marketing program. If you have  a one off situation, it may be advisable to use a trade show display rental.

2. Concise design brief

Your brief should describe your marketing goals, how you plan to engage your visitors, explain your products/services that will be featured and demonstrated. Try to express the look and feel you want your brand to portray to potential clients.  Describe your plans for visitor interaction – touch screen programs, product sampling, small group meetings, live presentations, etc.  While you may not have every detail pinned down, document what is firm in your mind.

A brief is not only helpful to your designer, it can also help you evaluate the display design concepts they present. Download our Exhibit Design Strategies which contains a tutorial to help you write a brief.

3. Realistic budget

Be open about discussing your budget and any cost cutting strategies you want to pursue.  Designers do their best to create a design solution to fit your budget.  Prepare for the discussion by researching the size and type of display designs that fit the design brief you created.

4. Design tools

Design time is better spent designing than searching for materials.  Your designer will need to understand the corporate image guidelines for your brand, and have access to the logos, artwork, photos and/or graphic images you want used in your exhibit design.  You will need high quality images since they will be printed in large format. If you decide to have graphics designed by an agency, you will need to provide them with graphic file preparation instructions like the ones in our GraphicSource Guide.

5. Adequate time

Plan to provide a brief to your exhibit designer at least three to six months prior to your event.  You will receive a better thought out exhibit design with less stress for all involved.  Keep in mind the time required for decision-making by members of your organization.  Artwork proofing and exhibit build production times will vary depending on the size of your project.

 

Plan Now To Avoid Panic Later

by Gwen Parsons 28. June 2013 19:20

Fall trade shows and events are just a couple of months away so summer is a great time to get organized. Remember Bill Murray’s movie “What About Bob?” Richard Dreyfuss played his psychiatrist and the author of “Baby Steps.” The trick is to break big problems, like event planning, down into small steps so they can be accomplished in an orderly manner. The first baby step toward a Fall event is to create a checklist of activities and their due dates. Here are some tips on how to get started.
Promotion Campaign
Develop a marketing plan for the event. Consider all of the on- and offline opportunities to promote your presence at the upcoming event. Your plan may include advertising, sponsorships, free VIP passes, press releases, a banner on your website, email broadcasts, newsletters, social media posts, premium giveaways etc. Using target dates for release, you can estimate when to place orders and start the development of artwork. Ideally your messages will be carried through in graphics, presentations, and other materials at the event.
Inspect your display
Be sure your display is prepared to represent you. Shabby graphics will reflect poorly on your company so order replacements when needed. If you plan to purchase a new trade show display, it’s a good idea to draft a brief. Describe your marketing objectives, the products and services you want to push, and interactions you are planning for visitors. Get input, buy in or approval on the brief from appropriate managers. Gaining consensus at the beginning will help you avoid having to tackle internal obstacles at the finish line. The brief can help speed your request for design proposals and guide your evaluation of display solutions.

Show Services
By now you have, or will soon receive, your exhibitor service manual. As the official digest of everything you need to know about the event, it’s important to go through it carefully. Determine which show services you will need and add the early bird dates for form submissions to your checklist. By planning to submit your service orders by the early bird due date you accomplish two things. First, you get the best rates on the services you need, savings of as much as 50 percent. Second, if you miss an early bird submission date you still have time to meet the final advance due date and qualify for some savings.

Book your travel
According to Sean O’Neal of BBC Travel, the old rule of thumb – booking tickets three months ahead for the lowest prices – seems now to be out of synch with the latest research. Based on studies by Kayak and FareCompare, O’Neal suggests purchasing on Tuesday afternoon, about three weeks in advance for domestic US tickets and a little more than a month in advance for international tickets to get the best deal.

As for hotels, compare the rate secured by show management to online rates. I got lucky searching online one night and saved over $1,500 for my team to stay at an event’s host hotel.

Beware: dates on this calendar are closer than they appear. If you find you’re already near a due date, don’t be discouraged. You’ve completed your first baby step!

 

Why Fans are Flocking to Tension Fabric

by Gwen Parsons 19. June 2013 16:56

Whether it’s an event or trade show, graphics digitally printed on tension fabric can be seen on everything from hanging signs to counters.  Rapid growth in the popularity of tension fabric displays in recent years is likely due to key advantages like these:

  • Fabric graphics deliver high quality, continuous tone images in a vivid range of colors.
  • Fabric graphics are less expensive than rollable magnetic graphics.
  • Fabric graphics are more durable and easy to maintain. They don't ding or dent. They are fade resistant and also machine washable.
  • Fabric graphics are lighter in weight and ship compactly which helps reduce storage, transportation and handling (aka drayage) costs.

For a purely graphic backwall, nothing beats combining fabric with a pop-up for the ultimate in portability and speed. Our popular FabriMural™ display offers lightning fast set-up because the tailor-made fabric graphic travels pre-installed on our Instand® frame. Just pop it up and its ready to show. The all-in-one convenience of our RollOne case allows you to ship FabriMural™ with a counter conversion kit featuring matching graphics. For a limited time you can have a fabulous FabriMural™ display for less with our current promotion. Download a discount coupon here.



Silicone edge graphics (SEG) enable fabric to be pressed into the built-in track of aluminum extrusions.  The result is a crisp edge-to-edge finish. Accessories may be added to fulfill both aesthetic and functional needs. Options such as fabric canopies in a variety of shapes and signage provide dimensionality and real estate for brand messaging. iPad mounts, flat screen monitors and product pedestals serve the functional requirements of a presentation.



Although fabric displays with SEG tend to be more elaborate they can still ship in a wheeled case and be simple to assemble. Our HangTen and Inspire fabric displays also include a folding step stool for those hard to reach places.  See for yourself how easy it is to set-up fabric displays with SEG by watching our installation videos.

Whether you choose the speed and simplicity of a pop-up or the upscale aesthetic of an extrusion based display solution, brilliant tension fabric will make you a fan too.

 

Promotional Products are the Gifts that Keep on Giving

by Gwen Parsons 6. June 2013 01:06

Swag is a staple at trade shows and events. Promotional items enable exhibitors to thank visitors for stopping in, and to extend the brand experience beyond the show floor. That’s because visitors keep their premium giveaways for an average of six months. Since your giveaway is the ad that keeps on giving, you want to choose wisely.

Ideally you want a promotional product that will not only reflect positively on your company’s brand, but that will also align with your marketing strategy and creative theme.  Whatever you select, invest in a giveaway that is durable and, most importantly, useful. Usefulness is the key reason recipients keep their promotional items.

The most popular ad specialties have a practical use. In fact, according to a study conducted by the Advertising Specialty Institute last fall, the ten most popular promotional items are:

 

1. Writing instruments
2. Shirts
3. Bags
4. Calendars
5. Desk/office accessories
6. Caps/headwear
7. Drink ware
8. USB/flash drives
9. Health and safety products
10. Outerwear

As you research promotional products, consider your target audience.  Some promotional items appeal more to certain demographics than others. A few interesting takeaways were revealed in the ASI study, for example:

*Younger consumers are more likely to have a branded item on their desks.
*Consumers over the age of 35 own more drinkware.
*Men are twice as likely as women to own a branded cap.
*Women are twice as likely as men to own promotional bags.
*Latino consumers are the most likely to own a promotional t-shirt.
*Asians consumers are most likely to own branded USB drives.

Swag is available at a variety of price points, and ultimately your choices will need to fit your budget. So you may want to consider having different promotional products for different types of visitors at your trade show display. For example, have a lower priced giveaway for most visitors, such as a clever writing instrument or LED-lit tumbler, but reserve a more expensive item with a higher perceived value, such as outerwear, for your current clients or best prospects. 

Remember that trade shows and events are about engagement, so while your giveaway should be practical, it can fun or humorous, too.

What was the best promotional product you ever got at a show and why?

 

How to Get the Conversation Started with Attendees

by Gwen Parsons 28. May 2013 18:52

All too often trade show booth staff don’t know how to engage attendees as they come down the aisle. They watch attendees walk by their trade show display, afraid to approach them because they are unsure of what to say or fear bothering them.  While some attendees will stop, what about the ones that don’t?  You're there to meet with attendees, so you need to get the conversation ball rolling.

First recognize that no one wants to interrupt trade show staff on their phone or huddled together chatting with one another.  They will think you're too busy to talk with them and continue on down the aisle.  Be present and make yourself available so visitors will feel welcome. Adopt a relaxed stance, smile and yes, by all means, step out into the aisle.

Next, you need to know what you're going to say to kick off the conversation.  "Hi there, can I help you with something?" or “Enjoying the show?” are uninspiring at best.  The most predictable response is likely to be "no thanks, I'm just looking."  End of conversation.  You need more engaging conversation starters, to get them involved immediately.

The best openers are often to offer something – a free sample, the opportunity to participate in an activity, or win a prize.  Formulate open ended questions that cannot be answered with a simply yes or no.  Think of questions that use who, what, where, when and how vs questions that use are, can, do, have, or will.  For example, "If you win the iPad we're giving away today, who would you give it to?".  Start off the conversation focusing on them, rather than the other way around.  Your opener should get them thinking, and regardless of what the answer is, it should draw them into a conversation about their needs, provide an opportunity for you to explain what you do, and determine whether you can help them.

It's important, of course, not to get discouraged.  No matter how great your openers are, not every person that walks by has a need for your product or service.  Keep in mind that if you're friendly, approachable, and have a great conversation starter, your chances for generating more leads will be greatly increased.

For more tips on successful exhibiting techniques, request a copy of our guidebook.

 

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Trade Show Tips

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