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Serving Trade Show Exhibitors Means Going the Extra Mile

by Gwen Parsons 11. June 2015 17:42
Veterans of the trade show industry know to expect the unexpected. After forty years producing trade show displays, we’ve encountered our fair share of surprises.

In fact, back in 1992 we implemented the Nomadic LifeLine: the first 24/7 global emergency service hotline because customer problems often arose after business hours or on weekends when they needed it most. Today we manage to resolve Rescue 911 situations and still make it look easy.

The story below is just one example of what happens behind the scenes to solve a trade show exhibit problem. All company and client names have been withheld to protect participants’ anonymity.


Background The client purchased their Nomadic Display more than a year ago. Just prior to a recent show they ordered a couple of new graphics. The art files were received, printed and shipped to arrive for the show on time.

Friday 3:00pm Customer called in a panic because the new graphics were not fitting properly and delaying progress with setting-up the trade show exhibit. They needed replacement graphics by 8:00am the next morning. Worst of all, the show hall was at least 3 hours away.
   
3:25pm Our team immediately sprinted into action. Customer Service secured correct measurements from the client. Project Management created revised artwork specifications. The Graphics team resized the art files and prepared them for output.
   
3:50pm The revised artwork was sent to print. Meanwhile Customer Service continued to research transportation options to ship the replacement graphics for delivery by 8:00am the next morning.
   
4:45pm The graphics were delivered to the finishing dept.
   
5:30pm The graphics were delivered to the packing dept.

Customer Service was unable to find any shipping services that would guarantee delivery by 8:00am the next morning. Are you biting your nails yet?
   
5:45pm Like a comic book super hero, one Customer Service agent stepped up and volunteered to drive the replacement graphics to the show hall. That’s really going the extra mile!
   
12:00 The Customer Service agent texted the President to report the hand off to an amazed customer.
   
Saturday 8:00am The President made a follow-up call to the client who reported that the trade show exhibit set-up was almost complete and the new replacement graphics fit perfectly.
   
Monday 8:00am The President shared this story in a message to our employees “Needless to say you all went above and beyond late Friday afternoon and you did it without one complaint. Well done. For the efforts you all put in, every day, thank you!”

Being a leader means doing everything possible to make it right for your customer, no matter who’s at fault. We take pride in finding solutions to our customers’ toughest problems. After all, you know what they say…”the show must go on.”

What’s your latest 911 story?


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 Shows

NEW! Envision Modular Trade Show Displays

by Gwen Parsons 29. May 2015 16:53

If you’re like many exhibitors – you want it all – great design, easy set-up, durability, compact portability…oh and don’t forget upgrade options. With Nomadic’s newest innovation, now you can have it all.


Envision trade show displays make a statement with ultra-sleek style.

A trade show display does more than just present a marketing message, it projects an image for your company. Envision trade show displays deliver first class style with ease. A ten foot Envision display packs complete with accessories into one portable case and sets up in minutes without tools.



Envision trade show displays offer more than exhibitors may expect at a cost less than they might imagine.

Envision trade show display features are generous:


    • A seamless SEG (silicon edge gasket) fabric graphic panel mounts edge-to-edge on a frame with for a crisp finish.

    • Choice of upgrades including halogen or LED spotlights, dimensional signage, monitors, a second graphic for double sided use and more.

    • Only Envision displays travel complete in an upright case that ships UPS and FedEx.

    • Nomadic stands behind every Envision display with a lifetime warranty.

    • A 10’ Envision display with a set of lights in a RollOne Case is available at special introductory pricing until August 31, 2015.


To learn more about why an Envision display will do good things for you and say good things about you; visit our new product page.

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 Shows

How To Develop New Business at International Trade Shows

by Gwen Parsons 7. May 2015 19:26

Many companies today are reaching beyond their native borders to develop new business opportunities. Whether the goal is to build a global brand, increase revenue, expand distribution, or establish operations, trade shows are one of the best ways to introduce your company to a new market. The following key points should be beneficial to exploring international trade shows.



Find the right event. There are a number of searchable trade show directories online that enable you to research trade shows by country, industry, search term, and dates. Examples include M&A or Expobase. Your exhibit house should be able to help you screen appropriate trade shows based on your specific goals.



Do your research. Learn as much as you can about international exhibiting in general and specifically in your target markets. Exhibitor Magazine publishes an annual article on top trade show destinations. The ExhibitorLive conference offers a number of international education sessions. Mark your calendar to attend Feb 29-Mar 2, 2016 and register here to receive conference updates.

A new book "Trade Shows from One Country to the Next" offers fascinating insights into trade show marketing in 45 countries. Author Larry Kulchawik has over 40 years of experience in the international trade show arena. His book focuses on venues, regulations, exhibit architecture, cultural differences, behavioral adjustments and communication skills needed to successfully market products and services at trade shows in foreign countries. Order a copy of his comprehensive guide at Amazon.com



Select an experienced partner. You will want to work with an organization that has experience in your target market. Ideally the organization you choose will have operations located in your target market. Nomadic Display has offices in major markets in the US and Europe that offer display fabrication, exhibit rentals, graphics, and show services. We produce from the location closest to our clients’ exhibition destination to reduce time and expense. If you plan to work with an independent consultant, be sure to ask for client references to verify their experience.



Design for a different audience. Your trade show display needs to engage an audience of a different culture. That requires an understanding of the style, colors, language, in-booth activities, and more that will drive the optimal trade show display design. To effectively collaborate at your exhibit design kick off meeting bring show specific regulations, a floor plan denoting your space on it and a design brief that includes your research into your target market.

For more tips on international exhibiting, go to Resources.

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.

 

Nomadic Display® Celebrates 40 Years of Trade Show Displays

by Gwen Parsons 22. April 2015 09:32

Like many small business ventures, it all started with one man’s imagination and an entrepreneurial spirit. Theodore “Ted” Zeigler invented Instand®, the first self-locking pop up display. Then he founded Nomadic Display in 1975 to manufacture and market his invention. Who knew then that it would become an internationally recognized exhibit brand?

Theodore “Ted” Zeigler



Instand pop up displays revolutionized the exhibit industry. Here’s why. For the first time exhibitors could have a professional looking trade show display AND do-it-yourself freedom. Instand collapsed down to a compact, lightweight bundle that packed with graphics into a cylindrical shipping case. The case could be stored in a closet and be shipped by UPS, FedEx or checked as airline luggage. Exhibitors could carry Instand onto the show floor and set it up without drayage costs or union labor. Exhibitors could have a 10’ billboard with gorgeous graphics that was/is easy to use and cost effective, too. No wonder it become the most popular portable display in the world.

Zeigler has been recognized as a pioneer in the exhibit industry. To commemorate his ground-breaking contribution to the industry, Zeigler is a recipient of the Exhibit Designer and Producers Association Hazel Hayes Award. Exhibitor Magazine established The Zeigler Award as the top honor in their annual portable/modular display design competition because he “launched the portable/modular industry.”

Since 1975 Nomadic exhibit solutions have expanded from portables to include a wide range of modular and custom trade show booths, exhibit rentals, graphics and program services. Over the past four decades, Nomadic has delivered more than a quarter million trade show exhibits to companies around the world and earned more than 20 awards for design excellence.

Nomadic’s dramatic trade show exhibit incorporated our newest innovation
the DesignLine® Wall System



We kicked off our ruby anniversary by celebrating at ExhibitorLive last month in Las Vegas.

Back row: Doug Turpin, Jim Casper, Gwen Parsons. Middle row: Stacy Barnes, Pat Goeke, Dave Evensen, Mike Rill. Front row: Eric Hedge



“The inspiration we get from our customers has fueled our creativity for four decades,” said Pat Goeke, President and CEO. “In addition, we are fortunate to have built trusted relationships with international distribution partners who are leaders in their respective markets.”

Celebrate with us by taking a quick trip down memory lane. View our 5 min timeline

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.

 

Tags:

Booth Design | Trade Show Marketing | Trade Shows

Pop Up and Modular Display Design is the Rx for Quiron Hospital Group

by Gwen Parsons 8. April 2015 07:46



Quirón Hospital Group is the largest private hospital network in Spain with campuses in Barcelona, Madrid, San Sebastián, Valence and Zaragossa. Quirón operates 38 healthcare centers with more than 2,500 hospital beds and an internationally prestigious medical team.

Quirón secured an island space at FITUR in Madrid, for its first ever participation in an exhibition. It is the most important international tourism fair in Spain. Their objective for the FITUR fair was to promote the company’s mission and locations.

Quirón had a preference for tension fabric structures for two reasons. First they liked the design appeal of fabric graphics. Second, they anticipated exhibiting in more shows and wanted an exhibit design that would be lightweight and compact to transport. Functionally, Quirón wanted the design to include areas for casual conversations and semi-private meetings with small groups. To obtain your own design and quotation simply submit an online request here.

Nomadic Display ESPAÑA proposed a trade show booth design that offered brand visibility and an open floor plan. The exhibit design was inviting to visitors and would differentiate Quirón from other exhibitors on the show floor.

A tension fabric sign hung above the space to draw attention to the brand. Signage stands were placed at entry points on opposite corners of the space – one a tall banner, the other a flat screen monitor displaying digital media.



A meeting room for small groups was located at the center of the space and featured a backlit wall. Instand® pop-up displays with graphics promoting Quirón’s services were placed on two sides.



Lounge-like conversation areas positioned on the remaining corners were framed by half height, semi-circular acrylic walls.



The entire display packed into eight wheeled cases. Quirón took their new trade show display to one of the world’s top five travel and tourism events in Moscow last month.

“We had a very good experience working with Nomadic previously so we asked them to build our stand.” said Silvia Asensio González of Quirón’s Departamento Corporativo de Marketing y Relaciones con Pacientes. “We liked the design very much. All of our marketing objectives and requirements were met. ” For more trade show booth ideas, visit our display design gallery.

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.

 

Custom Trade Show Booth Rental Wins Fans for WinRetail

by Gwen Parsons 25. March 2015 22:51

JDS Solutions is the developer of WinRetail® management software for mid-size independent retailers. To promote their product to over 30,000 members of the retailing community, JDS exhibits in Retail’s Big Show in NYC.

JDS has been a client of Nomadic Display since 2010. Initially they exhibited in a 20’ inline trade show booth and then upgraded to a 400 sq ft island beginning in 2013. “We prefer not to be locked into a particular configuration. Trade show display rentals. give us the freedom to market ourselves with a unique exhibit design every year.” says Jeff Weingrad, Executive Vice President of JDS Solutions.

To explain to prospective clients how WinRetail management software can improve their business from the storefront to the back office, The Stephenz Group, JDS’s agency created an infographic entitled “The Great Race to Win Retail”. The race course illustrates software benefits such as inventory reduction, faster merchandise turn over, and increased profitability.



JDS wanted the infographic to serve as the centerpiece of their tradeshow display graphics. The Great Race theme was also integrated into their trade show marketing campaign which included print and online advertising, email and telemarketing.

Experience and formal research tell us that attendees prefer interaction to relate to products. So during an exhibit design briefing with Nomadic, the team came up with the idea to build a slot car raceway into the display. All agreed it would be a fun and engaging way to entice visitors to learn about WinRetail.



JDS Solutions was so pleased with the results they plan to use the same trade show booth design next year – for the first time in five years. JDS’ primary goal at trade shows is to capture and convert opportunities so the metrics they measure are based on quality over quantity. Race winners were rewarded with a winners’ circle certificate featuring a limited-time discount offer on WinRetail software.

When asked what element of the project he was most proud of, Jeff Weingrad replied “The team.” The creative energy, enthusiasm, and meticulous detail expressed by Nomadic made us feel like they were members of our own staff. Nomadic designers worked closely with JDS and their agency, The Stephenz Group, 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.

 

5 Tips for Better Trade Show Results

by Gwen Parsons 11. March 2015 19:23

Exhibiting at a trade show can be one of the quickest and most exciting ways to grow new business opportunities. I frequently hear stories of companies that are successful at generating new business activity through trade show marketing. On the other hand I also hear about companies that exhibit with disappointing results. So the obvious question is what are these exhibitors doing differently?

The answer is often “you get out of it what you put into it”. Here are 5 points we can learn from the successful exhibitors that you can employ to maximize every opportunity at a trade show or event.

Promote Your Presence

While pre-show campaigns vary from exhibitor to exhibitor, the goal is the same - to contact as many attendees as possible and draw them to your trade show booth. You need multiple touch points to reach today’s time pressured attendees. A typical pre-show campaign consists of combination of tactics from print ads, direct mail, press releases, online ads, and emails to telemarketing, social media, sponsorships and promotions.



Make Room for Business

In a recent study, exhibitors cited booth layout as one of the top three factors that improved their show results. Specifically they noted more entry points, more open space and less clutter.

An open floor plan helps to create an approachable atmosphere. Current exhibit design trends combine open space, architectural simplicity and light color palettes to create a fresh, modern environment. Open floor plans also reduce barriers to entry and facilitate circulation within your space. As a general rule you want at least 60% of the frontage open and at least 60% of the floor space in the exhibit unoccupied.



If you plan to have a theatre-style presentation, hands-on demonstrations, or private meetings, make sure you book a space big enough to accommodate them.

Approach All Attendees

Trade show attendees are people genuinely interested in learning about new products, industry trends, and how-to solutions for their top of mind concerns. Some attendees will approach your trade show booth and easily cross into your space. Others will stroll briskly past focusing on something like their phone to avoid eye contact. More attendees will pause and look as they make their way down the aisle. Any or all of them may have questions they’d like to ask but don’t dare to start the conversation themselves.



The concept of approaching people out of the blue and instigating a conversation may feel uncomfortable. Yet your booth staff needs to be proactive about stepping into the aisles and approaching all attendees.

Here’s why. By starting the conversation, your booth staff instantly puts the attendee at ease. Your team should think of themselves as hosts and every passerby as a new guest. When an attendee feels welcome they are naturally more open to learning what you have to offer. All it takes is asking an open ended question to break the ice and start building rapport.

Not only will you collect more leads, more importantly, you’ll increase the chances of making the sale too. The Center for Exhibition Industry Research estimates that 85% of the reason for a sale is the booth staff. People remember people: their attitudes; behavior, appearance and knowledge, often before they remember the company name.

Stimulate Attendee Senses

Visitors are flooded by stimuli when they enter a show - lights, colors, noise, and crowds. It takes a visitor seconds to walk by and sum up whether or not to stop at your display. Ask yourself what you would stop for at a trade show exhibit. Your attraction may involve more than one of the five senses:

Sight – Visitors may recognize your brand or be intrigued by what they see in your trade show exhibit: Dazzling backlit graphics, big screen video presentations, product demonstrations or live presentations.

Sound – Visitors are attracted to sounds emanating from your booth whether its music, a presenter’s voice, or attendee laughter as they play an in-booth game.

Smell – It’s the strongest sense for triggering associations and memories. Good smells such as fresh coffee or familiar food scents like popcorn can reach out to visitors and lure them in from the aisles.



Taste - Offer light refreshments to entice visitors. It may help lengthen the duration of their visit. We recently celebrated our 40th anniversary at a trade show by sharing yummy treats with attendees. We served red velvet cake on day 1, cookies on day 2 and chocolate brownies on day 3.



Touch – Entice visitors with a tactile experience, the opportunity for true hands-on interaction.

Give Promotions that Offer Value

The right giveaway can promote your brand for months after the show. The best giveaways offer true value. See our post on promotional products to complement your trade show display for the items that offers true value.

Another very powerful technique is to extend an offer only for visitors to your trade show exhibit. You can use a discount or value add approach. Create a show special package with a discount price or give out a one-time promotion code to apply to an online purchase. Alternatively you could offer a free upgrade or a bogo (buy-one-get-one). Be sure the offer is available for a limited time only so recipients have a sense of urgency to act. If there is enough interest but the time frame is too short you can always extend the deadline.

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.

 

Trade Shows are the Place to Build Business Relationships

by Gwen Parsons 17. February 2015 23:30

Trade shows are among the best events for meeting clients, new prospects, industry colleagues and old friends. From the show floor to the sessions and networking functions, trade shows are the place to meet and renew connections. Events enable you to keep in touch with your customers’ challenges and share how your latest developments can address them. In addition, it’s a great place to establish new business relationships with buyers, resellers, suppliers and even potential employees.


Target Key Contacts

Attendees today do their homework before the show. They research the companies they want to meet in advance. So you need to be one of the exhibitors on their “must see” list. Send out an invitation to your clients and prospects inviting them to your trade show booth. Draw attention to the highlights of what they can expect to see and learn when they visit your trade show exhibit. Make it easy for them to attend by pre-registering them or providing a free pass to the exhibit hall. Show schedule are hectic so reach out to your key contacts – existing or new – to set up a day and time to meet before, during or after the show hours.

For more tips on preparation download our 27 page Guide to Successful Exhibiting here.

Train Your Team

A positive atmosphere in your trade show display is important to making your visitors feel welcome and comfortable. Your booth staff should be enthusiastic and confident. That takes preparation and training. Generate a show handbook or manual for your exhibition team. Hold a briefing to review company goals, your expectations and their roles and responsibilities.



Walk the Show Floor

Remember that you’re a member of the event community within your industry. Exhibitors often turn to one another for information and guidance about everything from the location of the business office to great restaurants in town. Share and they will share alike.

Walk around the exhibit hall to see what other exhibitors are doing. You’ll see what your competitors are presenting and pick up some great ideas for your next event, 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.

 

Keolis Connects with a Knock Out Trade Show Display

by Gwen Parsons 21. January 2015 11:46

Keolis is the leading provider of passenger transportation services in the U.S. and Canada. Their 5,000 employees serve nearly 50 million people traveling by train, trolley, bus and taxi each year.

With multiple divisions and several recent acquisitions, Keolis decided it was time to unite them all under a single, updated expression of their brand. Keolis chose the world's largest public transportation exhibition to officially launch their new branding campaign.


A center tower topped with the Keolis brand name could be seen across the show floor. Visitors approaching from the right followed a flooring printed with a roadway that passed in front of a bus stop where visitors could have a seat. The enclosure featured an overhang, smoke acrylic side panel and backlit billboard. Behind the bus stop was a private meeting and storage room.

More than 750 companies exhibit at the American Passenger Transportation Association (APTA) expo. Anticipating 12,000 attendees at the show, Keolis wanted a knock out trade show display to stand out. So they decided that a 30’x40’ space would enable them to do just that.

The search for a company to design and build their new, flagship trade show exhibit, began about seven months prior to the event. Online research led Leslie Aun, Director of Public Relations and Communications, to Nomadic Display’s website . After browsing display design ideas, she submitted a design request online and had her first consultation a week later.


Visitors approaching from the left were welcomed “all aboard” down tracks, past a turn style, into a train car interior complete with faux seats and windows.

To engage their audience, Keolis wanted to tell their story in fresh and interactive way. Among their functional requirements were casual and private meeting areas, refreshment service and a simulator console. In addition, Keolis wanted the ability to repurpose the presentation for use in smaller spaces at other exhibitions.

After interviewing several companies, Keolis chose Nomadic Display for the project. Leslie Aun, explained, “The Display Consultants were very easy to work with. Nomadic embraced our vision and created a truly distinctive design.”

The final design divided the space into activity areas while maintaining an open plan that would be inviting to visitors and support the flow of a lot of foot traffic.


A streetcar training simulator for visitors to drive was located at the front end of the train car. The middle area offered bistro tables and chairs for visitors to congregate and a refreshment service counter with a large flat screen monitor.

Keolis was thrilled with their success at the event; they attracted thousands of visitors, made new contacts and extended customer relationships. “APTA was a terrific success for us and we really appreciated the support we received from the Nomadic team—before the event and on-site,” says Leslie Aun.


Investing in a modular display enables Keolis to break down their exhibit for use as a 10x10 and 10x20 trade show booth.

For more face-to-face exhibit marketing success stories, download our eBook “Exhibiting Excellence” here.

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 Shows

Optimize Your Trade Show Display with Technology

by Gwen Parsons 7. January 2015 11:29

Trade show displays today feature new technologies designed to help marketers attract, engage and deliver product information to attendees. The ever-growing pace at which new technologies are released presents many opportunities to maximize the results of your exhibit marketing program before, during and after every event. Among these potential benefits:

• Digital communications enable you to connect with prospects before your trade show. Online ads, email, and social media make an impression on your audience so they put you on their “must see” list at the event.

• Technology plays an important role engaging visitors during the show. From interactive games, electronic surveys and quizzes to audience triggered presentations, technology drives traffic.

• Technology can help you to demonstrate complex products using video or animations or touch screens in your trade show display.

• Recording contact details during the show is key to measuring your trade show results. Apps, bar code scanners and other technologies can make it faster for you to capture and qualify your visitors.

• Increasingly sophisticated tools make it easier to maintain contact with your prospects after the show so your company or product stays “top of mind” with prospects when they need what you offer.

To help illustrate some key ways in which technology may be applied your trade show marketing, we created this infographic. Download the graphic for your own use and feel free to share it with coworkers and colleagues. You may also publish it on your own website – so long as you do not alter the design.

If you opt to add our infographic to your site, for ease we have included an embed code at the end of this article. Simply copy it and paste it into your site to instantly display our image.

Share this Image On Your Site



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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