| “In the right light, at the right time, everything is extraordinary.”
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Aaron Rose |
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This month we will take a quick look at a new Electrical problem on the showfloor.
Today we look at electricity and one of newest problems exhibitors have on the showfloor. Why do exhibitors have problems? Actually the answer is much different than in the past. Today, almost every exhibitor orders early and pays with a crefit card. However, in most US venues the floor work will be done – the drops, etcetra, but hanging the lights onto the booth structure and plugging you in will not be completed until you make a trip to the Electrical Desk and request that your work be handled. Yes, you have prepaid, but nothing will be completed until you visit the Electrical Desk. Your EAC cannot do this for your company as they are not authorized signatores on your show paperwork.
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Tradeshow Carpeting
–sizes, ounces, colors et all
Carpeting for your booth space can be as easy as one, two, three, or as confusing and difficult as e=mc2. Okay – take out your show manual and turn to carpeting. When you order carpet for a 10’x10’ booth it comes to you as 9’x10’ – which is really no big deal because the back one foot of your exhibit space is technically not yours, the fire marshall mandates a minimum of 18” between the backs of inline displays. However, when you move four of the 9’x10’ pieces into a booth space to make a 20’ x 20’ carpet for your island space – well, now you are in trouble. The show contractor generally just tapes down four 9’x10’ carpet pieces and leaves you short all of the way around. Additionally, if you order the bargain-basement carpet from the show – traditionally that is 16 ounce carpet - not very good quality! The show pricing at the lower end may be better than your exhibit house – but be certain that you compare apples to apples! And while we are on this subject – never use carpet without padding – there will be no rest for your feet if you go low end carpet onto concrete. Truly not a very inviting situation.
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With all of the visual clutter and color that is usually found at trade shows, how can you stand out from the rest? By using lighting to strategically enhance both products and graphics, you can differentiate your company from the crowd. Even in a row of 10 foot exhibits – your lighting choice is the key to making you standout.
Lighting increases the excitement level of the booth space – it is welcoming and brings the clients into your environment. We recognize that every 4-5 months this subject is revisited; however, it cannot be too strongly emphasized that light and light alone will bring you to the forefront of the show floor. Companies that choose to save money by ignoring lighting are doing themselves a disservice.
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Professionally lit booths draw more traffic from the trade show floor because of their heightened visibility. One of the simplest things companies can do to improve their appearance is turn off the houselights over their booth… and yes you do pay for this. However, when the houselights over a booth are turned off, dramatic atmospheric changes can be felt in relation to the rest of the show floor. Separation from the visual tensions of the show floor offers clients a relaxing place to stay while they listen to a presentation or view product.
Large booth spaces can use floating truss with professional lighting attached, while smaller island booths can use trussing around the exhibit space with contemporary light forms. Additionally smaller islands and inline booths can use lighted structures to catch attention as elements in the design of their exhibits. Even the smallest booth space can utilize a gobo light to create light
and movement. Providing movement attracts attendee’s eyes and turns their bodies towards your booth. We rent gobos for large exhibits to beam onto tension fabric pieces in the air, as well as small exhibits that use the floor to get noticed. However you manage it get some light into your booth space – we guarantee that if you light it … they will come! More Lighting Ideas ...
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Tradeshow mistakes are costly and truly preventable – just by using common sense and integrating a few pointers – you may save thousands of dollars. Today, fewer attendees are aisle cruisers and more are selective shoppers mainly because of their own time management, clock watching and their travel budget. Freewheeling down an aisle may only come on the last day of a show – appointments are held the first days. No matter what size your booth space – do not block access between your sales personnel and a potential sale. Keep barriers to a minimum. Mail company information out to qualified leads, within two weeks after the show. Most of the paperwork picked up at the show – at best makes it to the hotel – not very often does all of that “stuff” get home.
Great booth traffic means nothing if you do not have qualified buyers. Invite, invite, invite – current customers, prospective customers, and “dead customers” – you might be surprised how many come back. Avoid games, models, and magicians – unless they are strictly there to entertain your clients. And reconsider your giveaway program – as this once again, attracts the masses. Have a plan of attack for follow-up. This is probably the area most lacking by a majority of exhibitors. Tell prospects what you can do for them in 10 words or less – they are not cruising the aisles to read a book on your company’s values. Catch their attention and let them ask you the questions. Do not cut the conversation short with a quick yes or no answer – be certain that you keep asking probing questions to get the full scope of what the prospective client is really asking.
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