Frequently Asked Trade Show and Exhibit Booth Questions

Knowledge is power. Start off from a well informed position and you’ll get a lot more out of your investment in a new booth display for years to come.

Are Trade Shows really worth attending?

Absolutely! There is no better value for your marketing dollar. In fact, Trade Shows are the Premiere Source of buying information and 50% of the leads at a show are closed without a sales call. Also, 9% of these leads are closed with only 1 sales call and another 17% with only 2 sales calls. All in all, trade shows generated leads cost an amazing 45% less to close than field sales calls. Now that’s Smart Money Management! Still not convinced? Here’s an article describing how important the NAMM show is for the music industry. YOUR trade show is just important for you and your company. In addition, there is a greater opportunity to be brought up to date on the latest trends and developments. Not to mention the opportunity to discuss specific issues with industry professionals. For more information contact the Center for Exhibition Industry Research (CEIR) at www.ceir.org.

How do I know which type of exhibit will best suit my need?

Please feel free to call or email us and we will assist you in determining the most effective solution for your Trade Show Exhibit Program. By examining the function of your convention booth — why you’re exhibiting, what you want to accomplish and how that will be done (i.e. product demonstration, conference areas, computer workstations, graphic images, product displaying, etc.) — the appropriate exhibit system recommendations will be made.

When is a Panel System the answer?

For example, your exhibit program dictates that you need design flexibility. A 30′ x 40′ island at one show, a linear 10′ x 20′ at another, and then a 10′ x 10′. Also, you’ll want to display your products. And, then there is the need for locking storage areas, a private conference area and computer work stations. Also, the plasma screen. Are we forgetting anything? Upon further discussion, we would most likely suggest the Abex 500 & 600 Panel Systems, or for more customized requirements, the Abex 900 Custom Modular Laminate System (which is not available on this site – Call us). With elegant detailing and full function capabilities, the Abex “Best of Show” panel systems win the award for design versatility. To see design examples just click on Exhibits.

What is a “Pop-Up” Display system?

A Pop-Up exhibit is an expanding geodesic frame which opens up to become a wall or overhead structure in a matter of seconds! Quick and easy is the watchword with this lightweight exhibit system. This is the most portable, cost effective system and it is uniquely suited for large format billboard style graphics. In fact, your latest ad may be the best trade show exhibit. Remember that continuity builds recall. (To see design examples, just click on gallery.) The unique patented Abex 300 (curved) and 350 (straight) systems are so well engineered that innovative exhibitors use them in longer and taller exhibit configurations for larger island exhibits.

How can I fine-tune my sales and marketing message at shows?

An effective exhibit distinguishes you from your competition and is easy to identify by asking yourself a few simple questions. 1. What do customers think is the most valuable quality about our competitor’s products and services? 2. What might induce them to switch? (Specific product or service related) 3. What are the main complaints customers have about our products and services and of our competitors products and services. 4. Who do they see as market leaders and why? 5. Which customer needs go unfulfilled? 6. What is the key factor in their buying decision? 7. How are changes in the industry and current conditions influencing them now? You can find the right position for your company and products by answering these questions. At Image Design we know that by partnering with our client, our function as their consultant can often help a company determine the right focus and communicate that with great results on the show floor!

How can our tradeshow exhibit staff help us get the most out of the show?

Make your company’s goals and objectives clear at a Pre-Show staff meeting. Communicating clear goals and how you intend to achieve them will help employees feel like part of an actual team with a clear goal. Challenge them with a mission! Here are some topics to cover that help everyone participate as a team. 1. What are the general and specific objectives in attending this show? 2. What elements in our strategy are going to help us attain each general and specific objective? 3. Identify what role each booth staffers will assume. You might assign roles according to product line, geographical area, type of industry of physical location in the booth. Perhaps one person can be assigned to collect leads, replenish literature, take a message or re-direct a potential or current client to the right exhibit staffer.

How does color affect the effectiveness of my exhibit?

Color creates subconscious impressions. Here are some examples: Red: Excitement, passion, rescue, warning Green: Freshness, health, masculinity Blue: Official appearance, trustworthiness, soothing Purple: Bravery, lawfulness, excess, regal Silver: Contemporary, sleek, upscale Black: Formal, evil, nothingness, sexy White: Purity, elegance, cleanliness Brown: Dull, strength, poverty, fertility Gray: Wisdom, grief, humbleness, strength Your exhibit structure and the graphics you use will ultimately determine how you are perceived. Judicious use of your corporate logo and brand identities are of course your best method of reinforcing name recognition and brand awareness.

What rule of thumb should guide me where to place my exhibit graphics?

Generally, there is a hierarchy of placement order. 1. Company name, identification at the highest point 2. Tagline or defining statement 3. Three to four broad product categories, departments, service levels Beyond this, exhibit graphics depart from the Marketing side and enter the sales side. Remember that the booth is a marketing vehicle, and it’s people that handle the sales.

Why not show all our product features, or the full list of services we offer?

The answer is simple! Tradeshows are full of distractions! People can only absorb and retain so much information. They talk with lots of people and just the sheer amount of visual distraction at a show can be overwhelming. Its quality here, not quantity! The exhibit’s job is to focus and reinforce your primary message. If people remember anything about you, what do you want it to be? The exhibit conveys your identity and the specific associations you want people to make with it. Your sales staff best handles the smaller details, as they begin to build or enhance the company’s relationship with the customer.

How much literature should we bring?

Many experts feel the best bet is to mail literature after or during the show. You don’t want your expensive literature to land in the hotel or convention center wastebasket, which happens more often than you want to know. Here’s an idea! Fax names and addresses of who you want the literature mailed out to at the end of the show each day, with a pre-arranged show letter. Your prospects will be amazed at the speed of your response!

How can we plan for success once we’ve taken care of all the details before and during the show?

After the show, you may want to rest but this is when you need to make the most of your investment. The leads and contacts developed at the show need a personal letter and a phone call at the very least. Plan to distribute leads immediately after the show. Following up on the fruits of your labor after the show can make all the difference in the world! Better yet, include a reminder of your exhibits theme or some pleasant association of you exhibit.

What is the 6-second rule?

You have, on average, 6 seconds to meet and evaluate a visitor to your exhibit, based on how many people you need to qualify and speak with at a show. Tradeshows are a microcosm of the outside world. Time is compressed at a tradeshow; it’s a very precious commodity. The solution is to develop your ability to manage the communication process. Know how to courteously disengage from an unlikely prospect, when to turn over some prospects to the right exhibit staffer and when to take over for them when they need to speak with someone else. Plan for success and be sure everyone in the booth knows their assigned role! The people that need you will really appreciate it!

What are your warranties on your products ?

We offer a 3-day 100% money back guarantee on everything we sell. (We’ve never actually had a return? All of our Pop Up frames have a lifetime warranty; fabric panels have a 90-day warranty. The 3-day warranty does not start until you receive your exhibit. Our outstanding graphics have an industry exclusive lifetime guarantee against the type of de-lamination associated with other graphic processes used for signs that roll up in the shipping case.

Are the shipping cases very portable ?

Yes. You ship them to your hotel and easily roll them onto the convention floor, the ship UPS or Fed-Ex. You can check them as airline baggage and a lot of internet display companies use this as a selling point. We don’t push airline shipping because it’s not practical. First of all, with a suitcase, computer bag and 10’ display, you can’t move all that around from the airport to the hotel. It’s too much stuff. Plus, airlines now charge for excess, oversize and overweight baggage. You can take it on the plane in a pinch but using this as a sales pitch isn’t a very good idea.

When should I order a display?

Order well before your next trade show. We can ship same day in Silver, Black or Imperial Blue if your order is placed before 10AM Pacific Standard. However, since your display is your identity at the show, it’s important to deal with the way you present yourself and the best way to do that is to plan ahead, with specific marketing goals and strategies.

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Visa, MasterCard, American Express credit card orders can ship right away. Company checks payable to our parent company can be sent to the address below Payment via Company check will however delay shipping by three days after receipt.

What file formats do you accept for “output ready” graphics?

We accept files created in Adobe Photoshop™ 7 or earlier and Adobe Illustrator™ 10 or earlier. If you must use another graphics program, please contact our graphic production department. Please click the graphics button in the main navigation bar for more detailed information. Files must be sent on disc or uploaded via FTP to our site. Small files can be sent via e-mail.

How long does it take to set up? Is it easy?

Set up usually takes about 25 minutes if it’s your first time. After that it’s usually 15 minutes. Displays on the Net Pop up displays are well engineered for fast easy set-up. All of our products come with easy-to-read instructions.

What design options are available to help me stand out from the crowd?

First and most important is your company name. We can help you decide on the best way to present that with velcro on banner signs and spectacular backlit logo signs. Our photo mural panels are full size panels which replace the fabric panels and enable you to create a large format bill board type graphic that is visually seamless across part or all of the display. Some people are on a tight budget and need to make the most of a limited budget and we can help do that. Generally speaking however, we look first at your trade show marketing requirements and assist you in developing the most effective way to communicate who you are, what benefits you offer and why people should do business with you.