When planning to exhibit at a trade show, it’s quite easy to put so much thought into the design of your trade show booth and collateral – that you completely forget about onsite show services. But just as important as creating a stellar trade show exhibit, you have to consider the logistics of installation, dismantle and a whole lot more.

So, for just a moment – let’s pretend that your booth has been designed and built, all of your collateral has been printed and the giveaways have been ordered. You’ve even done the right thing and have pre-booked a number of prospects to visit your booth. Sweet. Appointments are a good thing!

But now, let’s talk about everything you didn’t think of!

Let’s Start at the Beginning – Getting Your Exhibit to the Show

It might seem like a small detail and something that doesn’t take a lot of thought, but imagine show day rolling around and you without your booth….Yeah, not pretty huh?

Not only do you need to understand the timing of your booth arriving at the show or advanced storage facility, but choosing the most economical and trustworthy method of transit for your exhibit is just as important.

Here’s a few key pieces to consider in the shipping of your booth:

• Will you have time to use van lines for shipping?
• Is air freight a viable option or necessary due to timing?
• Does the show you’re attending have an official carrier? With a discount?
• What are the insurance options on your shipment?
• Is everything labeled properly?

These are just a few of the shipping logistics you’ve got to consider for your trade show booth. Keep in mind, that when you’re working with a full-service trade show exhibit outfit – they should be able to provide you with account managers, who can coordinate and navigate all of this for your peace-of-mind.

Installation and Dismantle of Your Trade Show Booth

Unless you’re exhibiting at a small show and your display is of the pop-up variety – chances are you won’t be setting up, nor dismantling your own trade show booth.

That being said, there are advantages to having your exhibit company provide the labor services for the setup and take-down of your booth:

• Your exhibit company will have special relationships with a national labor partner
• The exhibit company will have a trusted supervisor on the floor during setup/takedown
• Professionals will ensure that your exhibit is properly cleaned, dismantled and packed at the end of the show
• They’ll understand your goals, know your exhibit and more importantly you!
• Your exhibit company will be able to best assist you with knowing what additional services you need such as electrical, internet, audio/visual, furnishings etc.

Setting up a trade show exhibit, especially larger, custom properties requires expertise. Who better to oversee and coordinate this, than the company who is already vested in you as their client? They want your show to be successful from start to finish.

A Word About Program and Account Management

The trade show exhibit company you choose to partner with should provide you with a dedicated account manager and in-addition – have the personnel and resources to support you as their client.

Your program management team should be able to provide you with:

• Custom design and fabrication
• The option of a trade show rental program
• Complete show services and event coordination
• On-site supervision
• Project management
• Installation and dismantle labor
• Auxiliary vendor selection

If you’d like to learn about how ColorCraft and our team of seasoned trade show specialists can help your business, not only look great on the show floor, but also account for all of the details you didn’t think of – give us a yell….we’re the “ShowSite Accountability Team”.

We’d love to show you how our team approach can help you exceed your trade show goals…. and save your budget!

If you build it they will come…. But will they give you their business? Will you be remembered amongst your competition, from just across the aisle on the trade show floor?

The success of your trade show marketing program relies on much more than simply having a “booth” at your industry’s annual conference or the many trade shows held across the country each year. Your success heavily relies on the “engagement” you create between your brand and the prospects who visit you on show day!

In this article, we’ll tackle the difference between having a booth at the trade show, exhibiting in the same space versus creating a “brand theater” for your company. As you’ll see, creating an experience around your brand can make or break your trade show program’s success….

Booth vs. Exhibit vs. Brand Theater

Let’s start by playing a little game, a bit of word association if you will. Get comfortable on the couch for a moment.

First, what are the images that come to mind when you think of the word “booth”?

You’re probably picturing a telephone booth, a ticket booth, the seating at your local diner, or a place at a fair or swap market to buy things?

Next, picture the images you conjure when you hear the word “exhibit”.

Most likely, you’re having visions of an art exhibit, a museum display or possibly even an item in a case of law (your Honor, we present exhibit “z”)…

And finally, what do you associate with the word “theater”?

Probably something a little more fantastical… Maybe a stage, an environment, actors, a Broadway Show, a performance – or even an immersive experience!

Hopefully by this point you see where we’re going with this. When you consider your next trade show, at what level of participation and positioning would you like your company to be at? How would you like to retain and/or capture clients with your competition only a few feet away, who are quite eager and hungry to steal your opportunity? And add to this dynamic, that there is most likely little difference in your products than your competitor, especially in features/benefits comparison.

How will you differentiate? How will you connect? How will you win?

Think of the Words “Booth”, “Exhibit”, “Theater”!

When considering your trade show program, keep these three words in mind and also that humans buy “experiences” – humans by “brands”. And they place their money on positive experiences and while abstaining from the negative. It’s human nature, it’s what we do.

Think about it, you know you shouldn’t have that extra cookie for dessert – but you do it because it feels good (at least for a little while). The same with the purchase of a car….we don’t just buy transportation, we purchase comfort and stature and pleasure and…. Yes, we do it because it feels good, we revel in the positive experience those things bring us. Just about every material thing we want, desire and succumb to, is linked to the way the “idea” of possessing the item makes us feel. We all want good experiences, great experiences and we want lots of them!

So Again, Let’s Think of the Words “Booth”, “Exhibit” and “Theater”!

Which approach would you think is best to communicate the essence that is your “brand”? And which of those words best describes the type of relationship you’d like to create between your company and its clients and prospects? We’re putting our money on creating a “Brand Theater” through your trade show program. Create an experience that your attendees won’t and can’t forget. Make it positive and stop just having a “booth” at the annual trade show. Differentiate yourself and your brand!

At the end of the day, what would make you feel good having for your company? A booth which is transactional? An exhibit which is partially engaging? Or an experiential environment, which is immersive and interactive?

An environment which is immersive is not about the size of the exhibit or cost of the program. It’s about an approach that best portrays your company and fits with the marketing medium called Trade Shows!

At ColorCraft we go beyond the usual to help you win. We help you connect and make relationships in competitive environments. Contact us today to start the discussion on your next project.

Anyone who’s ever gone through the process of a  corporate rebrand knows what a monumental task it can be. From the strategic decision to undertake the re-branding, in the first place, to identifying all of the elements which must be updated – it’s a lot of work and not cheap either!

There are so many pieces which typically need to be updated or re-designed entirely that the process can become a bit overwhelming. Just to name a few, some of the pieces that will need attention include: The corporate logo, all sales and marketing collateral, business cards, letterhead, envelopes, corporate boiler plates, PowerPoint templates…….You get the picture!

But during your re-brand, don’t overlook your next trade show event! It’s easy to forget, in the midst of a rebrand, that you have an upcoming event (to exhibit at), that was booked months ago.

Take Advantage of the Opportunity to Update Trade Show Exhibit Properties

During a complete rebrand, you’ll absolutely need to revisit your existing trade show exhibit and messaging. Now is the time to reevaluate your trade show property and make any necessary updates to the structure itself, along with the redesign of your exhibit’s visuals (panels, hanging banners, logos, giveaways etc).

A few things to consider:

• Does your rebrand open up new target audiences/prospects?
• Will you be exhibiting at the same shows as before, or are there now new shows that match the company’s direction?
• Are you introducing new products or services in conjunction with the re-brand?

These and other questions you should ask yourself, will help shape the new direction of your trade show program.

Use Your Next Trade Show Event to Roll-Out Your New Brand

Another thing to consider, during a rebrand, is how you’ll announce to the world that you’ve made major changes.

Timing your rebrand announcement with your next trade show event can be an excellent time/place to announce your news!

From the invites & emails you send to event attendees to your exhibit itself – this is an excellent opportunity to introduce the “new you”. Consider theming your entire event and promotions around this important announcement and make a BIG deal of it!

Maybe Your Trade Show Program is One of the Most Important Parts of a Rebrand

Many times, during a corporate rebrand, the trade show exhibit doesn’t seem to make the top of the list for elements which need attention – but maybe it should be right up there with your shiny new logo!

Probably at no other time does your brand get more direct exposure to your prospects than at your trade show events – and what a great way to show off your new look and feel!

Considering a re-brand, maybe a name-change? We can help you navigate the challenges of re-inventing yourself and how to spread the word through your trade show marketing program!

The seasoned professionals at ColorCraft would love to talk to you about how to breathe new life into your brand! Contact us today.