Trade Show

Case Study: Endo-Therapeutics

The Endo-Therapeutics trade show booth is an exercise in trade show simplicity. They needed something portable, easy for the staff to assemble, and with some more depth and texture to properly show off their products, which debut often. The solution we came up with addressed these needs, while also creating a bold impression with large graphics and the brand’s colors.

endo therapeutics simple trade show booth

We used a snap together aluminum frame with pillowcase tension fabric for the main visual and standoff rigid interchangeable graphic panels. This creates some depth and texture. The logo colors are sophisticated yet bright, so they look really great on the large panels, while the podium, table and chairs create a sense of structure in the space. A trade show booth should portray the brand’s personality, and this one certainly demonstrates the innovative character of Endo-Therapeutics.

Endo-Therapeutics’ primary business is contract manufacturing of instruments for endoscopy. At its inception, the company was a manufacturer of reusable medical devices. The company has since grown to become one of the largest domestic producer of single-use disposable biopsy forceps and polypectomy snares. Endo-Therapeutics supports the healthcare industry by supplying millions of endoscopic medical devices each year. Today Endo-Therapeutics sells directly to endoscopy surgery centers in the United States and also distributes products internationally as well.

ADM Two staff are experts on trade show industry design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

Case Study: Madico Trade Show Product Kiosk

trade show product kiosk

Every project comes with a challenge, and the challenge in the case of Madico was time, space and budget. We were to design their 2016 SEMA Las Vegas trade show product kiosk with a very quick turnaround time, which is something we are especially good at. They also needed something super portable and simple to assemble with interchangeable graphic areas.

The Madico team took a really smart, forward-thinking approach to this product kiosk. They asked us to design something that would last for years, not just a one and done display for the SEMA Las Vegas show. In essence, this trade show product kiosk needed to have a lot of space for interchangeable graphics, plus we wanted places to showcase company branding as well as product segments. We created an area for photos and a reading rail for additional, easy to read details on the products. We kept the base open for a lighter feel, and alternated the laminate color to add some texture. Despite the amount of information we presented on the panels in the booth, it does not feel cluttered and the information is easy to identify and find. This was something we paid particular attention to in the design process.

The booth has an impressive stance considering how compact and efficiently packed it is. We made sure that there aren’t a lot of extra parts and assembly was simple. As far as the time constraint went, we selected certain materials and finishes that were readily available, but still met the brand guidelines, so we could meet the deadline. This is something we often do – we have a list of materials that allow us to shorten our production time, which is very helpful.

Nancy Trant, the Marketing Coordinator that we worked with on the project, said “ADM2 was able to make our custom displays under budget and on time for our show in Vegas. Shannon and her team were able to quickly work with us on this project even though we were running close on time (certain product details took a while to decide internally so we didn’t approach ADM until those things were worked out). The quality of the displays was outstanding and they looked very nice on the show floor. We received several compliments from our staff and customers at the show.”

Madico is an innovative company specializing in film products, including highly engineered, multilayer films for energy, automotive, safety, security, and architectural applications. Their highly adaptable product portfolios have allowed them to serve a multitude of diverse customers for over 100 years. This innovation and flexibility was something that we conveyed in their versatile trade show product kiosk. We really enjoyed working on this project and look forward to working with Nancy and the Madico team again in the future.

ADM Two staff are experts on many types of display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your trade show needs, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

Setting a Trade Show Budget

Trade shows are a major investment for any small business. The trade show budget may account for a substantial amount of your marketing budget, because there are so many things to plan for that go beyond space rental, fees and display costs.

When forecasting, a comprehensive budget is important to account for every detail. Past experience at the show will make this process much easier, whether you have a history as an attendee or as an exhibitor. This means that you have a pretty good idea of the costs involved. But, if you don’t have any historical data, planning your budget may seem like a monumental task. It’s not and here’s why.

trade show budget

Short Versus Long Formula

To avoid potential cost overruns and failure to make a good impression, use the following list to get your trade show budget on paper (or spreadsheet):

  • Booth space
  • Trade show display
  • Shipping
  • Staffing
  • Promotional items and giveaways
  • On-site services
  • Lead generation activities
  • Travel, food and lodging

This is not a comprehensive list, yet it does cover most of the major expenses incurred for a show. After the show, you can reconcile the accounts and tally sales directly related to the show. Voila! You have your ROI. Some sales may come later, so remember to adjust your ROI accordingly.

There is also a short formula to calculate your trade show costs. Of course, the short form is simple, just multiply the costs of your exhibit space by 3. For example, the booth space costs $10K, therefore your budget should be $30K. This is helpful for smaller shows and last minute entries. It’s a good ballpark figure, but doesn’t account for everything, and makes it more difficult to calculate your ROI. So, be vigilant in accounting for your spending and ancillary costs.

The time and effort in preparing a budget will pay off for future shows. It becomes a template you can refer to and build upon as your company grows.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your trade show needs, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

 

How to Make an Interactive Trade Show Booth

For a successful trade show, the details within your presentation can make all the difference. One major component is interactivity—engaging potential clients through subtle or dramatic ways to capture their attention. Having an interactive trade show booth is the key to long-lasting impressions. Memorable interactions can translate into business opportunities and sales.

Below are some great tips for you to improve upon your trade show presence. These go beyond the booth and don’t require a lot of space.

Smartphone lounge – Over the course of your trade show, visitors will need to charge their smartphones and tablets. Offer them a respite and some power. Nothing is for free, so ask to scan their business card prior to using your juice.

trade show interactivity

This Ocean Optics display is the perfect example of trade show booth interactivity using product demos.

Product Demo – Make this an integral part of your interactive trade show booth experience. Spread out your demonstrations and have a schedule available for attendees to refer to. You can impress them with a polished presentation, and make it as hands on as possible. A consistent show of product value will educate interested buyers, as in the Ocean Optics example to the right.

Booth Technology and Graphics – Pictures and graphics can tell your story at a passing glance. Do yours? If not, they should. Use large displays to create separate spaces serving as walls. These interactive trade show booth displays can also capture the attention of show-goers with limited time.

Giveaways – Always have something small for anyone entering your space. Save the quality giveaways for special, potential customers.

Games – Not too elaborate. Think of fun, engaging ways you can reach out to the audience, while presenting your brand message. These could be great ways to hold their attention between demos.

Don’t forget to get their information. Sales leads are expensive, especially qualified leads that come from a trade show. Increase your ROI by increasing opportunities for information capture and direct sales. Interactivity is the quickest way to do it.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

 

Understand the Flow of Trade Show Traffic

trade show traffic

There are natural trade show traffic patterns and, just like real estate, location is very important. Your location is linked with how many people walk past your booth. Maybe you already knew that, which is why you paid extra for a special location.

From Right to Left

Why are some areas on the floor empty or less attractive? People follow patterns, such as turning right when entering the showroom floor. They also look to their right before turning to their left. It’s a good bet that if you’re on the left side of the aisle, you’ll be overlooked more than those who are on the right. It’s nothing personal, just the way people are.

Because this is your largest expense at the show, reserve your space early and take advantage of the discounts. You have been to the show and know what to expect. This historical perspective eliminates the guess work and research that may prevent you from committing to next year. It also lets you know if you need more space or less. Island booth or peninsula?

Stay away from Your Competition

Remember to ask about your competition and where they are located. Nothing would be worse than being across the aisle from your nearest competitor.

When deciding to be up front or in the back, you may want to save a little money from being up front and find a spot where there is a lot of congestion toward the back. You may learn more about these high traffic areas after walking the showroom floor on your own. With every trade show, take detailed notes about the trade show traffic patterns that you observe during different times of the day. The notes you take on traffic patterns and congested areas can save or make you a lot of money.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

Trade Show Booth Care

Trade show booth care is a special treatment to extend the life of the components, because of the time and energy put into the design and production of it, as well as the monetary investment. This means that every piece of it looks nearly new every time it’s on display. How you take care of this investment is very important, especially when it’s being used several times a year, or more.

Storage

All storage is not created equal. Direct sunlight and humidity can damage the graphics, so leaving your trade show booth exposed to the elements is not an option. A warehouse can be hazardous to your display’s health, especially if it’s not a temperature controlled environment.

The ideal storage of your booth is with a company that builds them, such as ADM2 Services. Because they understand what your booth needs, they become the custodians of your investment. And, they can ship it anywhere.

Travel

How you store your booth will affect how it travels. Specialty built cases offer better protection when your trade show booth travels from one side of the country to the other. These cases are made to be air tight. Plus, the booth materials need to fit snugly, so they don’t move or get jostled during shipping. Any movement can cause scratches or damage fragile parts. And, remember that the cargo hold in a plane can be as unforgiving as a trailer.

Set up and Dismantling

Always take inventory of the crates, cases, boxes, and individual pieces prior to shipping. Proper labeling is very important. You may also want to inspect the booth before shipping. The same amount of care is needed when dismantling the booth. Everything should fit perfectly in place, as it had when it left the storage facility.

We can teach you on the proper handling of your trade show booth, and offer specialized storage, so your components are secure and safely resting until the next show. Another great option is our professional services to handle trade show booth care and logistics. This allows your team to focus on business before and after the trade show.

ADM Two staff are experts on trade show booth care, display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

PSCU – The Experience Continues

Recently we finished another project or our client, PSCU. As we discussed in our case study about PSCU, they are always looking to create an experience. Whether it is through giveaways, interactive elements, or just creating a comfortable space for visitors, PSCU does a great job of welcoming and keeping trade show booth visitors.

For their latest booth, PSCU incorporated several interactive elements from previous booths. The brand is showcased in the same sleek, elegant design used for all of their communications and displays, with a slightly different layout and more kiosks for demos and information.

creating trade show experiences

creating experience

If you look at images below of their previous booths and the 2016 Member Forum, you’ll see how the brand identity remains consistent through in each display.

Drawing a crowd with interactive elements.

 

2016 PSCU Member Forum

2016 PSCU Member Forum

interactive-trade-show-booth-pscu-685x457

PSCU trade show booth at the Governmental Affairs Conference.

Don’t forget to check out Part II of our project with PSCU and visit their website at www.pscu.com. It was such a pleasure to work with them on another trade show booth and creating an experience is what we do best. For more information on how we can help with your next interactive trade show booth, call us at (813) 887.1960 or email info@admtwo.com.

Staying Relevant in the Trade Show Industry

rel·e·vant
adjective \ˈre-lə-vənt\

a : having significant and demonstrable bearing on the matter at hand

While attending the Exhibit Designers and Producers Association annual conference this past December, it became clear that the main goal shared by all who attended (whether we knew it or not) was practicing the art of staying RELEVANT. Staying relevant involves many things, and among my personal favorites are:

  • Product showcases
  • Attending social media seminars
  • Taking continuing education courses
  • Attending networking events and roundtables

All of these activities are designed to help connect individuals, educate, and share knowledge and awareness of yourself or your organization. Sounds like the holy grail of brand marketing, but if you think about it this way – while technology keeps evolving at a dizzying pace and everyone is connected to a device in some way all the time, this tech is still simply attempting to foster human interaction. “Hello, this is my world!” – mine is the world of trade shows, conferences, corporate events. Good old face-to-face marketing is still the desired result. In other words, technology is not replacing face-to-face, but enhancing it. When you look at it that way, even the old-fashioned among us can embrace technology, and that is a great way to remain relevant. trade show industry

Participating in industry events like EDPA Access, ExhibitorLIVE Show and others is just one of the many ways we gain the knowledge and experience needed to stay relevant and have positive impact on our peers, colleagues and customers. Yes, relevance is a bit of a buzzword, but that’s one bandwagon that seems worth riding.

ADM Two staff are experts on trade show industry design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

Trade Show Follow Through

trade show follow through

Good trade show follow through means meeting after the show to review with your colleagues.

The show is over. Everything is in storage, ready for the next event, and you’re back at the office. Now, it’s time to get your return on investment. You’ll need a good trade show follow through plan. Start with organizing all of the contacts and personal information, or notes taken during the show. These may have already been entered into your CRM. If you don’t have a database, then use a spreadsheet. Either way, it’s time to get in touch with these folks.

Here are 8 steps to follow through with all of your contacts and leads.

  1. Bring everyone together: Each team member has information, too. It’s time to pool together their information. This is where you can assign order of importance for each lead. Timing is important, so don’t let those hot leads cool off.
  2. Divvy up the work: A team meeting will get everyone on the same page and make the load manageable.
  3. Practice your pitch: The sales pitch after a show should be easy to remember, quickly delivered and friendly. It also needs to be passed on and rehearsed.
  4. Continue the conversation: Give them a call and try to reconnect, using the personal and professional notes from the show.
  5. Connect on social media: Connections with show attendees grows your market reach and provides new-quality leads.
  6. Marketing activities: One way to grab attention is to send e-newsletters with interesting content. This may include statistics on the trade show, who was in attendance, and anything that happened while there. You can sneak in a product announcement in there, as well.
  7. Be respectful. There are ways to make negative impressions, such as being pushy and rude. Stay positive and maintain a respectful approach to garnering attention. Be respectful and be persistent, not aggressive.
  8. Debriefing meeting: Sharing the success, shortcomings, and failures is a great way to improve for the next show. The only way to do this is to be honest and mission focused, leaving personal issues aside for the sake of the bigger picture.

One of the goals for every show is making it a positive experience for visitors to your booth, as well as your employees working there. Maybe it’s time to try something new, like technology and interactivity, to add to your experience. Some of the things on your list after your trade show follow through may take several months, such as additions to the booth or redesign. Plan your next show well in advance and you’ll be able to capitalize on the things you learned.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.

 

Trade Show Emergency Planning and Preparation

Trade show emergency planning and preparation for an event are very important, even though accounting for every single detail can feel overwhelming at times. It’s also important to have a proactive approach to your planning and not a reactive one. If you’re relying on a reactive approach to an emergency that pops up during an event, then you are probably adding to its impact on you and your business.

trade show emergency planning

Preparing for an emergency is done throughout the trade show planning process. Have a comprehensive approach for every response to something that goes wrong. A great plan will cover the small “fires” that pop up. But, preparing for a major trade show emergency, such as a real fire or natural disaster is more complicated. Here are some tips that will help you plan for any emergency:

  • Make sure everyone has a copy of the detailed event itinerary. Make sure it’s digital, so it can be viewed on a phone. The itinerary should include everyone’s contact information.
  • Who is backing you up? Designate backups for each member of the team.
  • Have a list of contingency plans for specific emergencies that could arise and make sure everyone has a copy.
  • Develop a plan of action and role description sheet to help everyone understand their roles, especially when they are panicked or stressed. This will dramatically reduce the emotional impact of an emergency.
  • If a major emergency occurs, always remember that personal safety is a priority.
  • Get expert advice from emergency response personnel to help round out your plan.
  • Everyone working at the event should be educated on the building layout and their role during an emergency.

Putting out the “small fires” keeps you from your primary objectives, so try to keep them to a minimum. You can prepare for bad things to happen, and they will, like a broken display, or IT issues with an interactive screen. Just remember to be in control, on topic and remain positive, because negativity adds to the problem and may give potential customers a negative experience. As for major disasters, plan on keeping everyone safe and secure.

ADM Two staff are experts on display design and fabrication, so give us a call at (813) 887-1960 and one of our knowledgeable staff can assist you with your display, no matter where your event takes place. Also, check out some of our other articles to get more information on trade show booth layouttrade show graphics, and etiquette.