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.

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 layout, trade show graphics, and etiquette.

Blog (Exhibit Insight), Sales, Staff, Trade Show

Trade Show Selling Tips

2016-10-20 Tony Ricci

Trade shows can be enjoyable events, a chance to escape the office, and visit a new city. However, when you are choosing your trade show staff, make sure they are committed to the main goal of the trade show – selling. Trade show selling is an art, just like any other type of business development. The goal should always be closing, but the trade show is also a great way to introduce your company in an impactful way and show off your best faces. Below are some tips to put your best trade show selling foot forward.

Choose staff wisely – the office party guy may be fun to be around, but is he there to have fun or to sell? Attending trade shows is an honor, and the office party guy may not be the honorable choice.
Scrutinize prospects – not every person that walks up to your booth is a serious buyer, or even a buyer at all. Sometimes people attend trade shows just for fun, to get out of the office, etc. It’s almost as if some trade show attendees are wired to pretend that they care so that they can get the free stuff. Beware of these, know how to read them, and don’t waste your time with them – during the show, and definitely not after the show. If they’ve got a stack of brochures, bags and a lot of giveaways, chances are they are not a qualified buyer. Another prospect who is not a good lead is someone who is in an area you do not serve or is not in a position to make a decision, so make sure to ask the right questions.
To follow up with the previous point, don’t have your giveaways and brochures on display for just anyone to take. If you control the giveaways and materials, not just any person can take them. This is a great way to save money on materials.
If you do find a qualified prospect, schedule the appointment now. Why wait until after the show? The connection is fresh in both of your minds, so get on their calendar immediately.
The best way to sell is to be quiet, ask the right questions, and then be prepared to listen with presence to the problems of your potential clients. Forget about your perfectly prepared pitch. People are buying for their reasons, not for reasons given to them by you.
Stop treating your prospects like prey. Don’t be so aggressive – that’s for predators. Be warm and welcoming, respect boundaries, and don’t scare people away.
On the other hand, you cannot be passive either. Don’t just collect names and business cards. Staff should be proactively talking (and listening) to every person who walks into the booth.
Follow up and keep in touch with qualified prospects.

Trade show selling is an important aspect of any trade show marketing. It’s an opportunity to put your best sales people in front of a lot of prospects, but proper training in etiquette practices and trade show selling will help you get the most bang for your buck. Check out some other articles about trade show attendance here.

We hope this helps to better prepare you for your next tradeshow. Trade shows are a valuable investment and can create a lasting impression on your prospective clients. ADM Two are experts at trade show booth design and fabrication, so give us a call at (813) 887-1960. One of our knowledgeable staff can assist you with your trade show needs. Also, check out some of our other articles for more trade show terminology and to get more information on trade show booth layout and trade show staffing.

ADM Two Case Study, Blog (Exhibit Insight), Client Spotlight, Design, Hybrid Trade Show Booth, Technology, Trade Show

Creating an Experience with PSCU – Client Spotlight Part I

2016-09-21 Shannon Bennett

Creating an experience is something we believe in wholeheartedly because it is so focused on the client. PSCU does this especially well. We have worked with PSCU several times over the years, so we have a rhythm with them when it’s time to do a trade show booth or environment project. As always, creating an experience for their clients was one of their main goals. The experience they wanted to provide was a fresh, inviting and innovative space to connect in order to foster relationships. We created two pieces for them based on the overall goal – a trade show booth for the Governmental Affairs Conference (GAC) and an environment piece for their Member Forum in Nashville, TN.

Creating an experience for PSCU customers started with a large, open design.

PSCU is a leading provider of traditional and online financial services for credit unions. Representing more than 800 credit unions, PSCU offers credit, debit and prepaid card servicing to its customers, as well as online bill payment services. However, the company strives to do more than offer products and services – helping their clients to strengthen member relationships and cultivate revenue growth is a priority. They wanted their trade show booth to impart all of these facets.

The GAC is a pivotal event for PSCU. GAC is where credit unions converge to advocate for themselves and remind lawmakers why credit unions are the best choice for Americans. For this and all events, PSCU wants to be innovative and captivating, and that is just what we accomplished in partnering with them on this trade show booth.

Creating an Experience with Design and Interactivity

We created a 40×50’ booth for the GAC, with several areas for interactivity and connection with trade show staff. The size of the booth reflected the size of the organization – as one of the largest and most well-respected credit union service organizations in the country, PSCU needed to have a presence with impact. We included comfortable living room style seating areas for a more casual, inviting atmosphere, as well as tall bar-style tables for group discussions. A separate area showcased the giveaways – selfie sticks in slick PSCU branded packaging. On the selfie stick boxes was the hashtag #CUSelfie, which encouraged attendees to snap a selfie and share with the hashtag. This automatically entered them into a contest to win an Apple iPad. This created a very engaging and exciting buzz around the PSCU trade show booth (who doesn’t want a free iPad?). Trade show attendees were eager to gather around the PSCU booth and because of this the staff had plenty of opportunity to connect with them and inform them of PSCU’s products and services.

Selfie stick giveaway with #CUselfie for a chance to win an iPad!

Another very cool innovation aspect of the booth (which attendees LOVED), was an interactive vertical screen. When a people asked questions, the responses actually came from a live actress who was listening to the attendees in order to give personalized responses. It was a great way to be innovative and fun while at the same time showing that PSCU cares and is listening. Needless to say, the PSCU trade show booth was abuzz with activity throughout the day because of their brilliant interactivities.

The PSCU experience included this interactive vertical screen.

The overall design of the trade show booth was very open and inviting. Much of the furniture and the electronics were white, which imparted a clean, modern, tech-savvy feel, while the green from the PSCU logo evoked harmony, growth, and safety, and is also the color most associated with finance. An accent of blue evoked trust, loyalty, wisdom, and confidence, all traits that we want to see in an institution that handles our money. Overall the look is very bright, modern, and friendly, and bespeaks PSCU’s innovative, client-centered approach to all they do.

“We want our booth to be about the member experience (i.e, our credit union members), and ADM delivers. They do a great job designing and executing the production of an ‘experience-centered’ display that actually engages our members and gets them involved in activities and discussions with our team members,” said Byron Loper, PSCU’s program manager for conferences and events. “We value partners that are flexible, creative, and willing to go the extra mile to provide us the best possible product for our members and the industry.”

Clean, modern, inviting – all part of creating the experience for PSCU’s clients.

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 this 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 [email protected].

Blog (Exhibit Insight), Terminology, Trade Show

Trade Show Terminology – What is a French Cleat?

2016-08-18 Nikki Devereux

In an industry as specialized as the trade show industry, people are bound to run into terms they may not have heard of before. Trade show terminology is a piece of cake for veterans like us at ADM Two, but for companies who are new to the trade show circuit, we thought it would be useful to define some specific terms. This week we will focus on the French cleat.

Trade Show Terminology: What is a French Cleat?

In short, French cleats are used to secure things like heavy cabinets and signs to walls. The way it works is that two wedges of wood or another sturdy material are cut at opposite 45 degree angles to interlock with one another, so that they fit each other securely. One wedge is attached to the wall and the other wedge is attached to the object to be hung. They fit together like a puzzle.

A simple angled cut and you have a sturdy, weight-bearing French cleat. Image from www.askthebuilder.com.

Why Use a French Cleat?

French cleats are useful because they simplify the process of hanging and can be used to securely hang even quite large items, such as those that would be used in a trade show booth. The cleat allows you to drill into multiple wall studs across the length of the cleat for more secure hanging. Once you have the cleat in place, you can simply life the item onto the cleat without worrying about precise location. The object can also be moved laterally if necessary for proper positioning, so you have some leeway. It also allows you to hang items without damaging the façade of the item! It’s an age old method that is perfect for trade show displays. We use it all the time.

Take a look at this video on how to make a French cleat from www.askthebuilder.com: https://www.youtube.com/watch?v=zP6mP_bApGY

Blog (Exhibit Insight), Design, Trade Show

Trade Show Engagement: Customer Experience

2016-08-10 Shannon Bennett

Trade show industry veterans often talk about “tricks of the trade,” and one of our favorite is trade show engagement – allowing your customers to interact with your products. Providing your customers with an experience rather than just a pamphlet can be a very effective approach for many reasons.

Why Trade Show Engagement

Appeal to the kid within – it’s no secret, people of all ages like to play and interact with things. That’s why video games, board games and games in general are so popular. This goes for the trade show floor as well. Offering your potential customers the chance to engage with your product is a gold mine. Not only will they now “get it,” they will not be turned off by sales pitches and boring literature. In this scenario, the literature serves to support the experience and remind the person how to get in touch with you after the show.
Demonstration – allowing people to interact with your products is a great way to demonstrate why your products are worth paying attention to. Make sure the engagement and purpose is clear so people don’t walk away confused – this is worse than no engagement at all.

Fascinating product demos made this booth for Ocean Optics stand out.

Stand out from the crowd – if you are one of the few booths in the trade show that encourages engagement, you will stand out in attendees’ minds. Solidify this impression with a solid follow-up on leads.
Offering respite – in a sea of trade show booths, panel discussions, and presentations, having a trade show engagement is simply kind. It offers a break from the monotony and volume of information.

The reasons for trade show engagement are multi-fold, and can be very beneficial if executed correctly. Recently, we posted an ADM Two Case Study that featured Ocean Optics’ booth with product demonstrations that were wildly popular and made the booth quite a hit with attendees. The staff were busy all day fielding questions, helping with demos, and offering collateral. The booth was stunning and something we could all be very proud of.

ADM Two staff are experts on trade show booth design, so give us a call at (813) 887-1960, and one of our knowledgeable staff can assist you with your trade show booth. If you are interested in product demos for your booth, we can help incorporate that into your design. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

ADM Two Case Study, Blog (Exhibit Insight), Design, Trade Show

Trade Show Design Communication: Zibiz Case Study

2016-07-21 Tony Ricci

One of ADM Two’s greatest strengths is trade show design communication. This is demonstrated exceptionally well in the trade show booth we designed for Zibiz, a data management company located in New York state. ADM Two account executive Tony Ricci never met the client in person – all communication was completed via phone.

This was to be Zibiz’s first professional trade show system, so they wanted to enter the scene with a bang. Since Zibiz is relatively new to trade show booth fabrication, we needed to communicate a good bit of information about trade show graphic design, materials, and hardware. This can be a challenge to do over the phone, but we are agile with our communication and make sure to understand our clients’ needs and questions thoroughly, no matter what the format. This way we can meet them at their level. Even our own questions are truly geared towards understanding in great detail the client’s goals and needs. In this case, we did this so well that Zibiz chose us over our competitors for exactly that reason – great communication.

We wanted to give Zibiz an eye-catching backdrop for their display, so we went through a few rounds of revisions to get the graphic piece to where we wanted it. Sometimes text heavy designs are not the best fit for trade show displays – we conveyed this to the client and they eventually saw eye to eye with us because our design process is so thorough. We showed them a text heavy mock-up and explained the reasons this style does not work.

This is the text heavy original mock up we showed them, so they could compare to the sleek, sophisticated final design.

The final rendering uses powerful imagery, modern graphics, and color to draw attention.

All design work was developed from Zibiz’s sell sheets. We were able to envision the final design because of our communication – we understood the goal and this enabled us to use minimal information to create something that represented the client.

Zibiz wanted to present their Optospan fiber optic cables to potential clients in a way that showed the uniqueness of their particular product. In order to do this, we chose a modular display with a sleek, modern look and adjustable shelving and counters for flexibility. That eye-catching backdrop was created using a simple stock photo, but our designer manipulated the photo to incorporate Zibiz’s colors, with one strawberry in an unusual color (blue) to symbolize the uniqueness of Optospan. The photo was then blown up and used with minimal text in a way that looks sleek, modern, and very eye-catching. All in all the design was a success. The client reported after the show that the booth exceeded their expectations and the show was a success. That is a winning collaboration for all! Check out Zibiz’s products at www.zibiz.com.

ADM Two staff are experts on trade show booth design, so give us a call at (813) 887-1960, and one of our knowledgeable staff can assist you with your trade show booth, no matter how tight your budget or how challenging communication is – we will make it work. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Blog (Exhibit Insight), Trade Show

Trade Show Mistakes and How to Fix Them

2016-07-15 Susan Canonico

We all make trade show mistakes at some point in our trade show careers, so we thought it would be helpful to discuss some major trade show mistakes and how to correct them.

Too much text on trade show booth graphics – too much text can be the death of any design, but sometimes it is tempting to place a large amount of text on a trade show booth because it is so large. The assumption is that there is more space that is just waiting for more information, so that trade show attendees really get a sense of what you do, right? Wrong. Bad design can frighten people away, and text heavy design is simply not good. Draw attendees in with great graphics produced by a professional designer who knows trade show booth graphic design.
Hire a trade show booth graphics designer – this is related to the first trade show mistake. Trade show booth graphic design is much different than print or web design. Hiring a graphic designer who knows the rules and has experience creating trade show graphics is essential. They will help guide you in the process and make sure that you make fewer trade show mistakes along the way.

This portable trade show booth design is beautiful, with bright colors and great imagery.

Not enough trade show booth staff training – make sure to give your staff comprehensive trade show training so they know what to expect. This is especially important for those who are new to trade shows. They need to know if their responsibilities include some booth setup, break down, how to communicate to attendees and how to follow up. There may be electronics that they need to know how to operate or certain software that they need to be trained to use. Invest in your staff and it will pay off.
Not investing in up to date technology – especially if you are new to trade shows in your industry or it’s been a while since you’ve attended a trade show, check out some industry publications like Exhibitor Online and Trade Show News Network to get an idea of what technologies companies are using today. There are innovations in everything from LED bendable monitors to lighting to flooring, so checking out what some of the trade show leaders are doing can help you get ideas to update your booth and make sure you don’t look like you’re stuck in the dark ages.

We hope this helps to better prepare you for your next tradeshow. Trade shows are a valuable investment and can create a lasting impression on your prospective clients. ADM Two are experts at trade show booth design and fabrication, so give us a call at (813) 887-1960. One of our knowledgeable staff can assist you with your trade show needs. Also, check out some of our other articles to get more information on trade show booth layout and trade show staffing.

ADM Two Case Study, Blog (Exhibit Insight), Hybrid Trade Show Booth, Trade Show

Hybrid Trade Show Booth Case Study: Ocean Optics

2016-07-01 Shannon Bennett

Ocean Optics’ hybrid trade show booth turned out to be the perfect vehicle for showcasing their brand – it was an exceptional booth for an exceptional client. One of the best qualities that Ocean Optics possesses as a company is their willingness to go the extra mile to demonstrate their products. They don’t just throw a demo video on a screen – they actually demo products physically, right before your very eyes on the trade show floor. The hybrid trade show booth had to be able to support these live demos without looking too busy or confusing. Additionally, the Ocean Optics team needed one booth to fit two booth spaces, a 30×30 at Photonics and a 20×30 at PITTCON. Because of the timeline of these shows being so close together, the entire booth had to be shipped directly from one show to the next. We knew from the start that this was going to be a challenge for all!

Ocean Optics hybrid trade show booth at PITTCON.

Hybrid Trade Show Booth Standing Out in a Sea of Booths

Ocean Optics’ demos are a unique feature of their booth, so we wanted those to stand out to trade show attendees. We decided to go with corner custom towers with counters on the outer walls of each tower to showcase the demos. Each counter was carefully designed to fit the needs of the demo it supported. The towers also had headers with fabric graphics for further visibility and focus for each product demo area. Monitors were placed on top of the fabric graphics for even more interest. The live demos were a hit. It’s rare to see demos of this complexity at a trade show, so they were an immediate differentiator. Ocean Optics created an educational environment that was almost hands on in nature – this interactivity of the booth served almost as a respite from the sea of trade show booths.

These corner towers made an impression!

Product demos drew attention to this beautiful booth.

Getting Down to Business

The interactivity of the demos is a great feature, but we still needed to create an area to showcase collateral and encourage discussion with prospective clients and the Ocean Optics staff. We chose to use an elegant curving reception counter in the center of the booth, which also served as a general management station and storage area. A custom lit holder offered literature for visitors and staff.

Overall the booth was pretty spectacular. The client and other attendees certainly thought so.

“Yes, I survived (I think) and everything was wonderful – thank you and your team for the amazing booth it was definitely the best at both shows. I had other exhibitors say they were going to steal ideas and offer me a job!” said Keith Mingolello, Global Tradeshow and Events Manager at Ocean Optics.

Creating a booth as successful as this starts with our team getting to know every detail about our clients’ business and products. Then we want to know every detail about the show(s) they are attending, their goals, their budget, and their timeline. We leave no stone unturned, because we want to design the best solution to each multi-faceted problem. Over time we have learned that trade show booths are not just trade show booths, they are solutions, they are vehicles, and they are miniature representations of entire businesses. This is not to be taken lightly, so we cover every base in order to create something that provides maximum effectiveness.

Fascinating product demos made this booth stand out.

Ocean Optics is a particularly fascinating company so it was really cool learning about what they do. They provide modular spectrometers and applications know-how to help other companies solve measurement challenges. They work with some of the most cutting edge innovators to improve quality of life using their tools to measure everything from blood and protein analysis to solar energy research. To learn more about Ocean Optics, check out their website at www.oceanoptics.com.

ADM Two staff are experts on trade show booth design, so give us a call at (813) 887-1960, and one of our knowledgeable staff can assist you with your trade show booth, no matter how tight your budget or how strict your timeline – we will make it work. Also, check out some of our other articles to get more information on trade show booth layout, trade show graphics, and etiquette.

Blog (Exhibit Insight), Marketing, Staff, Trade Show

The Trade Show – A Blend of Business Development and Marketing

2016-05-11 Susan Canonico

Trade show booth by ADM Two.

Trade shows are an interesting part of the promotional mix, in that they are a blend of both business development and marketing. This means that you have the opportunity to capture several layers of the sales process in one event – something that doesn’t happen very often. We’d like to define business development and marketing in the context of a trade show to see how they are at very different stages of the sales cycle and how they can often overlap at trade shows.

Trade Show Marketing

Marketing can be defined as a promotional activity that targets a broad audience. In this case, trade shows are a perfect example. The broad audience consists of the trade show attendees, which can number in the hundreds and even thousands. Your booth design, giveaways, marketing collateral, and social media posts are geared towards attracting attendees, imparting your brand and services to the attendees, and compelling them to learn more. Even your staff is there mostly for informational purposes and to add a welcoming smile, friendly face, or a word of expertise.

Trade Show Business Development

Business development, on the other hand, is a personal, one on one interaction that is closer to the actual selling point. Business development activities include networking, writing proposals, responding to inquiries about services, and other interactions on an individual basis. These interactions are usually geared towards closing the sale or nurturing a relationship, so awareness of the brand and services has already been accomplished.

Now that the terms marketing and business development have been defined, it’s easier to see how marketing to a vast audience can turn into one on one business development at a trade show. It looks a bit like this:

Capturing Attention

Your trade show booth captures the attention of an attendee and they pay a visit. They stop and look at your graphics, maybe pick up a pamphlet and start perusing. By this point, one of your staff members should have spotted the visitor and should be greeting him, asking him “what can I do to help?” Now the interaction is one on one, but perhaps the person is just curious and wants to know more. Your staff member describes your company’s services, perhaps walking the prospect through a slideshow or other media. The interaction is now bordering on business development, and if the staff member is a skilled sales person, he or she will know how to either secure the prospect as a client or capture their interest enough to continue the conversation.

The skill of the staff member plays a large role in whether or not an interaction will become a business development activity. The line becomes blurred at some point and human interaction is the defining trait of business development. Marketing activities can be performed by websites, collateral, and media, business development can only be performed by a person.

We hope this helps to better prepare you for your next trade show. Trade show staffing is a valuable investment and works together with great design to create a lasting impression on your prospective clients. ADM Two are experts at trade show booth design and fabrication, so give us a call at (813) 887-1960. One of our knowledgeable staff can assist you with your trade show needs. Also, check out some of our other articles to get more information on trade show staffing.

Blog (Exhibit Insight), Trade Show

Trade Show Design and the Art of Imperfection

2016-04-27 Shannon Bennett

Trade show design can become long and drawn out if you cannot let go of some small details.

Trade show design is not an easy task, and trade show booths are certainly not easy projects to finalize. We understand that as well as anyone else – what we do is more than fabrication; there are the elements of art and design that play an equal role in our work. Thus, there is the desire to achieve perfection – creators are especially prone to this. We have been following Mel White’s articles on the Classic Exhibits blog, and found a post that touches on this subject. In the article White quotes Seth Godin, the marketing darling of the moment. Check out the article here: www.classicexhibits.com

Trade Show Design Imperfection

We wanted to address the topic of perfection, because it can create obstacles in projects, especially large scale ones like trade show design. Striving for perfection can lead to extended time frames and over-extended budget, among other strains on a project’s original scope. It may be difficult to “let go,” but often the scope of the project requires it. We, as artists and designers, must practice “letting go.” In Seth Godin’s brief paragraph about perfection, he reminds us that improvements on an original design are essential. Versions, iterations, and editions, all of these build upon a foundation that is in its own way perfect.

Keep this in mind the next time you are working on a project. “Perfection” may never be truly achieved, when each iteration is better than the last because of new technology, new information, peer reviews, and other activities that lead to improvement.

ADM Two doesn’t just envision potential, we make your vision a reality. ADM Two are experts in trade show design and fabrication. Our staff is prepared to handle even the most challenging projects. Give us a call at (813) 887-1960, and one of our knowledgeable staff can assist you with design ideas. Also, check out our Case Studies about trade show design and fabrication.