Opportunities of Joining Trade Fairs and Expo Part 2

Set Up and Dismantle

Be sure to verify the exhibitor manual of the show you are attending to see what boundaries are in place. Some displays are quicker to dismantle than others but it depends upon the size of your display. Figure on about an hour of total set up time per 100 square feet of booth space. Pop-up displays amass in 15 minutes (very quickly), but by the time you put out your literature, wipe off the display and position lighting and other accessories, an hour will probably have passed.

To restrain costs down, only use the hired labor to do the main set-up work, and then come back later to wipe down, make changes. Just remember, the more pieces the display consists of, the longer it will likely take to set up. Most displays can be designed to convert to different sizes. If designed properly, all three styles of displays can work in any booth size.

Products and Services

If you need to show lots of products, you’ll need shelves, counters and cabinet space. These needs can best be met with a Custom display, but you can also use a Modular or Portable panel display.

Trade Show Lighting

Companies spend thousands each year participating in trade shows and exhibitions. Cautious consideration is placed on the choice of shows in which to involve yourself in, the location of the exhibit booth in the show hall, the size and design of the display, the accurate colors used in a display, the type and graphics to be used, the type and shade of carpeting used, what give-away item may be used to have a company recalled, who the best personnel is to embody a company and the selection of products to be displayed.

The placement, type and quality of lights selected for use in connection with an exhibit are key elements in drawing an attendee to visit an exhibit space. Go into an exhibit hall during a show and monitor the difference between a display with illumination and one without any lights.

The use of lighting to support in the sale of product is not a new idea. Store or retail lighting has been a major part of store planning for decades. A display is just a portable store. An exhibitor must successfully use lighting to expand its exposure within the busy space of an exhibit hall.

The Influence of Color

Perhaps the single best way to attract attention to an area of an exhibit is through the use of colored lighting. Industry statistics show that an exhibitor has approximately 7 seconds to attract the attention of an attendee as he or she passes by a booth. This can be done through unique design, captivating graphics, lighting, booth personnel and the use of color.

Color effects can be pulled off through the use of a colored lens or filter. This is referred to as static color and the single color selected is what you get for a constant effect. Other products integrate the use of color wheels that operate on a motor. Lighting has a momentous influence on the outcome of your trade shows. Without quality lighting you will be left in the dark as your potential customers pass by on the way to your competitors.

Trade Show Promotions

Pre-show promotion should be a planned campaign. A comparatively low-priced part of your budget, pre-show promotions almost always bring fit buyers to your booth. Ideas for promoting your attendance at a show should be considered just like new product prologue or special event pricing.

Once at the show, attendees are busy with gimmicks-from literature barrage to ineffectual, economical giveaways. The best activities, according to Molato, are those that attract people you want, and no others. Games, presentations, giveaways and entertainment that attract too broad an audience clutter up your booth space with non-buyers and make it harder to satisfy your objectives and goals.

8 Rules for Giveaways (from philexportcebu.org)

Handled poorly, giveaways can over attract. But when premiums are integrated into the entire show strategy.

  1. Concept first; catalog second. Understand why you are using a giveaway and what you expect in return before you buy.
  2. Make the prize specific to your business. Personalizing the giveaway with your business name, address, and phone number can accomplish this step.
  3. Be selective; avoid being hit-and-run. Don’t just hand out giveaways when the mood strikes you. Follow a plan of action.
  4. Keep the ad specialties out of sight. Otherwise, curious hands may grab them before you have a chance to engage and qualify the taker.
  5. An effective giveaway has high-perceived value. That doesn’t mean it has to be expensive. It just has to be perceived as valuable by your attendees.
  6. Useful gifts are retained. Useless gifts are given to someone else. You want a gift that recipients hang on to, so it keeps reminding them of your company.
  7. Unique is better than expensive. Find an attractive giveaway that no one else is offering and you’ll gain more attendee interest.
  8. On the desk is better than in the desk. It will provide a continuous reminder of you, the exhibitor.

For trade fairs and expo information, contact:

World Trade Center Metro Manila
2/F WTCMM Building
Gil Puyat Ave. Extension cor. Diosdado Macapagal Blvd. Pasay City
Tel: (02) 551-5151, Fax: (02) 551-5243
E-mail Address: [email protected], [email protected]
Web: www.wtcmanila.com.ph

SMX Convention Center
Seashell Drive, Mall of Asia Complex, Pasay City
Tel. No. : (02) 556-8888, Fax No. : (02) 5562970
Email : [email protected]
Web : www.smxconventioncenter.com

The Megatrade Hall Office
Summit, 5/F Mega B, SM Megamall,
EDSA cor. Doña Julia Vargas Avenue
Ortigas Center, Mandaluyong City
Phone: (02) 633-1697/5043/5046 loc. 118 or 127
Email: [email protected]
Web: www.megatrade.com.ph

author: Hans Audric B. Estalbo, Maid Digest, photo from freedigitalphotos.net

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