What can my team over at Skyline Exhibits Bay Area do in 8 days?…. Build a 20′ x 20′ booth for Macworld from start to finish!
Skyline Exhibits Bay Area partnered with Sanho Corp. for their Macworld presence this year. Daniel Chin, President of Sanho, literally contacted us 8 days prior to the open of Macworld. Were we worried? YES. Were we confident we can pull it off in time. YES.
Sanho is our neighbor in Fremont and manufactures and markets IT accessories with a focus on Apple accessories, portable power and storage.
Their booth design consisted of a 8′ x 8′ x 16′ high central tower fully wrapped in fabric prints with locking door for product storage. Going big on the tower definitely meant we had to go big on audio visual as well. They used 1 80″ portrait mounted LED, 1 55″, & 2 46″ screens.
Their product display was complimented by the use of Skyline Engage, our most sturdy table line.
Will.i.am & Ashton Kutcher opened the press room at Macworld. Ashton Kutcher is portraying Steve Jobs in the new movie, “jOBS”, which set to be released this April. Can’t wait to see it!
For ideas for Macworld 2014 feel free to email me at firstname.lastname@example.org
When I first started my trade show career, hanging signs were deemed a huge expense and treated as a luxury item, just like upgraded flooring is today. As year’s went on it slowly became a trend however most companies still had to justify its expense. Times have now changed and hanging signs are more frequent than ever and even among some industries, mandatory.
In the late 90′s designers overcame the cost of hanging signs and came up with various ways to ground support an overhead branded sign. In the early 2000′s as the hanging sign trend grew, the norm was 6′ – 8′ rings and squares as the popular size for an island space. Today in 2012, as technology advanced and the prices for hanging signs are more competitive, 8′ signs are now a small fish in a big pond. We now see 16′ – 18′ signs, multiple signs, back lit, & unique shapes. The skyline at trade shows have been quite a sight.
Let’s start at the beginning.. this is when the market said “NO” to rigging (1998 – 2002):
Year 2003+ your were a “big boy” with a hanging sign:
and the hanging signs of today…
Hanging signs are now the staple for islands exhibits. You are creating even more exposure many aisles down which is definitely an increase visibility. The average 16′ sign weighs about 150 lbs and costs just around $2K in rigging in most states. In my opinion a very smart way to spend the marketing budget for a show.
For ideas and questions on Skyline’s hanging sign feel free to email me at email@example.com
To this day, the hanging sign still will forever be the staple to an island booth design. It functions as the header of all headers on the trade show floor. It does not matter if you are in the first space in eyes view of entrance doors or in a sea of 20×20 booths, the hanging sign will always be the topic of debate.
From a booth builder perspective hanging signs are often viewed as a luxury to exhibitors. It is not required to have, but if done, has a minimum financial commitment to execute. Our friendly union riggers and stagehands have exclusive rights to set up all suspended exhibit materials. Boom lift rates start at $350/hr with typically a 4 hour minimum. Right off the bat your starting expense is at least $1,400 for the simpliest of signs. A more unique sign with some flavor (lighting, rotating, etc.) starts at a $3,000 rigging bill per show.
Here are some views of hanging signs for tradeshows.
Polaroid debuted a new Skyline booth design using an awesome custom hanging sign that incorporates down to ground level. Not only was the booth a design piece, it was also the backdrop for Lady Gaga’s appearance and signing for her partnership with Polaroid at CES 2011.
LG incorporated 3D signs along with 2D signs. A good way to create more mass.
String curtain is now incorporated in many ways in design, I have seen them mostly at spas or high end boutique hotels. They have now made their way in the hanging sign world. The overall look is very chic and modern.
And now for the more traditional signs. This is the family of stocked shapes and sizes which requires a standard graphic print or color. These options have inexpensive upgrade options, interior lighting, rotating, underlays, etc.
Skyline’s latest PictureCube line. A modular line of different widths and heights that can be either suspended or ground displayed.
Ocean Spray created a finished look by doing an underlay print at the bottom of their ring sign to avoid the large whole that would show. A great use for additional exposure.
Nintendo used a very simple square hanging sign to go with their overall white color palette.
This large oval hanging sign is used over the exhibit’s reception area
Phoenix Solar uses dual layer hanging sign for depth and color.
AMD really maximized stock options with multiple layers, interior lighting, and even added overhead can lights for more brightness.
So where do I stand on the great debate? From a marketing answer, in the grey area as I decide case by case. As an example at most technology shows it is a must. The majority of exhibitors are using them which leads to attendees eyes glancing up. It now does turn into a trade show in the air of who’s who and where. It does creates tough exposure, but the signs are now becoming as important as aisle number signs. Think of it as your own aisle number in the sky. At smaller shows I would only go the distance if you want to really want to strong arm, show some power and presence (but don’t we all at every show).
For ideas on hanging signs feel free to email me at firstname.lastname@example.org
I am very proud to be a part of SMART Modular’s new product and booth launch at the 2011 Flash Memory Summit in Santa Clara. It was a success all around at this year’s event.
SMART Modular’s 20×20 island space was designed using Skyline Exhibit’s Tube System. It’s modular components and structural integrity provided the support needed for their new theater debut. SMART was looking for a eye catching effect to show how powerful their product is. Their memory device powers the exterior and interior horizontal video walls for of a total of 13 screens. In addition to the audio visual impact, their booth was skinned with a refreshing green and white color pallet.
Enjoy pics below from the show!
Here is also my video blog from installation in progress:
Job well done!
“I just wanted to thank EVERYONE for the OUTSTANDING job making the “splash” I was looking for with the Optimus announcement. It is as close to perfect as I have ever experienced. It is a tribute to the capability of our people and the incredible teamwork that was required to make this happen!”
John A Scaramuzzo Jr. | SVP and General Manager, Storage Division | SMART Modular Technologies, Inc.
For ideas for Flash Memory 2011 feel free to email me at email@example.com
After visiting the Exhibitor Show 2011 a few weeks ago, it has become apparent that the industry has morphed to the Skyline model of custom modular. Because of that I started thinking more about the logistical costs associated with owning an exhibit.
With systems becoming lighter in weight in general why not demand that the logistical cost be associated with any exhibit design. Because we all now look at every penny of our trade show budget why not attack the single item (logistics) that creates the most demand on our marketing dollar!
In the example shown we have designed an custom-modular Skyline exhibit that comes ships in only 2 pieces. One 4′ x 4′ x 8′ crate & one monitor case 50″ x 24″ x 46″ (AV anvil case not pictured)
The difference alone in shipping, drayage, and installation and dismantle is $25,000 cost per show. Multiply that over the life time of an exhibit the numbers becomes staggering. The exhibit shown below is priced at $56,000. You can justify the cost of a new exhibit after just 2 shows. And keep in mind this does not include storage, in and out fees, material handling fees, and labor to upkeep your exhibit.
So demand from your design team that they incorporate in the design process the logistical demands of the exhibit. I know that you will find that justifying a new exhibit purchase will become much easier in your next marketing meeting.
CEO, Skyline Northern California
Now I am not your avid gamer and the extent of my gaming life is electronic solitaire, angry birds, tetris, and casino games. The video game world by far has not profited by me, sorry. Even though most products were a bit foreign to me I did appreciate the relaxed audience in their definition of business casual, jeans and vans sneakers!
The Game Developers Conferece is hosted early Spring in San Francisco. It is a more concentrated sector of gaming compared to the mega Electronics Entertainment Expo, E3. Here are some shots from the show:
Prime booth space (first exhibit upon entrance) of course for Sony Playstation
I love the contrast of this booth. I rarely have projects that call for “smurf blue” carpet, but in this situation it totally works.
Holland’s exhibit using inflatable hanging sign (ground supported) with can lighting
Nintendo’s all white exhibit with demo stations with lighting trim work. In my opinion a very simple look for Nintendo.
Custom Chinese themed exhibit structure
Gamespy’s enclosed room with top fabric canopy ceiling for ventilation.
Island booth using fabric structures in red fabric to go with red counter tops on their workstations
Parrot AR. Drone, flying video game exhibit using an enclosd net for their product demo. A wi-fi powered quadricopter, control directly from your iPad or iPhone.
Outside of Moscone, guerrilla marketing at its finest!
Skyline tube ultra 20×20 island exhibit with orange and blue color palette
Semi-private conference room using printed sheer fabric panels
Syline’s custom shaped mosaic table with locking door in blue and white laminate
For all you gamers out there that chat while playing online, you may not even know it but that you may be using Teamspeak’s software. They are based out of San Diego and made their debut at GDC this year.
The booth “team” at Teamspeak!
Another successful SF show to a close! See everyone next year.
For ideas for GDC 2012 feel free to email me at firstname.lastname@example.org
There are many elements to prioritize when preparing for a trade show, sales staff, booth design, pre show marketing, etc. Are you ready for the secret of overall success? Plain and simple, your visibility.
Keep in mind you probably will not have this issue when exhibiting at smaller events held in hotel ballrooms, however your large annual event spread across 350,000 square feet becomes quite the challenge to be seen. You have 2 -3 days for over 15,000 attendees to find you, sometimes they will and sometimes they wont. You can not build any relationship or close a deal if people can not find you.
Now most companies do not have the long term seniority or large budgets for sponsorship to obtain the premium space 20′ from the front door. Even a good amount exhibitors are still trying to grow brand recognition, so being easily spotted is not as easy as someone like Panasonic. Here are a couple rules to make sure your visibility is done correctly.
Every marekting team, during each years trade show brainstorm meeting, should always cover the the visibility topic.
For ideas on booth visibility feel free to email me at email@example.com
The definition of branding has evolved quite rapidly over the past couple of years, mainly due to the advent of social media and the decline of the influence of traditional media. No longer are brands manufactured in board rooms and no longer are perceptions shaped primarily based on what corporations tell us to believe through advertising. Today a brand can be defined as your reputation built off of both your promise to your customers and the sum of all of their experiences with you. Lara McCulloch-Carter has been a branding consultant to some of the world’s most recognized packaged goods companies, and runs a consultancy called READY2SPARK that helps small businesses through branding, marketing & social media consulting. Here she talks about the importance brand proposition.
COOL (adj.) slang – fashionable and socially attractive at the time; often skilled or socially adept
We have been taught not to use slang words to describe things, however who can avoid the word “cool” when talking in design language? In any type of design meeting, if either the designer or designee abruptly hears or says the “C” word, it automatically becomes grounds for the imaginiation switch to turn on and morphs into a creative no holds barred!
Cool can be translated in unlimited ways in tradeshow design, however there is a double edge sword, cost. Cool consists of doing things out of the box, which like anything comes with a premium. Just like buying a car, the leather interior, bose speaker system, and sports package are the “cool.”
My pick for the the current cool in trade show booths is Skyline’s release of their the new modular system, the Envoy®. It has redefined cool in a modular world. I am a strong advocate of the Envoy® and believe it delivers a cool exhibit without the custom price tag. No other system in the industry comes close. The modularity of standardized catalog parts and use of lightweight fabric is what makes this system. Unlike webbed truss and vertical “poles” this system offers more of a modern architecture.
There are a lot of proud owners of other skyline modular systems, i.e. truss, inliten, tube, however do not discredit the current inventory. The Envoy easily marries with existing Skyline lines to reconfigure without completely throwing out the exhibit. Envoy® is definitely an easy option to upgrade to the sports package.
The Envoy® has arrived and will be embraced as the new cool trade show booth.
For creative ideas for the Envoy feel free to email me at firstname.lastname@example.org
The 52nd Annual Meeting of the American Society for Radiation Oncology (ASTRO) www.astro.org in San Diego, CA at the San Diego Convention Center this past October 31st – November 4th. What a great venue and city and home to the west coast’s Marine Corps Recruiting Depot (MCRD) and Naval Base Coronado.
This year’s ASTRO was by far one of the largest Tradeshows in its’ 52 years. The tradeshow used Halls B2 – G and more than 283 companies exhibited. The amount of square footage that was used for the show was more than 35,000 sq. ft. Also there was more than 12,000 Attendees to explore and conduct business on the show floor.
The ASTRO Show has been around for 52 years and so have some of the companies that Exhibit but there also has been some changes with the turbulent world economic climate. Some new and old companies have emerged as players in the Radiation Oncology market. I was amazed at the large custom modular exhibits being used at the Show. According to my observation there were about 60% had some type of custom modular component to their exhibit property.
Custom Modular primarily means that standardized components are used to use custom configurations and designs. Majority of the booth structure incorporates fabric because of the versatility and cost of use. The fabric can be used in many different ways such as main graphics, layers to provide a 3-D look, double-sided print coverage, sheer drapery, back lighting possibilities and much more. It also can save you money on shipping, drayage and installation and dismantle.
Here are just a few of the companies that seemed to stand out on the Exhibit Floor:
The CyberKnife® Robotic Radiosurgery System treats tumors anywhere in the body non-invasively; automatically tracking, detecting, and correcting for tumor and patient movement in real-time throughout the treatment.
ACP Composites specializes in the design and fabrication of high quality radiolucent carbon fiber diagnostic imaging components and accessories. These include carbon tabletops, covers, arm boards and fixation components. ACP provides concept development, rapid prototyping and a wide variety of composite materials. With over 20 years of composite manufacturing experience, ACP is uniquely qualified to help you succeed.
LungPoint® Software provides tools to easily plan and review the bronchoscopic placement of lung fiducial markers. Accurately, quickly and cost-effectively navigate to locations in the lungs with Virtual Bronchoscopic Navigation.
Radiation therapy using the INTRABEAM System from Carl Zeiss provides a radiotherapy treatment options derived from a philosophy that utilizes a clinical- evidence based approach to patient care. By combining an individualized treatment with internal, low-energy, x-ray radiation, the INTRABEAM Radio- therapy System enables a less invasive cancer treatment option.
IntraOp Medical provides innovative technology solutions for the treatment and eradication of cancer. Founded in 1993, IntraOp is committed to providing the tools doctors need to administer radiation safely and effectively to all patients with cancer.
The Axxent eBxTM System may be used for accelerated partial breast irradiation after lumpectomyandfor irradiation in endometrial, skin and intraoperative cancer treatments.
The 53rd Annual Meeting of the American Society for Radiation Oncology (ASTRO) is going to be held Oct. 2 – 6, 2011 Please check out the Calendar of Events http://www.astro.org/Meetings/CalendarOfEvents/index.aspx
For ideas or comments on ASTRO 2011 please contact me at email@example.com