Paradigm Shift – Custom to Custom/Modular to Modular/Custom
What has emerged in the past decade in the exhibit world is a paradigm shift from emphasis on custom builds to now a more modular/custom designs. This has been brought about by a couple major factors.
• Logistics of owning custom exhibits
The more traditional custom builds from the 90’s and the first half of the last decade were very heavy and burdensome from a logistical standpoint. This meant to the consumer a very hefty price tag after the sale of your exhibit. Custom houses strategies and business plans were built on this platform. They made smaller margins on the sale of an exhibit, but made large margins on the logistics of the exhibit. Storage, transportation, refurbishment, travel, and installation and dismantle were major profit centers for custom houses.
• Green initiative
Because of the heavy and cumbersome custom exhibits they just are not very green friendly. From the materials used in the exhibit to the transportation and logistical issues these type of exhibits just do not meet the requirements of a green build.
• Economy
We have endured a very difficult decade. Small start up companies to major corporations have had to analyze all budgets within their organizations. And of course the marketing budget were slashed in many cases. Because of this a more light weight modular solution once not even considered has gained in popularity and has become a viable option for all ends of the business spectrum. Because the SMART companies understand that in down economic times the need to turn up the marketing message is critical! So by saving money on the back end of these exhibits your could stretch your marketing budget
• Durability
Custom exhibits based off the number of shows have a shelf life of typically 3 years. You are then faced with a large refurbishment bill or a brand new build. The modular/custom exhibits products last for well over 10 years and beyond. And because the exhibits are modular by nature you can use these in many different configurations
• Reconfigured exhibit
Once again since these are “modular” exhibits your 30×30 island can also become a 20×20, 10×20, and 10 foot exhibit. And with the shows getting smaller and more targeted by nature you are not forced into a large exhibit space by the dimensions of your exhibit.
There is no question that the lighter weight modular solutions are here to stay and will continue to dominate in the future. The question to the consumer now is how do I take a pre-engineered system and stand out. The best comparison would be found from the housing industry. Custom builds allow you the full spectrum of options. Where pre-fabricated houses in a planned community may offer 4 different designs to choose from with various finishing options.
So the challenge in today’s exhibit designs is how to put those finishing options on those prefabricated pieces that this industry offers. So understanding your options under these new criteria becomes your biggest challenge.
The following are a few suggestions on how to look different in a prefabricated world of exhibit design.
• Look for exhibit houses that consistently upgrade and develop new prefabricated product lines. Skyline for example has released 3 major new product lines in the last year alone. By allowing you different modular product lines to choose from you can stand out architecturally by taking advantage of new systems. These products typically take 4-5 years to penetrate the marketplace so by getting them while they are new you can stand out. Click here to view the three new product lines that Skyline offers.
• Look at rental options. Great way to change your appearance year to year. And if you specifically ask to have your graphics designed to work for 2 or 3 different options you can keep your costs down in upcoming events.
• If you want to bring in a more sophisticate custom look you can design your work stations in the more traditional custom approach. There will be added weight but since 90% of your exhibit will still be modular this added cost may be acceptable.
• Bring more lighting options into your design. This can bring a visual element to give you that more custom look.
• Make your visual/audio presentations areas more creative. Many times this is an afterthought in design. Make it a requirement.
Most exhibit houses have accepted this paradigm shift and now call themselves “Custom/ Modular” exhibit houses. In reality a more apt description would be “Modular/Custom” exhibit house. It’s just does not sound as sexy. But bottom line the bulk of designs being done right not are 90% modular and 10% custom. Embrace that philosophy and make sure that you use all of the advantages of a lightweight “Modular/Custom” design in your next exhibit.
Chuck Boyle
CEO, Skyline Northern California
Filed under: Chuck Boyle, Custom Modular, Show Tips, trade show booth designs, Trade show convention, trade show marketing | No Comments »
Make logistical cost part of your trade show design criteria.
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.
Chuck Boyle
CEO, Skyline Northern California
Custom Modular from Skyline
Filed under: Chuck Boyle, Creative Marketing, Envoy, Envoy Phase II, Exhibit Rentals, Island Design, Show Tips, trade show booth designs, trade show marketing | No Comments »
Envoy-Purchase and Rental Solution
Envoy- Exhibitor Shows’ Best New Product is now available in both purchase and rental solutions
As of July 1st Skyline Displays, Bay Area new custom modular trade show booth solution became available both to sell and rent to our clients and prospective clients. The reason for the buzz on this product is that it is meeting the ever present need for a true custom modular look. Over the years, the industry had morphed to lighter weight modular exhibits. Typically these designs consist of extruded aluminum poles, or truss with large format fabrics graphics. Because Envoy embraces a different hardware structure it won the best “New Product” at the Exhibitor Show this February, 2010.
Envoy gives a fresh approach to this without the “pole” system. Envoys’ contemporary design keeps up with the new trends in the field of industrial design and architecture. In evokes the look and feel of today’s most in demand brands. Think Apple and Herman Miller
If you’re looking for a new fresh look in our industry do yourself a favor and check out the video in the attached file. You can also sign in and get a brochure online. Or just e-mail us for a hard copy of the brochure.
This is an exciting new product. Please feel free to download the brochure.
Chuck Boyle
CEO, Skyline Northern California
If you would like to see how Skybay Exhibits can create an exhibit that exceeds your expectations and saves your business valuable marketing dollars, contact us today and we will immediately respond to your specific requests. Skybay has the exhibitor solution you require.
Filed under: Banner Stands, Chuck Boyle, Envoy, Envoy Phase II, Show Tips | No Comments »
Skyline Exhibits partners with Federal Express
Tradeshow Display partners with FedEx
Skyline Customers Save Up To 26% on Select FedEx® Services. You know you can count on Skyline for custom modular exhibits and portable trade show displays. But did you know that as a Skyline customer, you can also rely on great discounts on FedEx services? Explore this interactive guide with tips and instructions for getting the most out of the discounted services available to you.
http://www.skyline.com/images/products/Skyline-FedEx-Advantage-Program.pdf
We are committed at Skyline in our efforts in being more that just some one who sells you product. We want the relationship to benefit you beyond the typical vendor/client relationship. Please feel free to explore this opportunity.
Chuck Boyle
CEO, Skyline Northern California
If you would like to see how Skybay Exhibits can create an exhibit that exceeds your expectations and saves your business valuable marketing dollars, contact us today and we will immediately respond to your specific requests. Skybay has the exhibitor solution you require.
Filed under: Chuck Boyle, Creative Marketing, Exhibit Rentals, Show Tips | No Comments »
Trade show booth: Internet vs. Consultative
As a small business owner specializing in trade show booths and events I have had to answer the question that has become quite common over the last few years. “Why is there significant price difference between your pop-up display and the one I just found on the internet? The standard answer which most in this industry used was “Quality”. And it is the one of correct answer but does the consumer believe it? Let’s explore what I believe to be the significant differences between these type of sales and how the internet has benefited the consumer by us lowering our prices to compete while assuring a higher level of quality, design, and service.
Quality
There is no question that low priced trade show displays panels in comparison in the quality department. Many don’t find this out until after they buy. Mostly it’s the materials being used. For example in most low end pop-up displays use low grade aluminum frames. At Skyline for example we have aluminum, fiberglass, and graphite frames. This gives us the ability to compete against our own product. See blog on aluminum vs. graphite frames.
Visualize it this way. Tennis rackets were once wooden, and then they progressed to aluminum, then to fiberglass and eventually to graphite. Bottom line it’s a stronger lighter material that takes the pounding of the trade show world more efficiently. So the quality of the frame itself is different. But where the consumer sees another significant difference is in the quality of graphics. Many times these prints are made for the “one-time” usage and when you begin to transport these exhibits graphics have a tendency to suffer.
Service
Basically, if you buy on the internet you are now responsible for the design, logistics and install and dismantle of your exhibit. Basically you become the fulfillment house. There is no consultant on the other end of the line. They will quote and ship and that’s about it. In a consultant sale you get the same level of service as if you were buying a large exhibit. We are committed to quality and it is not compromised at any level. Also with our products you get lifetime guarantees. Internet offers no guarantee or very limited in their time and scope.
Design
Most consultants have a full complement of designers and production artist for your use. These designers are constantly retrained on new designs and concepts that are using the best of the new products available to the consumer. Most importantly they specialize in trade show exhibit and design.
Relationship
Trade Show consultants understand your industry. Current trends, new products, shipping, storage, installation and dismantle, and most importantly, we are experts in design and spatial concepts to help assure your success at the shows and events that you attend. And even if you don’t need these types of services on the lower end of the product spectrum it’s critically important to establish relationships with consultants that can help you across the wide spectrum of activities that your company attends over time. Our job is to make you look good.
Chuck Boyle
CEO, Skyline Northern California
If you would like to see how Skybay Exhibits can create an exhibit that exceeds your expectations and saves your business valuable marketing dollars, contact us today and we will immediately respond to your specific requests. Skybay has the exhibitor solution you require.
Filed under: Chuck Boyle, Graphics: Tips and Tricks, News, Show Tips | No Comments »