Putting Color in its Place

When I walk into most trade shows today, I still can feel overwhelmed by the competition of visual effects that stand before me. Tall structures with bold logos and  large format graphics….spinning towers… rear lit  hanging signs are all out there to get my attention. What is it that really does catch my eye?  Plain and simple, it is the smart use of  color. I honestly feel it can help make the difference between blending in… or standing out against your neighbor.

Smart color accents:

Small booths are no exception to this concept. I really like how the conservative grays of the hardware, backdrop and flooring of the Con+text exhibit are brought to life with the contrasting orange and green accents. Simple, yet effective.

Contrasting colors:

3PAR- Color against color. Yellow against purple. Did you know that complimentary colors have the greatest contrast and  will pop most when placed against each other. What a great way to get those bridges and large banners to catch your eye from afar!

Black tones down bold color

Wow… The Chick Chocolates design almost glows in the dark, but the smart use of a black carpet actually tones down and frames the bright pinks, yellows and greens. And as a bonus , it helps bring your focus to the “Chicks” figures throughout the space

Multiple color mix

Using bold and large color blocks, Broder shows how multiple colors, one on top of color as well as next to another, can really stand out. Notice how the  white booth hardware gives it extra punch as it also frames matching color products.

After all, isn’t  your booth actually a work of art?

Mary Hutton-Ladner
Skyline Displays Bay Area
Skyline Displays Northern California

Filed under: Creative Marketing, Exhibit Rentals, Experiential Brand, Graphics: Tips and Tricks, Intelligent Design, Mary Hutton, Show Tips, trade show marketing | No Comments »

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Maximizing that Pricey 100 Square Feet of Tradeshow Real Estate

Everyone loves to get their money’s worth, including tradeshow exhibitors. After helping many clients successfully improve their display’s effectiveness over the past several years, I have put together a few basic guidelines which you can experiment with. Whether you are retrofitting your pop-up, reconfiguring modular hardware, or starting from scratch,  just a little creativity can go a long way.

1- Utilize your entire  floor space… both side to side as well as front to back. While I do not encourage overcrowding, I like to see the use of more  than one table  in a 10 x 10 space. Look how well  West Liberty Foods utilizes both aisles not only to greet attendees,  but also to showcase a special product with impact and visual appeal.  And phin nicely positions two tables to give themselves extra workspace and bold branding.  Don’t overlook the use of smaller and very affordable hardware items such as banner stands  or  information placards  for complimenting  your back-wall marketing message. With their multi-function capabilities of video, product and literature display, these are great ways to bring your message closer to the aisle.

2- There’s an extra 6” of space above the top of your exhibit hardware! Most standard 10 x 10 units are manufactured at 7.5’ which gives you the opportunity for some “out the box” thinking. Try something bold with a profiled headers like Baden’s or phin’s.  Or more simply, a velcro detachable marketing message  in a brightly colored circle or starburst shape will even get some extra attention.

3-Creative flooring is probably the most overlooked tip of all. Any booth will change appearance sitting on a different color flooring. So, if  red or black carpeting might be a bit bold for your next show, with the range  of color options now available, you can so easily go beyond beige or gray to look different as well terrific!

PS…this is the perfect place to add a company logo if the budget allows.

I think B. Telzer Gear did it just right!

Mary Hutton-Ladner
Skyline Displays Bay Area
Skyline Displays Northern California

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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

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 »

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Take Back Your Schedule

Simply put, if you allow 2 weeks to complete a project, guess how long it will take?  Everyone has deadlines and those of us in the trade show display world know this as well as anyone, but if we only allow work to take up only so many hours of our day and work relentlessly to maintain that schedule you will be amazed at how you are able to accomplish.

Parkinson’s Law:

“Work expands so as to fill the time available for its completion.”

Think back to the day before you went on vacation or the time you had that last-minute change that you somehow were able to accomplish before the deadline.  Yes, it may have been a miracle but more than likely you were conforming to the constraints that were put upon you.  These constraints, whether they are exterior (say, show deadlines) or interior, you are personally putting a deadline on a project, forcing you to be more productive. Read more on Time Management.

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Todd’s Blog: Australia Pavilion, Bio International Convention 2010

Please do not call the Australian Koala, not to be confused with the well known Sloths of South America, a bear because they are in actuality not related to the bear family and Koala’s tend to be very sensitive animals. Contrary to the erroneous meaning of the Koalas name, “don’t drink”, there were plenty of celebratory beverages being consumed in the Australia booth at the annual 2010 Bio International Convention. The Australian Trade Commission invited a group of the top biotech firms in the country to attend under a united 40×50 ft space and Skyline was tasked with designing an atmosphere that would creatively represent Australian culture and style while also providing each vendor a functional and compelling presentation area. The design incorporated Skyline’s new modern Envoy product for the demo stations with a highly visible arching Australian sign – with a Boomer or as we American’s call it a Kangaroo – attracting attendees from throughout the hall. The Koala is a humble character but we are slightly less in proclaiming we aced this design (ace is slang for “excellent” for those keeping track).

Todd Anderson
Exhibit Consultant
Skyline Northern California

Filed under: Bio 2010, Envoy, Exhibit Rentals, Show Tips, Todd Anderson, Todd's Blog, trade show booth designs | No Comments »

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Premier Home and Community Builders – PCBC

The PCBC 2010 Show in San Francisco, CA at the Moscone Convention Center this past June 9th – 11th. PCBC www.pcbc.com  in it’s more than five decades of existence is a great foundation for companies in the building industry to showcase their new and unique products and services. PCBC is sponsored by the California Building Industry Association www.cbia.org .

After more than five decades the PCBC Show is still a successful tradeshow to exhibit at and to attend. The PCBC tradeshow used the entire North Hall and more than 300 exhibiting companies. The amount of square footage for the Show was more than 60,000. There were more than 9,500 Industry Professionals that attended the three day event to learn and network among the top Building Professionals and see the latest trends in market place.

Here are some great Statistics on the PCBC Attendee:
PCBC attracts Senior Level Executives (CEO/ Principle/ General Manager) – 52%
Represent Major Builders – Avg. Company Volume – over 50 million – 22%
Purchase Building Products/ Services for their Companies – 80%
Rate PCBC as very valuable or valuable for evaluating and comparing products – 69%

Save some Money:
If you exhibited last year and plan on Exhibiting at PCBC 2011 then you can get a 10% discount on booth space and a 5% discount on material handling from Champion – the Show Services Supplier.

Large custom modular exhibits being used more at the tradeshows. The main reason for this is costs. You can save 15%-30% on your total Show expenses. Custom Modular primarily means that standardized components are used to use custom configurations and designs. The use of fabric has become very popular for the installation and dismantle of booths as well as to lower freight bills.

Here are just a few of the companies that have some interesting products or services on the Exhibit Floor:
Architectural Facades Unlimited, Inc.
Architectural Facades Unlimited, more than 25 years has been creating the most outstanding ornamental cast-stone products for residential homes, restoration projects and commercial properties throughout the nation. The beauty of Cast-stone is that you can virtually make any shape you can imagine and have the look and feel of natural stone. Architectural Facades’ creates finishes that range from English Granite, Sandstone, Rustic and French Limestone to Italian Travertine which is applicable to any shape whether it is Columns, Mantels, Fountains, Balustrades, Spheres, Veneers, or Moldings.
www.architecturalfacades.com

Delta Products Corp.
Delta Group is the world’s largest provider of switching power supplies and DC brushless fans, as well as a major source for power management solutions, components, visual displays, industrial automation, networking products, and renewable energy solutions. Delta Group has sales offices worldwide and manufacturing plants in Taiwan, China, Thailand, Mexico, India and Europe. As a global leader in power electronics, Delta’s mission is, “To provide innovative, clean and efficient energy solutions for a better tomorrow.” Delta is committed to environmental protection and has implemented green, lead-free production and waste management programs for many years
www.deltaww.com

Kelly-Moore Paint Co., Inc.
Kelly-Moore is the largest employee-owned paint companies in the United States. With approximately 163 retail stores, major manufacturing facilities in the West, and approximately 1,500 employees, we enjoy a reputation as leaders and innovators in the paint industry. The success of our company is based on our commitment to quality products and personalized service.
www.kellymoore.com

Nana Wall Systems, Inc.
Perceiving an unmet need for flexible solutions to large architectural openings, the founders of Nana Wall Systems delivered their first wood-framed, opening glass wall in 1986. Three years later, Nana Wall Systems, Inc. was incorporated, with the mission of finding, creating, and delivering an ever-broadening array of flexible design solutions. In 1996, Nana Wall Systems entered into partnership with Solarlux of Germany, the world leader in operable glass wall technology. Today, with manufacturer’s representatives throughout the continent, Nana Wall Systems is the dominant provider of opening glass walls in North America.
www.nanawall.com

Simpson Strong-Tie Co., Inc.
For more than 50 years, Simpson Strong-Tie has focused on creating structural products that help people build safer and stronger homes and buildings. A leader in structural systems research and technology, Simpson is one of the largest suppliers of structural building products in the world.
Simpson’s commitment to product development, engineering, testing and training is evident in the consistent quality and delivery of its products and services. Simpson Strong-Tie® product lines include structural connectors, Strong-Wall® prefabricated shearwalls, Anchor Tiedown Systems for multi-story buildings, Quik Drive® auto-feed screw driving systems and Anchor Systems® anchors and fasteners for concrete and masonry.
www.strongtie.com

The PCBC 2011 is going to be held June 22- 24 2011 Please check out the Exhibit Information page http://www.pcbc.com/theshow/Exhibiting/BecomeAnExhibitor/becomeanexhibitor.html

For ideas or comments for PCBC 2011 please contact me at amontano@skybay.com

Anthony Montano
Exhibit Consultant
amontano@skybay.com

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Form Follows Function: Denmark Pavilion, Shanghai 2010

Based on the concept of “welfairytales” — a blending of “welfare” and “fairy tales” — Hans Christian Andersen’s native country authors a new fairytale for an ecology-minded era. The centerpiece of the pavilion is the statue of the Little Mermaid, which was brought to Shanghai from its home in the Copenhagen harbor where it has sat since it was unveiled in 1913. Denmark also shipped a supertanker full of water from the harbor — where, after years of rank pollution, Danes can now swim, thanks to various Green efforts. The statue and water form the pavilion’s Harbour Pool, whose soft aqua lighting illuminates the ground floor as well as the VIP area below it.

While bikers wheel around, visitors can take in the trio of presentations: “Tales of how we live,” “Tales of what we love,” and “Tales of where we’re going.” In “Live,” Danish director Martin de Thurah shows how the average Dane’s lifestyle is centered on sustainability, while in “Love,” photographer Peter Funch’s pictures spin stories of Danish people’s lives. “Going” completes the trilogy, illustrating how Danish-Chinese cooperation can improve city life. Their souls nourished, attendees can sustain the rest of themselves by biking or hiking to the roof, where a café serves traditional Danish foods in picnic baskets.

Original post: Exhibitor Online

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“Humanity in Symbiosis with City and Planet”

EXPO 2010, Shanghai, China

The Urban Planet pavilion earned judges’ top scores in the Best Use of Technology category with a pair of immersive presentations, the first of which attendees reach at the pavilion’s summit. Visitors stand above a 105-foot-diameter globe that is actually an image projected onto the surface of a hemispherical screen. The second presentation — a 360-degree video entitled “The Only Earth We Have” — takes place inside “the Earth,” i.e., beneath the domed surface upon which the first presentation is projected. The presentation depicts an Earth that goes from unsullied oasis to industrialized blight to a post-carbon Eden.

Sarmistha Tarafder

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The People Behind The Exhibits

Most people tend to think of a trade show exhibit as a structure used for trade show event and as a representation of their employer’s identity.  But there is much more than that if we think deeper.

To an employer, the exhibit shows the creativity of the employees who are responsible for the event, the passion they have for their job and their dedication to convey a positive image of their employer.

To the clients and show attendees, the exhibit is a direct reflection of the people who stand at their own booth. A striking exhibit will stand out and the company’s name will be the first thing one thinks of but it’s the people behind the masterpiece who will be admired and sought after when the occasion arises.

So, marketing managers and trade show/event coordinators, an exhibit is much more than just a beautiful and pleasing object that helps promote your employer’s image, it plays a crucial role in your job performance review and your resume.

Just keep that in mind.

Anne Sutardji

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Exhibit Construction Guidelines – Get to know them

There are some standard display rules and regulations for exhibiting at Tradeshows and Expositions in the U.S.A. Even the Veteran Trade show Manager or Coordinator needs to refer to the Rules and Regulations periodically to make sure they are in compliance and Show Management doesn’t have to tell them to modify their booth structure on-site.

These Rules and Regulations can act as a guide for you and your Exhibit Team. If you know the industry standard for the rules than you may be able to push them a little but it all depends on Show Management. It is always good to have good Exhibit and Trade show etiquette meaning do not do anything to that may hinder or prevent exposure and attendee traffic to your Exhibit floor neighbors.

Here are three of the most common booth display rules:

Standard/ Linear Booth:

Standard/ Linear Booth are also called in-line booths. They are generally arranged in a straight line and they have exhibiting neighbors on the left and right of them, having only the front exposed for attendees. Linear Booths are most commonly 10ft. (3.05m) wide and 10ft. (3.05m) deep. Typically referred to as a 10ft. x 10ft. The height of the back wall is limited to 8ft. (2.44m). This back wall height is key to consider when designing your booth property. Corner Booths are always good booth locations. You can usually take down one of the 3ft. side rails on the side exposed to the aisle.

Perimeter Booth:

A perimeter booth is a linear booth that backs to a perimeter wall of the exposition facility and not to another exhibiting neighbor. All guidelines for a linear booth apply to perimeter booths except that the typical maximum back wall height is 12ft. (3.66m).

Island Booth:

An island booth is any size booth exposed to aisles on all four sides. Island booths are typically 20ft. x 20ft. (6.10m by 6.10m) or larger, although it may be configured differently. The use of the entire space may be used. The maximum allowable height typically ranges from 16ft. to 20ft., including signage.

If you have any questions or concerns for you booth or booth space at any show please contact me and I will tell you what the Rules and Regulations are for that Show.

Anthony Montano
Exhibit Consultant
amontano@skybay.com

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