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 »

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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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Vancouver: Hot Trade Show Venue, an International Delight

In late April I traveled with a client to Vancouver, British Columbia to supervise the installation of their exhibit at the RIMS trade show.  Having last been in Vancouver in the late 90′s, I was impressed with how much the city has grown.  Today, Vancouver is one of the most cosmopolitan cities on the west coast of North America. A city with nearly 600,000 residents, Vancouver has an incredibly vibrant economy and for the last decade has been experiencing unprecedented growth.  A large port city with major import export ties to Hong Kong, Vancouver is also now 2^nd only to Hollywood for film production.  The city is also home to key national industries including forest products and mining and is quickly becoming a Canadian Mecca for biotech and software development companies as well.

Vancouver lies in a spectacular setting surrounded by coastal mountains and beautiful waterways.  Most if not all of the deluxe high-rise condos built along the waterfront district are sold out prior to ground breaking. This in large part can be attributed to the enormous inflow of capital from Hong Kong immigrants since the 1990′s. But it’s the city’s charm that is most appreciable.  The city is home to one of the greatest parks in the world, Stanley Park – the city’s top tourist destination.  English Bay is home to many restaurants, beach front parks and waterfront walkways and Vancouver harbor offers float plane tours all day, which one can hear from inside the convention center.  Today, the city is consistently voted to be one of the most livable cities in the world.  It is exceptionally friendly, clean – and very green with respect to recycling.

For a city that already has everything, it was a case of the rich getting richer when the city landed the 2010 Winter Olympics.  The area is home to two world-class ski resorts in Whistler and Blackcomb as well as several other ski resorts within 30 minutes of downtown.  The city used the massive influx of capital generated by the Olympics to expand its infrastructure including the installation of a state of the art rail system and a large new media center, which is now the new convention center – Canada Place West.

To date, RIMS is the largest trade show at this new exceptional facility. Its 466,500 square feet are more than enough to satisfy the requirements of most large trade shows. In addition to breath-taking views and exquisite dining, the facility also features the largest living roof in the world.  Located within walking distance from Robson Street, one has easy access to fabulous dining and exciting night life entertainment.

The overall setting the city of Vancouver offers for a trade show host city is one of the most impressive and enjoyable you will experience. If you have never been before, it’s time you visit. And if you have, then you already know that encouraging your industry to host future events here is a must. Be prepared for a humbling experience when it comes to the friendly nature of the Canadian people.  Perhaps it helped that their beloved Canucks were continuing to advance in the NHL hockey playoffs. Nonetheless, an unforgettable experience awaits and the future looks bright for this future home to more and more larger trade shows and events.

Berkeley Dowd
Skyline Displays Bay Area
Skyline Displays Northern California

Filed under: Berkeley Dowd, Experiential Marketing, RIMMS, Risk and Insurance Management Society, Show Tips, Trade show convention | No Comments »

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Spectacular Outdoor Event: California Peace Officers Memorial Run

This past Saturday May 7th was the 3rd Annual California Peace Officers’ Association Memorial Run (5k, 10k and Kid’s challenge) and Family BBQ. It was a very special event honoring those who’ve lost their lives in the line of duty, while making our lives safer. The Third Annual California Peace Officers’ Association’s Memorial Run was held on Saturday, May 7th at Shadow Cliffs Regional Park, Pleasanton. This was an extraordinary way to salute those who have given the ultimate sacrifice, while at the same time supporting their families and co-workers who are left behind to cope with the tragic loss.

All proceeds from this family oriented event went directly to the Concerns of Police Survivors (C.O.P.S.) (California Chapter), a non-profit organization whose sole mission is to assist with the rebuilding of lives of surviving family members and affected co-workers of law enforcement officers killed. Each year, between140 and 160 officers are killed, while carrying out their sworn duties. Their families and co-workers are left to cope with these tragic losses. C.O.P.S has more than 15,000 members and provides resources and assistance to help these families rebuild shattered lives. There is no membership fee to join C.O.P.S., for the price paid is already too high.

The Memorial Run’s 10K & 5K Walk & Run courses are made up of small rolling-hill trails that run throughout the scenic Shadow Cliffs Regional Park. The Kid’s 1-Mile Fun Run is laid out through a portion of the park’s lawn area.
The Family oriented event included a barbeque from Outback Steakhouse. One of Outback Favorites; Baby Back Ribs
These fall-off-the-bone ribs are exactly the way ribs should be. Succulent and saucy, each rack is smoked, grilled to perfection and brushed in a tangy BBQ sauce. The OutBack Team included a Wheat roll, a outstanding potato salad and a cup of fruit.

For future CPOA Memorial Run information and/or an application, contact On Your Mark Events at (209) 795-7832, or visit www.onyourmarkevents.com. To register online go to www.Active.com <http://www.active.com/>  or California Peace Officer’s Association website at: https://m360.cpoa.org/ViewEvent.aspx?id=26615&instance=0

For ideas or comments about the CPOA Memorial Run or other Events please contact me at amontano@skybay.com

Anthony Montano
Exhibit Consultant
amontano@skybay.com

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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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2011 IS THE YEAR TO ACQUIRE AN EXHIBIT!

In December 2010, a tax bill was approved for business capital tax deduction. If  an asset is acquired and placed in service between September 9^th and December 31, 2011, this asset can be fully expensed at the end of the year.  This will create a tremendous cash flow advantage since the tax benefit can be recognized immediately instead of an installment each year over the lifetime of the asset.  Please note that this only applies to new properties and there is no limit to the purchase amount.

In 2012,  the bonus depreciation will be reduced to 50%.

For used assets, section 179 is still available. For 2011, the current law will allow a limit of $500,000 . This will be reduced to $25,000 in 2012.

Again,  it’s important to remember that good must be delivered by 12/31/2011 in order to be qualified for the 2011 benefit.

Read More

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Better Your Trade Show Results!

Make Your Collaterals Work Harder!

Scientific studies have proven that repetition improves recall.   Potential customers who visit your tradeshow booth may or may not remember your company name after the event is over, but the chances they will recall who you are and what you have to offer increases dramatically if they visit your booth one week and receive company literature the next week.  Jogging their memory with a short, personal note included with your literature will also make readers feel appreciated.   Everyone likes to be remembered. Read more!

Filed under: Creative Marketing, Sarmistha Tarafder, trade show marketing | 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

Filed under: Anthony Montano, Creative Marketing, Exhibit Rentals, PCBC 2011, Show Tips, trade show booth designs | No Comments »

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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

Filed under: Exhibit Rentals, Show Tips, Technology, trade show booth designs, Urban Planet Pavilion | No Comments »

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Jessica’s Blog: Will trade shows ever go away?

As an AE for Skyline of course I have a biased answer “no,” however not for that reason alone. I am going to give you the honest truth on really why trade shows will never go away. 

Even before our downturn I’ve had clients tell me “trade shows are going to go away, virtual trade shows will take over.” This is somewhat true, trade shows are not inexpensive and virtual trade shows (and even webinars) have been an alternative. They have increased, and I certainly agree is a viable way. More and more associations are adopting this method due to the many advantages, visiting a trade show floor online, getting to view demos at the convenience of a computer, the cost savings of travel. So yes, it still can get a good amount of the message across. The main limitation is that it is not a universal platform for each industry.  Any element of touch and feel (and taste) of products obviously can not effectively be expressed. You can not communicate this online.  It is impersonal and falls under our “auto world.” Not your best sales person.

Now as things started to work downward in the economy I surely thought trade shows would be obsolete. Some shows disappeared however were ones already slowly losing its caliber. In 2009, a good amount of exhibitors decided not to exhibit and shows got smaller.  As 2010 started back up many exhibitors re-implemented their trade show plans, this time with tighter budgets.  No one wanted to completely disappear from trade shows as the assumption was the organization was adversely affected by the economy, of course unless you were Apple (so big you did not have to go to MacWorld). 

No matter how tedious trade shows can be there is still value for your presence. It’s being part of a community. This is where your community comes together to help educate and create a successful customer. You show your gratitude and hopefully create opportunities to add more under your umbrella. No one can ever say no to a party right? In 15 years I just can not foresee this business interaction going away. I see it getting more innovative, impressive, and maybe hosted in more exotic of places. Underwater aquarium convention center anyone? (expect material handling premiums)

For questions on trade show ideas please do contact me at jlorias@skybay.com

Jessica Lynn Orias | Exhibit Consultant | 44111 Fremont Blvd. Fremont,  CA 94538 | ph. 510.933.2212 | jlorias@skybay.com |fx. 510.490.9949 | www.skybay.com

 

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