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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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

Filed under: Exhibit Rentals, Experiential Brand, Graphics: Tips and Tricks, Mary Hutton, Show Tips | No Comments »

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Tried and True – Popping up the Energy of your Pop-Ups!

In my 25 years of working for Skyline, I am still amazed to see how so many of our modular exhibits have morphed themselves into something new. With companies growing and changing brands or just adding new products, it is essential that their tradeshow exhibits be kept coherent and current.

I like to think of Skyline’s display hardware as “work horses” because of the number of times my clients have returned to update rather than replace their exhibits. Whether it is a new graphic mural, change of logo or color, or the increase in booth size, it has always been easy to accommodate them within their time frame and budget.

G L Mezzetta is one of my favorite examples … Their original purchase of a Mirage 10′ inline exhibit showcased several different graphic murals and   logos for several years. Then as they needed to expand their booth space and highlight  more products, our Inliten hardware with product shelving and other custom features was integrated both structurally and visually. And each time their logo changed and more product lines added , another set of banners and awnings were updated quickly and cost effectively. I think the real bonus was how well this 10 x 20 inline now works as a backdrop since they have moved up to a 20 x 20 space.

What a great way to make your display work for you!

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

Filed under: Banner Stands, Brand loyalty, Creative Marketing, customer loyalty, Mary Hutton, Show Tips, Success Stories | No Comments »

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