Issue link: https://digital.copcomm.com/i/12999
EFFECTIVENESS Exhibit/Display Expert Shares Top Ten Tips for Success Even though many companies have turned to virtual meetings, e-client pre- sentations, and online catalogs, there will always be a need for face-to-face client interaction and product/service demonstrations. According to Robert Byhre, trade show expert and president of Hollenbeck Exhibits in San Francisco, “Trade shows are still the most cost-effective way to bring your message to a large audience of both customers and press. And, if managed correctly, can have a big impact on your business.” Byhre shares his top ten tips for trade show success: 1. Study the show’s floor plan and choose a high-traffic location for your booth. While many premium spaces at entrances may not be available or can command expensive rental fees, there are other options that may perform just as well. Look for a location near rest- rooms, food service areas, or business centers. These can save you money and be just as effective. 2. Become a repeat exhibitor! Show producers usually offer better floor loca- tions to exhibitors that are consistent. TRADE SHOW MAXIMIZING 3. Consult with an exhibit/display expert. While you might be tempted to shop on-line at discount display outlets, the savings you might experience could pale in comparison to the business you would gain from seeking the advice of a seasoned expert. Most reputable exhibit firms will offer free design con- sultation that can dramatically affect your results. 4. Invest in great graphics. Print on durable materials such as Lexan or Styrene. Avoid flimsy foam core that can be damaged even before the show has started. Also, less is more when it comes to text and images. Let one large image with just a few words tell your story. It will cost you less and can be seen from further away. 5. Don’t skimp on lighting. Pay the extra fees to have electrical brought to your booth. A well lit display will draw more attention. 6. Rent or buy carpet with the best padding. Show attendees will notice and your booth staff will thank you at the end of the show! 7. Train your staff on booth etiquette. The basics: no eating, sitting, or personal 46 Black Meetings & Tourism May/June 2010: www.blackmeetingsandtourism.com