Spend less on Drayage - But don't compromise Marketing Impact

One of our lovely colleagues brought in a delightful treat today – Paczki’s. Paczki’s, a doughnut/pastry of polish/french origin, are sold only one or two days each year. Apparently, doughnut restaurateurs do have a conscience when it comes to your waistline.

Why is it, then, that some exhibit houses have fewer scruples when it comes to the weight of your exhibit, or the SIZE of your material handling bill? Why is one of the most consistent features of a custom exhibit- heavy, bulky materials – a surefire way to clobber your drayage budget?

A modern exhibit design should be designed around some basic constraints – weight being a significant driver in that equation. When you look at a design, pay attention to materials. You may have to ask some pointed questions to get down to brass tacks on this aspect of a company’s design (sorry for the heavy-handed reference to fabric, one of our favorite weight-loss measures).

While aiming to reduce weight is among the chief goals of an exhibit house’s construction methods, this can become a double edged sword: How does a company reduce the mass of a structure without reducing it’s strength and stability? If I could properly answer that question, I’d be writing articles for these guys. The reality is, our design and engineering teams spend long hours figuring out just that. Some classic names in the exhibit business are long on weight-saving ideas, but short on the ingenuity it takes to make an exhibit feel like a permanent structure worthy of your brand.

While you need to be asking questions about materials, realize that it’s a goal that should not sacrifice the overall exhibit’s integrity.

If you haven't tried one, you might have to wait 'til next year...

Think of it in terms of the Paczki’s again – the anorexic stays away from this Fat Tuesday delight. While “wafer-thin” may appeal to some folks, anorexia does not epitomize health or aesthetic perfection. An exhibit that can still afford to eat a Paczki on a special occasion each year, but does so with a conscience to save you the hefty drayage bill: now that’s perfection. Smart exhibits weigh less, but still look the best.

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Solar Power International in October 09 - Rental Exhibit

Here’s a question I’ve been asking myself lately (and yes, I *do* hear voices):

“Would I prefer that exhibitors gave me a separate budget for their exhibit (show-services not-included), or one, all-inclusive budget?”

You see, the former means that I can give my designer one-price to design towards. Client says we have $20-25,000 to spend on their 20×30 ft. exhibit,  and they have a separate budget for I&D, Drayage, Shipping, etc. SIMPLE.

The latter means I need to “back-out” the cost of the exhibit. My designer is building an exhibit based on a price that is in-flux: we can’t estimate services until we have a design. And as the exhibit increases in scope, so do the services!

Except that this is 2010…

Now when someone gives me a booth-only budget, I’m “testing” their services budget by getting preliminary services estimated. It’s all about demystifying the process for exhibitors. There’s no sense in presenting a design wherein the booth itself is affordable, but the services are not… It’s time to get real.

2009 was a year characterized by shifting budgets, wishy-washy objectives, and uncertainty abound – in 2010, no one can afford such gaps between expectations and reality. At least that’s what the voices keep telling me.

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Siemens at RSNA in Chicago, with a flock of doctors and medical equipment buyers in tow

When a company sets out to exhibit at a major trade show within their industry, it is usually for at least one of two reasons:

1. Sell more widgets
-or-
2. Increase brand/product exposure.

Other reasons exist, but they’re essentially variations of those aforementioned.

There is also a pesky third reason companies exhibit, and it’s confounding:

3. to save money.

What do I mean by this? Companies expend tremendous amounts of capital and productivity in the marketing, logistics and selling that’s involved with tradeshows. To then skimp on the actual marketing engine that gets assembled in their tradeshow booth space… seems like a questionable tactic.

Despite how damaging this approach can be, there’s the lingering reality that many approach their trade show exhibition program with this very mindset: Above all else, we need to save money on this year’s show.

Is that appropriate because we’re in a recession? Is it correct because trade shows are so darned expensive nowadays? Are these EVER good excuses?

The sole purpose for your trade show booth is to attract attendees on the convention hall floor. That is the only reason an exhibit program exists, and all other reasons flow from that goal. Trying to sell widgets? You need to attract attendees to your booth. Aiming to increase brand visibility? You need the attention of attendees to get that. Hoping to build relationships with new and existing clients? They need to realize you’re at the show, and they shouldn’t feel sorry for you once they realize you are!

One good nugget I’ve borrowed from Candy Adams, “The Booth Mom“:

“2. Never make a budget cut where an attendee will see it. Regardless of how much you have to pare out of your show budget, always keep in perspective that image is everything, and a tacky, outdated exhibit speaks volumes about your company.“

She’s the Booth Mom, whereas I’m just some sales guy – but the point is the same: The End is selling product and marketing your company, the Means ought to advance that goal – not undermine it!

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