Monthly Archives: June 2016

Tips on Seminar and Exhibition Pop Up Stand and Shell Schemes

Once you have prepared your strategy and objectives for attending an exhibition, completed the trade show Marketing Plan and prepared the budget you will know how much money you have to spend on the exhibition stand and the graphics.

From the outset you should have an idea of what type of exhibition stand you want and what you can afford from your budget. Some exhibitions are part of a conference where you either get a table and chair or can have your own pop up stand.

If you are exhibiting at a trade show you may have a choice of a shell scheme or freestanding space. The size of the shell scheme can vary depending on your budget but they normally have set dimensions. Most purpose-built shell schemes usually have three walls with standard furnishing. Some are corner stands with two walls or a free standing space of a specific size where you can design and build your own bespoke stand. The choice will depend on the type of show, the schemes available, your budget, and what it is you want to showcase on the stand.

Table and Chair, or Pop Up Stand

  • Table and chair. This format can be rather limiting but you can usually use floor-based pop up banners as a back drop or table-based pop up. You can promote your company name, product or message on the pop up.
    There are a variety of pop up banners which come in different width. Single or double sided banners are retractable, easy to carry in a case and are available in a variety of prices to suit your budget. If you are going to be using the banner at a number of events it is probably best to have a more expensive durable one.
  • When paying for a table and chair an electrical connection is normally included along with your company name exhibition entry.
  • One graphic option is to use Foamex display boards which are inexpensive and can be attached to poster boards.
  • Portable Pop Up Stand. If you want something a bit more custom-made then a pop up stand is useful. Again it can be re-used and comes with its own travelling boxes.
  • Varieties of modular exhibition stand with interlocking components can be found online at different prices. They vary in size and can be single or double sided, straight, curved or L shaped. They usually have a magnetic locking system to hold the panels together on tubing which is used for rigidity.
    The company branding and messages can be placed on the banner sides.
  • Digital LCD displays can be used for graphics and, although they are more expensive, it is easier for the content to be revised and refreshed
Tips:
  • Ensure when putting away your stand that you pack the rolled graphics the right way to prevent them from getting scratched.
  • If using spotlights always carry extra bulbs and if exhibiting abroad make sure you have a European socket converter for an English plug!

Shell Schemes

Shell schemes are used at most major conference and event centres as a way of dividing hall space into individual sections or booths. Shell schemes are usually formed by a series of upright aluminium posts braced apart with cross-beams. The shell scheme normally has three sides but you can get a two-sided stand. The size of the shell will depend on the trade show floor plan. Shell schemes normally come with flooring, company name board, lights, basic furniture, and electric power. If more furniture is required you can order these from the trade show organiser.

To make your company stand out from other exhibitors use creative graphics and think of innovative ways to decorate the stand or shell scheme so that you are differentiated from the crowd. Solutions include using free-standing display stands and banners or attaching posters or panels to the walls of the stand using Velcro.

The problem with exhibition shell scheme systems is that the aluminium uprights stand proud of the wall panels. This causes problems when you want to create a large seamless back wall display rather than having a series of posters separated by the aluminium shell scheme uprights.

The Shell-Clad system provides a good solution for those who want to achieve maximum impact by decorating a shell scheme exhibition stand with edge to edge, mural-style wall graphics. It provides a simple yet ingenious way of attaching graphic panels to the shell scheme posts without the need for sticky tape or other messy fixings.

Shell-Clad adapters’ clips simply snap on to the upright pillars of the shell scheme and provide a Velcro-compatible surface onto which graphics can be attached.

Panels for the Shell-Clad system are normally produced in vertical strips using a durable, laminated, rollable material. This means that in most cases your exhibition graphics can be rolled and transported in a single box or storage drum.

Printdesigns is an example of a print company that produces panels for Shell-Clad exhibitions stands. In addition stand standard roll-panels Printdesigns can use materials like Foamex PVC or even dye sublimation printed fabric to create exhibition wall graphics for your stand that look good and are compatible with Shell-Clad adapters.

Normally the print company will provide both an artwork template and a plan of your stand to make it easy to design graphics and fit them later.

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Tips of Exhibitors – How to Budget for an Exhibition

Event_Budget-1Having already prepared your strategy and objectives for attending an exhibition as well as completing the trade show Marketing Plan, you now need to produce a working budget. The budget needs to be flexible and, as a guide, the trade show cost is normally three times the cost of the exhibition space.
Setting the budget is important to ensure you have funds that are sufficient to fulfil the exhibition’s objectives and to make sure that the exhibition is delivered to the right standard. The details of how to set a budget are discussed below.

Budget Checklist and Budget Control

  • Compile a checklist of:
    – Fixed costs which are normally around 60% of the total budget.
    – Variable costs (for example, supplier costs). This is normally around 25% of the budget.
    – Calculate a reasonable contingency of around 15% of other budget costs.
    – Review your costs regularly. It is most important to establish budgetary control of costs at the beginning of the project planning. This will enable you to know where you are with the on-going costs during the build up to the exhibition. You may find you are able to add enhancements to the stand or you may need to cut back on planned expenditure.

Fixed Costs

These costs need to be covered regardless of the number of attendees or size of an exhibition. Dependent on the type of exhibition stand they normally include exhibition floor reservation and associated payments to the exhibition organiser, the stand build, and furniture which probably makes the largest proportion of the costs.

  • Fixed Production Costs – these include:
  • Exhibiting charges due to the organiser for floor space only or a shell scheme, online marketing entry, exhibition brochure promotion, logo, sponsorship, badges, and storage space.
  • Stand build – the design of exhibition stand and associated costs, the set build or refurbishment of a pre-existing stand, flooring carpets, backdrop, furnishings, graphics, banners, and lighting hire and installation.
  • Supplier costs for furnishings, hire of equipment, such as PC or demonstration equipment, products, lead collection, scanner hire, hostess, photography, security etc.
  • Audio Visual – such as screen, projection, video, camera recording, and laser projection.
  • Sound if using for presentation on the stand to include – speakers, microphones of all types, CD player, mixer, cabling, adaptors, music etc.
  • Speaker support – design, image production, animated images, script writing, and training rehearsals.
  • Crew – you may need to allow for the costs of people for design and equipment hire, installation, freight transportation, rigging and de-rigging and all the technicians for any equipment used in the exhibition (as listed above). You may need to allow for per diem allowances for the exhibition crew too.

Fees and Insurance – this includes event management fees if an agency is being used to help with exhibition management or logistics. You may also need to pay for equipment insurance, or event insurance to cover public liability etc.

Invitation process – although the exhibition organisers will be inviting the general public you may still wish to invite your specific clients or potential clients separately. This will be a once only cost and is not dependent on the number of delegates attending. This can include:

  • Invitation design costs.
  • Print costs for direct mail.
  • Brochure.
  • Website setup.
  • Database list of invitees.
  • Telemarketing follow up.
  • Any advertising, posters and promotional costs.
  • Follow up activity to boost attendee response.

Hospitality costs – This can include both on-site hospitality on the stand, such as food and drinks, and off-site hospitality such as a dinner or a party for your clients and prospects during the exhibition.

Meeting room hire –  if required during the exhibition for private meetings with clients. Normally you will have to pay a deposit on the room hire when booking for the event with a sliding scale of payment to be made as you approach the event. Note that some conference centres do not always include the same services as hotels and these can sometimes be an additional charge to the room hire.

Set up Services – this can include supply of electrical facilities, power, waste disposal, cleaning of the stand, Wi-Fi Access and telephone. Always check exactly what services are included and for what period they are offered.

Variable Costs

These are usually the smaller proportion of your budget and will be dependent on the number of staff and attendees that you expect to attend. It is impossible to be absolutely accurate on your variable costs as exhibitions are dynamic events and constantly change. This is why it is important to create a workable budget in the early stages of your planning. Past historical documentation can be valuable when looking at numbers and previous costs. The variable items need to be checked carefully if the budget is to be kept under control.

Variable costs include:

  • Staff food & drink.
  • Refreshment breaks.
  • Accommodation of staff.
  • Travel costs for staff.
  • Training of staff.
  • Stand promotional give-aways.
  • Graphics and print materials.
  • Press packs and promotion.
  • Flowers.
  • Insurance.
  • Client entertainment and dinners.

Contingency Budget

Always build in at least an extra 15 % of variable and non-variable budget costs as a contingency budget for the unexpected, such as additional drinks, crew overtime, additional catering, and unforeseen hire costs etc. You also need to put in here any currency conversion fluctuation that you may need to cover.

Reference: Planning Successful Exhibition Budgets – http://www.tradeshowinstitute.com/downloads/Trade%20Show%20Budgeting.pdf