Trade show displays

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Trade show displays are the physical screens, banners and other paraphernalia used to fill a temporary exhibit space at a trade show or trade fair. They vary greatly in size, cost, and complexity, but all are designed to visually represent a specific interest. Companies typically rent exhibit space from show organizers, and then design trade show displays to attract the attention of visitors and attendees at the trade show. Trade show displays usually use bold images and catch phrases in an attempt to lure attendees to their exhibit space so that they can give a sales pitch or hand out trade show literature.

Reasons to exhibit a trade show display

The trade show industry serves a staggeringly wide and varied audience. Virtually every industry has its own menagerie of shows that cater to virtually "every" subsegment. On a micro level, there are numerous reasons for exhibitors to deploy a display at a given trade show. On a macro level it can be said that there are only five [5] reasons:
·To sell.
·To launch.
·To correct a misconception.
·To create an impression.
·To get create internal "buy-in" for the initiatives above.^[1]

These five reasons are sometimes grouped into the generalization Trade show Impact.

Types of Trade show displays

There are many types of trade show displays / exhibits. Below is a list of the common types:

· Tabletop displays. Usually a small metal frame work which can easily collapse (much like a backpacking tent frame) into a small carrying case, with graphic panels that attach to the frame work via mechanical fasteners, magnets, or Velcro. These displays are typically very easy to set up, and require little to no on site support labor. As the name implies, they are designed to be set on top of a table, one usually supplied by the show contractor. As with pipe and drape, this table is often provided as part of the price of renting the exhibit space.

· Table covers. If the exhibitor is using a table within their exhibit space (whether provided by the show contractor or rented), custom printed table covers allow the exhibitor to the opportunity to utilize the table as a branding opportunity, as opposed to just a stock, non-branded table drape. Show provided tables normally come with a neutral table drape, and a custom cover allows the exhibitor to stand out from those who use the stock table cover.

· Pipe and drape. Often provided by the show contractor, these typically utilize a metal frame of upright posts supported by base plates, with cross beams on which the fabric drape is either threaded (via a sewn pocket) or tied. These types of displays are often provided by the show contractor as part of the price of the exhibit space. The fabric drape is usually a neutral color or a color which ties in with the theme of the show. Exhibitors can use these as a backdrop for their own display pieces, but they are not meant to support any direct weight, and provide little in the way of display client graphics or branding.

· Pop-up displays. (These are sometimes called a Pull-Up display or Portable display) A display which utilizes a flexible graphic panel (fabric or other man-made material) attached to a spring loaded roller on which the graphic winds for storage. When ready to display, the graphic is pulled up, and then secured to a support post at the back of the roller, which holds the graphic up and taut in place. These can be used individually, or in series, as warrants. Like tabletop displays, they are normally very lightweight, and can be easily transported and set up without needing much on site labor support. The components are often made from very lightweight materials, and transported in small traveling cases (often injection molded plastic).

· Modular exhibits. These exhibits fall between a pop-up display, and a penel & frame system. Whereas a pop-up is typically a small background property, a modular display is an entire space. They utilize a standardized basic structure, whether this be a metal frame work, or thin, lightweight panel construction, which is then configured within the confines of the structure limitations to what the exhibitor requires. Analogous to a Lego or Tinker-toy, the components are typically easily reconfigured into new layouts as the exhibitor may require from show to show. The components are often made from very lightweight materials, and transported in small traveling cases (often injection molded plastic).

· Panel & Frame Systems. - These are the ubiquitous exhibit, retail, display and presentation systems. In many ways, when people think of modular exhibits today, they are thinking of Panel & Frame systems like Octanorm, which is sold (in pieces and parts) to distributors, who in turn market a range of solutions (including exhibit solutions) for rent or purchase at a variety of quality levels and price points. There are hundreds (or maybe even thousands) of "parts" available. In North America anyway, tradeshow floors are typically laid out with Panel & Frame products. These products are a ubiquitous category all to themselves.^[2] Unlike a tabletop display or modular exhibit, Panel & Frame Systems will require the services of an on site labor source (show general contractor, or a labor contractor approved through show management).

· Custom exhibits. These rental or purchase exhibits are fabricated from a variety of materials, based upon the design and needs of the exhibitor. These exhibits often incorporate hard wall panels to create rooms and separated spaces, stages, large metal structures, display and work stations, and other display components. Custom exhibits cannot normally be set up by the exhibitor without utilizing the services of an on site labor source (show general contractor, or a labor contractor approved through show management).

Large companies often buy a custom exhibit to be used at different shows in different countries all over the world - a concept similar to the set of sound and stage equipment that accompanies world famous music groups on their tours around the world. Rules for construction of custom exhibits vary from country to country and even show hall to show hall.

For example, in Russia, construction of even temporary structures at the exhibition venues is treated in accordance with the Russian construction laws that mainly apply to capital development. Even if the custom exhibit has been used at other shows in other countries, its design and the credentials of the builder will be scrutinized by the organizers of the show and the technical department of the venue^[3].

Custom exhibits are transported to the exhibit hall in exhibit crates, skids, dollies, or sometimes via pad wrapping, to protect the exhibit properties during transport, and during set up and tear down (Installation & Dismantle).

The Rise of Rental

For years, the trade show display business was dominated by the notion of selling and owning one's display properties. There are a number of reasons for this including accounting realities and the cultural history of the industry itself. But, in recent years, this has all begun change. At one time, the notion of Rental Exhibits would have been a category in the list above; that is to say that at one time a Rental Exhibit would have been viewed as a type of exhibit, usually a property owned by an outside vendor (either the show general contractor, or an outside rental exhibit company), which are stock properties that are rented to the exhibitor in a standard configuration, or a modified version thereof. This is no longer the case.

Current thinking in the exhibit industry often treats rental and purchase as alternative financial strategies aimed at accomplishing different ends. These days virtually any trade show display of any type or quality can be rented or purchased.

In some markets (such as North America and Europe) rental provides lower initial (and even lower overall costs due to costs of trade show exhibit ownership while delivering greater flexibility whereas purchase provides certain undeniable accounting benefits. Consumers of trade show displays in these markets must weigh their options to determine what works best for their situation. In other markets (such as most of Asia) raw materials and labor are priced such that rental is rarely competitive. This is due to the disposable Build and Burn approach which is so prevalant.

While it is true that any trade show display of any type or quality can be rented or purchased, there are still some types of trade show displays which are viewed as almost exclusively rental properties:

· Used Exhibits. - These are existing exhibit properties, usually older and sometimes worn (though not necessarily), originally built for another purpose, available for rental or purchase. Many exhibit houses have a few of these lying about. Some exhibit houses have built their businesses on them. Just as there is nothing inherently wrong with a used car, there is nothing inherently wrong with a used exhibit. It depends upon the exhibit itself.^[4] Used exhibits may require the services of an on site labor source (show general contractor, or a labor contractor approved through show management) to set up, and often the rental exhibit provider can provided those services as part of the rental package to the exhibitor.

· Inventory Rentals. - These exhibits are properties owned by an outside vendor (either the show general contractor, or an outside rental exhibit company), which are stock properties that are rented to the exhibitor in a standard configuration, or a modified version thereof. Rental exhibits use these stock properties to provide a basic structure for the exhibitor, which can then be augmented by custom graphics, easily applied and removed finishes, and other cosmetic augmentation. Inventory rentals normally require the services of an on site labor source (show general contractor, or a labor contractor approved through show management) to set up, and often the rental exhibit provider can provided those services as part of the rental package to the exhibitor.

Display standard sizes and configurations

Trade show displays vary in size. While tabletop displays can be smaller than an average table or desk, some custom exhibits may be larger than a typical city block.

The typical booth size in North America is 10ft x 10ft^[5]. Exhibitors can typically rent space in multiples of the standard 10ft by 10ft space (renting two 10ft x 10ft spaces that are beside each other would form a 10ft x 20ft space, and renting four 10ft x 10ft spaces in a square would form a 20ft x 20ft exhibit space).

In Europe, and Asia, exhibit spaces are typically done in 1m increments, with the smallest typically being 3m x 3m.

In either case, a "show floor" is "made" by arranging the various exhibitors based upon their spatial requests. Regardless of geography, the rental realities dictate that all displays on a trade show floor will fall into one of several configurations:

· Linear Booth. “(Also called “In-Line Booth“) An exhibit space with exhibit booths on either side and/or back.”^[6].
· Peninsula Exhibit. “A peninsula is an exhibit or area with aisles on three sides. A Peninsula Booth is 20’x20’ or larger. ”^[7].
· Split-Island Exhibit. “A Split Island Booth is a Peninsula Booth which shares a common backwall with another Peninsula Booth.”^[8].
· Island Exhibit. “An Island Exhibit is any booth exposed to aisles on all four sides. An Island Booth is virtually always 20’ x 20’ or larger.”^[9].

Geographic / Cultural Differences in Approach

Differences in how trade show displays are approached vary on the locale: in South America, Europe and Asia it is much more common to have what is known in the industry as “build and burn” exhibits, which are exhibits which are fabricated and set up just for the life of the one show. In North America it is more common to have exhibits which are purchased, and then used many times for different shows before they are either re-purposed, or disposed of.

Trade show display companies

There is an entire industry built around the design and sale of trade show displays. Many companies that sell trade show displays have elaborate showrooms in major cities, and other companies sell displays over the internet without a showroom. Typically a trade show display company will specialize in one type of trade show display. Internet companies tend to specialize in modular, portable trade show displays, while companies with large showrooms typically specialize in custom exhibit booths.

To cut the costs of the exhibits display manufacturers often use what is known as "exhibition systems" such as, for example, Octanorm or Maxima^[10] to build walls of the booths and add "bespoke" elements manufactured from plastic, wood etc. to create a unique look of display. After the trade fair the system is collected and stored by the display manufaturer, while the extra elements (including banners, posters, custom info desks etc.) are utilized.

References

External links

• Rent versus Own - A quantitative comparison of numerous trade show scenarios evaluating relative costs for rent versus purchase of the same trade show display.
  
• On Flexibility and Exhibit Strategy - Informative and balanced white paper on the role of flexibility in trade show display programs.