Integrating Invisible Cost Savings Into the Visible Exhibit
Exhibit agencies are concerned with visual impact and spatial function; every exhibit is designed to stand out on the show floor. But what happens behind the scenes of your exhibit can be just as important as the visual presentation.
The exhibit agency should holistically address the client by balancing practical business goals with creative requirements to maximize value. Ultimately, this leads to a higher total value exhibit program in ways that can’t always be seen. A skilled exhibit partner can inject added (and sometimes hidden) value throughout the life cycle of any exhibit. Some examples:
Practical Design
Each asset should be considered for the rigors of a complex trade show schedule. Assets should have a forward plan for modularity and interchangeability to enable constant reconfiguration. Incorporation of lightweight/reusable materials help reduce material handling and transportation costs while ease and clarity of assembly can alleviate installation and dismantle hours.
Technology and Engagement
Integrated technology and experiential elements can be powerful tools to boost booth traffic, foster meaningful engagement and enhance ROI. The price of technology implementations can be offset with savings elsewhere. For example, digital demos eliminate costly handling expenses and eliminate the need for packaging materials.
Supplementing Rental Stock
An exhibit house with the ability to supplement rental components for overlapping or specialty events can help stretch budgets, especially important for programs with overlapping shows. Addition of rental properties allows clients to remain on-brand and relevant to the audience niche without need to purchase duplicate properties.
“Creating a space to meaningfully engage the audience requires more than just good exhibit design. To drive maximum value for an exhibit program, it is vitally important to balance aesthetic requirements with practical business drivers.”
-Wendi Jacobs, Account Development Manager, Acer Exhibits & Events
Packing
Exhibit components should be designed and engineered to fit in standardized crates wherever possible, compared to lay-flat and specialty sized crates. This maximizes trailer volume while minimizing freight, drayage and special handling fees on site. Additionally, more efficient packing will lower the monthly storage outlay.
Handling
A good exhibit partner will support barcoded inventory procedures for consistent packing. By barcoding components and providing clear inventory, efficiency in on-site labor can reduce charges during handling and set-up.
Logistics Planning
Planning show-to-show or temporary holdovers can reduce handling and freight costs dramatically. The client benefits from the savings without enduring the headaches when account teams coordinate the logistics between affiliate warehouses.
Proactive proposals
When a property nears end-of-life, it is helpful if the exhibit agency can help determine options for disposal, re-use or sometimes even re-sale. This scenario allows the client to be forward-thinking and strategic, knowing that new assets are considered for ‘cradle to grave’ efficiency – and sustainability!
While engaging visual design is of paramount importance to any exhibit, a whole host of other considerations can contribute to the overall success of your program! Be sure you are working with a partner who addresses more than aesthetics when beginning a project.
