Category Archives: Graphic Design

Ready for Fall Tradeshows? An Exhibit Manager Checklist

It’s not really true that tradeshows go away for the summer and suddenly come to life in the fall. But folks might be excused for thinking that. Spring and Fall tend to be when the largest and most important industry shows are held, often featuring important marketing initiatives such as new product announcements or movement into new markets.

As a result, it’s important to review existing booth properties for fit and effectiveness before each new season. We’re working with a lot of folks in the middle of this preparation.

But of course, there’s a whole lot more to preparing for what’s coming up.

Just in case anyone needs a quick jog of the memory, a reality check if you will, of the myriad of things needing attention, here’s a short checklist  (see related topics below if you need help with anything listed):

1. EXHIBIT BOOTH & GRAPHIC DESIGN

  • Booth is in good repair, appropriate, and successful
  • Booth components – retain, replace or upgrade
  • Update or target message for upcoming audiences
  • Professional design and assessment of effectiveness

2. SHOW PROMOTIONAL MARKETING

  • Presentation, demo, video, slides
  • Printed collateral or digital marketing media
  • QR code, text, RFID marketing
  • Tiered promotional giveaways

3. LOGISTICS

  • Booth space, registration, services & shipping forms
  • Staffing selection, transportation and housing
  • Installation and dismantle requirements, instruction or hiring
  • Shipping, tracking and payment

4. PRE-SHOW MARKETING & SALES PREPARATION

  • Speaking, networking and sponsorship opportunities
  • Preparation of follow-up materials (emails, letters, packages)
  • Meetings arranged with clients & top prospects
  • Announcements via email, postal, trade journal, PR, social media
  • Plan/prep for lead gathering, management, tracking

5. STRATEGY

You didn’t dive into the tasks listed above without being clear on the purpose and strategy for your upcoming shows, did you?

  • Determination of product management, marketing and sales goals
  • Specific, measurable objectives
  • Timelines
  • Budget
  • Assessment of prior results
  • Areas targeted for increased effectiveness

How Can We Help?

If you’ve worked with Imprinted Originals before, you know we are proud of being multi-line distributors of portable display products and modular exhibit systems and components that produce the same results as custom exhibit house booths.

Being multi-line means we’re not attached to any particular style or model.  Nor are your options limited to what we can produce or have on hand.

Our goal is to help you find the solution which matches your goals.  And can be used flexibly as you need to expand, contract or modify your booth.

We also offer professional graphic design that knows how to fulfill “the 3 jobs of a tradeshow booth or exhibit“.

And we’re really good at helping folks assess and update their tradeshow marketing strategies and the things they are doing to make them happen (Tradeshow Services).

So – here’s to a great tradeshow season this Fall.  Feel free to read our tips, browse our website (a new one is coming which will feature our modular offerings), or reach out for ideas or guidance.

 

Related Posts:

A Tradeshow Booth’s 3 Jobs: Proper Design Leads to Success

ELEMENTS OF TRADESHOW PLANNING

TRADE SHOW PLANNING – A TIMELINE FOR SUCCESS

 PREPARING FOR YOUR TRADE SHOW

EFFECTIVE TRADE SHOW FOLLOW-UP

TRADE SHOW EXHIBITORS DO’S AND DON’TS (includes booth staff tips)

TRADE SHOWS: WHY EXHIBIT? WHAT ARE THEY WORTH TO YOU?

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Deborah Elms is passionate about helping businesses and organizations create and retain customers through the effective use of trade shows & other face-to-face events.  She heads up the Trade Show and Event Division of Imprinted Originals.  You can follow her on twitter at @D_Elms.

Visit Imprinted Originals for more information.

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The 3 Jobs of A Tradeshow Booth: Proper Design Leads to Success

There are “3 jobs” of a trade show booth that lead to exhibiting success – do you know what they are?

If you understand these roles of a booth – and work with a designer with the exhibit design experience needed – you will have a great foundation for trade show success.  If you don’t, it doesn’t matter how great you think your booth looks – the results of your trade show might be disappointing.

The danger of not understanding the role of proper design

All too often, we see new exhibitors (and sometimes even not-so-new) rely on someone who has designed their website or brochure.  Beautiful, perhaps, but not matched to the requirements of a trade show booth.

A trade show booth needs to: stand out at a distance, bring the right people in to look more closely (and keep out the wrong people), and offer up just enough information (visually and otherwise) to start the conversation you want.

Handling those requirements are the three jobs of a booth.

#1: Grab Attention From A Distance

The first job of your booth is to grab attention from a distance, and make you stand out among a sea of other exhibitors.  Your designer will work with the whole look and feel of your booth, especially bringing focus on the part of your booth which is seen the furthest – usually the highest points of your booth.

As people walk down a long aisle, with so much distraction, you can get as little as two to five seconds for an initial look by your prospects.

In that glance, they need to see something that makes sense and appeals to them.  If your company is an unknown, you will almost certainly get a lot fewer eyeballs than you are counting on. if your logo reaches 30 feet but the headline that clarifies what you do is only visible for the final 10 feet.  This demands work from strangers who do not know why they should care, yet.

You cannot rely on your audience taking a second glance. Your booth must make them look.

#2:  Filter In and Filter Out

The second job of your booth is to act as a filter.

Your booth needs to make it clear who should stop, and who should keep walking.  And it only has a few seconds to do this.

It maybe counter-intuitive, but you don’t want everyone at a show to stop and talk to you – unless you have a consumer brand that is literally “for everyone”, which is rare.

Instead – someone walking towards your booth must be able to see if you, your products or services, match one of their needs, desires or interests. They have to see something that matters to them.

You also need to remember that your time is limited at a show.  You want to connect with just the people you are targeting, and keep others walking past.

You don’t want to waste time explaining what you do to just anyone who is curious, or have to fish for whether they match your basic qualifications, both of which a well-designed booth should normally handle for you.

Most importantly of all, you don’t want good prospects walking past you because it was not obvious why they should stop.

This second job turns your booth into a pre-qualification engine, which moves smoothly into Job #3.

#3: Start the Conversation

Your booth’s third job is to set the tone for the conversation that will follow when your intended audience has stopped.  Note, this does not mean your booth replaces conversation.

It means, up close, your intended audience will see images and words that demonstrate you understand them, and their pain points, or the benefits they’re interested in.  What keys their interest in Job 2, when looked at more closely as they’ve paused for a closer look, becomes the grounds of the discussion in Job 3.

Sometimes folks like scientists, software designers, or engineers – and actually anyone with a highly specific technical training – try to turn their booth into a sales brochure. There are paragraphs of information and detailed pictures or designs, better suited for a brochure or presentation.  They are trying to convey as much information as they can.  You’d have to be IN the booth and next to the booth to read it.

The truth is, if someone is that close to your booth, it’s your turn to engage them  in conversation.  You or your staff now get to take the connection and conversation your booth has succeeded at starting to the next level.

Other factors important to your tradeshow success

How successful you are at this third stage of conversation is dependent on much more than your booth design, of course.  It all starts with strategy, and includes pre-show and at-show promotional marketing; presentations, demonstrations or other interactions; and how well your booth staff has been trained in the do’s and don’ts of trade show exhibiting.  (I’ve created links to selected related article topics – or go to the Tradeshow Tips page)

What If Your Graphic Designer Doesn’t Know About the 3 Jobs?

My advice is to seek out graphic designers with the understanding and experience to get you the results you are looking for.  In the case of a tradeshow booth, ask if they have “large format graphic design” experience and if they know how to design for distance, filtering and conversation.

Or give us a call.  Imprinted Originals can provide creative design for your booth based on these principles; it’s what we do!

Note: I’ve talked about these “3 jobs” for years with prospects and clients.  I hope that this article on what they are, and how they can impact trade show exhibitor success, has been helpful.   Feel free to leave questions or comments (comments are moderated).

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Deborah Elms is passionate about helping businesses and organizations create and retain customers through the effective use of trade shows & other face-to-face events.  She heads up the Trade Show and Event Division of Imprinted Originals.  You can follow her on twitter at @D_Elms or visit the Imprinted Originals Facebook page.

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Top 10 Signs You Need a New Tradeshow Booth or Graphic Design

The situations on this list, while presented with humor, lead to results which are anything but funny. If you cannot read through it without a glimmer of recognition — chances are that you are coming up short on achieving the tradeshow results you are looking for, including quality leads and new opportunities with existing clients.

Unfortunately, we have seen and corrected every one of these mistakes at least once!

I’ve combined some variations to keep the list short, so we can work our way up from number 10 in classic late-night TV Top 10 List fashion.

Top 10 Signs You Might Need a New Booth

#10 A sure sign you need to get a new booth is when you have clients saying “You do that?” even after just seeing you at the tradeshow where you announced a new product or service.

#9 A sign it’s past time for a revamp is when your booth sports a color scheme that’s been out of favor longer than you’ve been with your company, and the logo has changed, probably at least twice, since then. And maybe the magnets need a little help with duct tape.

#8 You might be ready for a new booth if you’ve gotten tired of watching your competitors essentially open their arms and put their booth up in two minutes when it takes you an hour or two and a ladder. Or your competitors have one of the hybrid fabric and extrusion models that only look like they require paying for labor from the general contractor, and you are paying for your setup, with overtime too.

#7 A sign the timing is perfect for a new booth is you’ve just made a big move like purchasing another company or snagging some major clients, and you want to step up the style of your display to replace the same-old, same-old pop up you’ve relied on for years.

#6 An obvious sign is when your boss finally admits that his wife’s nephew did the design for a school project, and the course he was taking was website design. Or your marketing agency designed it for you at the same time they did your brochures — and you realize they look exactly the same, only the brochures work and the tradeshow booth design does not. (Hint: you’re not saving money by using someone who does not know how to create impact with tradeshow graphics because you are going to have to pay to replace them to be successful on the show floor.)

#5 A painful sign you may be missing is when your sales people or field marketing reps won’t put up the display you think they’re using, because it either weighs more than they do or is so difficult to set up, it cuts into their face time with prospects — or they have decided it requires too much effort to explain its middle-of-the-road message, because the inflexible booth layout does not allow easy adaptation for their specific audiences or product lines.

#4 Another reason it could be time to reconsider your booth design is when people keep asking if you’re a startup — and you’re not. Or you are a startup with great new ideas and everyone sees the same stock photographs they see on other booths so they don’t pay any attention to you.

#3 You know you need to get out of a rut when you get lost coming back from the bathroom, and other people stop by and ask your help in finding your company. Your booth looks too much like everyone else’s, your company name or tagline does not stand out, and even you can’t read most of its overly small print when you’re standing next to it.

#2 A truly bad sign that you need a new booth is it’s not doing its job. Instead of connecting with leads pre-qualified by its message, you end up talking to the wrong people, and wasting time trying to attract people into your booth by standing in the aisles and offering giveaways.

And the #1 most obvious and most worrisome sign that you need a new booth is when people pause, stare at your display, then look at you and ask, “So what is it you do anyway?”

Do you find yourself agreeing — or even suspecting — that any of these situations describe your own booth?

This is going to be a strong year for tradeshows, and your booth is going to be a major influence on the level of impact you have. Please feel free to reach out for ideas on how to refresh the graphic design on your display or replace your booth so none of these 10 signs will apply.

Your booth has three jobs: stop attendees from passing by without looking, filter out those who are not good matches to your target audience while attracting those who are, and start a compelling conversation with those who are appropriate.

Imprinted Originals provides the expertise of an exhibit house without the overhead. We can help you achieve Exhibiting Success at your tradeshows and events. Call or e-mail us today for help assessing your current situation and getting you prepared for 2011 and beyond.

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Deborah Elms is CEO and head of the Trade Show and Event Division of Imprinted Originals.  She is passionate about helping new and growing businesses create and retain customers through the effective use of tradeshows & events.

Twitter:  http://twitter.com/D_Elms
LinkedIn: http://www.linkedin.com/in/deborahelms

Website: http://www.imprintedoriginals.com

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You Want My What Code? (PMS, RGB & CMYK Color Systems)

RGB, CMYK, and PMS – Trying to Capture Color in a Code

If you tell me you want a green table throw, a green backdrop, or even a green logo — how will I know which color you mean?   Even if you give me a standard description, like “Kelly Green”, how can you be sure you will get the color you want?

How can we be sure we reproduce the color you’re expecting?

What we need is to define colors using a system that can be communicated and then used and re-used consistently.

The way this is done is with codes.  As it turns out though, we need more than one way to describe color.

There’s one set of codes used for when dealing with images carried by light (TV or computer monitor), another for printing, and another entirely when we’re dealing with “spot” imprinting on t-shirts.

These codes are called RGB, CMYK, and PMS.   Each of these is important for different marketing projects.  We run into a fair amount of confusion on the meanings and uses of these codes, so I thought I’d give a basic tutorial here.  I’m not a graphic artist, however, so my definitions and examples are definitely based in the products used in tradeshow displays and event products.

RGB (Red, Green, and Blue)

RGB stands for Red Green and Blue.  If we mix – i.e. overlap – light of these three colors, we will get white light.  You might remember seeing a demonstration of this on a trip to a science museum.

Colors which when you add them together get lighter are called “additive colors”.  By defining how “bright” each of these colors is, on a scale from 0 to 255, you can “add” them together to get different colors.  (255,0,0) is pure Red, (0,255,0) is Green.

RGB codes cannot be used to define and reproduce all colors, only those that can be created by “adding” these three colors together.

An enhanced version of RGB coding is used for computer monitors, television screens and other electronic devices which are “colored” by means of rays of light.

Have you ever experienced surprise when your printer prints a “different color” than what you see on your monitor?  Or discovered your company website colors look different on your home computer monitor?  It’s because one issue with RGB is the codes are not device-independent.  The same code combination on one device will NOT look exactly the same on another device.

Also, if your graphic artist is most familiar with designing for computer websites, they may naturally try to provide you graphic codes for your logo using RGB.  These codes are not useful for the printing processes used for the paper, vinyl, or fabric materials used in trade show and event products.

CMYK (Cyan, Magenta, Yellow, Black) – also known as Process Color or “4 color printing”

You can create a wide range of colors by using different combinations of the colors cyan, magenta and yellow.  Adding these three colors mixed together in equal amounts creates a color near black; these are called the three subtractive primaries.  Including true black as a fourth color gives you a more realistic result.

With CMYK printing, a series of dots are printed, in layers, of each of these colors with the net result creating a complete picture.  This is often called “process color” or “four color” printing.

It’s actually possible to add more standard color dots to create a wider range of final color, so you will sometimes see “six color” or “eight color” printing.  For instance, by breaking cyan into light cyan and dark cyans, and the same with magenta, you will have “six color” printing, which allows your printer to produce yet more realistic color.

Process color is used for printing photographs and graphic images.   Because it can reproduce complex colored images, including shading, gradients, and drop shadows  – it is often referred to as “full color” processing/

If you’ve ever seen a picture where one of the plates used for printing is off, even a little bit (perhaps — back in the day — on the funny pages of a newspaper) you know  how much this process depends on exact alignment to create the effect using the mix of colors.

In the tradeshow and events world, digital printing or dye sublimation (which both use process color/CMYK) are typically used for your display graphics, whether they are printed on vinyl, solid substrate or fabric material.

Spot Color Printing Using the Pantone Matching System (aka PMS codes)

With spot color, a precisely pre-mixed color of ink is directly applied to the paper or fabric material.  This allows the use of a relatively exact color which can be replicated time after time.  PMS Codes are normally used when a small number of precisely defined colors are needed.

Spot colors are used to replicate logos consistently.  They cannot be used for artwork with gradients, shading, or drop shadows.

The most common system used to define spot colors is the Pantone Matching System a.k.a. PMS codes.  Pantone(R) provides a system for carefully calibrating colors across a wide range of printing processes and printing machinery.

Sometimes both Spot and Process are used together — for instance on company brochures or catalogs – when precise colors are needed for logos, and a wider range of colors are needed to represent the company’s products.

Examples in the tradeshow and events world include screenprinted items such as T-shirts and table throws, and padprinted promotional items.

As confusing as it is, you will sometimes be asked for your “PMS numbers” even when working in a medium that does not use them – i.e. CMYK digital printing.  This is to provide a “sync up” point, to try to get certain especially important colors (i.e. for your logo) using the more universal system, in order to get as close a match as possible, within the limits of the other systems.

Conversion Between Color Codes

It is not possible to convert precisely between these different color code systems.

Sometimes a piece of art prepared according to one of these color-coded systems must be used on a project which requires a different code.  It is rarely possible to make a direct match between these code systems.

This is why you will sometimes see “close PMS matching only”  on a product description — for instance, when your logo is being printed digitally (using CMYK or 4 color processing).

Of course, our production artists are trained and work hard to make as close a match as possible so your marketing materials and tradeshow products will work together, but there are limits to what we can do.

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Occasionally we find that a graphic artist you have hired —  who typically works on one type of project which uses one kind of color code — is not familiar with the others.  They may  try insist that we should be able to use what they provide.  Now you will know better!

You should now be better prepared to understand why a particular project we’re working on for you requires your artwork to be prepared in a particular manner.  Less mystery for you and we can work with you more easily to get the results you are looking for!

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