Nutmeg Exhibit

Exhibit booth expenses are the largest single trade show expenditure. To realize the greatest return on this investment, the booth must be:

• Attractive to show visitors and booth staff
• Flexible enough to support multiple marketing campaigns
• Cost-effective in terms of purchase and recurring costs.

Achieving this is complex and requires consideration of many factors. Professional assistance can simplify this process and reduce the risk of mistakes. The following should be considered as the exhibit booth is designed.

Trade Show Strategy

1. What are your long-term show objectives? If you expect that your show objectives may change significantly over time, your booth must be flexible enough to accommodate multiple advertising campaigns, new product introductions, etc.
2. Are you planning to attend many shows each year? Do they vary in size, prestige, etc? If so, you might consider two exhibit booths; one large booth for national and international shows where presence is important and a smaller booth for regional shows and seminars. This will simplify scheduling and reduce shipping costs.

Budget

1. How much can you spend to initially buy or build your booth? If you are budget constrained, you should consider a modular development approach. Implement the highest priority booth sections first and add the remaining sections, as funds become available. This will allow you to build your booth without compromising quality.
2. Recurring costs such as shipping, installation and dismantling, and storage can be quite significant over the life of the booth. Ideally, your booth should consist of lightweight, durable materials and be constructed using techniques that simplify set-up.

Key Messages

What is your company and product image? This will affect the selection and aesthetics of your finish materials and colors.

1. Booth Design - your booth needs to convey your key messages in about four to six seconds. While your graphics are primarily responsible for this, the booth should complement the message.

   For example, if the company message is "We are a prudent, financially solid bank that you can count on" your exhibit booth might reflect this by its size (large) and use of colors denoting honesty and power (white, blue, black).

2. Colors can help communicate your message.

   • Gold, Silver, Platinum suggest exclusivity, luxury
   • Orange suggests inexpensive
   • Red evokes emotion and is hard on the eyes
   • Blue and Green are calming
   • Pastels are non-threatening and cordial
   • White suggests honesty and high standards
   • Black suggests power and authority
   • Yellow grabs your attention

   Color variation can also attract attention.

   • Complementary tones and accents in bright hues draw the eye
   • Balance vivid colors with more neutral shades for more appeal
   • Vary shading to provide dimensional impact

3. Various materials used to construct and cover the booth help convey a message or give a "feeling" about the company. Typical materials include wood, fabrics, plastics, laminates, metals, and textured paints. Shiny surfaces and metals tend to be utilized for a more technical feel. Fabric and wood are more conservative and are more economical for long lengths of panels which may only be needed as backgrounds or to define space. A textured granite paint with other faux finishes may present a solid professional look.

   Any of these materials can be combined. Their texture and color should compliment the overall design and desired corporate image. Many non-traditional materials such as pipes, building products, false columns, shingles and ceramics are used as accents or to create illusions. A company's actual products may also lend themselves to be incorporated as a clever way to display samples while conserving space.

   Shipping weight, ease of setup and maintenance should always be considered when selecting final coverings. They should work well with the design and the colors selected so as not to overwhelm the graphics or products. Your exhibit house will usually recommend materials taking all of these concerns into consideration.

Booth Appeal

Your exhibit booth is the most tangible representation of your company at the show. Its appearance dramatically affects the way you are perceived by show visitors and visiting clients. In addition, your booth affects the enthusiasm of your booth staff. It is very difficult for them to portray an image of professionalism and quality if it is not reflected in the appearance of your booth.

Booth Size

Adequate space for booth staff to interact with the expected volume of visitors, to conduct demonstrations and meet with customers is critical. If products are to be demonstrated leave this area open to the aisle to draw traffic. In addition, consider storage space and any requirements for seating or conference area. A general rule is 55 square feet per person working the booth. This takes into account the staff person, attendees, booth structure, and furnishings. This space may be adjusted up or down slightly based on specific activities such as demonstrations, large machinery or products, or for displays with minimal structure.

Open mezzanines or full second floors provide good conference space without affecting critical first floor space, but may not be a practical option for every show. Review the show rules on height restrictions and construction requirements for the shows you normally attend, as these may affect your design.

Once the booth blueprint has been completed, locate an appropriately sized available area and mark off the booth dimensions. Take the mock-up booth for a "test drive" to ensure that the layout is not cramped. The time to identify and correct this type of problem is before the booth is built.

Lighting

Good lighting is an attention grabber. Light boxes that present your message on backlit plastic media make your message "pop out" and are far more effective than a flat graphic. Special effects such as indirect lighting and three-dimensional props can have a dramatic impact.

Booth lighting can also be effective for correcting limitations of your floor space or layout. For example, good lighting can eliminate the closed-in feeling of a closed area or correct for the lighting inadequacies of the exposition hall.

Carpet

Consider purchasing your own carpet with a protective bag for shipping. The cost is usually less than the cost of two or three carpet rentals and it will last many years.

Color selection should complement the booth's general color scheme. Light, neutral colors are generally desirable.

Consider purchasing pad to put under your carpet. You will greatly appreciate this extra cushion standing in the booth all day. Tired staffers with sore feet are not your best representatives.

Crating

If your exhibit will be shipped frequently or for long distances, crating is important to protect against damage and loss. Crates can be designed with special jigs to securely hold and protect all exhibit components. Exhibit materials that are crated also are handled at a lower drayage rate than loose materials.