Booth Show Skyline Trade

A trade show display consists of the physical screens, banners and other paraphernalia used to fill a temporary stall or booth at a trade fair or convention. The displays 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 brochures.

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 reasons:
·To sell.
·To launch.
·To correct a misconception.
·To create an impression.
·To get create internal "buy-in" for the initiatives above .

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

Another view groups all trade show goals into 4 reasons to exhibit:
1. Increasing sales and reinforcing market share
2. Increasing share of customers and getting current customers to buy more
3. Introducing new products
4. Positioning or repositioning your organization, its brand and products

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 use 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 use 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. Most exhibitors use a purchased or rented display structure in front of the supplied pipe and drape.

· Pop-up Displays. (These are sometimes called a Pull-Up display or Portable display ) A display which uses 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). Most often curved in shape, they are also now popular as straight walls with attached fabric mural graphics.

· Modular Exhibits. These exhibits fall between a pop-up display, and a panel & frame system. Whereas a pop-up is typically a small background property, a modular display is an entire space. They use 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. A study by Trade Show Week Magazine showed that modular exhibits weigh, on average, about 60% less than traditional custom exhibits. 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 aluminum extrusions, 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. 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).

· Portable Hybrid Displays. Portable hybrids are an alternative to traditional portables and offer several advantages to companies seeking either to downsize from an island display or step up from a traditional portable. Hybrids, by their very nature, are easily customizable since they are designed using aluminum extrusion, tension fabric, and modular components. Are they custom exhibits? No, but not every show or every budget requires a custom exhibit.

· 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.

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 we

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