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Aptis Goes Global
Tips to Take Your Show International
Hilliard Lyons Celebrates 150 Years
Trade Show Coach: Investigate Sponsorship Opportunities
Kara Heath: Graphic Designer on the Move
Gateway's Powerful Presence at the Downs' New Digs
Too many exhibitors are happy to use the "me too" marketing approach. Examine their marketing plans, and you'll find an underlying sameness about them. With shows that attract hundreds of exhibitors, there are a very few that seem to "stand out from the crowd." Instead, look at what makes you different and why a prospect should buy from you. This is of particular concern with generic products in your industry. Every aspect of your exhibit marketing plan, including your promotions, your booth and your people should be aimed at making an impact and creating curiosity.
"Fast furl the jib and drop the main!" The jargon slips not from the tongue of a salty sea captain, but one of D&M's own Account Executives, Lynda Merz. After 14 days of sailing in a flotilla around the British Virgin Islands on a 41' sailboat, Lynda, her husband Chuck, teenage daughter Kristin and son Eric became a "tight team" of sailors, and learned a new meaning to the phrase "family togetherness."
While the work was hard, the rewards were great. The family got to explore uninhabited islands surrounded by verdant volcanic hills, pale turquoise waters and palm trees swaying in soft breezes.
Thank you to everyone who shared their comments about More Than Show. Congratulations to Jane Ostertag of Porter Paints, winner of our iPod Shuffle giveaway. Please
us any ideas or suggestions on this and future issues.
A travel tip from Tom Peterson, AE
The lights. The sounds. The gambling. Las Vegas is truly an experience to be had, but you can have too much of a good thing. Those of us who frequent Vegas a little too often need a little something normal to do in "Lost Wages".
Tucked away on a tiny side street next to the MGM Hotel & Casino is the United Artists Theater. Although the city is designed to separate you and your paycheck, this movie theater is reasonably priced. So enjoy a familiar, simple luxury, and I'll see you there. Please turn off your cell phone.
- Dorothy Parker author, humorist, poet & wit (1893-1967)
With the advances in printing technology in the last few years, the use of fabric in exhibit structures has been growing rapidly. The same bright colors, true blacks and vivid images as traditional graphics can now be achieved on fabric. The use of tension fabric opens up a huge range of design possibilities from translucent walls and dynamic curves to abstract three-dimensional shapes.
Fabric is not only for large, custom exhibits, smaller exhibitors are taking advantage of the possibilities. Graphics printed on fabric are being used in bannerstands, popups and modular systems. For example, on the new Nomadic X-Plus, the fabric panels stay on the frame when packed, reducing setup time to mere seconds. Fabric graphics can be a more economical option that photomural panels, reducing the cost of replacement graphics.
Best of all, fabric is lighter and packs down smaller than rigid substrates. That means big savings on transportation, drayage and storage costs. In some cases, fabric can be a more durable option: it can be folded without damaging the image, it won't chip or crack and can be washed if it gets dirty, meaning even bigger savings in the long run.
Aptis Medical chose to promote their revolutionary prosthetic device for sufferers of distal radial ulna joint disorder by participating in medical exhibitions all over Europe. Due to high shipping costs, they needed a lighter, more compact alternative to their US exhibit.
Working with D&M, Aptis decided to use a set of itinerate graphics instead of an entire exhibit. At European shows small spaces are equipped with a hard wall "shell" scheme in lieu of the pipe and drape seen at US shows. By applying custom graphics to these standard structures, Aptis can create an exhibit that ships in a small carton, saving thousands in shipping costs and frustrating delays in customs.
You Can Too
Take your trade show marketing program Global with these tips.
Exhibiting abroad is dramatically different than in the US. If you are planning to begin a tradeshow program abroad, there are several factors to consider when planning:
• A whole new world- called Trade Fairs with Exhibition Stands (not booths), shows abroad are typically held bi or triennially, lasting from 7-30 days, and draw larger audiences than US counterparts.
• Hospitality is key- provide refreshments and a comfortable place to sit and chat with attendees.
• Stay a while- visitors stay longer and deals are closed on the show floor.
• Consider the culture- every country is different, do your homework to maximize your program's effectiveness and avoid embarrassing faux pas.
• More formal- eliminate "casual" from business attire, make set appointments and use last, not first names.
• Pad your budget- add an additional 15-25% to cover extra taxes, tipping, variances in the exchange rate and other unforeseen expenses.
• Pad your timeframe- apply early, many shows have wait lists, ship early to compensate for delays in customs.
• Think Metric- (the rest of the world does) convert your measurements.
• Get Help- seek out professionals with experience dealing with the maze of paperwork and regulation involved in international exhibiting.
The exhibit created for Hilliard Lyons celebrates a century and a half of company history and investment experience. Its premiere was the center of the recent 150th Anniversary Celebration created and organized by Master of Ceremonies, a Louisville event marketing and production firm.
Large, backlit graphic panels trace the company's growth on a timeline alongside that of a growing nation. Constructed of Octanorm aluminum extrusion components, the exhibit is sturdy, but lightweight and easily assembled, excellently suited for use at a single event, and as a permanent display at its current location at Hilliard Lyons' downtown Louisville office. A short movie, produced in cooperation with Interactive Media Lab, on a plasma screen animates the timeline. It highlights major events in U.S. history, technological advances and milestones in the firm's story. Hilliard Lyons is one of Louisville's oldest corporate citizens.
The exhibit and timeline attracted so much attention, that a portable popup version was created to travel among Hilliard Lyon's 75 branches in 13 states.