The following article was developed and written by Meg Merritt, Trade Show Navigators, and appeared in the December 2003 issue of EXHIBIT CITY NEWS.

We've come a long way, Baby!

When you think of it, audio visual (AV) presentations are as old man himself. Think shadow puppets on the walls of the ancient caves in the glow of the campfire with a few well-placed sound effects. All the basic elements for a successful show-lighting, visuals, and audio. Voila! The first multi-media presentations. And we thought we were so special!

Well, the fact of the matter is that the state of AV today is special. It's grown up a lot since that first presentation, and constantly changing technology is taking us "where no man has gone before." Capturing the attention of today's trade show attendee has always presented challenges, but today's exhibitor can add depth and dimension to his/her exhibit by utilizing the high-tech products available.

THE BASICS

Just what's important? Well, there's a whole HUGE industry out there on this subject; we'll just try to cover a few basics here.

Audio:

Small or large, all audio systems are composed of at least four components:

1. Source: Provides the sound (i.e., microphone, tape deck, videotape, or computer).

• More than one microphone usually requires a mixer.
• Standard mixers have four channels, meaning they can handle four microphones. There has to be one mixer channel per audio source.
• A sound technician should be used when a mixer larger than four channels is used.
• Hand/held microphones can be used in a stand or held in a speaker's hand.
• A lavaliere microphone hangs around a speaker's neck or attaches to clothing, giving speakers more mobility.
• Wireless microphones can be handheld or lavaliere.

2. Control Mixer/Audio: Allows sound from multiple sources to feed into one system. Gives one operator control of all sound sources in one room.

3. Amplifier: Intensifies sound.

4. Output: Allows audience to hear sound.

Video

It used to be that images projected on a tripod screen (or a sheet!) by an overhead projector were considered state-of-the-art. No more. Depending on the appropriate application and an analysis of the advantages and disadvantages of each, today's exhibitor has many choices:

SIZES/FORMATS OF VIDEO TAPE:

• VHS, SVHS (1/2") -- Popular, inexpensive, easy to get.
• Hi 8 (8mm) -- Better quality than VSH, designed for low-cost industrial use
• U-Matic (3/4" ) -- Good resolution. The standard for industrial/commercial use
• Mini DV -- Extremely small high-quality digital format, gaining popularity for industrial use.
• Betacam/Betacam SP - The professional standard, expensive and extremely high quality
• Digital Betacam - Higher quality than even Betacam SP, setting standards for digital video production.

PROJECTOR TYPES:

• Slide Projectors - Can be used for front or rear projection, easy to revise, update, and store; limited motion capabilities and easy to get out of sequence.
• CRT (Cathode Ray Tube) - Extremely high resolution, compatible with most computers. Negatives include lengthy setup, fixed throw distance per screen size (no zoom), and not very bright. (Aren't we all occasionally???)
• LCD (Liquid Crystal Display) - Good image quality, highest native resolution to date is 1280x1024 (XGA), most come with zoom lenses, increasingly brighter, and a quick setup
• LCD High-intensity Projectors -- Used for large screens/audiences, extremely bright zoom lens, lengthy setup. requires technician
• DLP / DILA (Digital Light Processing / Digital Direct Drive Light Amplifier) -- Extremely high resolution (film-like), compatible with most computers, small size, zoom lens, very bright

MONITOR SCREEN TYPES:

• CRT -- Made from vacuum tube, heavy, limited size, and subject to magnetic field distortions
• LCD - Lightweight, thin cross section, with a limited size of display
• Plasma - Very thin, lightweight, unlimited screen size, currently limited to NTSC and 800x600 resolution
• Receivers - Have tuners that allow reception of broadcast, cable, and satellite signals; internal speakers, sound, and video can be received using one cable
• Monitors -- No tuners, may have higher resolution than receivers, multiple inputs
• Combination VHS/Receiver (Combo unit) - Internally mounted VHS player, works well in confined spaces, no cables needed for basic playback of videotape
• Multi-Scan Monitors - Designed primarily for computer use, high resolution

PROJECTION SCREENS/SURFACES:

• Tripod Screens - Front projection only, fabric pulls up and out of a metal cradle, base is a three-legged tripod.
• Fast-Fold Screens - Fabric snaps to a rigid aluminum frame, may be used for front or rear projection depending on type of fabric used. Legs can be adjusted to various heights. Fast-folds can also be "flown" or hung from the ceiling. Fast-folds are the standard for all professional AV presentations, particularly multi-image.
• Rear Screen Projection Fabrics - Translucent, allowing the image to "pass through" from behind. Attach only to fast-fold frames.

Lighting

There's no better way to enhance an exhibit than to add lighting. With so many options available, exhibitors can add depth, texture, or color to their display, giving it a multitude of different looks and adding drama and feeling. Lighting options include pinspots, uplighting, downlighting, haze and fog, washes, and creative gobos.

• Lighting Controller - Controls the brightness of the lights by remotely controlling the dimmer, allows operator to preset scenes
• Dimmer -- Controls brightness of lights by controlling the voltage to the light
• Light Tree - Contains a base with two pipes forming a "T." Lights hang off crossbar
• ParCan Light - Used for short throws, creates wide beam of light
• Leko Light - Used for longer throw distances, creates a narrow beam of light
• Gels -- Colored cellophane able to withstand high heat levels. Placed in front of lens to give light a particular color
• Gobo -- Small metal disc with an image or logo cut into it, allowing light to pass through and show the image on a solid surface.
• Haze and Fog - Haze is made from a water-based solution; fog from a glycol-based solution. Haze/fog machines vaporize these solutions into particulates that float in the air and retract light. Fog creates billowing clouds; haze creates the effect of headlights in the fog.

THE NOT-SO-BASICS

But it doesn't stop there. Here are just a couple of examples of other exciting new technologies at work!

Rich Media Presentations

Sonic Foundry® of Madison, WI, has developed a developed a rich media AV presentation system called Mediasite Live which is especially handy for trade shows and conventions because it's both mobile and rack-mounted.

A rich media presentation integrates and synchronizes audio and video to the documents and images being shown. The audience gets the full multimedia experience of a presentation delivered to them over the web.

James Dias, VP of Marketing and Sales for Sonic, states: "The trend for exhibitors is to use Ôrich media' to extend their presence from the show floor over the internet (i.e., virtual trade show). Mediasite Live enables the exhibitor or show organizer to capture on-the-fly virtually any kind of data output (PowerPoint, Excel, live Web pages, DVD, complex imagery, etc.) from any presentation device (notebook PC, document camera, smart board, etc.) and instantly turn it into a Web-based interactive rich media file for live and on-demand access."

Operators use the Media Site equipment to shoot programs in different booths then come back to a port and instantly upload onto the server for broadcast. The on-line screen could then incorporate streaming audio and video showing the speaker in action on one side and the speaker's graphic presentation at the same time.

E-Lead Management

Meanwhile, United Audio Visuals, Inc. of Muskego, WI, has addressed lead management in a high-tech way. UAV has designed a lead management system called INTERact which allows the combination of marketing and lead gathering and management right at a kiosk. INTERact enables the exhibitor to respond instantly to each lead from the show floor with marketing materials sent direct to the attendees' e-mail address. As Brendon Koshoshek, Senior Account Executive of AUV, states: "The information requested by a prospect has already arrived at their e-mail address before they get back to their hotel for the evening!"

INTERact also allows the exhibitor to instantly alert their regional sales people about a lead. Other features include: Print on Demand, custom easy-to-use touch panel design, utilization of show badges, and custom reporting classified by what's important to a specific exhibitor. INTERact is designed to help the exhibitors realize a true return on investment from their exhibit program

WHAT'S NEXT???

Input from some of the industry spokesmen gives us a glimpse of what's going to be happening next:

Jeff Beauregard of Beauregard Exhibits says, "Video walls are being replaced by large-format plasma screens and LED (Light Emitting Diode) walls."

And Brendon Koshoshek says that "There is a strong emphasis on creativity: Exhibitors are looking for that advantage to help them stand out over the competition. Many companies are using the branding media in combination with creative AV effects as a strengthening marketing tool, to attract attendees into their exhibit, and also to broadcast their brand message."

Also, he feels, "Big is out! Large video wall displays are less frequently seen. Exhibitors are downsizing their exhibits, forcing them to be creative with smaller attractive AV." And, even though the price of LEDs is dropping, nevertheless the use of quality LED technology is still cost-prohibitive for most exhibitors.

Many exhibitors are using corporate meetings and gatherings to market more effectively. Small classroom training and general session programs that also utilize AV effects are becoming more and more popular within the industry.

In summary, though, it still comes down to dollars and cents. The hardware is out there to do whatever we can imagine. However, AV is expensive. Therefore, we can only be as creative as the budget allows. Drat! Sure was a lot cheaper in those shadow puppet days.

Sidebar 1:

Thanks, AVW-TELAV!

AV presentation technology can be confusing. That's why it's good to be able to find valuable basic information on the subject. Visit AVW-TELAV's web site where there are several resources to help you plan a successful event.

Site Inspection Tips
Aspects of a facility can impact your presentation technology needs. Things to keep in mind during your site visit are included here

Working with Technology
Basic information about AV presentation technology

AV Glossary
Definitions for common AV and computer terms

Presenter Tips
Tips for successful presentations

On-camera Tips
Pointers for looking your very best on stage

PowerPoint Basics
Tips for creating good, clear visuals that enhance your presentation

(Note: AVW-TELAV Audio Visual Solutions is one of The Freeman Companies.)

Sidebar 2:

Caveats

We all know that there are many pitfalls when it comes to trade shows. Here are a couple of tips for AV you may wish to keep in mind.

Video Standards - "Standard" refers to the way the material is electronically encoded on the tape. Since all video equipment and software in the U.S. conform to the same standard, this becomes important only if there are speakers or AV materials coming from other countries.

Videotapes recorded in other countries must be played back on special machines. They are available in the U.S. but are more expensive to rent than standard equipment and can be difficult to locate.

• NTSC: Recording/playback standard for U.S./Canada
• PAL: Recording/playback standard for Europe (except France)
• SECAM: Recording/playback standard for France, Russia, the Far East, and Africa.

Venue -- The venue selected for an event can greatly impact AV equipment needs. Aspects of a facility can impact not only what equipment is needed but also how effective that equipment may be for presenters and the audience. Exhibitors must be sure to carefully examine their booth space for ceiling heights, columns/obstructions, etc.

Electrical - Audio, video, and lighting should all have separate circuits available which will help prevent hums and buzzes in audio and video. Lighting equipment has the greatest power requirements.

GIGO ("Garbage In/Garbage Out!) - Great hardware STILL doesn't make up for the most common problems arising from customer-created graphics or presentations - inadequate resolution, poor quality original scans, lack of detail in original art, and a basic lack of knowledge.