The following article was developed and written by Meg Merritt, Trade Show Navigators, and appeared in the November 2003 issue of EXHIBIT CITY NEWS. Special thanks to the Marketing Department of ExpoDisplays® for their valuable input.

It was a dark and stormy night...

At least that's the way it felt to Max the Marketer. Seems that our hero had been successfully handling the advertising and public relations for his company. As a matter of fact, he had been doing such a good job that it rewarded him by increasing his responsibilities -- he was now in charge of the entire trade show program. What a lucky guy!!!

Of course, Max knows better. He's aware that a successful, ongoing exhibit program isn't just based on luck. It requires hard work, including goal setting, selecting the right shows, planning, implementation, and follow-up. Moreover, all the decisions he will make should be based on extensive research to determine the most appropriate booth hardware. That's where our story begins.

Max needs to select a display that meets the goals set for each show; portrays the right image for his company; is durable, flexible, and versatile; and fits within the budget. He should also think about ease of setup and dismantle and the flexibility of expanding the exhibit over time.

Step one is to define the company's show's objectives. Most companies want to generate leads; sell products and/or services; educate clients; build lasting relationships; and, of course, see what the competition is doing. Determining which of these is the most important factor will offer direction in structure, layout, and graphics during the design process.

For example, shelving and/or counters should be an integral part of the design if displaying a product is of importance. Having the ability to conduct private meetings requires a conference area. Promoting a service may be best handled through a strong graphic message. So, as you see, what Max wants to do will go a long way in determining how he will do it.

The good news is that Max has choices, and his company has three categories from which to choose: Portable, Modular, and Custom.

Portable:Defined as a structure that can be set up by one person; can be shipped by a common carrier (i.e., UPS or FedEx); and can be transported in most vehicles in cases. Portables usually work best for 10' x 10' or 10' x 20' inline spaces. The two most common portable systems are pop-ups and folding panel systems.

Pop-ups: Lightweight and easy to assemble, pop-ups consist of an expanding frame that "pops up" and has a skin on it (fabric or photomural panels). They are available in curved or flat wall configurations (or a combination of the two) and come in a wide variety of sizes (either tabletop or full height).

• Advantages:
  Ease of assembly, especially for one person.
  Ability to display large-scale, high-impact graphics!
• Disadvantages:
  No lockable storage.
  Minimal load-bearing capabilities.

Available from a number of manufacturers, pop-ups are practically indistinguishable from each other once they are set at a show. The differences, however, become immediately apparent if you look behind the panels as each supplier has its own distinct hardware (frame, magnetic bars/struts, and connectors). Moreover, the frames may also be of different materials (aluminum, plastic, etc.).

Since these components are the heart of the pop-up system, it's important that Max find out about manufacturers' warranties as they vary greatly - everything from no warranty at all to a system that has a "No Questions Asked" Lifetime Warranty.

Folding Panel Systems: A hinged system in which the panels are all attached together in one plane and are usually stackable.

These sturdy systems are available in a range of prices to fit most any budget, from a simple fabric panel backwall to panels with built-in slat walls. Fabric panel systems utilize Velcro-attached graphics that can be an inexpensive way of changing a display to highlight different products or services as a target audience changes. They are covered in fabric, and there are usually many accessories available to create a unique visual effect.

• Advantages:
  Can accommodate heavy product.
  Lockable storage is available.
  A full-height unit may be broken down into tabletops if required.
• Disadvantages:
  
  Graphic impact may not be as strong as on a pop-up system.
  May be harder to assemble for one person, especially when stacking one unit on top of another.

Prices for paneled systems vary greatly because the manufacturers use different construction techniques and substrates for the panels, vary hinge design, and develop stacking pins or connectors unique to their particular system.

Additionally, portable "hybrid" systems are beginning to emerge because companies want to differentiate themselves from their competitors. These lightweight systems present a modern, high-tech "look" that includes the best features of the various systems - large-scale graphics, lockable storage, tensioned fabric, extrusions, and lightweight trusswork.

Modular or Custom Modular Systems: A building block system that consists of a variety of parts 'n pieces. And, while each of the modular exhibit suppliers has developed its own system, it all gets down to "insert Tab A into Slot A!"

Modular systems have come to the forefront because of their tremendous flexibility in design. These reconfigurable structures can be moved around or added to for endless variation. They are strong, take less assembly time, and are typically less expensive than custom designs. With countless display options for product and/or graphics and numerous available finished, they can save money in many ways:

Advantages:
- Can accommodate heavy product.
- Lockable storage is available.
-Lower cost to repair/change one panel or unit rather than a large wall unit.
Advantages (compared to a custom exhibit):
- Less to ship and store.
- Lower labor costs due to ease of assembly.
- Can give the "look" of a custom exhibit.
Disadvantages:
- Usually more expensive than pop-up or folding panel systems.
- Show labor is usually required for I&D (installation and dismantling).
- Usually must be shipped via common carrier since cases may exceed UPS and FedEx size requirements.

Custom:

Unique, high-end displays that are designed with a specific exhibitor's needs in mind. Custom exhibits are usually purchased for the larger shows and are designed to promote a corporate image. They can be built from almost any material (fabric, laminate, metals, etc.) and offer unique solutions for product display, demonstrations, conference areas, and storage.

Advantages:
- Impact! Nothing can convey a corporate image or promote products like a custom exhibit.
Disadvantages:
- Cost! More expensive to ship, assemble, store, and repair.
- Show labor costs can be extreme for I&D.

So, what's the perfect display for Max? As you see, there's no easy answer. Max and his company have research to do, objectives to determine, budgets to set, and many decisions to make.

Only then will they be able to interview and work with a reputable display house that should address the following questions:

• Which manufacturers do they represent? Are they well-known, solid suppliers?
• What types of product warranties are provided?
• Is there after-the-sale support?
• How many other dealer locations are there, both nationwide and worldwide?
• Is there an emergency "hotline" available 24/7?
• Etc., etc., etc.

And, then, if EVERYONE does their job well, the weather should clear and Max and his company should sail to exhibiting success!