“If you always do what you’ve always done, you will always get what you’ve always got.”
– Henry Ford
I love this saying, as it was mentioned to me countless times by my Father growing up. At the same time he would often use the old adage about insanity. You know the one, doing the same thing over and over again and expecting a different result.
It seems there are many marketing departments that may need to hear that same fatherly advice. Especially when it pertains to their trade show marketing programs, and perhaps even more so when it comes to that old dinosaur of an exhibit that keeps racking up warehouse charges at your exhibit company’s facility.
Here are five (5) signs that it may be time to move on.
The walls are coated with Zolatone. What?
While this product still exists and was a common refinishing method to cover scratches on laminate and other substrates back in the ’90s, it is not exactly a trendy look in 2018. It went out with Zubaz. If you are not sure what that is, Google it. I have a pair of Zebra patterned ones tucked away somewhere in my crawl space at home. That’s a good place for them.
Transparencies anyone? You will not find many of them in many newer exhibits, as they’ve been replaced by high quality, digitally printed fabric graphics. The colors are rich and saturated, and they are much less susceptible to scratching and other damage. However they do have to be handled carefully when installed, as they can pick up smudges and fingerprints if those installing them are not wearing the right type of gloves. Backed with LED lighting, they really stand out. More on lighting next.
When you consider the time and effort that goes into creating those graphics images – photo shoots, graphic design time, meetings and more meetings deciding content, etc., it is worth it to have them printed on the best possible substrate for optimum visibility.
Fluorescent, incandescent, and candlelight . . .
Is your exhibit utilizing the latest lighting options to highlight your product, backlight graphics, or simply brighten your entire exhibit? If your exhibit still has fluorescent lighting fixtures, at a minimum have them exchanged for LED lighting strips. Caution here, as fluorescent lights can often become discolored the older they are, and may not show those new fabric graphics properly.
It Weighs How Much?
An overweight, heavy exhibit equals money not spent on things that really matter. The money saved on material handling alone might just pay for that new exhibit. Seriously! When it is not uncommon to pay $100-150 per hundred weight, how much could be saved by going with a new design, utilizing lightweight materials like aluminum and fabrics.
Chipped laminate, scratches, dents, shame on you. If your company proclaims to be on the cutting edge, using the latest and greatest technologies, there is no excuse for having something that looks like it has been through WWIII. Exhibits do have a lifespan, and most forward thinking companies go with something new, or at a minimum, refreshing their old one every 3-7 years.
Finally, and one more great quote:
“You never get a second chance to make a first impression”
– Will Rogers
Want more information about how we can help you look your best on the show floor, contact CenterPoint Marketing at (651) 578-3600, or contact us through our website at www.centpoint.com
Senior Account Manager