Everyone is Creative in his or her own way

Submitted by Hanif Muljiani

I recently read a book by Daniel Pink called "A Whole New Mind" about the value of  "right brain" thinking.  In the book he talks about the loss of technical jobs to low-cost regions around the world.  It dawned on me that the greatest asset we have in Canada is our creativity.  Creativity is not designated simply to designers and artists, but to individuals from all walks of life, including sales/marketing individuals and tradeshow coordinators.  I also realized that our clients are extremely creative and should be included to a much larger extent in the design of their tradeshow exhibit.

Currently, our design approach is to gather a great deal of information from our clients, clarify the information, take this information, design a shape to the exhibit, work out the engineering specifications, render and price the project and then share this with our clients.  I would like to encourage all of our clients to get involved with the project as its inception stage and utilize the combined creativity of all parties involved with he project.  If anyone is interested in adding greater input into the creative process please inform the designer and they will facilitate all input into the overall process.

Daniel Pink has a number of recommendations on improving our creative minds as follows:

1. Practice drawing – classes are offered on "Drawing on the Right Side of the Brain" www.drawright.com

2. Visit a storytelling festival – largest one is at www.storytellingcenter.com

3. Listen to the Great Symphonies – Mozart's Symphony No. 35, Mahler's 4th Symphony in G Major, Haydn's Symphony No. 94 in G Major

4. Read – Beethoven's Anvil: Music in Mind and Culture by William Benzon, Powers of Ten by Charles and Ray Eames, Dialogue: The Art of Thinking Together by William Isaacs

5. Do some real brainstorming – abide by the rules in the Ten Faces of Innovation by Tom Kelley

6. Write your own greeting cards

7. Visit a Labyrinth – visit www.veriditas.labyrinthsociety.org

These are but a few of his recommendations on helping us think from the "Right Side" of our brain.  After all right brain thinking is what is going to maintain our standard of living in North America and help you stay ahead of your competition.

Social Networking is the Big Buzzword for the Internet

Submitted By Hanif Muljiani

Social Networking is the big buzzword for the Internet. Web 2.0 is the new standard that takes us away from simply receiving information on the web to us interacting with this information and ultimately with each other. The Internet is simply the newest medium to foster worldwide dialogue and communication. But how will this impact the world of tradeshows? Are we now going to be headed towards an environment where users will sit at their laptops and look at supplier offerings through virtual tradeshows?

Prior to 2001 there was a lot of hype around virtual tradeshows, this hype has diminished to a large extent, but the idea of these virtual shows is not dead yet. An excerpt from an article by Tatiana Andronache printed in the Galt Global Review talks about these virtual worlds:

“Some analysts predict virtual worlds will become common place within five years. But others are not so sure. A year ago, expectations were very high for Second Life, the 3D virtual world created by its users, to become a mass marketing tool. Recent opinions suggest that membership numbers and their growth were overstated. Most people do not have the time, skills and dedication such a site requires.”

Only time will tell whether virtual tradeshows will take hold and gain momentum. People are social creatures and getting together with like-minded business people to discuss changes in a particular industry or learn about the latest technology breakthrough will only be replaced when the resource expenditure becomes too great to justify physically attending the event.

Tradeshow socks for weary feet?

Working a tradeshow can be a real test for your feet. At the end of a long tradeshow day, all you really want to do is have your tired aching feet pampered and massaged. But there may be a bit of relief for your feet from, of all things, socks. SmoothToe socks claim to be “Great for tired, aching legs and feet!”.

Kami Koski, President and CEO of All-Ways Foot Care, has this to say about the socks on her website. “Unique Hourglass Construction (even, gentle hug throughout) SmoothToe uses Lycra® throughout the sock to provide just the right amount of snugness without restricting blood flow. In addition, Lycra® has the beneficial effect of providing a light massaging effect to the foot. Great for tired, aching legs and feet!”

I currently have a pair of SmoothToe socks on my feet right now and I do agree that they are one of the most comfortable pair of socks I have ever worn. If you would like to purchase a pair of these socks visit www.allwaysfootcare.com.

The Start of Apple Computers

Quick Factoid

Submitted By Brian Keobke CME

In 1977 a little known inventor named Steven Jobs decided to borrow $5,000 so he could buy his first suit and create a "deluxe" booth at the West Coast Computer Fair.

Once committed to the show he pushed himself along with his staff to turn the Apple II computer concept into a product that actually worked!

This trade show was the first public introduction of Apple Computers and as they say, "the rest is history".

Creating Graphics That Capture Attention

Submitted by Brian Keobke CME

Dramatic, “larger than life” display graphics are an effective way to get noticed in today’s visually competitive trade show environment. As shows get larger and splashier every year the ability to draw potential customers to your exhibit becomes more difficult. Properly designed display graphics will increase your presence and recognition at a show, both of which are essential for successful exhibiting.

Be Consistent

Your display graphics should be an extension of your current marketing campaign and reflect a similar style, colour and imagery being used in your other marketing materials. This consistency and continuity will help potential customers identify you quickly and reinforce the image you are trying to establish.

Be Short, But Be Clever

It is tempting to use your display to explain everything about who you are and what you do but attendees don’t have the time or the patience to read through it. Instead, use a short but clever message that appeals to your target audience. This will generate more interest and curiosity in your company. Remember, the real purpose of your display is to pique the interest of attendees walking by. Once your display has their attention, your staff can begin to explain your products and services, and qualify them as potential customers.

Bigger is Better

When it comes to display graphics, bigger is usually better. Take advantage of today’s technology by creating “larger than life” images that can illustrate your products but still remain consistent with your message. This is one area where you want to show what differentiates you from the competition! “Sell the sizzle, not the steak”.

Light it Up

Proper lighting can significantly improve the overall look of your display. Your graphics will appear bolder, brighter and more colourful. As a result, you’ll draw attention away from those who don’t have lighting on their display.

Design Your Graphics to Grow

Too often, graphics are designed to work for only a single display configuration. However, most display systems today are modular and can be expanded. If you own or plan to purchase a portable display, you should strongly consider designing your graphics to expand along with your system. For example, if you have a 10 foot display that expands into a 20 foot display, a well-designed set of graphics can accommodate both needs and still retain the same imagery, style and message. This will also prove to be cost-effective in the long run.

Follow these simple guidelines to produce effective tradeshow graphics and you’ll be able to raise your awareness at trade shows, attract attendees to your display, qualify potential customers, and ultimately grow your business.

If you have seen a display that caught your attention you can share it with the exhibiting community by using the comment form below. All input is welcome.

Green Exhibiting?

As interest in environmental issues continues to strengthen virtually all around the world, the so called “Green” movement is now firmly entrenched on the executive agenda at many of the world’s largest and most influential companies.

Here are some interesting facts:

• The average cost to produce a Green Exhibit is 26% more than a traditional exhibit
• Only 5% of exhibitors are willing to pay the premium
• 86% of exhibitors anticipate allocating a portion of their 2008 exhibit-marketing budget to green exhibiting options
• 38% of exhibitors have already taken steps toward Green exhibiting

I would like to mention a few materials that can easily be used by exhibit builders:

Bamboo Ply (available in 4 x 8 sheets and has similar characteristics to regular ply),

Linoleum flooring is one of the greenest of flooring products. Its main ingredients are, wood floor and ground-up cork.

Recycled Rubber Products, this flooring is made from old radial tires and is ideal for indoor and outdoor uses.

Sustainable Carpet, The new sustainability standard, approved by the American National Standards Institute (ANSI), addresses chemicals and materials used in manufacturing carpet, the energy used in production, the use of recycled or bio-based content, methods of disposal and/or reuse and the overall environmental performance of manufacturers

And last but not least, Transportation, exhibit materials can indeed be delivered “Green” with many logistic companies offering “Carbon-Neutral Freight”

So there you go, Exhibitors can leave a “Green Footprint” and not just carpet tape when they leave the show.

Bundling in the Exhibit Industry

With the rise of two major show service contractors in the US, the issue of bundling has come to the forefront. Bundling of services is when a show service contractor, bidding on an exhibit, will include a typical service like drayage, labour, carpet, rental furniture, etc in a proposal to entice the buyer to choose them as the ultimate exhibit provider.

From the clients perspective there is an advantage because they will see a reduction in their cost of exhibit ownership.

From the show services contractors perspective they are using their competitive advantage to grow their book of business. After all the US was built on capitalism and this is capitalism in its purest form.

From the exhibit company’s perspective they are upset because they do not have the ability to offer the same level of discounting to capture the business.

All parties have different views on this issue but ultimately pure market economics highlight the real issue. Running a major tradeshow that utilizes 500,000+ sq feet is a costly venture. The rates charged by the show service contractors for all show services return a reasonable profit. These profits are not excessive which indicates that the rates being charged are in line with market demand. When services are given away through bundling the rest of the exhibitors subsidizes this loss of revenue. This puts an unfair burden on the rest of the exhibitors. Also important to note, the client who had their services bundled in the first year will be subsidizing the cost of other bundled clients in future years.

If taken to its ultimate conclusion and bundling starts to eliminate competition, creative design and innovation in exhibits will decrease significantly. Cutting edge exhibits are created by clients that want to stand-out from their competition example Sony/Microsoft/Nintendo at CES. But cutting edge exhibits are also created through healthy competition as exhibit companies try to impress clients with their innovative design ideas. Eliminate the competition and the need to invest heavily in design ideas decrease.

If you have any thoughts on this issue please feel free to add your comments. This is an issue that is likely to be at the forefront of the industry for quite some time.