Exhibiting at a trade fair – or trade show as they’re called in the United States – is a great way to meet a wide range of people within an industry.
At first glance, American trade shows may seem familiar, but dig deeper and you’ll discover a vastly different process than the European approach to securing and building an exhibit.
The truth is US trade shows can hide many pitfalls – even for the most experienced exhibitors.
To help to avoid these pitfalls, here are some thoughts and suggestions that may help you work within the American trade show system to make your exhibit experience positive.
Tip #1 – Know your venue
Every venue, even some within the same city limits, has a particular way they conduct business. For example, many of the largest exhibit halls in the US are under labor union jurisdiction, which results in much higher installation and dismantling (I&D) bills.
>>> Fortunately, Absolute Exhibits exhibit rental pricing is final and includes all I&D charges. So you’ll never receive a “surprise” bill after the show.
Tip #2 – Graphics should be eye-catching with simple messaging
Buyers need to know quickly how you differ from your competition and the hundreds of other booths surrounding your exhibit.
For this reason, it’s important that your booth graphics capture people’s attention but are also simple and offer your most important, unique selling points – even if those points are obvious and already staring attendees in the face. Don’t presume that show attendees know what you are selling or why your product or service is good.
American trade shows typically only run for 2-3 days – unlike European trade fairs, which may last a whole week. As a result, attendees will rush through the exhibit hall to their designated appointments while quickly glancing around at other booths. Make it easy for them to spot you with attractive graphics and simple, effective messaging.
>>> At Absolute Exhibits, we have highly experienced in-house graphic designers to help you create effective messaging to reach American audiences.
Tip #3 – Use pre-show marketing to reach target audiences
While most shows are normally well attended, there can be a wide range in the types of buyers. It is best to use a targeted marketing and promotional campaign before the show to schedule appointments and attract the preferred audiences to your exhibit. Pre-show marketing can make a huge difference in your return on investment.
Tip #4 – Exhibit quality versus costs
A quality exhibit built in the United States may sometimes “feel” lower quality, as compared to other countries, but this is due to the high costs of exhibiting in the US that are added to a rental exhibit. These additional costs include union I&D labor, material handling (drayage) and show services. Of course, better quality exhibits can be produced but at substantially higher costs.
In the end, it’s always best to provide a truthful and accurate budget upfront to your exhibit partner.
Tip #5 – Dealing with labor unions while exhibiting
Many venues operate with a union labor force to protect local jobs. As a result, this restricts activities that would be normally delegated to non-union staff. The union will police labor activity, and it is not uncommon for a trade show booth to receive warnings about improper conduct, after which they can be instantly closed down causing delays and stress.
In addition, there are varying skill levels of workers depending upon the city – from apprentices to journeymen. Unfortunately, the workforce may be less skilled, or in some cases unskilled, in other cities.
>>> Absolute Exhibits only uses union contracted labor so that you can avoid potentially stressful and expensive situations while exhibiting. Our rental pricing also includes all labor charges.
Tip # 6 – On-site show services
Unlike European shows, virtually all show services must be ordered from and paid to the show contractor, including electricity, electrical labor, drayage, plumbing, rigging, cleaning, emptying trash and all food services.
It’s best to order show services in advance of the show to benefit from the largest discount and be prepared to wait for them on site.
>>> At Absolute Exhibits, all trade show display rentals are overseen by an assigned exhibiting Project Coordinator to help prepare and submit show paperwork and oversee the exhibit build.
Tip # 7 – Watch the timecards
Since laborers are paid hourly, there is no incentive to complete the job quickly. Also, there are guaranteed breaks and lunch times for everyone. If possible, keep track of each worker’s start and finish times when you’re exhibiting.
>>> At Absolute Exhibits, all projects are assigned an I&D Lead to oversee labor and ensure workers are building at a reasonable pace to complete the project on time.
Tip #8 – Understanding drayage costs
Every delivery to an exhibit space is handled by the official freight forwarding company at the show.
Every shipment sent to the advanced warehouse, an off-site warehouse where items are stored until setup, will be delivered to the show floor by the freight forwarding company. Typically, they will work through the halls in sequence starting from the furthest booth space from the entrance doors.
Everything needs to be packaged on suitable pallets or packing crates and clearly labeled. The costs are calculated on site and must be settled before leaving at the end of the show. Otherwise, the freight will be “pushed” to the show contractors with many additional costs involved.
>>> Absolute Exhibits Project Coordinators and I&D Labor Leads look over all of your bills – as this is an area where many “mistakes” take place – to ensure accuracy and fairness.
Tip #9 – Using credit cards for payment
Everyone accepts credit cards, which is convenient and immediate. However, be sure to increase your credit limits to ensure you can cover everything you will be charged for on-site while exhibiting.
Banks have different methods for preventing credit card fraud and it’s fairly common for cards to be innocently stopped or declined under their security measures. If possible, notify your bank in advance that you will be exhibiting and will likely use your credit card at the convention hall.
Tip #10 – Have copies of your paperwork
Carry copies of all official show documents on hand. This includes contracts for any and all show services from both onsite vendors, as well as exhibitor-appointed contractors (EAC) and all shipping bills. Exhibiting without your contracts means you may not be aware you are due specific services you’ve already paid for such as upgraded internet services.
>>> Each member of the Absolute Exhibits team carries a complete documentation folder onsite.
Tip #11 – Raised floors are not standard
While raised floors are common for exhibits around the world, we might suggest rethinking them in the United States.
Raised floors can be beautifully designed and are not prohibited in the United States, but because they’re less common, Americans often complain about them due to accidental trips. Save yourself from the unnecessary distraction of someone falling while you’re exhibiting and a potential lawsuit by avoiding raised floors altogether.
Of course, should you still want to include them in your booth design, we would suggest incorporating an access ramp and caution tape to help mitigate – not eliminate – the risk of accidental tripping.
This is just a small amount of information that might help to uncomplicate the complicated at an American trade show. Of course, finding the right exhibit house that will act less like a vendor and more like a partner will ease the transition immensely.
Have questions? Planning on exhibiting in the United States? Need assistance with your stand?
I encourage you to call us at +1-888-760-6555 to speak with an experienced trade show consultant, or fill out a contact form to have someone reach out to you about exhibiting.
