If your company is going to its first trade show, you need to think about the most cost effective way to get your messaging across. Depending on how you organize your graphics, 60-100% of your messaging will be on a linear back wall if your company is exhibiting in a 10 x 10 or 10 x 20 foot booth. The back wall is what the structure at the rear border of your trade show booth is called – the area farthest from the traffic aisle. But there are many ways to do a back wall - with corresponding costs and attributes. The following piece will help your company sort it all out.

The back wall is the structure at the back of your booth. Think of it as the main course of your messaging – you can use smaller types of displays like banner stands to lure visitors in, but they’ll be coming in for the entre – the main. So you want an effective display that works with your messaging and the type of interaction you expect to have. And, whenever possible, you want to avoid spending on more features than you need. The basic types of back walls include pipe and drape, linked banner stands, pop up displays, fabric back walls and modular displays or truss systems.

The most basic type of back wall is the pipe and drape. You can get this from your show organizer usually, and you can expect to pay a few hundred dollars to rent the system. It’s just what it sounds like – sections of tubular aluminum that form a frame to hold drape panels, which are usually black. This can’t be overstated: pipe and drape is a terrible idea for a back wall. It started out as a physical barrier between your booth and the adjoining space, and somewhere along the line an enterprising show producer decided it was good enough to hold messaging and basic signage. Problem is, there’s no way to attach signs but no one tells you this. So you’ll see a handful of companies at every show with pip and drape and graphics pinned, stapled, taped, glued, etc onto the drape. Don’t fall for it – get a purpose built back wall.

Luckily, for not much more than pipe and drape you can get a basic system that looks great, is designed as a display and will get your message across. The simplest display system is a series of 3 linked banner stands. That’s right, you can put three stands together and you basically have a back wall. Now, you should look for banner stands that are tall - at least 84”. But you can get banner stands like this for $400 a piece or so. The advantage is the super portability and the ability to use the banner stands as free standing displays – in your corporate lobby, for example. The disadvantage is that this set up will not look totally slick – the banner stands can be difficult to keep aligned. Also, if you design the artwork to look good side by side, it probably won’t look great if you use one solo. But it’s an economical way to create a back wall.

Next you have pop up displays and tension fabric displays. Pop ups are the standard displays for small and mid-sized companies. Generally, you can find a pop up for $2,000-$3,000 including graphics, lights and case. They look good and the curved shape gives them one of the largest graphic areas of all 10 foot displays. The downside of pop ups is that they tend to have a generic look. You can make them more distinctive with inset shelving, headers, monitors and other accessories. But to do all of this, you’ve probably spent $5,000 or more – a price that would get you a more sophisticated display with greater flexibility. Pop ups are very easy to set up by one person, even if they are a little bit heavy to move around when packed at 90 lbs. But pop up displays are great for companies on a budget that need a workhorse – treated right they can last years.

Tension fabric displays have seen a lot of development in the last few years, and that has made them much more effective as pop up alternatives. The tension fabric display consists of a frame of some type – tubular aluminum or an assembled extrusion system. These frames assemble and hold a fabric graphic tight to give it a clean appearance. They are lightweight, easy to set up and they look slick. Plan to spend about $1,000-$3,000 for a tension fabric display, depending on options and accessories. These frames require some assembly, so plan on 20-30 minutes to get set up. But they are very light – typically 30-45 lbs. These are good back wall options if your company doesn’t need expandability – shelving, monitors, etc.

Lastly, you have smaller, in line modular systems like truss displays and aluminum modular trade show displays. These represent the small end of systems that can scale very large – 50 x 50 and beyond. In fact, if you buy one of these systems you are investing in a completely reconfigurable system that can be the foundation of a much larger display as your company grows. But this flexibility means a bit more complication – plan to spend 45 minutes or an hour setting up a 10 x 10 and twice that amount of time n a 10 x 20. And they will cost more - between $4500 and $6000 for the frame and graphics for basic truss models and about $3,000 and up for a basic extrusion system with graphics. But these systems have an endless array of options and configuration alternatives. So they are good investments if you think your company will continue to go to more trade shows and its needs will change over time.

The back wall is an essential piece of your trade show booth, responsible for delivering the key elements of your message. There are a lot of options – from $1,000 to $6,000 and more in 10 x 10 and 10 x 20 configurations, so evaluate what your company needs carefully to make the best decision.

Impact displays offers a range of trade show displays and trade show graphics for companies of all sizes. Impact Displays can be reached by calling 877-217-2681 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

Whether your company is going to its first trade show or it has simply been a while, the number of details to keep straight can be overwhelming. So we created a short guide to help your company cut through the clutter of logistics and planning to focus on pre-show prep and old fashioned selling.

Your business will have to make some key decisions as you are thinking about your trade show planning. Here’s a list to make planning easy.

1. How many trade shows do you want to go to per year? For many companies, the answer is 1-3, although for larger companies or those that operate and compete for business in different market segments, the answer could be a higher number. Focus on those where your company can get in front of qualified buyers – and these may not be the biggest shows in your industry. But pick a few shows and get information about booth sizes and prices and also any extra services your company can buy. This will help you establish a baseline trade show budget.

2. How large a space do you want to exhibit in? Many companies exhibit in 10 x 10 to 20 x 20 spaces, but before you answer, remember that to exhibit in any space, you will need a trade show display, flooring and people to staff it. Figure one staff member for every 50 square feet of trade show booth space – and these may have to be rotated so they can give each other breaks. Calculate the T&E involved in staffing.

3. Do you need a new trade show display? If your company doesn’t have an exhibit, the answer is obviously yes. Even if it has an old display, are there reasons to consider a new trade show display (age, size, weight, options, etc)? Remember, if you need a new display your company can also rent a trade show display – it will cost 30-40% of a purchase but your out of pocket will be lower. If you have a display, do you want to add banner stands or a podium to create messaging about new products, etc?

4. Do you need new trade show graphics? If your company is getting a new display the answer is yes. But if it’s been a few years you probably want a fresh set of graphics anyway to discuss new products, logos, and other business or marketing developments.

5. Remember the accessories – flooring, monitors, furniture, literature racks, etc. These are relatively inexpensive…until you get to the trade show and realize you forgot them. Then they can cost a lot.

6. Plan in advance and don’t forget the production and shipping time. Most graphics will require a week to prepare. Most ground shipments will take a week. And don’t forget – your trade show vendor probably has other customers with rush deadlines. So make sure you plan to make final orders a month or more in advance. And for larger displays that require some design time, try to start the process at least 60 days in advance of the set up date.

7. Know the show schedule and rules especially set up and tear down dates and hours – these are in the exhibitor handbook produced by the show organizer.

8. Know what your trade show booth is limited to – in terms of height, line of sight obstructions, etc. Again, this is in the handbook.

9. Order power and make sure the I&D staff knows where it needs to go.

10. Be on hand for set up and take down – make sure everything works as it’s supposed to (or as close as possible.

Trade shows, expos and conventions can be complicated and logistically challenging. But if you plan in advance and take a deliberate approach, anyone can have a successful trade show.

Impact Displays sells a family of portable and modular trade show displays for companies of all sizes. Impact Displays can be reached at 877-217-2681 or at info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

If you have a product to demonstrate at a trade show, or if you want to use a laptop or have a place for a conversation in your trade show booth, your company might consider a portable podium, workstation or kiosk. These trade show accessories have a small footprint and may be just what your company needs to have a more functional trade show display - and a more professional and upscale appearance. The following overview will help you understand what’s available and what works best.

Portable podiums, kiosks and workstations are different types of trade show furniture that can enhance the functionality of your trade show booth. If you have a pop up display, you may choose to use the shipping case as a counter. These are not typically unique and won’t offer a high-end appearance, but they’re functional and since they usually come with a pop up the price is right! But if you’re using a modular display or a truss exhibit, or want a more professional appearance - or if you want a monitor pole, graphics or accessible storage, your company should get something better.

The portable podium is the most basic. Typically it packs into a case with wheels and the four sides assemble with clips, fasteners or screws. The top may be attached or it may simply sit on the four sides with a bevel on the under-side to hold it in place. The podium may be finished in a variety of attractive and durable laminates - from natural wood-grain to solids to metallic finishes. And the tops are available in many different colors of laminates. Look for ease of assembly and durability. Also, some podiums have a locking door and some have a simple open back design. The locking version is nice if you want to store items when on the show floor. But remember, don’t leave anything of value unattended - these are not truly secure storage spaces. The open-back design is nice if you want to have booth personnel on a bar height stool, since there may be a place to pull the stool up the podium. Podiums typically cost $500-$1,000 depending on build quality and finish, and they can often be rented for about $200.

A kiosk is similar in appearance to a podium but is open and has an assembly for a banner at a height of 6 or 7 feet. This is useful if you would like to attract attention to the kiosk - perhaps you want to take credit card applications or register attendees for a give-away - a kiosk can be effective at communicating this role with site-specific messaging. Otherwise a kiosk will tend to be lighter and less substantially built than a podium - it often has a completely open back and doesn’t always have shelving. But the advantage is that it’s lighter to move around and often easier to set up. You often can print graphics on the kiosk panels or use velcro if the kiosk has a fabric front (some do). Kiosks typically cost $400-$700, excluding any graphics.

Finally, there is a workstation, which is designed to support a computer monitor and often has space for a laptop. Deluxe models also may have areas on the monitor pole for marketing signage or canopies, making the workstation a professional and hard-working trade show display. A workstation will have the same level of build quality, fit and finish as a podium, but it will have an integrated monitor pole and electrical conduits that typically stand seven or eight feet tall. You can often use monitors that are as large as 32″, especially LCD and LED monitors which are now quite light. And the workstation may or may not have a locking cabinet. These displays typically cost $1,200-$1,600 depending on quality and finishes, and they can often be rented for $400-$600.

Portable podiums, kiosks and workstations can add a lot of functionality to your trade show booth, as well as giving your company a more upscale appearance. Think about buying or renting one if they would help get leads and meet opportunities in your booth at your next trade show.

Impact Displays offers a full range of trade show displays, including portable podiums, kiosks and workstations. Impact Displays can be contacted by clicking here, by calling 877-217-2681 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

For a variety of reasons, businesses of all sizes may purchase equipment and rent other equipment. This includes trade show displays which like any other company asset have a useful life, depreciation and maintenance when owned. To be sure, every situation is unique, but the following guidelines may help you decide when it makes sense to rent a trade show display instead of buying one.

First, let’s specify the financial and other costs of owning a trade show display. Obviously, there is the cost of the display hardware itself, including accessories like monitors, trade show flooring, portable podiums and even cases for shipping the display around. For them moment we will ignore the cost of graphics, since the accounting for trade show graphics varies if you use different displays or the same display for successive trade shows. But your company’s display expenses can range $1,000 if your company owns a basic pop up display to tens of thousands of dollars or more if your company owns a large truss display or modular exhibit.

Then there is display storage, which will obviously vary a lot depending on the size of the trade show display you have. You may be able to store the display someplace at your company’s office, or you may be required to rent a storage facility or pay a storage company to store and maintain the display. If you pay for storage, it can cost $75-$300 per month, depending on the size of the space you need, what part of the country the trade show display is stored in and what other services are required.

Your company will also have maintenance and management expenses if it owns a trade show display – costs to maintain, inspect, repair, recondition and refurbish the display. Generally, you can count on an hour or two to prepare a 10 x 10 display for a trade show – removing it from the case, setting it up, inspecting, fixing any broken bits and re-packing. Even pop ups and banner stands should be inspected - you can never be sure these portable displays are in working order unless you check. If you have podiums or other accessories, double this amount. Apply whatever labor rate your company allocates for overhead – someone is getting paid to do this work.

Lastly, you have trade show graphics for the display. These can cost as little as a few hundred dollars up to several thousand dollars if your company has a large display. These costs don’t include shipping to and from the trade show. But if you total these up, it’s not difficult to get to $5,000 or more in costs to own a trade show display – and possibly much more. Then there’s the inevitable preparation challenge – where is the display? Who used it last? Where did they put the graphics? Where are the lights? Didn’t it have a shelf? If you own a trade show display, someone needs to be familiar with these details and in charge of making sure the display gets to the trade show.

If this sounds easy and comparatively inexpensive, you can stop reading now because what I’ll say next won’t apply. If this sounds complicated, expensive and fraught with risk, a trade show display rental may be a better solution for your company than buying a display. Think of the differences. No money out of pocket to buy a display. No maintenance, storage and upkeep expenses. No more scrambling to find the lights (then buying new ones in a panic only to find them after the trade show). A reliable rule of thumb is that renting costs 30-40% of a purchase. But if you factor in the other expenses your company avoids, this might really be 15-20% of the cost of buying, since buying has a lot of hidden costs. You might say “sure, buy then I have to buy new graphics every year and if I bought the display I’d only have to buy them once.” Well, make a plan to use the same display and your company can use the same trade show graphics. And ask your trade show display company to store them – most will since you’ll be coming back for the display real.

Added to these financial factors, imagine a trade show where you weren’t scrambling to find the display and inspect it. Imagine it shows up, looking great and ready to go. This benefit – the freedom not to worry about your company’s trade show booth may be the best argument in favor of a trade show display rental.

It’s not for every company, but your business may find renting a trade show display more cost effective – and easier to deal with.

Impact Displays offers a full range of trade show displays and graphics, including trade show display rentals. Impact can be reached by clicking here, by calling 877-217-2681 or by emailing info@impact-displays.com

Copyright Impact Marketing Displays LLC. All Rights Reserved.

So your company is planning to go to a trade show. You’ve done the research and you have narrowed the list down to the best 2 shows for your business – the right size, the right emphasis, buyers likely to be on the trade show floor, etc. You’ve put together a budget for the trade show and you know what size booth you can afford (and can make use of). You even have a trade show display that will fit in the trade show booth – or you’ve done some research and you know what model will work best. The question is – what to do for your graphics. In this article there are helpful hints about how to make smashing graphics that tell a story and don’t sink your budget.

If your company hasn’t made artwork for trade show graphics in the past – or if it’s been a while – it can be a difficult task. The scale is so much larger than almost any other type of artwork. And although you can scale up certain images – logos, etc, there’s still the basic question of what to say. The best advice is KISS – Keep It Simple, Silly. You probably have a great set of corporate images – maybe these are logs, or affiliation badges from associations that you’re allowed to use. Or perhaps you have photos of job-sites and products if that’s relevant to your business.

Start with the background – white works well, as do deep and bright solid colors. If your company has a color theme, try that. But don’t force it to work – there are other ways to integrate your colors into a background that will be appealing if your own color on a solid back ground won’t look good. The point is to make the background of the graphics appealing and to set off the message – the combination of text, logo and images.

Consider major themes for the message. If your company has a slogan or a tagline, that’s often good to use as an over-arching message (Quality is job 1; Good to the Last Drop, etc). But a tagline shouldn’t be confused with a message. When someone walks by your trade show display, what to most want to get across to them? Innovative solutions? History and longevity? Performance? Breadth? Or maybe you’re in a segment where specific references matter – “We did X in under Y for Z Company” that sort of thing. The message should be powerful enough to get the primary audience – your leads – to stop and say “Huh. I need to talk to those guys.” So think about what you want the message to be.

Then, think about how to arrange the message. This will depend in large part on the type if trade show display you’re using. Regardless of whether your company is planning to use banner stands or some type of backwall - like a pop up display or a fabric display you want to limit the amount of text. Don’t try to tell the whole story or explain everything your company does in detail. Make the attendees take notice and move in for a discussion.

You may find that placing a tag line, slogan or brand at the top works best. In the middle of your graphic space, think about putting text or images that convey a more specific message – new products or a new location, for example. Finally, on the lower third of your graphic area, think about a logo, toll free number, web address or email address. These closing icons can be a call to action or a reminder for your prospects to get more information.

Remember, your company gets to choose what it communicates to customers and prospects. Think carefully about this important messaging opportunity and make sure your company is differentiated from its competitors.

Impact Displays offers a broad range of trade show displays, including banner stands and table top displays, and trade show graphics for companies of all sizes. Impact Displays is located at 1934 Junction Ave in San Jose CA and can be reached at info@impact-displays.com or by calling 877-217-2681.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

One of the simplest and most efficient trade show displays is a banner stand. Small business should use these stands more often than they do – they are effective and portable and have such a small foot print that you almost can’t over do the trusty, tried and true trade show display. But there are a lot of different types of them, and you need to make sure your company is getting what it needs without buying features that it won’t use. This following guide is useful not only if your small business is going to a trade show and is considering a purchase – it’s a good guide for thinking about how to use these displays in your business on a regular basis to communicate your message.

Banner stands are part of the portable displays family that generally includes pop up displays, tension fabric backwalls and fabric pop up displays. So, like other portable trade show displays, they’re are self-contained, lightweight and easy to set up. There are two broad categories of banner stands and a few distinctions within each that will help your company get the best one for its needs. Standard banner stands don’t have a graphic banner that retracts into a housing or case. Retractable banner stands have a banner (or two) that retracts into a case.

With a standard banner stand the graphic banner does not retract - generally you will have to attach or hang the graphic banner your company is using on a frame of some type that will hold the banner in a taut, flat position so your audience gets the exposure. Standard models are popular because they are lighter than retractable versions and have no moving parts that can wear out. There are several popular types of non-retracting stands – the X banner stand, the L banner stand and the telescoping banner stand. Each of these displays will have a banner that should be rolled and stored carefully.

With an X banner display there are usually grommets at each corner and the ends of the “X” will go through the grommets. This is a lightweight model that’s easy to set up, but some people consider the appearance less refined than other standard models, like the “L” banner display. The main difference with the “L” banner stand is that it has a channel track that clamps the top of the banner to give it a cleaner look, and a single support pole. It looks more sophisticated than an X banner stand – it’s cleaner in appearance and usually holds the banner a bit flatter and more trim than an X banner display. Both X and L format standard versions are a great choice if your company doesn’t set up and take down the banner stand frequently – it is set up and stays up. This is because they are less convenient than retractable banner stands at set up and take down, so they are ideal in retail, lobbies and other types of longer-term marketing needs. The third type of non-retracting banner stand is the telescoping banner stand, which allows you to use graphic banners that have varying widths and lengths, since they can adjust in each of these dimensions. These banner stands are essentially adjustable rectangular frames that accept graphic banners finished with pole pockets to hold the banner. These are a good choice if your company anticipates using different size banners over the course of a year or wants the flexibility to do so.

The retractable banner stand has a banner that retracts into a metal housing that also serves as a base. These banners tend to be more popular at trade shows, promotions or events where there’s a lot of set up and take down of displays – where the event is just a few days and there are several events a year. In addition to being easier to set up and take down, a retractable stand is integrated – everything is in the case, which is convenient. And the case acts as a base and also protects the banner when it’s not set up. These benefits make the retractable models a very popular type of stand. There are several different types of retractable stand to choose from. Basic retractables will have a “3-part” pole that supports the graphic. This is a fixed height set-up – typically 80-86” tall – that will require you to design artwork around this dimension. Deluxe models often have an adjustable pole which allows you to design graphics that have different heights – the pieces of the support pole slide and lock and are adjustable to different heights, so you can even use these banner stands as table top displays. Other areas of differentiation in retractable banner stands include the base – some have custom color end-cap options, some have more sleek, sophisticated designs, etc. You can also get a deluxe banner stand with a “field swappable” graphic cartridge – allowing your booth staff to exchange a banner in the field, at a trade show, etc.

There are also double sided retractable stands that allow you to present your message in two directions – and it can even be a different graphic with a different message. And since you can use both banners or one at a time, a double sided stand is really like two displays. Finally there are outdoor banner stands that are designed to hold up in the elements – sun, wind, even rain – and still look good. Outdoor displays will usually have a weighted base that can be filled with water or sand and will often have some type of flexible banner support to assist in shedding wind so the banner stand is stable.
Banner stands are very useful – no matter what type of face to face marketing your company is doing – from trade shows or promotions to conventions or outdoor events – they are great additions that enhance your marketing messages. There are a lot of different types of banner stands – think about which one will work best for your company to make sure you get what you need.

Impact Displays sells a range of trade show displays, including banner stands, as well as trade show graphics. The Company is located at 1934 Junction Ave in San Jose CA and can be reached at info@impact-displays.com or 877-217-2681.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

If your company is planning to attend trade shows in a smaller booth – 10 x 20 or 10 x 10 – you’ll have to make a decision about whether you’ll get a portable trade show display or a modular display. Each type has advantages. But one significant advantage in favor of a portable display is that you can bring them into the convention cent by yourself (without union labor) and you can set them up and take them down by yourself. These advantages can not only make the trade show easier, they can cut your costs by 25%-30% or more and help reduce the overall trade show budget.

First off, what is a portable exhibit and how does it differ from a modular trade show display? A portable display, as it sounds, is easily portable. It usually packs in a case and is self-contained – one display in one case. It can set up without tools (sometimes a hex wrench or screwdriver is required) and doesn’t require more than one person typically. Common types of portable trade show displays include pop up displays, fabric pop up booths, tension fabric displays and banner stands. Each of these displays is lightweight – typically 90 pounds or less. This allows you to ship them via UPS or FedEx as well as on airlines as checked baggage. And they are completely self-contained: everything is in one case.

By contrast, a modular display generally arrives in several cases and requires a few hours to assemble. Because it is typically shipped in multiple cases, you are often not permitted to carry these displays into the convention center by yourself – you will need to coordinate getting these displays to your company’s trade show booth using union labor and paying drayage (the fee for moving a special amount of weight). And your company will pay more to ship these displays, usually. Of course there are exceptions – some modular displays can ship in one container and some are nearly as light as the heaviest portable trade show displays (pop up displays). But every one of them is more complicated to put together than a portable.

So if you’re considering a portable, your advantages are that you will save on drayage by bringing in (self carrying) the display and by setting it up yourself. And in shipping. For the most part – up to a 10 x 20 trade show booth, there aren’t significant trade-offs in graphic display area or other features – most trade show booths that are 10 x 10 or 10 x 20 will have a linear display, and your company can use anything from banner stands to pop ups or a tension fabric backwall, and the functionality will be 90% or more of a modular display. And since you’re limited in most convention halls to a 96” height in 10 x 10 or 10 x 20 booths, you can’t take advantage of the extra height a modular display can provide.

Of course, modular displays have advantages over portables in certain situations, even in smaller trade show booths. They’re reconfigurable and generally have more options and can be customized more easily. But if budget is important and you don’t need the extra features of a modular trade show display, consider a portable – you’ll save enough money after a few trade shows to host a dinner for your best customers or – go to a new trade show.

Impact Displays offers a range of trade show displays and trade show graphics that are perfect for trade shows and expos - and everyday business marketing purposes. Impact Displays is located at 1934 Junction Avenue in San Jose and can be reached by clicking here, by calling 877-217-6850 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

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If your company is going to a trade show it’s often very difficult to figure out how much the trade shows cost. And it’s important to know the total cost since you need to keep the company on a budget and make the best use of your money. There are a lot of other costs besides the trade show display and many are many “hidden” or non-obvious. The list below can help you track your total costs so you won’t be surprised and can make good decisions.

First, you’ll have a trade show booth registration fee - what you are being charged to rent a space on the trade show floor. This is literally just the space - it usually doesn’t include anything else. Count on spending $10-$30 per square foot of space. So if your company uses a 10 x 10 foot booth, plan to spend $1,000-$3,000 for the booth space, and so on. Booth space fee is important to nail down because it’s significant but also because it dictates the size and type of trade show display you can get (if your company is buying one). For example, if you are interested in a 10 x 20, you’ll need to budget for more than simply banner stands as trade show displays.

Next, figure out travel, lodging and meals for the staff that will work the booth. A good rule of thumb is that you need 1 person for every 50 square feet of booth space to give you adequate coverage but not make the trade show booth feel crowded. So if you are using a 10 x 20 booth space, you should plan on 4 staff members to be in the booth. Depending on the exhibit floor hours and the length of the day, you may need to give breaks and that will me bringing more than 4 people, each of whom will need to travel to and from the trade show (airfare, cab or rental car fees, parking), hotel rooms (1 or 2 to a room?) and meals. They’ll probably also do some “entertaining” or socializing, so there may be additional expenses if your company reimburses these. Your company may have policies for these expenses, but a good rule of thumb is $250 per person per day plus airfare.

Now determine the cost of the trade show display (unless your company already has one it can use). Banner stands start at a few hundred dollars, pop up displays typically cost $1,000-$2,000 depending on features, modular displays typically cost $2,500-$5,000 for a 10 x 10 booth (proportionately larger for larger booths) and truss displays cost $3,000-$6,000 for a 10 x 10 display (larger displays are proportionately more expensive). These are expenses for the basic display and a shipping case - don’t forget the trade show display shipping case when you are buying a display or scouting prices. You absolutely need one - most of the time your display will travel by UPS, FedEx, on the airline as checked baggage or as freight. You need a durable trade show display travel case to make it last a long time and look good. If you plan to rent a trade show display instead of buy one, a pop up will cost $600-$800 for a 3 day rental, a 10 x 10 truss or modular display will cost $1,500-$3,000 for a 3 day rental. Larger displays cost proportionately more.

What about graphics? Banner stands are usually sold with graphics for convenience, so if you are buying new banner stands you should be covered. If you are buying a pop up display, you can buy smaller detachable graphics (2 x 3, for example) that will adhere to the fabric panels on your pop up or you can buy “full mural” pop up graphics that cover the entire front of your pop up display. Detachable graphics usually cost a few hundred dollars while full mural graphics cost between $1,000-$2,500, depending on how they are made. Pay attention to the way your printer indicates they produce graphics. Some graphic panels are produced using “direct print” methods, meaning there is not a protective laminate layer on top of the printed surface. These graphics can cost as little as $750 for full mural panels - but they’re best thought of as single use. Then there are laminated graphics - these have a durable protective layer (typically 8-15mm thick) to protect against scrapes, scratches, spills, etc. And either laminated or un-laminated graphics may have a “light block” backing or printed material to make your graphics stand out and “pop” more. All of these techniques cost different amounts - un-laminated direct print graphics are the least expensive and least durable - laminated with light blocker are the most durable and best looking but cost more. If you are using (buying or renting) a truss or a modular display, you may want fabric graphics - a great looking and convenient choice. Plan to spend $2,000-$4,000 for fabric graphics for a 10 x 10 truss or modular trade show display.

How about trade show display accessories? Trade show flooring is typically $5-$7 per square foot depending on the grade of flooring - from basic foam to great looking laminates with comfortable foam backing. You can rent it for $4 per square foot. Basic portable podiums start at $400-$500 to buy and can go as high as $2,000 if you need options like monitor poles or multiple work surfaces. You can rent them for about $250 per show. How about monitors for your trade show display? Plan to spend a few hundred dollars on the monitor mount and attachment and at least several hundred on the monitor itself, depending on the size. You can rent a monitor, but you probably won’t save any money compared to buying one. So monitor rentals really only make sense if you’re also renting the trade show booth or if you can’t use them a second time. Also, you will need a case for the monitor so it can be shipped safely.

Also, make sure you don’t overlook the costs of transporting the trade show display and equipment to the trade show hall, moving it around and setting up. Shipping portable trade show displays like banner stands, fabric displays and pop up displays is relatively inexpensive: us usually $100 or less for ground shipping. Modular displays in a 10 x 10 size will cost about $200 (ground) and truss displays can cost $300-$500 (ground) for a 10 x 10 display. Keep in mind - you should double these costs because you’ll need to ship the display back when the trade show is over. Larger displays will cost proportionately more - it’s just a matter of size and weight. Once your display arrives at the trade show venue, you can wheel or carry it in as it’s a portable or a small modular display (10 x 10). For truss or larger modular displays, you will have to pay a fee to have these brought in - this is called called drayage charges. Plan to spend 80 cents per pound for in and out drayage - so if you have a 400 pound truss the charges will be $320 (total to bring it in and remove it). As for set up charges, your company is usually allowed to set up a 10 x 10 display - from pop up display, fabric display or truss - by yourself without hiring labor (and assuming set up doesn’t require the use of tools). However, if you have a larger display or your smaller display requires the use of tools, the trade show organizer may require your company to hire labor at the trade show venue to set the trade show display up. This labor typically costs $90-$125 per hour and there are often minimums and overtime rates, so check in advance to find out what your company will need.

Finally, consider show services? You may need electrical service in your trade show booth, even if it’s just to run a few lights or a monitor (remember, this usually isn’t included with your booth fee). So you’ll have to get power and other services from the show organizer, who can can present a list of available services for your company to choose from.

Trade shows can be expensive. But with a thoughtful approach and planning, your company can create accurate budgets for its upcoming trade show and this will help decide where the money will go.

Impact Displays offers a range of trade show displays and trade show graphics that are perfect for trade shows and expos - and everyday business marketing purposes. Impact Displays is located at 1934 Junction Avenue in San Jose and can be reached by clicking here, by calling 877-217-6850 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

Small businesses often want to - or for budget reasons, they need to - use their trade show displays for other purposes. This makes sense since a trade show display (if it’s well designed) should be a versatile and effective marketing and communications tool. And using it in other ways besides at a trade show is not only smart, it can make the investment work harder for you and possibly eliminate other marketing expenses. Below are some creative ways to use a trade show display even when your company is not attending a trade show or expo.

Many companies have an entry lobby. It may or may not have a reception desk - it may just be the place inside the front door. This is a terrific place to set up a banner stand. Regardless of whether your company has other marketing messages or even pictures on the walls, a banner stand can be a great addition to the lobby or building entrance. A professional looking banner stand with great graphics will reinforce the professionalism of your company and remind your customers what your business is known for. And a banner stand looks great in literally any type of building entry - from corporate to industrial.

A lot of businesses have a showroom or a product area that’s large enough for walk-through. Pop up displays, tabletop displays and banner stands all work very well in these environments. Banner stands can sit off to the side and are relatively unobtrusive. Pop up displays and tabletop displays need more space - about 30 square feet of floor space with enough room around the display for customers or prospects to “encounter” the display and its message. This is a great way to emphasize non-product messages - your company is stable, has proactive customer marketing and engagement strategy and attends trade shows. Don’t overlook the fact that many prospects will not know that your company attends trade shows - they may be impressed to learn that it does. Putting a pop up display, fabric display or a tabletop display in a show room is an easy and effective way to inform your customers of this.

Finally, many companies with a retail presence can use a truss display or floor-standing podiums in their retail spaces. Typically these are used as adjuncts to permanent retail installations. But a truss display can double as a temporary retail display quickly and easily.

Trade show displays are really just special purpose marketing tools that have been tailored to meet the specific demands for portability by companies going to trade shows. But don’t overlook their basic function - as messaging and communication devices for your business. Use them in everyday marketing and get more bang for your trade show buck.

Impact Displays offers a range of trade show displays and graphics that are perfect for trade shows and expos - and everyday business marketing purposes. Impact Displays is located at 1934 Junction Avenue in San Jose and can be reached by clicking here, by calling 877-217-6850 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.

Lately a lot of companies have begun using “Quick Response” Codes - or QR Codes in the jargon - as an added way of offering information to prospective customers and getting information back from customers and prospects. And since QR Codes are the kind of thing that the internet is uniquely scaled for, it’s a great tool for small businesses to incorporate into their messaging on trade show displays and a lot of other marketing media and collateral. Here are the basics and some information on where your company can find out more if it wants to use QR codes to deliver information to customers at a trade show.

First, what is this funky little symbol, the QR code? A good analog might be a turbo-charged bar code. Like a bar code, it’s a binary coded image that connects (or is related to) some other and non-obvious information. Here is a picture of a QR code and some basic information courtesy of Wikipedia. So when a bar code gets scanned, it identifies the item and often the retail price. But when a QR code gets scanned by a mobile phone on your company’s pop up graphics, it will connect to a web page - what it does from there is up to you. More and more people have scanner apps on their mobile phones so that these can read a QR Code. But it’s an easy way to get engagement from your audience at a trade show that is persistent and this engagement can lead to a sale.

Here are some practical trade show applications for QR codes - again, these aren’t limited to trade show marketing messages. Assume for this example that your company has 3 banner stands and that they each showcase a different new product your company has introduced. There’s a lot to say about these new products but you (being smart about your trade show graphics) know that you’ll lose your audience if you put too much text on the banner stand. And you don’t want to print a lot of brochures - they’re expensive and people just throw them out. If you put a QR code on each banner stand, when a visitor scans it he or she can be taken to the product page on your website. Or perhaps to a sign up page for a discount coupon for that product. Regardless, the point is that you have an opportunity to create an engagement with the audience - studies have shown that getting your audience to take action will have a higher probability of a sale.

Another example - put a QR code on your hanging sign or your large modular display. In this case, since there’s not a specific product that’s being promoted, you may want to take them to an email list sign up page or an information request page. But once again you’ve created an action by your trade show audience that will increase the likelihood of a sale.

The best thing about a QR code is that they are relatively unobtrusive and they can be scanned at a great distance - 30 feet or more. They can enhance your graphics by allowing your company to include a lot more information on a small trade show display than you would otherwise be able to. And they create audience engagement by getting your visitors to take action. Best of all, a QR code is simple to create and it can be printed by most inkjet, flatbed or fabric printing techniques. So your current trade show graphics company can include it in your artwork and have it printed with your graphics. Now, your own company (or your company’s design firm) will have to do some additional work - build a landing page, for example, or an email registration page - so that your visitor will have something to do when their browser takes them to the web. But this is pretty easy to do - another area where the internet has leveled the playing field.

For your next trade show, consider putting a QR code on your company’s pop up display graphics, banner stand or fabric display. It’s a great way to add a new customer dimension and stand out in a crowd.

Impact Displays offers a full range of trade show displays and trade show graphics as well as tips to make your next trade show a success. Impact Displays is located at 1934 Junction Avenue in San Jose and can be reached by clicking here, by calling 877-217-6850 or by emailing info@impact-displays.com.

Copyright Impact Marketing Displays LLC. All Rights Reserved.