15. August 2013 17:38
Transportation accounts for about ten percent of the average trade show
and event budget. Reducing the cost allows you to repurpose the savings
and re-invest it in promoting your event to generate more traffic and
Use lighter weight display solutions
Itís no secret that weight dictates your freight and drayage costs.
Display solutions that travel compactly and weigh less offer exhibitors
Portable modular displays
are designed to offer high style and built
with fabric printed graphics and lightweight aluminum to lower transport
Get accurate cost estimates
Nobody likes to return from an event to find invoices that are
significantly higher than what was expected or budgeted. The best way to
get accurate estimates up front is with the correct number of items and
the weight for each of them (boxes, cases, carpet bags) in your
shipment. With this information you can compare costs using different
methods and service providers.
Check with your particular carrier on their policies and rates to take a
portable modular display on the flight with you. For example, I called
United Airlines about taking a display in two
from DC to San Francisco as oversize bags and was
quoted $200 per case.
UPS and FedEx
Exhibitors with smaller spaces love the convenience of collecting their
display at their destination. These widely known and available services
deliver anywhere Ė offices, hotels, convention hall business centers Ėat
competitive rates for shipments weighing under 150 pounds. Built-in
wheels on shipping containers make it easy for exhibitors to maneuver
cases onto elevators and around the event floor.
Be sure to ask what surcharges may apply to your shipment. For example,
shipping display cases without an exterior carton or oversize cartons
may incur additional fees.
When your shipment weighs over 150 pounds your best option is a freight
forwarder. Freight forwarders manage a chain of suppliers and may use
multiple carriers to deliver your display to its destination - by
ground, air and water. Some are referred to as LTL which is light truck
load meaning your shipment may be combined with others on the same
Ask your estimator to quote different options. If you have multiple
items to ship, compare the cost to ship them as individual items and
together on a pallet or skid. Trucks delivering direct to the show or
advanced warehouse have to get in line to unload. Check whether, and
what, waiting fees may apply. Deliveries to locations without access to
a loading dock will require trucks with a lift gate which may incur
additional fees, too.
Gwen Parsons is the Senior Vice President of Marketing at Nomadic
Display. She is a regular contributor to the Nomadic Display Blog and
can be found at
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Tradeshow and Exhibit Thoughtleaders
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Gwen Parsons' Articles
6 Steps to Jumpstarting Your Trade Show Program with
QR Codes are fastly becoming a trademark of the mobile marketing world and
are growing in popularity. QRís have marketers everywhere
scrambling to place them in their campaigns. But, how, as a trade show marketer
can you integrate
QR codes into your face-to-face initiatives?
You donít have to be an IT junkie
to appreciate our helpful hints on leveraging these PIXILATED POWERHOUSES.
1. Know your Audience
According to comScore, Inc, a leader in measuring the digital world, 45.4
million people own smart phones, which is 19% of all cell phones
now active in the U.S. Does your target audience have smart phones? If not,
your creative use of QR codes may be in vain. See if QRís are
suitable in YOUR marketplace by conducting a poll.
2, Select Your Medium
Establishing where you want to embed your QR codes is the second step to
igniting your mobile marketing efforts. They can be incorporated
print media. Plus, you can measure the number of people engaging with your
brand through QR codes to help determine the
success of your campaigns.
3, Choose Your Platform
You can generate standard QR codes for FREE using a QR code generater like
the one available at
YouScan.me.com. You can also purchase
customized QR codes with colors or imagery on request. From a design
perspective steer clear of design elements that may border the QR code
because it may interfere with the user's scanning process.
4, Reproduction Tips
Make sure your QR code is fully opaque to allow for swift scanning. If the
QR codes detract from the aesthetics of your creative artwork, consider
applying them discreetly, like on the back of your literature. Be careful when
youíre resizing QRs, if theyíre too small or too close together it will
be difficult to scan which will only irritate users. Make sure that you test
your QR code multiple times with different smart phone platforms
(Iphone, Blackberry, Android) before sending it to print.
5, Empower Your Viewers
You donít want prospects to abandon your campaign simply because theyíre not
supplied with the
right scanner. So make sure to supply your
audience with a url where they can download the QR code scanner that will work
with all smartphones: Blackberry, IPhone or Andriod.
6. Track Your Results
Like any other marketing effort you'll want to measure its performance. based
on the scans it receives supply metrics boasting your campaignís
success. Your QR code should direct your audience to a clear call to action such
as: a website registration form for VIP passes to your event,
a landing page featuring a map to your trade show booth on the show floor or
entry into an in-booth contest with a grand prize drawing.
© 2013 by by Nomadic Display