Best Ways to Save on Exhibit Transportation

by Gwen Parsons 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 more business. 

Use lighter weight display solutions
It’s no secret that weight dictates your freight and drayage costs. Display solutions that travel compactly and weigh less offer exhibitors BIG savings. Portable modular displays are designed to offer high style and built with fabric printed graphics and lightweight aluminum to lower transport costs.

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.

Airline Baggage
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 Rolluxe cases 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 – offices, hotels, convention hall business centers –at 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.

Freight forwarders
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 truck.

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.

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 Google + and LinkedIn.

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    Tradeshow and Exhibit Thoughtleaders
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Using PR to Maximize Trade Show Success


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PR is a great tool for calling attention to your trade show presence—as well as your products and services. Here are a few tips from our guest blogger, PR professional Lisa Goell Sinicki, on how to maximize your pre-show publicity.

1. Send your press releases to the right list. There are lots of services that you can use to generate huge lists of potentially interested journalists. However, everyone else is using those same lists too. As a result, journalists are over-run by news, most of which doesn’t really even fall within their specialty. Because of this, it's impossible for them to read most of the pitches they receive.

The solution is to vet your press list in advance. Research each reporter to learn what she really writes about. Then send each release individually to just those journalists who are a good fit. 

2. Get personal. Send every journalist on your A-list a copy of the release personalized just for them. Start out by telling them exactly why you feel their readers will be interested in your story. 

3. Schedule meetings. If you have something to show and tell in your exhibit, email reporters (and follow-up with phone calls) inviting them to schedule a time to meet in your booth. Arrange to have the appropriate company officer there to give them a demo or share a sound-byte.

4. Think  about holding a press conference. If you have an announcement that many publications will be interested in, a press conference is a good way to reach everyone at once. If you represent a smaller niche covered by a handful of reporters, it will be more productive to meet with each reporter individually.  This way, they are able to gather content tailored to their readers and feel like they are getting their own scoop rather than the exact same content as their competitors.

5. Leverage the web and social media. Post your press release to your own website. Make sure it is keyword rich and contains tags to make it more search-engine friendly. Then use your social media outlets to drive people to your news. Ask your employees to use their social media to drive other industry colleagues to your news as well.

For companies who don't have a way to optimize their press releases on their websites,  www.PitchEngine.com can help. It enables you to post and easily optimize your press announcement, but it doesn't send the pitch out for you. You will still be able  to use social media and email to drive the people you want to your story.

Using PR to Maximize Trade Show Success

PR is a great tool for calling attention to your trade show presence—as well as your products and services. Here are a few tips from our guest blogger, PR professional Lisa Goell Sinicki, on how to maximize your pre-show publicity.

1. Send your press releases to the right list. There are lots of services that you can use to generate huge lists of potentially interested journalists. However, everyone else is using those same lists too. As a result, journalists are over-run by news, most of which doesn’t really even fall within their specialty. Because of this, it's impossible for them to read most of the pitches they receive.

The solution is to vet your press list in advance. Research each reporter to learn what she really writes about. Then send each release individually to just those journalists who are a good fit. 

2. Get personal. Send every journalist on your A-list a copy of the release personalized just for them. Start out by telling them exactly why you feel their readers will be interested in your story. 

3. Schedule meetings. If you have something to show and tell in your exhibit, email reporters (and follow-up with phone calls) inviting them to schedule a time to meet in your booth. Arrange to have the appropriate company officer there to give them a demo or share a sound-byte.

4. Think  about holding a press conference. If you have an announcement that many publications will be interested in, a press conference is a good way to reach everyone at once. If you represent a smaller niche covered by a handful of reporters, it will be more productive to meet with each reporter individually.  This way, they are able to gather content tailored to their readers and feel like they are getting their own scoop rather than the exact same content as their competitors.

5. Leverage the web and social media. Post your press release to your own website. Make sure it is keyword rich and contains tags to make it more search-engine friendly. Then use your social media outlets to drive people to your news. Ask your employees to use their social media to drive other industry colleagues to your news as well.

For companies who don't have a way to optimize their press releases on their websites,  www.PitchEngine.com can help. It enables you to post and easily optimize your press announcement, but it doesn't send the pitch out for you. You will still be able  to use social media and email to drive the people you want to your story.

 

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