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2013 | OriginalPaper | Buchkapitel

3. Booth Design and Marketing Materials

verfasst von : Klaus Solberg Søilen

Erschienen in: Exhibit Marketing and Trade Show Intelligence

Verlag: Springer Berlin Heidelberg

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Abstract

A booth at a trade show is like a pop-up store, a temporary shopfront to attract special attention over a short time period. We can divide the booth market into standard or budget booths, and custom booths. Most of what we shall discuss in this chapter relates to the latter.

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Vorheriges Kapitel Booth Staff Behaviour

Nächstes Kapitel Pre-show Planning

There are special scent machines, if you do not want to use bottles of scent.

Research by Jack Morten Worldwide and Sponsorhip Research Intenational (SRI), quoted in Friedman (2006a: 26–28).

A new and more accessible exhibition site has now been built in the Rho-Pero area.

With these booths you must often notify show management and the local fire service in advance by sending plans for approval (a sealed engineering drawing signed by a licensed engineer is often required). Similar rules may apply to covered exhibits.

According to Wikipedia under “architecture” and “structural engineering”, a truss is a static structure consisting of straight slender members (interconnected at joints into triangular units). Most truss systems at trade shows are made of aluminium and are relatively easy to dismantle and carry away. Dismantling usually takes about half the time it takes to set up. Try to use the same team to save time. For a truss to function and be rigid, it must be composed entirely of triangles.

More recently the company has also been using colourful, floating capitals in its advertising, rather like Google. The idea there is to build on values that are human, fun, and caring, as a counterpoise to the various corporate scandals we have witnessed among large multinationals over the past 15 years.

See Center for Exhibition Industry Research (CEIR) (2003).

I owe most of what I know about tie-ins to Burnet D. Brown while working in the late 1980s at a Los Angeles marketing company, Marketing & Financial Management.

Briere, D. (2006). Trade show tips that make life easier for all. Network World, 23(10), 41.

Center for Exhibition Industry Research (CEIR). (2003). The role and value of face-to-face interaction. Chicago, IL: CEIR.

Friedman, S. A. (Ed.). (1999). Still more secrets of successful exhibiting. Lake Placid, NY: Avia Publishing.

Friedman, S. A. (2006a). Changing your trade show routines. Successful Meetings, 55, 6.

Konikow, R. B. (1984). Exhibit design: The graphics of trade show communication. New York, NY: PBC International.

Titel: Booth Design and Marketing Materials
verfasst von: Klaus Solberg Søilen
Verlag: Springer Berlin Heidelberg
Buch: Exhibit Marketing and Trade Show Intelligence
Print ISBN: 978-3-642-36792-2

Electronic ISBN: 978-3-642-36793-9

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-36793-9_3