MODULAR EXHIBIT DESIGNS ARE RESHAPING THE TRADE SHOW INDUSTRY AND WE ARE PROUD TO BE THE TREND SETTERS.
THE GREATEST BENEFIT of MODULARITY IS — IT TRANSCENDS CONNECTIVITY, to GIVE RISE TO NEW MARKETS, ACCESS NEW AUDIENCE and INSPIRES BRAND TO EXPAND THEIR OFFERING WITHOUT THE EXORBITANT COST OF MARKETING.
Having said that...
The world we live in is IN CONSTANT FLUX. SAME GOES TRUE FOR YOUR BUSINESS AND YOUR MARKETING STRATEGY
List below, we have jotted down 12 changes that may affect your trade show marketing.
- Change in booth size
- Change in number of shows
- Change of division, or product represented
- Change of industry targeted
- Change in corporate branding
- Change in marketing message
- Change in the economy
- Change in uncertainty about the future
- Change of company ownership
- Change in how good your booth looks
- Change in marketing objectives
- Change in the needs of your target audience
Custom flexible modular exhibits can help you better adapt to these 12 changes with a more modular design, easily changed graphics, and exhibit rental.
Modular design saves MONEY, changes exhibit shape TO TRENDING FASHION and CHANGES SIZE TO EXPLORE NATIONAL AND INTERNALTIONAL SHOWS
Modular displays are sleek, modern systems that create an impressive brand presence and can be designed specifically to meet exhibitors’ marketing objectives. But unlike traditional custom exhibits, modular exhibit systems are engineered with flexibility in mind: they can be easily taken apart and reassembled into different shapes.
This modularity can be done at two levels: the piece level, and the component level. At the piece level, you can take the individual metal pieces and recombine them into a different shape, such as turning parts of a wall into a tower.
The more common reconfiguration happens at the component level, where:
10 x 20 back wall is divided into two 10 x 10 booths,
or a 20 x 20 island is expanded into a 20 x 40 island.
This structural flexibility allows you to change your booth size or footprint much easier than if you have a traditional custom exhibit made of wood and laminates. So, if and when the economy changes and you need to downsize your booth to reduce costs or expand your booth to take advantage of greater opportunities, modular exhibits make it much easier to flex up or down.
MS Technologies: The structural plasticity allows the exhibitor to go from 10'x 10' to 30' x 30'. Here is how they did it.
The above, shows the 10' booth on the left and the additional panels on the right, forms the 10' x 20' design below.
As you see, the right side of the booth forms part of the 10' booth above with 'FG72' panel integrated in 10' x 20' inline configuration. The rest, are the added new panels to complete the configuration.
In this 20' x 20' configuration, the backwalls are integrated from 10'x10' and 10' x 20' (as shown on your right) above. The new construction accounts for the addition of the drop down towers, extension of the original panel from the 10' x 10' and the hanging light rectangular box in center.
In this 30' x 30' configuration, the backwalls and the towers are integrated from 10'x10' and 10' x 20', 20' x 20' above. The only new construction accounts for the addition of the 69" wide drop down tower. (As shown on your right)
Modular designs work very well, if your marketing objectives change (for example, from taking lots of leads to instead focus on hosting important meetings), modular exhibit properties allow you to reuse some or all of your parts in a new exhibit design more aligned with your new goals.
Lee Stafford: The famous hairdresser shows off multiple products of his brand, one in a more whimsical way and the other, in a bit toned down fashion
As you can see, the shot below is about the brand and the brand website, dressed up with retail merchandising in the back for supporting in booth sales and promotion. However, the design on the top is all about indulging the emotion of the target audience — have fun and get the look you want.
GRAPHICS & ACCESSORIES:
Easily changed graphics saves costs, improve target marketing
Changing the exterior surface on a traditional custom exhibit, beyond just swapping out a 3D logo, can be so expensive it’s often not worth it. Yet today’s modular exhibits, you can change out a panel, a side, or even the entire exterior of the exhibit with a new graphic, as easily as setting it up. This ability to change graphics has huge advantages for your trade show program.
Fujitsu: Initially designed for a 40 x 40 island exhibit, but once seen at a trade show, was borrowed by other impressed divisions for spaces as small as a 20 x 20. The large hanging structure effortlessly adjusts to these different booth sizes, which would be impossible with traditional custom exhibit structures.
The hanging sign is designed such, that it adjust from a 20' x 20' booth space to a 40' x 50' booth space. The work stations are stand alone and graphic sheers hanging from the hanging sign establishes the specificity of each presentation area. The flooring is designed in a grid pattern to update the look as and when needed.
You can swap out the graphics to let multiple divisions use one set of exhibit architecture but change the messaging for their sub brands. You can create a design that has one overarching brand message at the highest levels, but change out secondary graphics that target specific audiences at different vertical market shows.
Innotek: Although using the same exhibit structure, this exhibit looks totally different with a second set of graphics, designed to appeal to a different target market and demographic. Modular exhibit systems allow for much easier re-skinning with a second graphic look.
You, miraculously extend your budget when you use the same architecture. You please your target audience because you champion their cause, by changing your brand graphics and your brand offering. At the end of the day you capitalize on the perception of your brand without undertaking phenomenal risk or high cost.... This is what modular design does for you.
You can much more easily update your exhibit after a re-brand or company merger. You can swap out graphics to promote your newest products. And when the graphics wear out, you can get new graphics and keep using the exhibit hardware.
Unitron: Marketing of this big island booth was so successful, that they went ahead and redrew their brand proposition with new brand visuals. The first snapshot is that of the old brand logo and the second picture shows that of the new logo.
Keep in mind, when you are venturing out to craft a new brand logo, it is wise not to stray too much from the original look, that set you on the path of success. For starters, if you are going with a contemporary look, retain some aspect from the older version of your brand. It is simply easy for the human brain to handle.
Rental exhibits stretch budgets, increase design flexibility
Overall, rental exhibits are a continuing trend that shows no sign of letting up. Exhibitors love the ability to go to one large show a year in an exhibit that they don’t have to buy, let alone pay to store for the other 11 months of the year.
Generally, when an exhibitor rents the exhibit hardware and buys their custom graphics, it costs about a third to a half of buying the entire exhibit outright. A rented exhibit can be reused again the next year, but for many in high-tech companies, they love the ability to evolve or even completely change their design the following year.
Just consider how much it would cost to buy a new exhibit every year instead! And if your company is feeling uncertain about the strength of the economy, exhibit rental is a hedge against risk, preventing the need to tie up capital in an owned exhibit property.
Michael C. Fina:
Exhibit Rental allows this exhibitor to much more easily afford to change their entire exhibit design. Changing the exhibit design helps you to target the different segments of your audience at lateral shows.
Here are three different exhibits used over the years (with the same black cube chairs in each).
As you can see, the designs looks very distinguished and capable in it's own right. However, it gives the impression of a brand that is on the go. Also, note the changing colors that the brand used to distinguish their presence.
With modular exhibits, rental is even better, as it allows you to scale up your booth with greater consistency of design, as there is are almost infinite ways to create a larger exhibit around your already designed smaller exhibit with rented modular components, and these rented components will match the look and feel of your existing exhibit design. Or if you have two shows at the same time, you can rent an exhibit that exactly matches the look you’ve already chosen for your company.
Flexible Trade Show DESIGNS Save Money, Reduce Anxiety, and ImproveS THE CONNECTIVITY BETWEEN YOUR PRODUCTS AND YOUR AUDIENCE
With changeable graphics, and enhanced exhibit rental, custom modular exhibits save you a surprisingly large amount of money, reduce your anxiety at having to deal with constant change, and allow you to promote more targeted marketing messages to different trade show audiences.
Bottom line, innovative modular design provides value to your customers and top line growth to your brand across different market sections.
Go for it.