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7 Must-Follow Tips for Exhibit Houses and Event Agencies That Want to Maximize Value to Customers
1/27/2020
What do corporate marketers want from their exhibit houses and event agencies? If you ask, you'll likely get a whole list: great design, competitive pricing, great service, knowledge of cutting-edge technology, experience in integrated marketing and promotion.
But regardless of what an individual exhibit or event marketer puts on their list, what almost everyone wants boils down to one thing: Value.
What is value? In the eyes of an exhibit or event marketer, value is paying what they view as a fair price to receive a customized and compelling customer experience. The challenge is, there are many, many facets to creating and operating a compelling customer experience. In addition to the list above, there's lead generation, logistics, promotions, social media - and more.
So how does an exhibit house or event agency deliver all of that and still remain profitable? Here are seven tips:
- Identify your WOW. Your team's time is limited - so you want to focus that time on whatever will make the most difference for your client. You know, the thing that will move the needle by capturing attention or making a connection with event attendees. For most exhibit and event agencies, that sweet spot is creating the WOW. Sometimes it's an architectural focal point, other times it's an attendee journey strategy, and still other times it's a technology integration or LED display. And yes, sometimes, successful branded environments have multiple WOWs.
Some examples of WOWs created for exhibit marketers by Las Vegas-based Total Show Technology are an interactive fish tank where attendees sprinkled from a container labeled fish food, then watched the “food” appear on a LEDskin® wall and attract virtual fish; a demonstration of a mobile game shared with a large audience by plugging a phone in and displaying the screen on a large LEDskin® wall; and an interactive LEDskin® display where attendees scrolled to select a one of the company's sales reps, activating a life-sized video of that sales rep explaining the company's value proposition.
The key point here is that it's the WOW that moves the needle. WOWs generate brand impressions, improve brand loyalty, and move attendees through the sales funnel. Without WOWs, there would be no ROI. WOWs are your sweet spot, your secret sauce, your core competency - and the thing that ultimately impacts your client's estimation of your value.
So, the number one way for an exhibit or event agency to provide value to its customers is to provide ultra-original, highest-quality WOW. Everything else is of secondary importance.
- Look for cost efficiencies. Once you've identified your WOW, you'll need to bring your project to fruition in the most cost-effective manner possible. It's likely that the most unique component of your project - the one that is going to stop attendees in their tracks - is going to cost more than you'd hoped. So, you need to balance that with, not cost cutting, but cost effectiveness.
Specialist partners can be a lifesaver here. There are many aspects of putting together an exhibit or branded environment that can be acquired less expensively than you can do them in house - and thus give you a larger margin - without sacrificing quality. For instance, even some very large exhibit and event houses choose to outsource their graphics production, and very few manufacture fabric panels inhouse.
For elements such as walls, floors, and ceilings, exhibit houses and event agencies can increase their profits - without sacrificing cosmetics - by using modular aluminum frames as the base structure, and then creating the finish panels themselves.
And while corporate marketers used to look for suppliers who could do everything inhouse, what they want today is to know you'll manage everything for them and make sure it's done right. So long as you deliver it doesn't matter to the client what you choose to do inhouse and what is outsourced to a partner. This goes for everything from art direction to onsite supervision.
- Integrate flexibility. If your structure is a trade show exhibit, a corporate event, or a pop-up shop, chances are it will be used more than once, and possibly in more than one configuration. Planning for those configurations up front puts you ahead of the game. Even if your client's initial plan is to use the property once, it never hurts to have a plan in mind for a second event.
Consider likely alternative venues, venue types and footprint sizes. Might the property be used both inside and out? Knowing every possible consideration up-front endears you to your client - and gives you a head start on seamless management. Then, plan your properties to accommodate these scenarios. Modularity helps. For instance, are there certain sizes you can construct your flooring pieces in that will enable you to use the same components in every configuration? Likewise, are there ideal sizes for wall panels and ceilings?
- Let cost of ownership drive. In the eye of the client, value goes beyond the acquisition cost of an exhibit or environment to include maintenance and operational costs throughout the components' life. Therefore, it's important to make decisions based - not on the cheapest upfront cost or the cheapest downline costs - but on what will provide the lowest cost (without sacrificing quality) over the entire life of the properties or campaigns.
When it comes to physical structure, this means considering shipping, drayage (when applicable), and labor costs before you decide how to build your structure. Aluminum frames are lighter weight than wooden panels - which means lower shipping and drayage costs. Pre-assembled aluminum frames are faster to set-up than extrusion frames, which reduces labor costs. Plus, they require fewer different types of pieces and connectors - which makes getting organized onsite a lot easier. Bonus tip: a system that does not require tools expedites and simplifies set-up even more.
- Consider rental options. To deliver the cost-efficiency component of value, explore what might be rented more cost effectively than purchased. Often, especially if you opt for a frame or panel system that is available nationwide and around the world, you can rent your entire structure locally and greatly reduce shipping costs.
Rental is also a great option when you need to duplicate the environment in two different places at one time or when you have one or two instances where you need to fill a larger footprint than usual. This way, your client doesn't need to purchase or pay to store properties they will only use once or twice.
- Expect a ridiculously short turn-around time. Project timelines seem to be getting more compressed - and we don't think it's our imagination. Sometimes the only way to finish on time is with the help of partner suppliers. Look for companies who keep adequate inventory that they can get you want you need within a few days.
- Plan for the unplanned. When it comes to events, there are almost always last-minute changes or additions. Be ready by keeping a list of local partners who work with the same systems and components as you do, who can come to your aid.
Exhibit houses and event agencies who follow these seven tips will find themselves well on their way to providing value to their clients.
beMatrix® b62® is a Tooless™, continuously reusable frame system for the exhibit and event builder, general contractor, event producer and AV company. Once you've identified your WOW, beMatrix® can help you deliver value to your customers. Our system is:
- Completely modular.
- Fabricated.
- Tooless™, so it's fast and easy to construct.
- Used to construct floors, walls, or ceilings.
- Comprehensive. Components include straight and curved frames, doors, counters, lighting, and wall mounting accessories.
- Ready to be finished to your specifications. beMatrix® frames accept hard panel infills, fabric infills (SEG graphics), and LEDskin® integrated seamless video screens.
- Available for sale or to rent through a local provider.
- Used by collaborators who include more than 500 North American partners. beMatrix® is available in 63 countries around the world.
- Available fast. We maintain 60,000 square feet of inventory at our U.S. headquarters in Atlanta, Georgia which allows for minimal lead times and fast product turnaround time.
For more information on beMatrix® can help you deliver value to your clients, click here.
Contact:
k.agramonte@bematrix.us
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