Are you a small business owner who leverages the power of trade show and event sponsorships to meet your sales goals? Or want to?
If so, you’ll want to check out today’s guest blog post by event and trade show experts, Eileen and Michael Easler, founders and owners of E2 Exhibits. In this post, Eileen and Micheal share insight on why planning ahead for your trade show or event exhibit can save you time, money and headaches, and increase your ROI.
See below for Eileen and Michael’s guest article, The Devil’s in the Details.
If there’s one trade show demon we encounter the most it has to be “Old Man Procrastination.” Most end-users hold the misconception that all displays (whether custom or kit) are lying on a shelf, ready to use, in some mega-warehouse. Nope.
Although components of your new display are likely “ready-to-assemble”, they have to be…well, assembled. With few exceptions, most display systems are created per your specs and not until your order is placed. There are some cheapo-depot manufacturers out there, but the drawbacks are: limited options, lower grade materials, reduced warranties and life-span and ghost customer service. Wonder why one manufacturer is so much cheaper than another? You get what you pay for!
But back to “Old Man Procrastination.” Timing is everything and if you don’t allow sufficient production time, a host of issues cascade:
1) Rush charges. (Not only to create your display quicker than normal turnaround, but to ship it as well! These can rack-up 25%-30% extra fees!)
2) Mistakes. (Speeds kills. And the probability that they’ll be last minute production problems rises dramatically!)
3) Delivery. (“Rushed freight” could equal: mislabeled, misplaced, or late freight!)
4) Graphics faux pas. (If your unit contains graphic elements and you’re using a designer not jiggy with the producers requirements – file disasters are a deadline killer!)
5) The unforeseen. (Blizzards in April? You betcha!)
Try this: allow 2-3 weeks to physically make your display – if it’s a standard kit. (Most producers can beat that – especially with banner stands, but that pad will translate to comfort for all!) Allow enough time to deliver via “standard ground.”
For custom displays, allow as much as 6 months to plan! Most custom jobs undergo a myriad of changes (depending on their size and complexity) before a final design is settled on. Most take 5-9 weeks to build (again, depending on their complexity.)
Trade shows aren’t cheap to attend or cultivate. But they are the most effective means of meeting your marketing/sales goals and ROI. Plan ahead, ask questions, pad your need date and let your display rep guide you through the production steps. Believe it or not, we’re all more profitable when you’re unhurried and happy!
About Eileen and Michael Easler:
Eileen Easler knows every stage of the exhibit industry first-hand. From initial concepts through set-up and dismantle, she brings 25+ years of proven success to every project. Since the early 80’s her growing reputation for creative detail has profited such notables as: Hagemeyer, NA, Electric Cooperatives of South Carolina, Tupperware, Force Protection Industries, Medical University of South Carolina, Leader Pumps, Arcadia Publishing, Create Space (Amazon), benefitfocus.com, BERCHTOLD and many others.
Serving as President and CEO since 1990, her responsibilities include managing the company, developing strategic business focus, and serving as in-house graphic designer. Eileen is actively involved as an advocate for the local theatre arts community as well as serving as a volunteer for the Nativity Catholic Church parish council and finance committee
Since joining E2 in the Fall of 1996, Michael has focused his skills toward managing the ever-changing trade show needs of a diverse and growing clientele that includes: Santee Cooper, General Engineering Labs, Force Protection, M.U.S.C., Roper-St. Francis, Kiawah Island Resort, American Express, The S.C. Dept. of Commerce, and The Dept. of Homeland Security.
Business Philosophy: “This company was built on one core principle: helping our clients achieve their goals in the marketplace through a dynamic trade show presence. There’s no greater satisfaction than knowing our small part may have helped create the next, great American success story.”
His free time is divided between, music, film and theater acting, creative writing projects, boating and golf.