Nimlok Articles:
Get that Tradeshow Monkey Off Your Back

Your company has a big trade show approaching and you're in charge of implementation - planning the marketing strategy, coordinating schedules and show logistics and most importantly, finding the perfect exhibiting solution. All this has to be done on a budget significantly smaller than shows' past. Likewise, as your trade show budget continues to decrease, expectations have increased - maximum exposure, maximum results, and minimal resources.

Today's tradeshow and marketing professionals are burdened with a real monkey on their backs -- the difficult task of ensuring that their exhibit communicates the company's brand and achieves specific marketing objectives, while maximizing tradeshow dollars in their ever-shrinking budgets.

Custom hybrid exhibits made from modular and custom components that are typically one-third the weight of custom exhibits and one-quarter the cubic content of similar custom designs provide the look of a custom exhibit with the cost savings only a custom hybrid exhibit can provide. The end result? Far fewer resources needed for shipping, drayage, set-up, and storage expenditures.

Ten years ago, when a company wanted a superior exhibit to match its image and branding, a custom exhibit was the only option. At that time custom hybrid exhibits were two-dimensional and unsophisticated. That basic, boxy, rigid look is long gone and today's custom hybrid exhibit looks nothing like those of the past. Their evolution makes them indistinguishable in appearance from custom displays. Regardless of industry, exhibitors that used to buy custom exhibits turn to custom hybrid to take advantage of the savings and greater versatility and achieve a cutting-edge image that blends with their overall marketing approach. With a custom hybrid configuration, less truly offers more - more creativity and more flexibility.

Before making a purchase, take the time to meet with an exhibiting professional who can help you decide if a custom hybrid exhibit is right for you. When you work with a Nimlok distributor, they'll work with you on evaluating the full range of shows you'll be attending, and the types and sizes of exhibits needed. Our foundation is to find ways to move closer to our customers and to find ways to meet the needs created by the demands of their jobs. We work as an extension of our clients' marketing department and take the time to listen to needs that transform the company's vision, objectives and requirements into the perfect exhibit that sends a consistent message to customers or clients.

Versatility Is Key

When BIC was ready to make the switch to custom hybrid, they approached Nimlok Gulf Coast in Largo, Florida to design an exhibiting solution that was versatile enough to reconfigure for multiple uses throughout the year and that could showcase a wide array of products including writing instruments, Sticky Notes, mouse pads, magnets and flashlights, as well as collateral materials.

Nimlok Gulf Coast embraced BIC's design challenge to create a 110' X 30' custom hybrid exhibit that utilized yellow truss with blue and white laminate panels, the company's signature colors. The truss united all the elements, provided structural integrity, and directed attention to the large overhead fabric sign.

"A contemporary look and feel, versatility and the ability to maintain a consistent image and message were essential," reports Paul Lage, BIC Global Vice President. "Depending on the size of the show, we're able to reconfigure our custom hybrid booth to a full range of sizes, from 110' x 30' all the way down to a 20' x 20' booth. This makes the booth very cost-effective because we get multiple uses of it throughout the year, while maintaining the same look and feel. Our image at a smaller show is consistent with what we have at a bigger show and we have an exhibit with presence and prominence."

BIC also utilizes an aisle-span booth, which provides for a smooth flow of traffic with the booth's ends angled for easy entry.

"Our booth is open and inviting. It includes many custom built-in features including drawers, showcase displays, slot wall panels, storage areas, presentation areas and meeting areas," explains Lage. "This allows us to merchandise and showcase our products much more effectively For any company that exhibits in a variety of different trade shows, a hybrid booth is the answer. It's more cost-effective than purchasing a different booth for each show."

Versatility and adaptability are not the only benefits to a custom modular exhibit. According to Lee Stratton of Nimlok Gulf Coast, BIC also cut their shipping expenses in half.

"Before they purchased their custom hybrid exhibit, it took two trucks to transport their exhibit to trade shows," says Stratton. "The new 110' x 30' custom hybrid fit into one truck."

Harmon Homes approached TPS Displays, a Nimlok distributor in Forest, Virginia with the design challenge of creating one large "umbrella" custom hybrid exhibit with distinct, separate meeting areas for each of its six subsidiaries. Seating, a slide projector and projection screens were must haves in the meeting areas. While privacy was key, Harmon still desired an open, airy feeling that promoted good traffic flow. The exhibit also needed to break down into six separate exhibits for multiple uses later.

TPS Displays answered the call by using aluminum extrusion systems with sheer fabric panels to create the six meeting areas, while headers with dye-sublimated graphic signs defined each separate area and strategically housed the slide projectors. White fabric- covered panels at the center of the booth disguised a large storage area and doubled as projection screens.

"The custom hybrid display TPS Display created for us perfectly matched our exhibiting needs with very little wasted time or effort," says Erin Cullipher, vice president of Harmon Homes.

Custom hybrid manufacturers such as Nimlok strive to provide a full range of in-house capabilities including manufacturing of panels, truss, fabric signage and extrusion, as well as dye sublimating printing. The end user gets a booth designed and built by a single company. With clients' time so limited and valuable, Nimlok's single source solution for all trade show needs offers clients a turnkey resource for graphic design, shipping, set up and dismantle, and storage of exhibits.

Monica Vasquez-Guillena of McLarand Vasquez Emsiek & Partners, a planning and architectural design firm in Irvine, California, approached Nimlok Orange County about recreating the high-end look and feel of their office for the tradeshow floor, and discovered service that went beyond just creating an exhibit.

"We are novices at tradeshow exhibits so the resources and expertise we receive is tremendously helpful," says Vasquez-Guillena. "We take advantage of these additional services, for example, Nimlok is storing our exhibit, preparing it for shipping, and taking an inventory of the items upon completion of a tradeshow, and they are even building custom packaging for shipping."

As a company's identity evolves over time, custom hybrid exhibits can be continually updated to reflect a new image without the need for a large capital investment. This unparalleled versatility combined with lower front-end and back-end costs, makes custom hybrid displays more cost-effective than traditional custom displays. Exhibitors obtain a better return on investment, allowing them to invest the savings in pre-show and post-show marketing efforts.

Simon Perutz is president of Nimlok, the worldwide leader in the display and exhibit industry.