Think it’s necessary to have a massive budget to make an impact at your next trade show exhibit? Think again. While there’s certainly more design freedom that comes with a large budget, there are plenty of ways to get creative with a modest budget and still create an attention-grabbing exhibit.
We recently did just that for our client, Nexans, a global expert in cables and cabling systems, when they called upon us to create their booth for the 2014 Offshore Technology Conference.
Their initial budget was $70,000 and included several requirements including an oversized, hanging logo, pedestals to showcase cable samples, a reception counter and plenty of space for a conference room and storage. Additionally, they wanted the design to incorporate as many curves as possible, an element that is integral to their brand. Nexans also had the unique challenge of needing some distance between their original Nexans offering and those of AmerCable, a recent acquisition.
After we presented the initial design (which Nexans was thrilled with), we were thrown a curve ball and learned the budget was actually much lower than first conveyed.
After receiving the news, it was clear that the existing design was no longer a viable solution within the client’s allotted budget. Not one to disappoint, our team set out to find ways to reconfigure their initial design, yet maintain its original essence and still meet the client’s needs.
We proposed a rental solution that offered several benefits. First, Nexans would not be tied to only one exhibit for several years giving them design flexibility as the company evolved. A rental also gave Nexans the benefit of avoiding storage fees, as they would not have to house the exhibit when not in use.
We went to great lengths to ensure the curved graphical elements, which were such a focal point to the branding, remained. In fact, we incorporated curves everywhere – from the hanging circular sign to the three curved logo towers to their curved reception desk.
An oversized backlit graphic behind the reception counter offered the perfect focal point for the story of Nexans and what they do. One of the most important elements was Nexans’ hanging logo. We recreated the same oversized circular hanging, and rotating, logo sign from their original design, but made it slightly smaller to reduce the cost.
Multiple pedestals were spread throughout the space to show off Nexans’ cable samples and identify each of their functions. We simply modified the pedestals to stay within budget. Since conference rooms and storage was important to the client, we made sure to account for plenty of space within the updated design. And while cohesive, the design created some natural separation between Nexans original products and AmerCable’s products, which allowed for more clarity between the brands.
Nexans was incredibly pleased to still be able to have a well-designed exhibit with easily recognized branding that met their needs and their budget. They commented on how much they liked the openness and functionality of the entire space. Of course, they were happy to have been able to keep their large conference room and storage rooms in the new design as they were all well utilized during the show.
Nexans had great traffic flow for the duration of the event, and best of all, there were plenty of new products showcased allowing Nexans’ customers to learn about AmerCable’s offerings and AmerCable customers to learn about Nexans’ offerings.
So think your trade show budget is too tight? Before you miss out on potentially profitable trade show give us a call at 800-217-9479 and see how we can put even limited dollars to work for you.
About Peggy Swords
Peggy Swords is the founder and president of Excalibur Exhibits, a $10 million Houston-based exhibit manufacturing and production corporation. Excalibur Exhibits designs, builds, delivers, assembles and disassembles as many as 300 exhibits per year. Swords was named as a finalist for NAWBO Houston 2003 Woman Business Owner of the Year and 2005 Enterprising Woman of the Year Finalist. Additionally, Excalibur Exhibits is a five time member of the Inc 5000, a three time member of the LSU100 and a two time member of the Houston Fast 100, a list of fastest growing privately held companies.