INTERNATIONAL EXHIBITING
 My company exhibits in several shows in Asia, and a co-worker suggested that I purchase a “kit” rather than shipping my booth to these shows or using build-and-burn exhibits. What is a “kit,” and how might it benefit me at shows in Asia?
 In the past, most U.S. exhibitors constructed build-and-burn (one-time use) exhibits for their Asia-Pacific shows. Their rationale was that this region’s cheap materials and labor made it more affordable to build an inexpensive exhibit in Asia and discard it after the show than any of the alternatives — including shipping a U.S. exhibit to and from the show, building an exhibit in Asia and shipping it back to the United States, or even building an exhibit and storing it in Asia for future shows. And given the region’s low labor rates historically, rental properties have never even developed as an option, and local exhibit houses carry little to no rental inventory.
However, due to increasing construction and I&D costs (particularly in China, where such costs have increased approximately 25 percent during the past year) and the devaluation of the dollar — not to mention the increasing number of shows being held in this region — many exhibitors are turning to multi-use “kits.” This kit, then, is simply a custom exhibit that’s built and stored in the Asia-Pacific region by a local exhibit house and reused for multiple shows. In essence, a kit is similar to a U.S.built exhibit, only it stays abroad.
Though never a consideration in the past, multi-use kits are becoming a viable option and should be a consideration for any company with an extensive schedule in the Asia-Pacifi c region.
To determine if a kit is right for you, examine the Asia-Pacific shows on your calendar for the next two years. Consider what cities your shows are located in, and what size booth you typically use for each. If your shows are located within one or two countries and just a couple of different cities, then you won’t be spending a lot of money to transport your booth across Asia, which means a kit might be a viable solution. Similarly, if you use roughly the same size space for each show, a kit might be a valid option if it’s built to handle similar-size footprints. However, if your shows are spread out across the region, and the size of your booth spaces vary widely, you’re probably better off with a build-and-burn exhibit.
If, for your shows, you decide that a multi-use kit might be a viable option, there are a few additional things to consider, such as materials, transportation, and technology.
First off, exhibit-construction costs in the Asia-Pacific region are still significantly cheaper than average costs in the Western world. But the quality of the materials is not yet equivalent to that of materials typically used in the West. Thus, your refurbishment costs are generally higher, particularly if you keep the kit for several years. While an exhibit in the United States can last as long as five years, a kit usually needs signifi cant refurbishment within two years.
Also, be aware that if you have to ship your kit via ocean or air freight from one country to another, transportation costs can be high and lead times long. So be sure to investigate all costs and timetables, even if you’re only shipping within the same country.
Finally, using high-end technology in your kit, such as LED lighting, computers, and AV equipment, can raise your costs substantially. While much of this equipment is produced in Asia, rental equipment is scarce and trained technicians are hard to find. It’s not out of the question to have to fly technicians in to troubleshoot, so be prepared to bring your own equipment or your own troubleshooters. Granted, this is a consideration for all exhibits, not just kits. Nevertheless, you’ll want to consider these costs as part of your overall decision.
While the aforementioned information should help you decide if a kit is right for you, don’t overlook a combination of options. For example, you might want to build and store a kit in the country where you have the most trade shows, and use build-and-burn exhibit properties for the rest of the Asia-Pacifi c shows on your calendar.
— Lorraine Lorenzini, director, international account management, Freeman, Dallas, TX
IN-BOOTH-PRESENTATIONS
I know that PowerPoint isn’t always the best tool for effective presentations. But given our limited budget, it’s sometimes the only tool I have in our exhibit. How can I create the best presentation possible when PowerPoint is all I’ve got?
You’re right, “death by Power-Point presentation” has become one of the most painful ways to go. However, if it’s PowerPoint in your booth or nothing, you can alleviate some of the pain — and increase the effectiveness of your presentation — with these five “leastyou-should-know” tips.
1. Keep it simple. Your slides should contain summarized versions of your main points — not a running commentary of your entire presentation. Plus, the more data each slide contains, the less likely your audience is to read it in its entirety. So limit each slide to one main idea with no more than six bullet points. If a slide absolutely requires more than six points to relay your information, split the data into two or more slides.
2. Use horizontal format. Some people argue that vertical-formatted presentations, i.e. those in “portrait” view, resemble a printed sheet of paper, which the audience is somehow more comfortable viewing. While that may be true in rare circumstances, the theory doesn’t account for the orientation of most screens, which is horizontal. Thus, a horizontal, or “landscape,” format will offer you the most viewing area, and will in turn, increase readability.
3. Use light-colored type on dark backgrounds. A light background creates a harsh and distracting glare, so use a dark, neutral background color, such as black or grey. Then use a light-colored text, such as white or beige, which will pop out against the background. To test your color scheme, run your presentation from your laptop and stand roughly 20 feet from the screen. If you can easily make out all of the words, you’re probably in the clear.
4. Use the B and W keys to redirect attention. If you stick a slide up on the screen, people will read it, and many will keep reading it or rereading it until you change the slide. To focus the attention back on yourself and any additional points you’re trying to make verbally, switch to a black or white screen. Simply touch the “B” or “W” key on your keyboard to switch to a black or white screen respectively. Touch the key a second time, and your presentation will resume.
5. Pay attention to timing. Attendees need time to view and comprehend each slide while listening to you at the same time. So prior to giving your presentation, view each slide and time how long it takes you to grasp the message. Then find the average time per slide, add at least 30 seconds per slide, and pace your presentation accordingly. If PowerPoint is all you’ve got, these quick tips will help make sure your points are truly effective and powerful, not boring and deadly.
— Thom Walker, vice president of special projects, Winntech, Kansas City, MO
|
