High-Performance Event DisplaysEvent agencies leverage exhibits that are flexible and efficient Amid the industry’s economic comeback, event agency creative directors are changing how they use exhibits and displays. Gone are the days of using heavy displays, leveraging dozens of exhibits for the same program—or ordering different configurations for different spaces.

Indeed, the rules are being rewritten and today’s agencies are now using event exhibits that are efficient and flexible. After all, with the wide variety of footprints and venues an “experience” could potentially occupy, it’s critical that event displays and exhibits be able to handle whatever is thrown their way… from a street-corner pop-up to a general session reception to a pop-up store and beyond.

2011 EVENT OPERATIONS AGENCY PLANNING SERIESThe Event and Marketing Agency Guide to:

EVENT DISPLAYS + EXHIBITSINSIGHTS AND IDEAS FOR LEVERAGING EFFICIENT AND EFFECTIVE STRUCTURES

1. Road-Worthy. Seek out displays that will stand up to the rigors of the road and keep their look over time, while providing the flexibility to fit any footprint your client’s program will invade, large or small. Most display partners are well versed in the challenges event agencies face when creating live brand activations, but not all design their products from the outset with reusability, configurability, and ease of setup in mind. Look for exhibits and displays that have been used in the way you’re planning to use them.

“Agencies are no longer looking for displays that will be set up once but rather exhibit solutions designed from the

beginning to be reused time and time again, and set up and taken down with a small crew,” says Expand VP-Sales and Marketing Mats Ericson.

2. One Size Fits All. Display solutions that are configurable not only save against the client’s budget, but they allow for a single solution for an entire program. With turnaround times getting tighter each day, agency creative directors are now leveraging more “flexible” event displays that are designed as a kit and then deployed differently at each event, scaled up for larger spaced events and pared down for smaller ones.

Outdoor Event GraphicsMaking signage and graphics that can handle whatever Mother Nature throws at your campaign

Hurricanes? Pouring Rain? Desert Heat?Mother Nature has always had a love-hate relationship with the event industry. Creating successful and safe outdoor experiential marketing programs requires upfront thinking and the right choice of execution elements.

Event agencies are devoting more focus to leveraging exhibit displays that can withstand wind, rain, snow, ice—and everything in between. Just a little bit of planning and careful selection of event properties can go a long way toward making everything run smoothly.

The No. 1 element to take into consideration when creating outdoor event environments is wind. After all, if branded flags or banners get wet in a rainstorm, they can be easily dried. But if one catches a 30-mile-per-hour gust and goes flying off, that presents well, a larger set of problems.

Winning the battle against wind comes down to the concept of least resistance—and anchoring. It’s critical to seek out event displays that have the least resistance to wind and feature broad bases and sheer weight when you know a campaign is going to be outside. When it comes to anchoring flags, banners and signage, heavy base plates will keep them in place, but remember to budget time and money for those plates to be transported, stored and installed at every event. Most displays feature empty tanks built into the bases that are filled with water onsite to weigh down the event exhibit (but keep in mind the event staff will need access to a hose or water supply).

Agency designers need to ensure that the graphics and exhibits partners they select are aware of the intended uses of the event platform so that they can leverage the appropriate printing technique, materials and inks used. Some fabrics retain water more than others, which could make a display heavy and cause it to sag in rain. Experts suggest that for outdoor usage, agencies should lean towards light polyester, sheer fabric or vinyl—materials that are not going to retain water and add weight to the display in the event of a storm or problem.

All in all, smart graphic and exhibit design is key when creating banners and signage for outdoor events. Viewing distance is key for big outdoor events, so try to visualize the event footprint through the attendee’s eyes. Make sure the images in your graphics can be seen from a distance and that your text is large enough, so your message doesn’t get lost in the crowd.

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European TrendsWhat design trends are heating up overseasEuropean design has always been the gold standard in the event design world, and agency creatives who want to stay on top are always looking across the pond for inspiration, cutting-edge trends and best practices.

What’s going on? What’s hot? What’s not? Four trends from Europe that event agencies are drawing inspiration from:

1. Clean And Elegant. A common trait among European event footprints is clean, elegant lines throughout an environment. There is less clutter and messaging in many European exhibits, and there’s a purpose behind that—the designers want to create a lasting visual impression focused solely on the brand and the message being conveyed.

This kind of “less is more” design can often clash with a client’s desire to tell attendees everything about their brand, but if executed properly a clean and clutter-free footprint can really stand out in the crowd.

2. Messaging. The “less is more” concept carries over to graphics, as well. Hammering home simple messages, taglines and graphic images throughout a space is an increasingly popular trend. Leveraging clean lines with clear and focused graphics, images and branding can take a client’s message to the next level.

3. Functionality. European exhibit designs have long been known for their look and feel—but also for their efficient use of space. If a back wall or stand has a slight curve, a groove, or a notch in it, there is most likely a reason for that. Making sure that every element within a space serves a purpose and is helping support a brand’s message is what European design is all about.

4. Sustainability. Due to a different set of rules governing the exhibition industry in Europe, exhibit and event designers pay close attention to sustainability, reusability and where event properties are coming from. When choosing materials and event properties, designers ask about things such as where it was made, how it was made, whether it’s recyclable, how long it will last and details about the supplier’s labor policies.

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Making It LastExtending the life of event displays Keeping temporary event exhibits and displays up and running—and looking great for as long as possible over the course of a campaign—isn’t impossible… if you treat them with care and follow a few simple steps.

The process starts by doing the research and finding a solution designed and tested for reusability, as opposed to a solution based on lowest price. Ask exhibit partners the right questions, including what kind of warranty is provided, how they test their products, how well the product handles weather and elements, how does it come shipped, and what type of cases are required.

Packing And Shipping. Most damage to pop-up event displays occurs when they are being packed away or during shipping. Investing in the right travel cases from the get-go is the best way to avoid problems and damage to displays down the line. For longer term touring campaigns, heavy-duty road cases are a good idea. Knowing if properties will be transported by a small team in a van or in a larger truck with lots of other displays is helpful, as it will effect the type of packaging and cases needed. But making sure properties are packed into their cases properly is equally as important. Just because it’s inside the case doesn’t mean it’s packed correctly, so pay close attention to the supplier’s guidelines, and don’t throw those instructions or extra packing materials away.

Setup And Dismantle. Make sure that staff members who are setting up and taking down these properties understand how to do so properly. It’s easy for things to get broken if staffers have no idea how to set it up, and the pop-up solution can be a bit complicated. “Solutions that are easy to figure out tend to break less. If an event display will be handled by multiple teams, you want them all to be able to handle set up and dismantle quickly and efficiently,” says Expand Marketing Coordinator Edward Fedorowich.

Built To Last. Make sure that the materials used in bringing the displays to life can handle the road, and if need be, the elements. Choose materials that are not susceptible to damage by humidity and temperature. Super-stretchy fabrics tend to wrinkle less, so keep that in mind if you want fabric graphics and structures to look their best. If a fabric graphic display is going to be displayed in the sun (outdoors or in a window), be sure to use a UV resistant ink. Flame retardant fabric is always recommended for increased safety and peace of mind.

Choosing the Right DisplayA look at how to match the right display to the best event scenario Finding the perfect display solution to complement a specific campaign is critical, and there are a number of variables that need to be thought through before making a final selection. What type of event will it be used for? What level of visibility is necessary? Will footprint sizes vary greatly over the course of the campaign?

Here are a few broad event campaign scenarios, with suggestions on what display solutions would likely yield the best results.

Street Corner. For events that take a brand directly to the people in public spaces like a street corner, space is going to be a big concern. You don’t want to impede foot traffic, but you need to make a brand’s presence known.

Think about the number of people expected to visit the location at a given time when developing the footprint design.

If information is being exchanged or people need to check in for data collection, a portable bar structure would be the way to go, while a podium or desk would work best for a campaign promoting a product. Flanking the central structure with eye-catching graphics and messaging on retractable banner stands and/or fabric flag stands would complete the picture nicely.

In-Store. For an in-store “shop in a shop”-style activation, leveraging a graphic banner to tie in branding imagery and a podium for product display is an effective solution. Adding a brochure holder with information on the product or service being highlighted can make the space a little more interactive. For added visibility, a header can be added to rise up above the crowd.

Mall. A larger, more traditional pop-up exhibit would work best for most stand-alone campaigns in a shopping mall environment. These solutions provide a more substantial presence for a client, with plenty of space for branding and accessories.

Reception Area At A B-To-B Event. For larger events, leveraging a series of curved back wall structures can provide a nice backdrop with large graphics to get message across to attendees. Tie in some retractable banner stands for wayfinding, schedules, and graphics and you’re good to go.

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Mistakes to AvoidThree simple things to keep in mind when try-ing to maintain the life of your event displays Everyone wants to get the most out of pop-ups and portable displays, and it’s easy to do—if you don’t fall into common pitfalls that can shorten a display’s life and leave a campaign high and dry at a critical time. Keep the following tips in mind when leveraging these displays to keep your campaign properties happy and healthy.

Retractables. The big mistake many people make when working with retractable banner stands is not taking proper care of retracting the graphic panel. When breaking down the display, you can’t just unhook the graphic from the top of the pole and let it retract into the base by itself at full speed.

“Hold onto the graphic while you’re retracting to make sure it goes properly into the base,” says Expand Chairman Bjorn Sao. “Simply follow the pole all the way down to make sure the graphic is centered in the housing unit”

The graphic most likely will be damaged even if it is dropped from a low height. Chances are the retractable base will be relatively unharmed however it could scratch the exterior or damage the mechanism inside.

No Tools Required. If you really want to avoid problems with portable display solutions, select displays that can be set up quickly and easily without tools. Time is money, and if you’re paying for staff to set up complicated banner products and exhibits, it’s money out of your client’s pocket. The easier the system is to set up and take down, the fewer problems there are to deal with down the line. Many of these solutions are contained in single cases, cutting down on potential problems and lost pieces.

Follow Directions. Display suppliers work hard to engineer and test these systems so that they work when deployed on campaigns. They also work hard to supply end users with specific directions on how to get the most out of them, so read the directions and keep them on hand in case any unexpected issues pop up or if your team needs a refresher. Always follow the instructions because even if a display looks simple to set up, you need to set it up properly.

5This white paper was sponsored by Expand International. For more information on effective event displays, visit expandmedia.com or email us@expandmedia.com

Who is Expand?Get to know the leader in event displaysExpand has been a leader in the event display world for 65 years, offering high-quality, user-friendly display systems for marketing, presentations, events, and brand-building. Developed, engineered, tested and built in Expand’s in-house ISO certified manufacturing plant, Expand display solutions are driven by creativity and innovation.

As the market leader in portable displays (and the creator of the first retractable banner stand), Expand’s goal is simple: “Provide products that take our clients’ message to their target audience,” says Chairman Bjorn Sao.

A global company with an emphasis on business in Europe and North America, Expand has offices in the U.S., Sweden, England, France, Germany, Italy and China. The extended Expand family includes thousands of resellers around the world and representatives in over 65 countries, so there’s always someone to back you up if something happens.

Making their clients jobs easier is another of Expand’s goals. “We remove as many risks for our clients as possible. They want to focus on getting their message across at an event and they don’t want to worry about these things and whether they’re going to work or not. We provide that security, in that our products work, our company has been around for a long time and we have all

the insurances and policies you expect of a solid supplier. We do the work for them, to make sure that when they have their event, that’s all they are focusing on. That’s the security that we provide,” says Expand VP-Sales and Marketing Mats Ericson.

And in an industry where quick turnarounds are the norm, Expand’s in-house manufacturing capabilities are a huge asset.

“Ninety percent of our jobs, even with print go in and out within three or four days. If you give us enough time for the ink to dry we can even handle same day,” Sao says.

With a broad product range, there is an Expand solution for every event challenge. Retractable displays and roll-up banner systems get a brand’s message across quickly and easily, with set-up times of less than one minute. Non-retractable displays are ideal for longer-term installs, and feature a sleek and seamless look. Larger displays and pop-ups make a big impact in event spaces, but maintain the ease of setup of smaller solutions. And portable outdoor displays specifically designed and

tested for outdoor use bring graphic panels, flags, and displays wherever an event needs to go.

Expand’s sleek, Scandinavian design and dedication to innovation set it apart from the crowd. “We are extremely proud of the design content of our products, and we’ve sold millions—how about that for a reference?” Sao says.

We remove as many risks for our clients as possible