Article Written by Bob Watson.
If there’s one thing I’ve learned in my almost three decades of trade show marketing experience it’s this: Consistently staying ahead of the industry trending curve is critical to any business’ survival. Trade show marketing companies prove no exception; since the inception of exhibitions, trade show displays and banner stands have been and continue to be an ever-evolving format. Keeping up with the very latest exhibit and display innovations not only showcases a trade show marketing provider as an in-the-know industry expert, but it also helps vendors prove to their clients that they are continuously keeping their best interests a top priority, a surefire way to make that magical sales transformation from mere order taker to valued industry partner. Case in point; my personal decision to switch the focus of my custom exhibit offerings to modular designs.
Modular Trade Show Displays: Delivering Optimal Opportunities For Client Collaboration
Make no mistake – changing business courses and moving from custom exhibits to modular trade show displays was not a snap decision. It was a calculated choice made based on one significant factor that I simply could not ignore. In 2006, I began to notice that some of my clients were really beginning to feel the pressure delivered by periphery expenses associated with their booths. I had many customers come to me with concerns that, while they recognized the immense value yielded at an event, their overall return on investment was consistently and significantly minimized when they factored in the potentially exorbitant expenses associated with shipping and freight on their booths. I found myself lamenting with my clients on how unfair it seemed to have to dedicate so much of the allocated marketing budget to logistical components that deliver absolutely no marketing value or messaging value whatsoever.
As the number of conversations about this particular executional flaw grew, I recognized that eventually these excessive freight and shipping costs could force some of my clients to downsize their trade show displays (and potentially dilute their promotional impact) or, in some cases, eliminate convention participation altogether. I knew there had to be a better way. I resolved myself to source a strategy that would not only help my customers maintain their overall visual impact, but also help them differentiate their organization from the rest of the custom exhibit pack. I quickly realized that Skyline product line offered the perfect solution.
Skyline Products: Modular Trade Show Displays And Banner Stands That Command Attention
For years, I had taken notice of the Skyline product line. As a seasoned industry veteran, I knew firsthand that Skyline merchandise not only garners attention in even the most crowded venues, but they are also regularly recreated/imitated by many of the custom trade show marketing houses competing for large booth spaces. I purchased my own Skyline dealership, embraced their tradition of modular trade show displays and banners stands that still offer pinnacle customization opportunities and never looked back.
While I understood the risk of attempting to bring my existing clients over to a modular design, I also recognized that the unparalleled benefits the Skyline merchandise offers. I never would have attempted this transition with another brand. Unlike some of the many cookie-cutter, bland, modular options available, Skyline’s products allowed for seamless integration of multiple hardware choices. Businesses using a Skyline modular display could literally engineer (and re-engineer) a completely customized exhibit again and again – all using the same fundamental building blocks. From various size configurations to brand specific imaging, our customers have complete control over expenses incurred for design and shipping, all without having to compromise on their corporate image and ultimate results.
Best of all, Skyline’s family of modular trade show displays and banner stands are also available on a rental basis, further reducing costs by up to 1/3rd that of outright ownership. Offering various size options as well as pricing models has enabled Skyline to continuously stay ahead of the industry trend curve and truly partner with their clients for maximum cost-efficiency and overall exhibit effect.
About the Author: Bob Watson has been helping clients in the New York region dominate trade show marketing events for over 25 years. As President of Skyline New York, a leading trade show marketing resource known for customized exhibit innovations, Bob helps his partners use distinctive modular components to create New York trade show displays and complementing banner stands that captivate and compel crowds while effectively broadening brand exposure and reach.
