March 2006
Advertorial
Operations 2.0: Hands-on ideas from industry experts
Designing your show
How to work with your official service contractor’s designer to make your show look its best

What the design team needs
• Who’s the target audience? For example, are they primarily a tech-savvy 30-something crowd, or 40-something mechanical engineers used to working in a plant?
• Do you already have a theme for the show, or do you want the designer to help you create a theme?
• If you already have a theme, have you created direct marketing pieces or a Web site? If so, do you want the designer to carry those colors and fonts through to the show graphics or the look of the show floor?
• What’s the key message you want to convey at the event? Is there an industry trend, for example, that many of the sessions will center around?
• Where and when is the show located? Do you want to play on the show’s location as part of the design?
• Is this an annual event or part of a series? Do you plan to carry the design through to other events? If so, where will those events be held?
• What else will happen at the event besides the trade show? Will there be conference sessions? What about off-site events? What sort of directional signage will you need to bring all these things together?
• Are there any other mandatory requirements for the design of the project?

What you can do to help
• Bring pictures of past shows that you really liked, or things you’ve seen at other events that caught your eye. Even better, invite the designer to this year’s show and walk the floor with them pointing out what you like and don’t like.
• GES Exposition Services recommends that you talk directly to the designer. In fact, GES designers are often invited to go on site visits with clients to better understand the space and what clients envision for their event.
• Where do you think the biggest impact areas will be for your show? Something as simple as a carpet logo can add focus to an area. Outside signage can help to create a sense of arrival.
• Understand that design is a process, and it takes time. Be willing to react to ideas, and keep communication open.
• Put together a list of four to 10 items that are most important to you and ask to see color renderings.
• As your direct marketing campaign develops, make sure the show’s designers see it. Even if you don’t expect the design of the show to play off of the design of your marketing campaign, it helps the designer get a feel for the tone of your event.
• Define the priority of any visuals — such as the show logo, an association logo and sponsorship logos — that must be used. Make sure the design team understands which of these logos should have dominance in the design.
• Provide digital files of logos or other graphic material. Make sure the files are high resolution. Keep in mind that files used on the show’s Web site aren’t generally a high enough quality to be duplicated for large graphics.

How to save time and money
• Provide as much information about the show up front as possible.
• Create a floor plan that includes everything your show will need, from pavilions to registration, so the designer can consider all the pieces as a whole.
• Custom-constructed pieces and special substrates are expensive. Ask your designer whether as much impact can be generated with large banners or personalizing standard entrance units. For example, cutout foam can be used to create shapes that give a custom look.
• Whenever you use the contractor’s own components or modular systems to construct 3D units, you’ll save money.
• Reuse graphics. Design graphics and signage for multi-year use.

Advantages the GES design team can offer
• GES has an experienced team of designers, most with 10 to 30 years of experience.
• GES has knowledgeable designers who are accustomed to meeting the needs of shows. Since they’ve seen the facilities in person, they know what will work in a given city and what won’t.
• GES offers a one-team approach across the country. GES designers share ideas and best practices.
• Not only can GES produce a great design, but also GES designers understand the production process. GES can produce a quality product and execute the installation of that product.
• GES designers are talented. They understand what will make the highest impact, and they know how to pay attention to the details that will make a difference.