A Bright Idea

As an exhibitor, you have many choices to make when planning your exhibit booth at Javits. Today we are focused on lighting.

Why is that important to understand?

Bringing attention to your merchandise within your booth is best achieved when you enhance your exhibit space with proper additional lighting.

Javits Center lighting is primarily a cold, stark, cool white. The overhead convention center lighting at Javits could be a combination of various color temperatures due to the use of different lighting fixtures that emit various colors.

Mixing warm white or yellow halogen lighting with cool white lighting is unattractive, disruptive and confusing to the perception of products, graphics and company message within your booth space.

The importance of cost effective LED lighting illuminating the booth space and your merchandise cannot be stressed enough. The LED arm light fixtures brings the buyer’s attention to your merchandise, graphics and signage as it brightens your booth by reflecting off of our white masonite flooring (optional).

State of the art LED arm light fixtures – which are powerful and cool to touch – each with an adjustable light head, are now offered by Manny Stone Decorators – see order forms here.

PAL25XL LED arm lamp for trade show booths

These lights are available in both standard 21” long and 29” long extended arm light fixtures. The light output of these LED Light Fixtures is 250 Watt / 2400 Lumens which is much brighter than that of a traditional 200 watt quartz halogen lamp, yet only uses 25Watts of Electric (per light).

These lights produce a consistent Natural White color designed to bring out the best illumination for your products and graphic message.

LED arm lamp trade show lighting

New technology has also brought an efficient time and money saving “daisy chain” linking installation option. This reduces Javits electricians labor time and labor costs to you.

Electricians can now link / daisy chain up to 9 arm lights instead of wiring each light to the plug strip for your power supply.

When ordering electricity from Javits, please utilize this link:

http://www.javitscenter.com/exhibit/order-exhibit-services/order-services/

Important advice for formatting graphics

description of file formats needed for graphics on foam boardYou may have read my previous blog post containing advice on “Make That First Impression Count” – I have revised and added advice for formatting graphics, so I am adding it here in case you haven’t seen the original post.

Today’s technology enables us to print vibrant images and graphics – even wallpaper patterns – directly onto flame resistant foam board wall panels or onto foamcore or gator board and Lucite. We can reproduce the print-ready ads used in magazines on a flat bed printer after you send over the files.

Important advice for file formats: when you have a logo in an image, we prefer the file to be submitted in a vector format, like PDF. If you created your file in Illustrator, then just save the file out as a PDF, using the High Quality Print option and a Level 7. If you created the file in Photoshop, the key thing here is that you want to bring in the logo as a smart object. You do that by opening the logo file as a Smart Object. Once opened, copy that into the main document and then save that as a Photoshop PDF, same settings as above. By doing this you keep the logo in its vector format and it will print up much nicer and sharper than it currently is in the jpeg format.

Lloyd Stone at the WCBS Small Business Breakfast

Lloyd Stone, President of Manny Stone Decorators, was on hand and being interviewed by host Joe Connolly at this morning’s WCBS News Radio 880 Small Business Breakfast in Mahwah, NJ. The topic for the event was “How to Innovate Faster and Seize New Opportunities” and Lloyd had a chance to share his insights. After the event, Lloyd mentioned: “Great ideas with a great panel of guests and an educated audience of intelligent contributors at another enlightening WCBS Small Business Breakfast with Joe Connolly.”

Lloyd Stone interviewed by Joe Connolly at WCBS

Freestanding Display Shelving Units – Clean and Versatile – A Turnkey Solution

trade shows display shelving
White staggered 36” Display Shelving unit

Freestanding Display Shelving in white and natural birch styles – by Manny Stone Decorators – offer amazing options which showcase your wholesale merchandise exhibit and will assist you to attain excellent exposure maximize sales. We offer you value based pricing including Javits Center labor and Manny Stone Decorators’ supervision. Our shelving towers are versatile with multiple configurations and sizes.

Options include:

  • 2 sizes – the 72″ long size and the 36″ long size
  • 2 colors – white and natural birch
  • Straight or staggered alignment – which maximize your exposure.
  • 5 shelf white or birch Display Shelving units which give 11” space between shelves.
  • 4 shelf white Display Shelving units give 16” space between shelves.

 

Pictured below left: Birch straight display shelving units, with a 72″ option at left and two separate 36″ options flanking on the right.

Pictured below right: Birch straight 36″ display shelving units allow for merchandise to be showcased in an organized fashion. (scroll down below the pictures for more info …)

several options for display shelving for trade shows

Below we have examples of our straight display shelves vs. our staggered display shelves. The features and benefits include: attractive, contemporary styling that puts the focus on your product. Staggered shelving that offers more versatility in style and function. New shelving can cover up to five feet of wall space or may be positioned in a traditional vertical tower. A great displayer for gift items, folded garments and shoes.

straight and staggered display shelving for trade shows

Shelving specs: 72″ tall; five shelves 36″ or 72″ long, 10″ deep; bottom shelf is 11″ from the floor; 11″ gap between each shelf.

Tradeshow Exhibits – Make That First Impression Count

First impressions are vital to your success in all aspects of life. When you attended your high school prom (not that many years ago—right?) – you went out and bought yourself a new dress or a new suit, perhaps rented a tux. You wanted to look your absolute best so you could impress your date and friends.

Well, if you are exhibiting at a tradeshow, your goals should be the same. Only this time you’re out to impress customers. It’s all about your “look.” How many potential customers will notice you? What is their impression likely to be?

The reality is: you should be asking yourself the same question you asked yourself as you were dressing for the prom: “will they like me?”

Dressing for the Dance

The key elements in exhibit booth presentation, according to priority, are:

  • Signage
  • Graphics
  • Lighting
  • Color
  • Booth Height
  • Wall Selection
  • Flooring

Signage

Just as headlines sell newspapers, effective signage draws potential buyers to your booth. Your goal should be to grab the attention of potential customers by presenting well-lit logos and large colorful signs.

trade show signage

Graphics

Today’s technology enables us to print vibrant images and graphics – even wallpaper patterns – directly onto flame resistant foam board wall panels or onto foamcore or gator board and Lucite. We can reproduce the print-ready ads used in magazines on a flat bed printer after you send over the files.

Important advice for file formats: when you have a logo in an image, we prefer the file to be submitted in a vector format, like PDF. If you created your file in Illustrator, then just save the file out as a PDF, using the High Quality Print option and a Level 7. If you created the file in Photoshop, the key thing here is that you want to bring in the logo as a smart object. You do that by opening the logo file as a Smart Object. Once opened, copy that into the main document and then save that as a Photoshop PDF, same settings as above. By doing this you keep the logo in its vector format and it will print up much nicer and sharper than it currently is in the jpeg format.

trade show booth graphics

Lighting

The importance of cost effective lighting for displaying the booth and its merchandise cannot be stressed enough. Unfortunately, many tradeshow exhibitors assume that convention center lighting will be adequate. Even when lighting in the facility is adequate, it is usually mercury vapor lighting, which creates an unnatural bluish color. LED lighting counterbalances the blue cast of mercury vapor lamps typical of convention centers. It can also be used to spotlight key items so they are brought into dynamic focus.

tradeshow booth lighting options

Color

Display presentations should be colorized from light to dark, left to right. Creating order in colors is important. For example, a display of sweaters should present light colors on the left and move toward darker colors on the right, in other words, the same way we read. Do not mix colors randomly because that creates visual confusion.

trade show booth color

Booth Height

Typically, booths are 8 feet high. However, 10- or 12-foot booths are impressive because they stand out from your competitors’ booths. Also, the placement of large signs at the 8 – 12 foot height makes it easy for customers to see your message from a distance.

tradeshow booth wall height

Wall Selection

Your booth’s background wall is a key component in your presentation. Contrasting colors highlighted by excellent lighting will draw customers toward your merchandise displays. Drapery tends to absorb light like a sponge, is a better alternative and is also inexpensive. Metal display grids backed by foam board serve as practical, cost effective, and attractive merchandise displays.

tradeshow booth wall color

Flooring

And finally, don’t overlook flooring. Like a tablecloth on a dining room table, your booth’s floor treatment coordinates all the elements of your exhibit’s presentation. White Masonite flooring offers real advantages over standard booth carpet. The material and light color reflects light onto the booth walls and, most importantly, your displays. It also gives the opportunity to reinforce your signage by displaying, for example, your company logo on the floor. Think of it this way—the NCAA and NBA have had much success promoting their teams and sponsors on their basketball court floors.

tradeshow booth flooring with logo

Having an attractive booth that employs multiple soft sell techniques is like having another sales representative in your booth. High visibility and brand identification both work. When designing your tradeshow exhibit, think of Stone’s Tradeshow Law: For every creative and practical action, there is a positive sales reaction.

Let Manny Stone Decorators help you achieve tradeshow booth success

Lloyd Stone is president of Manny Stone Decorators. He can be reached at 732-617-1177 or at lloyd@mannystone.com.

The Rationale For Renting a Trade Show Booth Rather Than Buying One…

Dear Customer,
Allow me to make the case against purchasing a booth for a show. There are a number of good reasons but, simply put, it is not cost effective.

First: customers are responsible for storage, maintenance, and shipping of the booth between shows. They will also have to purchase crates at $1,100 – $1,500 per to ship in order to store their materials. As a renter, there is no charge for the use of MSD crates or skids when we provide services in New York.

Second: booth sizes, heights and configurations frequently change from show to show, especially as a company grows. Customers purchasing a booth would be stuck with that one size. Modifications would likely require significant additional costs. Some venues allow standard 8 -foot heights on all walls while other venues allow for line on sight–or a 4-foot maximum – side walls. Other venues allow for 10-to12 foot heights.

tradeshow-booth-example1
trade show booth design


We, conversely, do not store customer-owned booths at our warehouse. We do not have space. All rented booths that we provide are deconstructed at the close of the show. They are shipped back to our production studio. The exhibit materials are evaluated, and recycled for use at exhibits at other shows during the year. This allows us to offer materials to customers at a reasonable rental price. Before each show, all walls and fixtures are sanded, primed and repainted. After installation, they receive a second repainting on site. The customer essentially gets a new booth for each show, custom built to rent.

Finally, a large portion of the cost of purchasing a booth is related to union labor for installation and breakdown. Union installation and breakdown of a hard wall booth can result in costs between $3,000-to-$4,000, based on the size of the booth. Custom rentals from our company include union labor and, more importantly, supervision of that labor force by our staff, ensuring that the job is performed correctly and expediently. This is a responsibility and expense that the customer assumes in purchasing a booth. Look up the cost of union labor with supervision by show management in the setup manual; you will find that it is costly.

trade show booth design
trade show booth design


In the end, as an owner, you would end up paying more money for each purchase – installation / deconstruction – than you would pay to rent a custom-built booth.

We are here to answer any other questions you may have when considering renting a hard wall booth. We also offer discounts for clients who participate in two or more shows throughout the year and choose to be part of our multi-show contract.

Thank you,
Lloyd Stone
President, Manny Stone Decorators

Introducing the MSD Table Top Shelving Display

Manny Stone Decorators is pleased to introduce our new Table Top Shelving Display units, a new table top shelving option perfect for jewelry, shoes and/or gift items! (please note: available in white only)

Here are some Display/Marketing Facts:

  •    This is a unique table top presentation opportunity.
  •    Significant upgrade to throw back “risers” display option of days gone by.
  •    Eye level shelving display.
  •    LED lamps can be ordered and fixed to top of towers.
  •    Great signage and graphics options available with this system.
  •    Under skirt storage opportunity.

For more information and to see additional pictures other table top shelving units, please click here.

table top shelves