Trade Show Tips

Manny Stone Decorators’ Guidelines for Effective and Spectacular Trade Show Visual Merchandising

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This blog post is meant to help to maximize the impact of a trade show appearance by providing decades of experiential
advice, tricks of the trade, and inspiration for your next exhibit.

A great first impression is vital in the world of trade show exhibiting. Manny Stone Decorators will help your merchandise get buyers’ attention and generate greater sales.

visual merchandisingVisual Merchandising, by definition, is the creation and projection of an attractive, exciting, practical sales
environment, whereby the proper presentation of merchandise within that environment acts as your most important selling tool … the silent salesperson. It is a marketing practice that uses floor plans / booth layouts, themed color, lighting, graphics, display props, technology, and other elements to attract customer attention. Its goal is to use the available trade show floor space to generate more sales.

In these days of rapidly rising advertising costs, the importance of Visual Merchandising is quickly intensifying. Advertising impact has a relatively short duration, while proper Visual Merchandising, creating drama and excitement in any trade show booth or sales environment, can play a major role in enticing customers to shop and buy from you on a continual basis.

Manny Stone Decorators has a solution at your price point, from custom built-to-rent hard wall booths, to foam core / flame-resistant foamboard. Our trade show booths feature color graphics, white masonite flooring and interlocking foam floors. We really offer your trade show booth that TLC – including tables, lights, and chairs – that you are looking for. These options will really make your trade show booth stand out and get noticed.

The following 7 Guidelines relate to the proper presentation of merchandise.
Each Guideline aims to simplify the process for buyers to access and purchase your product.

1. Product Location Matters
Highlight import merchandise front and center so buyers can “feel it, taste it, smell it.”

2. Give it Some Space
Sufficient space should be allocated to display merchandise at its best.

3. Light It Up
Each lighting fixture used will enhance the merchandise being featured.

4. “SIGN” Me Up
Your logo and URL address must identify with your brand. Buyers will know you mean BUSINESS and are here to stay!

5. Tell Your Story
Utilize graphics, props and accessories to provide maximum merchandise projection and impact.

6. Color Me Happy
Display merchandise by color: from left to right, light to dark.

7. Style and Class
Proper styling and colorization turn a dull presentation into an exciting and highly fashionable presentation.

How To Maximize Impact When Exhibiting Within a “Vanilla Box”

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Current value-based trends includes a turnkey exhibit booth experience. This is done by providing a “vanilla box” consisting of walls, lighting, flooring and furniture to exhibitors.

It is universally agreed upon that each exhibitor’s top priority at a trade show is to draw attention to their own brand. By identifying brands as individual classifications within each exhibit, there is a valuable sales opportunity for each exhibitor.

comparie Manny Stone Decorators graphics and booth style vs the competition


Which booth(s) got your attention? Click here for more extraordinary booths created by Manny Stone Decorators.

Exhibitors should be asking themselves these questions and use their answers throughout their booth design process:

  • Who are they and who are their brands?
  • Where are their brands located within the show, within their booth?
  • What is their brand’s messaging and personality?

For thirty years, Manny Stone Decorators has been the only family run EAC service provider at Javits. We provide the perfect materials to enhance your exhibit as well as supervise the Javits union labor team. It is our job to generate magnetism and boost exposure to your booth, makings it stand out from the rest. We are willing to provide minimal, moderate and full coverage based on each exhibitor’s concept and budget.

Manny Stone Decorators specializes in value-based brand identity by using flame resistant foam board and PVC panels for:

  • Graphics
  • Logos
  • Photographs

Below you will find our most recent blog post focused on Graphics, images of the Graphics we have produced as well as client testimonials. You will also find a series of illustrations that outline the various options for trade show booths.

Graphics blog by Lloyd Stone

Graphics

Testimonials

trade show booths full coverage

trade show booths 3 panels or 1

trade show booths graphics centered

trade show booths two options

trade show booths full coverage

trade show booths graphics 1 wall

trade show booths centered graphics

trade show booths inline 5 sheets

graphics options for tradeshow booths

graphics options for tradeshow booths 2

color centered graphics 2 options

corner booth options

corner booth options 2

corner graphics options

NY NOW, NSS, and Toy Fair Javits Shows are around the corner!

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Tips for Success courtesy of Lloyd Stone, President of Manny Stone Decorators

  1. Headlines sell newspapers! Have a bold sign with your company logo posted above eye level on the back wall of your booth, if possible.
  2. What’s your number? Post your booth number using at least 3” numbers on a 12X6 inch size sign on each side wall of your booth.
  3. Safety First! Foam board must be certified FLAME RESISTANT. To meet this criterion, a 10 second flame resistant test may be issued by a fire marshal. If the foam board continues to burn after 10 seconds under the flame, it must be removed from the exhibit. Manny Stone Decorators offers only flame resistant foam board options, pre-tested, Stone approved.
  4. Avoid shipping wars! Our preferred carrier is BTX Global Logistics. Contact information is listed below. Head’s up: If using UPS to ship to show site, be sure to select the “Saturday Delivery” option, no matter what.
  5. Comfort is key! Wear comfortable walking shoes, sneakers or other footwear as you will be on your feet all day, for days at a time. Happy feet = Happy face.
  6. Stay hydrated! Drink plenty of water throughout the day to stay energized and healthy.
  7. If it’s free, it’s for me! Consider a giveaway with your company logo and url on it. It should be something that you do not sell! Why limit your sales potential by giving away something that you do sell? Make it something the average buyer would want two of …
  8. Role play! Remember: you are a farmer. Plant your seeds, water them, fertilize them and let the sun shine. Take buyers’ business cards, do your homework and follow up with emails, personal notes and phone calls to develop new relationships.

Best of luck in New York City and enjoy our great city while you’re in town!

Graphics contact: Devin Reuther at EL-CO COLOR LABS
Services: logos / images on Gator, foam board and Vinyl and Masonite flooring
E-mail: dreuther@elcocolor.com Phone: 732-536-1808

Services By Air: Onsite and Offsite Contact: Stuart Stockelberg
E-mail: sstockelberg@btxglobal.com Phone: 732-453-4570

Create A Double Take … Focus On Lighting

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If the buyer can not see it, how can you sell it?

LED arm lamp trade show lighting

The 55W LED arm lamps offered as our MSD preferred rental lamp option are easy to focus at any time and are cool to the touch. The LED arm lamps connect to each other and require only one singular power point.

As an example, if you order six 55w LED arm lamps for your 10 foot by 10 foot booth, you are only required to order one service of E027 (0 – 500w) at the Javits advanced price of $182.20.

You may also order a plug strip (E029) for $69.15 from Javits if you need additional power points for laptop or cell phone charging ports. We do not recommend bringing your own plug strip as it may delay installation and lead to increased labor costs.

Process:

Please use the official Javits Center portal known as JAKE to arrange electricity for your exhibit. The electrical registration request process does not provide the ability or order/rent the 55W LED arm lamps for your exhibit.

After placing your order for electricity using JAKE, it is crucial that you forward a copy of your confirmation and your LED arm lamp layout to admin@mannystone.com so we may supervise the electricians’ installation of the MSD rental 55W LED arm lamps. MSD supervision is included within the LED rental pricing.

*The installation and removal of the rental 55W LED arm lamps is billable by Javits Exhibitor Services Department as part of the JAKE portal process. Licensed Javits electrician services are supplied by the Javits Center at hourly rates set by the Javits Center. Rates quoted above are subject to change without notice.

FYI: The most powerful lamps offered by the Jacob K. Javits Convention Center are the LED Par Can lamps.

Javits par can lights

Par Cans provide extremely bright overhead flood lighting. Javits electricians using boom or scissor lifts hang Par Cans over the aisle in front of your exhibit booth.

Par Cans cannot be focused during the hours the shows are open.

If you have any questions – please feel free to email me at lloyd@mannystone.com or call us at 732-617-1177.

Important advice for formatting graphics

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description of file formats needed for graphics on foam board Important advice for file formats: Please create one file per wall in the same proportions as that wall. So an 8 foot tall wall that is 20 feet wide (left to right) should be set up as 8 tall by 20 wide (long). An 8 foot tall wall that is 8 feet wide should be be sent as a square 8 by 8 file … if you have any questions, please email dreuther@elcocolor.com.

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.

You 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.

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

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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

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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…

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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

Printing logos and images on flame resistant foam board

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Manny Stone Decorators can now take your company logo and multiple or single images and have them printed onto flame resistant foam board or gatorboard. Both options can be done on white or using a pantone color background of your choice.

Watch “Zelda” Zip left to right and apply quick drying ink to exhibit walls before your eyes. You provide the files and we can customize your exhibit!