Issue #3 of our quarterly newsletter: “Collaborations” has been released.
In this issue, we discuss:
- 8 Tips to Take Your Exhibit to Europe
- A new video showcasing our newly expanded facility and our custom fabrication capabilities
- OSRAM SYLVANIA Spotlights Award Winning Products at 2015 LIGHTFAIR® International
- New Hires
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8 Tips to Take Your Exhibit to Europe
Have you ever thought about taking your business international? Exhibiting at a conference or trade show in Europe is quite different from shows in the United States. As part of our global expansion and commitment to adding world-class expertise, Creatacor team members provide insight on what makes Europe special (and occasionally challenging). Here are eight tips on how trade shows work overseas.
- European trade shows are longer. While U.S. trade show exhibit schedules average 18-22 hours over three days, European shows can run for five days with daily hours of 10 a.m. to 6 p.m.
- They are massive. Established shows have been around 30, 40, even 50 years and attract huge numbers of attendees. Show organizers make the show floor layout logical for buyers, developing specific halls designated for only goods of interest to a particular sector.
- Design is expected. A well-designed exhibit is functional and aesthetically pleasing. You will not likely see tons of overpriced whiz-bang structures. You will see stunningly beautiful, elegantly designed, functional spaces.
- Looking distinctly American is not necessarily good. American designs look different from European designs and this is noticeable. If you feel your audience will consider an American product more attractive then exploit this advantage. However, if you’re striving to be perceived as a global business,then it’s wise to integrate a European look.
- Time spent at an exhibit is longer. People attend to form relationships and learn about your product, not just “browse.” Meetings at European shows are more formal; it is important to provide comfortable seating and meeting spaces within the exhibit to support relationship building. It is customary to offer coffee, tea and water at a minimum, providing full meals in the case of large exhibits where key meetings take place.
- Exhibit builders bring the materials and components necessary for your exhibit and build it on site. You read that right. Build on Site. This eliminates drayage charges, but adds items such as forklift rentals and storage of empty containers. Also note this applies to graphics with Europeans taking a “less is more” approach with graphics.
- It is not common practice for the exhibit building firm representative to remain on the show floor for the entirety of the show. You will absolutely need a company representative on the show floor for the entire show, this is an extra cost.
- Construction methods are different. Europeans mainly use sustainable materials. In particular, German waste reduction and recycling laws will affect how your exhibit is made, disposed of or reused after the show. Don’t be surprised if your exhibit is constructed with paint (lacquer) instead of laminate, laminated flooring instead of carpet, and other applications.
That’s the “tip of the iceberg!” These points are primarily for those new to overseas exhibiting. In upcoming issues of Collaborations, we’ll turn up the volume and discuss more intermediate and advanced topics such as international shipping, how to revise graphics in a hurry, what to do when technology fails, and more. In the meantime, turn to any of Creatacor’s global experts for help – we’re here to help you find customers worldwide!
Custom Fabrication At It’s Best!
OSRAM SYLVANIA Spotlights Award Winning Products at 2015 LIGHTFAIR® International
Creatacor recently participated in LIGHTFAIR® International (LFI®), the world’s largest annual architectural and commercial lighting trade show and conference held in New York City at the Javits Center in early May. Our team helped OSRAM SYLVANIA, a leading multinational lighting manufacturer in the global lighting market with innovative and sustainable solutions, to develop their booth for LFI®. OSRAM was in need of a booth design that would help them introduce multiple products.
We delivered with a concept that was functional utilizing dramatic lighting to engage the audience and conference goers. OSRAM achieved tremendous success at the show, winning two awards. OSRAM OmniPoint™ LED luminaire was recognized with an Innovation Award for the Most Innovative Product of the Year at LIGHTFAIR®. The smart, connected LED luminaire also won the Innovation Award in the LED Downlight category.
LIGHTFAIR® International (LFI®) is the premier event for the lighting industry, connecting innovative design, cutting-edge style, state-of-the-art technology, networking opportunities and continuing education courses. With more than 26,000 registered attendees and 500 of the world’s leading manufacturers expected to exhibit at the show, LFI® 2015 provides a forum for lighting manufacturers to connect with industry professionals from around the world.
Did You Know?
Creatacor custom creations have been viewed at conferences on six continents (sadly no conferences in Antarctica). Since our inception 28 years ago, we have completed 22,746 projects of which 11,231 were exhibits for trade shows and conferences. Can you imagine the miles we’ve traveled?
New Hire
Creatacor Welcomes Liese Peterson, Vice President of Business DevelopmentLiese will be spearheading Creatacor’s growth in key western states, with a focus on the Las Vegas trade show arena and implementation of a plan to more fully support customers west of the Rockies. As part of the client services team, she will also utilize her significant international experience to acquire new clients worldwide.Liese brings more than 20 years of experience in the industry. Most recently, she served as managing director, North America for Von Hagen GmbH, one of Germany’s top exhibit building and event production firms. We are happy to welcome Liese to the team!