Trade show tips: the business is back, but clients want measurable ROI.

• Author: McKimmie, Kathy
• Position: TRADE SHOWS & EXHIBITS

WHETHER YOU'RE cementing your industry position with a two-story exhibit at a major trade show or setting up a tabletop display at a chamber of commerce meet-and-greet, there's an Indiana exhibit company to help you meet your marketing goals.

After a couple of lean years following 9/11, trade shows have been on the rise, with a slight twist now: Companies are more keen on watching the purse strings and demand to see a return on investment.

A lot of attention is paid to "weight and freight" nowadays, says Dave Amick, senior account executive with Image Exhibits, Fort Wayne.

Its niche is lightweight aluminum display systems, from 10-foot-by-10-foot to 70-foot-by-170-foot, that can be knocked down flat and are cheaper to ship around the country. The typical size for his company would be a 20-foot-by-20-foot island that can be accessed in the round.

Increased use of fabric for signage over the past several years has also cut down on weight, says Amick. It allows for larger signs that can be wrapped like a sock around aluminum poles and hung from the ceiling if needed, and the printed four-color graphics can be easily replaced for a new look.

Some customers want a larger, more impressive booth to make a big impact on trade-show attendees and accommodate meeting, demonstration and entertainment space. Image Exhibits built Indianapolis-based Klipsch Audio Technologies' booth, used last month at the Custom Electronic Design and Installation Association's annual expo in Indianapolis.

With a knowledgeable trade audience and heavy competition for attention, having an attractive and versatile booth to present a variety of new products was a must. Among the high-end speaker manufacturer's new offerings were a new line of in-wall and in-ceiling speakers and iPod docking stations that turn the tiny personal music device into first-class shared sound--the iGroove is a shelf system, the iJam a portable boom box. The two-story exhibit includes a home theater with 15 chairs where attendees can experience the products in comfort.

Targeting the regional market with smaller customized modular units is Channel-Kor and Associates, Bloomington. Its biggest seller is a 10-foot-wide in-line wall display, says owner Mel Miller. Banks, real-estate companies and not-for-profits are among his clientele, displaying at business-to-business events, home-improvement shows and county and state fairs. Some clients, such as the attorney general's office, need larger booths...