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SESSION 62015

eTrak Online Session | JUNE 18, 2015 | 2PM ET, 1PM CT, Noon MT, 11AM PT

The @show Experience:Understanding the Essentials of Exhibit

DesignERROL AHEARN

All Materials Copyrighted by EXHIBITOR Magazine / Errol Ahearn© 2015 Rochester, MN

PRODUCED BY EXHIBITOR MEDIA GROUP

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62015

The @ Show ExperienceUnderstandingthe Essentials of Exhibit Design

ErrolAhearnVP, Global Design

Global Experience Specialists (GES)

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ELC #1 The Big IdeaThis coursewill examine the origin and the essentials of exhibit designideas. How does a company’s corporate culture, position in themarketplace and brand help to design the exhibit?

ELC #2 Function & DesignThese twowords will be forever linked when you discuss exhibit design.Learnwhy.

ELC #3 The Lead DesignerThere is one personwho is ultimately responsible for an exhibit’s design.This is a very specialized discipline and empowering the designer in charge(and his team) is a critical measure.We will examine someof theattributes to look forwhen evaluatinga design talent.

Essential Learning Components

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ELC #4 What should a new exhibit cost?There are industry averages to design and fabricate a customexhibit. ThisSeminarwill review the current cost per Square foot for three ranges ofexhibit design development. Learn howmuch your budgetwill buy.

ELC #5 BTW! (Beginning to Worry!)Somenew exhibitmanagers are surprised to learn the true cost ofowningand deployinga customexhibit. Learnwhat these costs are andwhy you can’t avoid them.

ELC #6 Human factorsExhibits are build for people…important people…our customers. Butmost exhibits seem to built for corporate egos. Find outwhy this isusually always thewrong thing to do.

Essential Learning Components

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ELC #7 Lighting 101Find outwhy lighting can be single biggest factor in your exhibit.We’llalso examine and discuss common techniques and terms in lighting.

ELC #8 Designed for easy I+DToday’s customexhibitsare lighter,more durable and easier to set upand dismantle.We’ll look at trends and future ideas on this topic.

ELC #9 Built to last?What’s the average life cycle of a corporate exhibit property?We’lllook at the numbers.

Essential Learning Components

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ELC #1 The Big Idea

Where do good exhibit ideas come from?

A. Only from custom exhibit houses

B. Your boss

C. Cocktail napkin sketches

D. You, exhibit or marketing manager

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ELC #1 The Big Idea

UNDERSTANDWhy?The budgetMarketing needsDemonstrationFunctional needsMissionVisionIdentity

COMMUNICATE

Communicate

Empower

Delegate

ImmerseHow you do this will drive the solution.

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ELC #1 The Big Idea

Starting the process• Define core team• Define goals, visions and past problems• Compile objectives• Create timelines and agendas• Gather “must have” graphic resources• Fill out design and marketing criteria• GOAL: Design by objectives

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Balance

• Brand Identity• Tactical Needs• Human Interaction

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ELC #1 Brand Identity

“An emotional connection that you getwhen you experience the brand.”

Wiki Definition

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ELC #1 Tactical Needs• Usually a list• Found in an RFP• Must be complete

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• How do you conceive:• Written scenario• Mind Mapping

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ELC #1 Human Interaction

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ELC #2 Function & Design

Five things to bring to your Big Idea meeting

1. Function& Design2. Budget3. Design and marketing criteria form4. The demo5. Physical Elements

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ELC #2 Function & Design

• These two words are forever linked• In new exhibit development, one does not

exist without the other

function \ (fen (k) shen \ n [Latin] :Designed for a particularwork intended.

design \ (di zin) \ vb [Fr.] :to devise for a specific function

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ELC #2 Budget

1. Howmuch exhibit will your budget buy?2. ELC #4 will detail3. Don’t hold cards too closely4. Must share this information5. Designing a Ford Focus or a Ferrari?

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ELC #2 Budget (example= Corporate ID)

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ELC #2 Design and marketing criteria form

• Any exhibit is a large marketing tool• Ask questions

What is the competition doing?

What are our goals?

How will we show Corp ID?

What are the objectives? How many leads?

What will we demo?Should we show all products?

Demo 1-on-1 or in small groups?Storage room/Meeting rooms?

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ELC #2 The Demonstration

• The reason that most companies exhibit• A live audience of buyers• Control over presentation elements

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ELC #2 The Demonstration

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ELC #2 The Physical Elements

• Venuemay affect design• Facility or showmanagement• Height restrictions• Odd configurations• Utility service entrances

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ELC #2 The Physical Elements

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2.5 The Physical Elements

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Remember…

• Have you accounted for all functions?• Are there any special wants?• If you add stuff later it will:

• Cost time• Cause delays• Cost more $$$

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ELC #3 Know Your Team

• Several important people to know• Designers are important parts of yournew exhibit team

• A common thread• 3.1 Lead Designer• 3.2 Team Interests• 3.3 Team Experience

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ELC #4 What Should it Cost?

• Every exhibit is unique• Each has different costs• EXHIBITORmagazine• New Properties Projects• Description, price, industry• Average cost per square foot (psf)• Good / Better / Best

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ELC #4 ‘Good’ Exhibit Cost$140 psf

• Custom exhibit pricing starts here• Lower Budget? No can do custom• Consider portable or Modular• Previously owned

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ELC #4 ‘Good’ Cost

What can you expect?• Solid, well thought out design• Good documentation• Corporate ID, usually not all graphics• Wood and laminate, standard finishes• Line voltage• “Bell & whistles” are avoided

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‘Good’ Cost Custom Exhibit Example

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ELC #4 ‘Better’ Cost $150 psf

What can you expect?• Computer animated fly thru• More progressive design• Newmaterials and applications• Low voltage lighting, cool fixtures• Rear illuminated techniques• More curvilinear, less rectilinear• Metals, fabrics, Euro style finishes

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‘Better’ Cost Custom Exhibit Example

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ELC #4 ‘Best’ Cost $200+ psf

What can you expect?• Usually superstructures• Full computer animated fly thrus• Elaborate stage productions• Complex lighting design• Possible two story structures• Much, muchmore

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‘Best’ Cost Custom Exhibit Example

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ELC #5 BTW! (Beginning toWorry)

• Important subject• Other costs beyond the exhibit structure• Must understand these costs• It is possible to design an exhibit that youcannot afford to deploy

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ELC #5 BTW! (Beginning to Worry)

• It is possible tomitigate thesecosts?

• Some, not all• Average exhibitbudget share

Exhibit space30%

Exhibit design20%Show services

15%

Transportation10%

Travel & Entertainment

18%

Advertising & Promotions

5%

Other2%

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ELC #5 Space Cost

• Cost of concrete• Rent for 6 7 days• Expensive and going up• Little to no chance to negotiate• Leverage maximum height• Air space above• Variances

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ELC #5

Space Cost

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ELC #5 Show Services

Many things can be done from a designperspective to control costs

Drayage Installation

STORAGEShipping

Dismantling

Electrical

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ELC #5 Show Services

• Drayage• Eliminate CWTs• Save $• Aluminum vs. steel example• Fabric vs. wood

• Documentation= I&D savings• Pre wire when/where possible

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ELC #5 Exhibit Design and Construction

• We already know the costs• Don’t forget about refurbishment• Cost of ownership is 20 25% of the newconstruction costs per year

HANDLINGRefurbishment

Storage

Insurance

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ELC #5 Transportation

• Freight pricing is traffic based• Based on cubic displacement, not weight• Design to consolidate cubes• K.D. means “knock down”• Nesting• Nothing over 96” tall

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ELC #6 Human Factors

• Exhibits are built for people• Important people• Must be comfortable• If not, no opportunity

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ELC #6 People Space• Small Zone• If not, very uncomfortable• Claustrophobia• Xenophobia

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ELC #6 People Space

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ELC #6 Sense of Touch• Consider everything• Hands• Feet• Fannies

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ELC #5 TheMessaging Zone

• A narrow band• Slightly above eye level• Slightly below eye level• Virtually all visual information• Regardless of distance• Position info within the zone• Graphic hierarchy

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Graphic Hierarchy

WHO (hero)

WHAT (identification)

WHY (point of demo)

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Graphic Hierarchy

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Graphic Hierarchy

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ELC #6 TheMessaging ZoneVOLUME OF THE MESSAGEHow much information and where?

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ELC #7 Lighting 101• Singlemost important design element• Why?

• Creates a sense of drama• Basic component to draw attention• Creates optimumviewing circumstances• It can even influencemood

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ELC #7 Lighting 101• Ampere or amp (not a watt)• Backlit• Cast• Edge lit• Fiber optic• Flood• Focal length• Gel• Gobo• LED

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ELC #7 Lighting 101• High voltage• Line voltage• Low voltage• Lumen• Neon• Pierce cut• Shadowbox• Spot (Ex. LEKO: Standard theatrical spotlight)• Wash (Ex. PAR: Parabolic AluminizedReflector)• Automated “Intelligent” Lighting Fixtures

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Automated Lighting in Exhibits

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Automated LightingPlan

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ELC #8 Designed for easy I+D

• Nice work, You have a nice exhibit.• Design isn’t finished

• You need to know consolidated cubes• Estimated crate count and weight• Add 10%• Set up drawings• Dismantling instructions• Digital photographs are very helpful

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ELC #9 Built to last?

• How Long Should it Last?• Forever?...Quit dreaming!• Normal wear and tear• Life cycle• Change of marketing• Depreciation

Years

Dol

lars

Five Year Depreciation

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Appendix• See separate Word document >

Exhibit design and marketing criteria.doc

• See separate PDF >An Essay on Mind Mapping.PDF

• Errol Ahearn bio >Next slide

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Speaker Bio

The International Association of Exhibitions and Events (IAEE) Outstanding

Achievement in Industry Leadership Award

The International Business Award’s (IBA) Creative Executive of the Year

The Exhibit Designers & Producers Association (EDPA) Designer of the Year

Fashion Institute of Technology (FIT) Star Award for his generous support to the next

generation of exhibit designers

Errol Ahearn is VP, Global Design forGlobal Experiences Specials (GES)andmanages a networkof designerswho focus on large accounts invarious tradeshow, exhibition and event industries. He also serves as oneof the GES subjectmatter experts on the design and engagement trendsin the exhibit industry. Errol haswon several awards including:

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