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Developing New Business at International Exhibitions

by Nomadic Display 10. November 2015 15:26

Many companies today are reaching beyond their native borders to develop new business opportunities. Whether the goal is to build a global brand, increase revenue, expand distribution, or establish operations, exhibition and trade shows are one of the best ways to introduce your company to a new market. The following key points should be beneficial to exploring international trade shows. 

Find the right event. There are a number of searchable trade show directories online that enable you to research trade shows by country, industry, search term, and dates.  Your exhibition display supplier should be able to help you screen appropriate trade shows based on your specific goals. 

Do your research. Learn as much as you can about international exhibiting in general and specifically in your target markets. You will find lots of information on the web. 

A new book "Trade Shows from One Country to the Next" offers fascinating insights into trade show marketing in 45 countries. Author Larry Kulchawik has over 40 years of experience in the international trade show arena. His book focuses on venues, regulations, exhibit architecture, cultural differences, behavioral adjustments and communication skills needed to successfully market products and services at trade shows in foreign countries. Order a copy of his comprehensive guide at Amazon.co.uk 

Select an experienced partner. You will want to work with an organisation that has experience in your target market. Ideally the organisation you choose will have operations located in your target market. Nomadic Display has offices in major markets in the US and Europe that offer display fabrication, exhibition rentals, graphics, and show services. We produce from the location closest to our clients’ exhibition destination to reduce time and expense. If you plan to work with an independent consultant, be sure to ask for client references to verify their experience. 

Design for a different audience. Your trade show display needs to engage an audience of a different culture. That requires an understanding of the style, colours, language, on-stand activities, and more that will drive the optimal trade show display design. To effectively collaborate at your exhibition design 'kick off' meeting bring show specific regulations, a floor plan denoting your space on it and a design brief that includes your research into your target market. 

For more tips on international exhibiting, go to Resources.

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Marketing | Travel | Exhibition Tips

Meet our Client The Motor Sport Asscioation (MSA)

by Nomadic Display 24. February 2015 20:06

It’s always fantastic to win a pitch against 3 other companies – especially when you’ve been the incumbent supplier for the last 6 years.  

Working with the Motor Sports Association (MSA) is always an honour for us and we work closely together with a key strategic mission in mind of how to best use the space that most suits the client and its visitors to achieve maximum results.

The stand was positioned at the entrance to the venue, taking this we designed a stand that was open and acted like a funnel – the science behind this is that once on the stand you could easily manage the footfall with direction and without out interference – this meant sweeping graphics and two long meeting desks. 

The next key area was how the information was displayed.  Nomadic created the graphics with the full intent to supply enough content that even if you wanted to just pass through, you were comfortable enough to glean the information needed and still have the MSA experience.  We also had the bonus of introducing 3 vehicles to the installation, again portraying the MSA to its full potential.

Allan Dean-Lewis kindly offered to provide his experience of this project…

As the UK National Governing Body for four wheeled motor sport, affiliated to the FIA as the World governing body, the Autosport International Exhibition at the NEC in Birmingham is an important front window for ourselves and our sport – and the only exhibition where we have a significant attendance each year.

We started dealing with Nomadic back in 2008, when our ‘pole position’ stand just inside the front entrance of the exhibition was a lot smaller then it subsequently grew to, but they proved from day one to be an easy company to deal with from both a design and cost angle, with any issues pre-event being dealt with promptly and efficiently and always accurately reflecting our needs. In the first year, one of the main  benefits to us (apart from a quick build capability on set-up day) was that at the end of the show we just walked away and left everything – our previous suppliers insisted we stayed on stand to do the handover, often an hour or more after the show had closed.

Since those early days, Nomadic have helped us to review our design matched to our needs on an annual basis, sometimes even saving money the following year, and their quality of imagery has gone from good to better to excellent, which is now a major enhancing feature of our stand.

And what do they say about size matters?  Well it doesn’t seem so for Nomadic.  Whether it was our first stand area, or the three times larger mid-term one, or the six times larger one used in 2015 for the first time, they have always come up with a structure that is fit for purpose, whether pop-up, soft sided, solid panelled or whatever.  I have thought once or twice that we are at the limit of an existing design and structure only for Nomadic themselves to come up with a better solution for the following year.  We also first engaged with Nomadic on a hire basis for the stand, but now over 6 years down the line we negotiated a purchase of the existing stand at a price which not only kept our Finance Director happy (quite a difficult challenge for most Finance Directors I am told) but also gives us continuity for probably at least 3 years, with just embellishments and updates to further improve year on year, which I know the team at Nomadic will help us with.

I would add that we are just a satisfied customer with Nomadic and have no other connection with them, and also we have regularly benchmarked them against other suppliers (as we did during 2014).  It was to their credit that they trumped the others that we consulted with and gave us a workable basis on which we can continue our engagement for at least another 3 years.  So they haven’t won and kept our business easily, but they have worked hard enough to earn it and keep it.  Allan Dean-Lewis MBE, Director of Training and Education

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Choosing Your Exhibition Stand Supplier

by Nomadic Display 21. July 2014 14:37

It’s never an easy decision! Once you have picked your exhibition and signed up to your stand space, the next and most important step is to stand out from the crowd!  Deciding which stand designer will really work hard for your brand is not an easy decision. In a perfect world the organisation you pick won't work for you, but with you and help guide you through the whole process all the way. 

The principal thing you need to do before actually searching for a display stand designer is to outline what you expect, need and need from them.  There will also be things they need from you so refer to our blog post What Your Exhibition Designer needs from you!  

This will help you put together a briefing document that you can provide to your chosen companies.  Make sure you give as much detail as possible including budget guidelines to ensure you receive back plausible designs.  Remember not all suppliers will offer the same service and warranties so make sure you check this out early on in your search.  It’s also worth thinking about whether you want your stand design to offer flexibility and scalability for future exhibitions and events, mentioning this early on could save you money in the future.

So you are now at the stage where you will be receiving something back, but how do you choose?  Did the exhibition company ask you any question in order to really understand your requirements?  Did they address all of the items you entered in your brief? Did they come up with any ideas that you hadn’t thought of? Could you understand the way the information was presented?  If your answer is yes, then they are worth putting into your short list.

Making your final decision from here should be easier, this is the time to get more detailed information or clarification on any of your concerns.  Feeling comfortable to ask questions and feel you are getting the right answers is so important.  Think about the services they offer and how they will help you have a stress free show.  Think about future exhibitions and how they may be able to help you re-purpose your display keeping future costs down.


Nomadic Wins Two Awards at Exhibitor 2014 for Newest Exhibit Innovation

by Nomadic Display 22. April 2014 18:31

Exhibitor2014 is the trade show for trade show and corporate event marketing professionals. The 25th annual conference offered 160 education sessions, an expanded exhibition hall and an inaugural Awards Night.

We debuted our newest exhibition innovation, the DesignLine® Wall System, with an exhibition display design that gained rave reviews from attendees. Visitors responded with delight to our brightly coloured graphics and variety of lighting options including backlit walls, LED colour changing downlights and whimsical accent lighting.

The display was so well received we generated an increment of 65% more visitors.

Floor to ceiling fabric graphics featured face-to-face conversations about what marketers need from their exhibition supplier. Exhibition marketers adjust their projects to meet their business changes, often with limited resources. Our presentation was designed to illustrate how Nomadic helps exhibitors transform change into new opportunities with modular displays that adapt to fit another utilisation or circumstance.

Exhibitor hosted a gala Awards Night to present 2014 awards for exhibition excellence to winners at a dinner and ceremony. The Walton County Tourist Development Council exhibit received not one but TWO awards! Designed by Zehnder and Synergy Design Group, we produced the custom modular stand with our new DesignLine Wall System. A juried panel selected it to receive the Best 3x3 display award. By popular vote, it also received the People’s Choice award. Our sincerest thanks to everyone to voted!

Luz Lobos, President, Synergy Design Group 

Pat Goeke, President, Nomadic Display

Nine Ways To Make Email Work Harder For Your Events

by Nomadic Display 13. March 2013 18:54
1.Target attendees!  Rent the attendee email list from show management or have them broadcast your message to attendees for you.  Because people are already planning to attend, you don’t need to convince them to come to the show. Instead, your message should focus on getting them to visit your exhibition display. Target the companies you want to reach and omit the ones you don’t as competitors.

2. Start with a snappy subject line!  It’s often the determining factor in whether or not a message will be opened.  Make your subject line compelling so the recipient will want to open it.  Test different subject lines by sending half of your audience the email with one subject line and the other half with another.  Measure which one gets opened more often and use that to plan subsequent email campaigns.

3. Personalisation is key to connecting with readers. People love hearing and seeing their own name.  Include their name in the subject line, salutation and/or body copy.

4. Design for the golden triangle! The upper left corner of an email is often viewed by recipients in a preview pane so they can determine whether or not to open it.  Your headline, image and copy within that triangle should be designed to express the key benefit of your message and prompt them to want to learn more.  Keep the copy brief and to the point.  Tell them why they should visit your stand.

5. Include a call to action! After the list, the offer is the second most influential factor in the success of a campaign. Some of the best incentives are free but offer real value.  Consider what will best motivate your target audience -  a VIP pass to the event? a demo of your newest product?  a special report on an industry topic of interest?  a sample or trial? Vouchers are enjoying a resurgence in popularity so don’t forget show specials. 

6. Remember to include your stand number.  Invite people to follow you on your social media sites, too.

7. Be sure your email complies with the Can Spam Act for US recipients.  The big 6 provisions that you are required to include in your email are:
  • Use a valid, non-deceptive from line
  • Use a valid, non-deceptive subject line
  • Give conspicuous notice of the opportunity to opt-out
  • Provide a functioning opt-out with every message
  • Complete the opt-out within 10 business days.
Some email services automatically filter opt-outs from broadcasts already in cue.  If yours doesn’t you may want to include language such as “We have received your request to be removed from our mailing list.  Please be aware that you may continue to receive messages from us in the next week.  However, we will ensure that your name is removed within 10 business days.”

8. Send it twice!  Release the first time about 3-4 weeks prior to the show.  Then resend it to serve as a reminder a week or two before the event.  Send your email at an optimum time for it to be opened and read which many B2B marketers currently feel  falls between Tuesday and Thursday.  Getresponse.com recently conducted research indicating that emails delivered between 8-9am or 3-4pm get the most opens and click throughs.  Keep in mind that you may need to segment your list by time zone.
9. Evaluate performance! No matter what marketing medium you’re investing in, you want to know if it worked.  Many email services enable you to view a list of the recipients that opened and clicked through your message.  Give that list to your Account Executives to follow up.  Cross match your email open list to your show leads to determine the % that were influenced by your broadcast and visited you.  

How To Stand Out At Exhibitions with Motion Graphics

by Nomadic Display 20. February 2013 18:45

Exhibition visitors are bombarded by stimuli at shows. A crowded show fights for attention from all of an attendee’s senses – sight, sound, smell, taste and touch.  So what can you do as an exhibitor to make your display stand out in a sea of others?

Technology is offering us new ways to engage visitors.  Flat screen monitors continue to grow bigger in size and smaller in price, so consider adding one to your display to complement your display. Wide screen monitors offer a great way to stand out from the crowd, get the attention of passersby and communicate your marketing message in seconds.  Consequently exhibitors are incorporating wide screen monitors with motion graphics more frequently into their exhibition displays.

Motion graphics presentations play continuously on a loop throughout the duration of your event. Motion graphics don't have to be a huge undertaking; they can be created using stock photos, commissioned photography, rendered art, and video. They can be strictly visual or include music and sounds.

Plus, you'll get a lot of mileage out of these graphics. A single investment in a motion graphic presentation can be used to promote your company and its products before, during and after your shows. For pre-show promotion put it on your website and include it in your email broadcasts.

At the event, create an inviting atmosphere that makes buyers feel comfortable approaching and entering your space. Monitors with motion graphic presentations can be positioned to play out to the aisles as a way to draw attendees into your space.  You can also place motion graphics within your space. A warm, even soothing, environment can extend and enhance your engagement with visitors.

Another way to put your graphics to use is after the event by your sales team during face-to-face meetings. Graphics can be played on demand on their tablet or smart phone.

Exhibition Inspiration from Vincent Van Gogh

by Nomadic Display 21. January 2013 13:41

Vincent Van Gogh said “I dream my painting and I paint my dream.”

Exhibitors dream their programme and then create it, too. At an exhibition your goal is to reach your target audience. Your advertising campaign, exhibition design and promotional strategies should work together to inspire your audience to visit you and learn about what you can do for them.


Simple? Not so much, which is why exhibitors depend on internal and external resources to write, photograph, design, fabricate, and build material for pre-show, at-show and post-show event marketing activities. That got me thinking about where the various contributors find their creative inspiration.  When asked, the exhibition designers I spoke to said they get their inspiration from the exhibitor; by what the company does and through conversations about what they want to accomplish.

So where do exhibition marketers get their inspiration? There are a number of sources for inspiration including peers, magazines, newsletters, other exhibitors and, of course, websites. Display solution galleries enable exhibitors to browse exhibition display designs that offer their desired features, functions and details – or perhaps features that are brand new to them! While some exhibitors locate the exact design they want, many locate several examples to express the characteristics or attributes they want to combine into their own customised display design or environment.

Tell us about your sources of creative inspiration.


Helpful Hints to Get You Through the 2013 Budget Process

by Nomadic Display 17. December 2012 14:55

Since business to business exhibitions represent the largest share of the average marketing budget, you’ll need to plan carefully for the shows you want to participate in next year.  Consider these five steps: 

1. Review your 2012 exhibition marketing expense categories and make a note of anything you want to do differently in 2013.

2. Compare your 2012 expense categories to those of other companies that exhibit. The Center for Exhibition Industry Research (CEIR) updates “How the Exhibit Dollar is Spent” annually. This year’s study revealed the following breakdown:

3. Make a list of the line items within each category so no detail slips through the cracks. For example, using the chart above take into account that:

  • Show services includes material handling, installation and dismantling, electrical, furnishings, Internet, A/V, floral, food & beverage, cleaning services, etc.

  • Promotion includes pre-show, on-site and post-show initiatives – advertising, sponsorships, giveaways, collateral, etc.

  • Lead management and measurement includes lead retrieval equipment, post-event follow up activities, tracking, etc.

4. Build your budget by allocating funds to the fixed expenses first such as exhibition space, then add in estimates for variable expenses such as promotion. To be on the safe side, you may want to add five percent to cover general cost increases.

5. Refine your projections. Look for opportunities to reduce operational expenses so you can invest more to promote your products and services! You may be able to shave some spend on items likes these:

  • Pre-order show services vs. on-site

  • Ship to the advance warehouse vs. direct to show site

  • Buy artificial floral arrangements

  • Bring your own cleaning supplies, trash can and sweeper

  • Invest in one display that scales up or down for use in different exhibit spaces

  • Rent a large display in your show city vs. shipping one a long distance

Funnel your savings into other existing categories – such as promotion; or new ones – like staff training and measurement.

What’s your biggest budgeting challenge?

How a custom exhibition rental can help you

by Nomadic Display 17. September 2012 17:13

In the exhibition game, presentation is everything. With dozens of companies competing for attention in an enclosed space, if you don't stand out from the crowd, you don't stand a chance. So how does a growing business with a limited budget afford a larger exhibition stand to best show what they have to offer? By renting a custom exhibition display. It can be an ideal solution to free yourself from the hassle and expenses of display ownership, while still leaving you open to future changes in your marketing approach or your events budget. With a custom exhibition stand rental, you can have the display design you want without having to worry about things like storage or maintenance. For many companies, this not only means greater flexibility, but also significant financial savings.

The new Blue Diamond Almonds trade show display is a great example of how a custom exhibition stand rental can meet the growth needs of a company within their budget. Although Blue Diamond had some success in the past with inline and backwall displays, as their operations expanded they wanted to take the opportunity to create a more dynamic and attractive presentation area that would accommodate a higher volume of traffic.

After working with Blue Diamond to assess their needs and design requirements, the result was a custom rental that is bolder with brighter graphics and towers that are easily visible from a distance. The display is open and inviting. Semi-private seating areas allow for multiple conversations to be held simultaneously. This design allows a company like Blue Diamond to highlight their product range in a professional yet relaxed atmosphere.

Custom exhibition rental displays can be created for all kinds of businesses at every budget level, and best of all, by not having to purchase the display, your company can avoid committing to a certain design. This in turn leaves you open to make changes later as your marketing plan evolves along with your business.

For more from Blue Diamond, watch their testimonial video here

It's All About The Follow Up

by Nomadic Display 19. March 2012 15:34

The pre-show promotion was a hit.  The exhibit looked awesome.  The stand staff were pumped.  It was standing room only for the clients and prospects that visited your trade show display. Now the real work begins.

Build Trust Immediately
Developing a relationship with your prospects requires trust. Swift follow-up is the first step toward building trust. Your visitors have met with your staff, seen your products and services and asked to receive more information, pricing, and perhaps even a meeting.  Your prospects trust you will continue the dialogue that was started during the event - - so don’t disappoint them. Send a personalised email message confirming your next step during the show or within 24 hours of their visit.

Distribute Leads Quickly
Have a plan for processing your valuable trade show leads BEFORE you go to the show.  Appoint individual(s) to receive the leads, get them out to your sales team and into your database on a timely basis. Review how a surge in leads will be processed to prevent them from getting bogged down by internal bottle necks.

Follow Up Repeatedly
Over 90% of business gained from exhibitions is the result of follow-up efforts.  According to a survey of business-to-business marketers, on average, 10-30% of leads are sales ready and another 50% will eventually purchase.

Research indicates the average sale happens after the 5th contact. The average sales person tends to give up too soon and doesn’t make a second attempt to connect with prospects. Work with your sales managers to establish accountability for, and monitor, follow-up.  Sales coaches suggest that the prime time for connecting with prospects is between meetings like early in the morning, during lunch and late in the afternoon.

As for the 50% of visitors that don’t have an immediate requirement, nurture them until they are ready.  Keep in touch with prospects over the longer term. Be persistent but not pushy.  Let your prospects know how you can help solve their business challenges so that when they are ready to buy they think of you.