An Interview With An Expert On Outdoor Booths and Displays

Interview with Matt Baron, President of APG Exhibits.

How long have you been in the trade show industry?

I have been working in this industry for more than 25 years. I come from a commercial printing and graphic design background. I have worked with many advertising agencies, international business like McDonald's, as well as numerous large, medium, and small business. I enjoy helping businesses successfully market their brands and getting them the best ROI. I realize how expensive this can be, so I ensure they get products at the best value. I also offer professional advise and guidance based on my 25 years of experience.

What's the biggest thing that you would recommend for first time outdoor displays exhibitors?

Talk to someone who’s been in the industry for a long time. They’ll have experience with successful outdoor exhibits and indoor displays on large and small scales. Experienced trade show professionals will be able to give a first-time exhibitor a new perspective on their product(s) from a big picture standpoint.

Many new exhibitors fail to establish a detailed plan with solid goals for an outdoor exhibit. They need to 1. Attract attention 2. Inform 3. Motivate 4. Follow-up. This can include using eye-catching apparel on staff with product information, or giving out t-shirts for attendees to wear around the event. No matter what, exhibitors need to remember that their tactics need to help them accomplish their goals.

Do you have a favorite style of outdoor display?

I have a few favorites, but one in particular comes to mind: the Tailgater Total Kit.

This pop-up tent style outdoor booth comes with a feather flag, chair, table cover and cooler. It’s one of the most dynamic outdoor displays that really stands out.

Many exhibitors don’t know that an outdoor display like this is easy to pull together, so they end up purchasing a plain tent with little else. That’s why I recommend this tent kit. It’s a little more cutting edge that requires little effort.

That said, it's not all about the hardware. It's more important to have well branded items that work well together in one cohesive exhibit. If an exhibitor can manage to create a complete package with branded items like furniture, feather flags and banner stands, they will stand out.

Any special advice for exhibitors planning for outdoor display events and indoor trade show events?

Really consider the atmosphere of your exhibiting environment. Typically, outdoor display events are a little more easy-going than indoor trade show events. Many more exhibitors will be seen in suits at indoor trade shows than at outdoor display events.

However, the most important thing to keep in mind is your brand. With your outdoor display, you might want to show the more fun side to your brand. Use some cutting edge displays that will stand out and energetic booth staff. However, show your business professional side at an indoor trade show. Always cater to your audience so they know your brand has the products/services that will fit their needs.

As far as purchasing displays, many indoor displays cannot be used outdoors and vice versa. When working indoor you have more options. Indoors, the displays don't have to be weather proof as outdoor booths must be. Outdoor display graphics must weather the sun without fading and protect exhibitors from possible rain. Without the sun, indoor displays have no need for a top like an outdoor displays have, although plenty of indoor exhibits have overhead structures like truss type displays.

So the most important part of exhibiting is branding and creating great graphics, not buying unique hardware?

Absolutely! However, you do need hardware and products that will last. If you are exhibiting at 50 shows per year, you will want to get premium banner stands, not budget banners that will wear out quickly. All products will wear and tear eventually, but as mentioned before, the branding that is printed on these products is what makes or breaks your trade show ROI.

Any final advice for new exhibitors?

Make sure you use clear marketing messages and doing whatever it takes to stand out from the competition. Call me and we will work something out unique to your brand. I'm always happy to speak with clients directly. With my 25 years of experience, I’m sure I can help you create a successful trade show display.

If you reference this article and call me directly, I will give you 5% off your order. I really take the time to learn who my customer is so I can match them with the best products. One thing I've kept to throughout my career is giving the best possible customer service. If I can help you excel in you business, I’ve just helped my business by ensuring you’ll want to return!

Interview with: Matt Baron President of Agency Promo Group and APG Exhibits ph. 866-752-2192