Sign & Digital Graphics

November '12

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Photo 6: This educational, historic, lobby display was created to showcase products created by the employees of Granville-Phillips during the past 50 years. Photo 7: This edu- cational, outdoor display was created to inform the public about wind energy at The National Renewable Energy Labs in Golden, Colo. Point of Purchase Displays Point of Purchase displays are another opportunity, but one that has its own issues. Many P.O.P. displays are very clever and are well designed. My expe- rience with P.O.P. displays is that they are very difficult to profit from. Let me explain: the reason that they are hard to make money from is that often a manu- facturer is providing the P.O.P. display to their distributors at little or no cost, therefore, they want to spend as little as necessary on the display. Now there are P.O.P. display manufac- turers that do make good money on these types of displays, but they are structured with equipment and personnel to pro- duce large quantities of these displays. Therefore, the result is cost effectiveness. The small company that occasionally receives an order for some P.O.P. displays might not be set up for that type of work, so beware of the competition and what you are competing against. Outdoor Displays Since you are already in the sign the Exhibitor Show, the trade show about trade shows, just to explore and review what current technologies were available for both promotional and educational exhibits, and I was not disappointed in my findings. Educational exhibits are also finding their way into more and more companies who are including them in their recep- tion areas, showrooms, and, in some cases, their visitor centers. These exhibits educate both their guests and employ- ees about what the company is currently doing, as well as what the company has done in the past. (See Photo 6) Mobile Educational Exhibits Another trend the exhibition industry has seen is the use of mobile educational exhibits that are housed in trucks and trailers. These are often referred to as "Road Shows," and many companies are now using these types of exhibits. Some companies have even replaced their trade show programs with road show programs because they can take their message directly to their target audiences, instead of hoping that their target audiences will visit them at a trade show. Should you consider creating exhib- its for road show applications, be sure to consider the issues of maintenance and durability. If you have ever owned a motorhome and driven it for a few years, you will understand that highway travel does present its own set of issues and concerns. 70 • November 2012 • SIGN & DIGITAL GRAPHICS business and used to creating signs and structures to last outdoors, creating an outdoor exhibit should not be too much of an issue for you. However, most exhibit houses or manufacturers do not have the experience of creating struc- tures for outdoor applications. In fact, most all portable and modular exhibit systems are intended for indoor use only and become great kites if used outdoors. Exterior exhibits may be a great oppor- tunity for you to explore. There are a great number of outdoor art fairs, craft fairs, etc., that need exhibit structures to hold their products. And there are not a lot of commercially avail- able options for them, other than tents. You are dealing with the same issues of weight, portability, ease of set up and dis- mantle as you would be for exhibits with interior applications. If you get creative you could produce an outdoor exhibit option that would have a huge opportu- nity and a very large marketplace. (See Photo 7) SDG EXHIBIT & DISPLAY

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