COLLIDER’S TOP TIPS ON MAXIMISING YOUR EXHIBITION ROI BY REUSING

Collider have just completed two major exhibition projects on opposite sides of the globe. The first one in Cannes, at the MipTV event for All3media – a client we’ve worked with for over a decade.

Sound advice from Collider’s CEO, Anton Jerges

Collider have just completed two major exhibition projects on opposite sides of the globe. The first one in Cannes, at the MipTV event for All3media – a client we’ve worked with for over a decade.

The second was in the Southern Hemisphere for Texan LNG exporter, Cheniere, at the LNG 18 show in Perth – again, a long-standing client for the Collider team.

What benchmarked these events was not only the logistics of having two teams in two hemispheres in the same week but also that at both events we used bespoke, reusable stand solutions.

For Cheniere, this was the 3rd installation of the 350m2 stand – the previous 2 being in Paris (June 2015) and Singapore (October 2015). For All3media it was the 10th installation (the previous 9 took place at the same show, known as its “sister event” – MipCom).

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This brings me to my point: Are reusable, bespoke stands effective?

In a drive for efficiency, as clients reduce budgets and designers are forced to create stands that stand out (literally), while reducing spend, (not to mention decreasing install schedules and derig timings), reusable bespoke stands are becoming increasingly popular.

What is a reusable bespoke stand?

Firstly, a bespoke reusable stand should be differentiated from a reusable off-the-shelf system. Both approaches have their place, and for some exhibitions, an off-the-shelf system is perfect.

Collider uses a system like this for our client, Lloyds Register. A simple aluminium extrusion with graphic in fills means that it can be installed in multiple venues across the globe, cost-effectively. The difference between these and bespoke reusable stands are aesthetics and presence. Off-the-shelf systems can represent good value for money, but often they won’t always provide (excuse the pun) the stand-out presence of a reusable bespoke stand.

By virtue of the fact that they’re ‘off the shelf’, there is the chance that others in your sector, your show, or even your competitors, will be present with a similar look and feel.

Bespoke and reusable is exactly that. It’s a solution that’s been designed specifically for your needs and to cover a prearranged programme of events.

By going down this route you can expect to save around 30% of the cost of a new stand. It’s unlikely that you’ll save more as you still need to transport it and install it, and the large chunks you have to pay for labour don’t necessarily disappear. You will however save a good percentage of the initial capital outlay.

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Below are a few top tips and pointers on what you should consider if you have multiple events and are considering a reusable solution:

1. Make sure you brief for a reusable stand upfront. Don’t try and retro-fit as this can often negate some of the savings that could have been made in the manufacturing process.

2. Know the shows you want to go for, and if possible, give floor plans/dimensions in advance. Shows will have different rules and regulations, ie: height limits etc. Your designers need to know this to ensure they design a solution that can accommodate all possible scenarios

3. Get reinstallation prices as part of the design/pitch process. It is vital that you fully understand what the savings are/aren’t before you enter into a reusable solution. You can save money doing it this way, but make sure you know how much you will save before you commit.

4. Be prepared! You may have to invest more upfront. For something to be reusable, it needs to be hard-wearing and durable. Harder-wearing finishes can cost more and it could, on the odd occasion, be cheaper to build and burn.

5. Make sure you understand what you own and what you don’t. Contractors will often quote with items on hire, because they are using their own stock to form part of your stand. There is nothing wrong with this but it might mean that you don’t own everything that you see in the system. This will restrict your options if you try and bring in other third party suppliers at a later date.

6. Make sure that you have taken storage and refurbishment into account, and make sure you know what you are storing. Insist on a full inventory and don’t be fooled into storing items that the contractor is saying are hired or stock. If they are his stock, you shouldn’t have to pay for their storage.

7. Visit the storage facilities to ensure your items are crated correctly. This is an expense, but in the long run it will save money on storage, transport and refurbishment.

8. Hire your AV. AV is expensive to purchase and if it goes wrong it’s a problem. If it’s hired (and often you can hire locally at reasonable rates) and it goes wrong, the hire company will have to fix it or replace it. If you own it – you’re on your own!

9. Make sure your supplier has adequate insurance for storage and transit. You want to know that if anything happens to your kit – you won’t have to pay to build it again. I would also always recommend that your contractors have been through a thorough procurement process, and where possible: have the necessary accreditations and association memberships.

10. Environmental accreditation is also a key aspect. And the benefits for the planet speak for themselves.

11. Health and Safety needs must be taken seriously. If there are H&S mishaps on your stand, you can suffer. Make sure your agency don’t view Health and Safety as just a box ticking exercise. This is particularly important with a reusable solution where different crew could be installing. If your agency are worth their salt, they should be designing H&S into the stand before anything is built. Make H&S a part of the design process on a reusable stand – not an after thought.

12. Make sure you’re clear about your transport costs. You might be saving money not building the components again but depending on location, timings and logistics, it might cost you more to transport. I would always advocate looking at all options before committing.

13. Always fully understand transport schedules. Just because the shows don’t overlap it doesn’t mean you have enough time to de-rig from one show, transport the stand across the globe and reinstall. This is why it’s important to give your designer all your show information up front.

14. On major installations, look at supplementing with local crew. This will cut down on your labour travel and accommodation expenses and on long distance programmes this can add up.

15. Make sure you understand what is reusable…and what isn’t, and why you want to use it again. A platform may not be worth hanging onto – it takes up a lot of space to store and transport. It’s just common sense really.

16. Above all: Use a designer that has a proven track record of executing multiple-sector exhibition programmes. The savings can be worthwhile – but get it wrong…and it could cost you more than a few hours sleep.

To view some bespoke reusable stand case studies, click here.

And of course, if you would like to talk to us about the benefits of bespoke reusable stand, do get in touch.

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