Monday, February 19, 2024

Why You Should Invest in Display Cases

Investing in high-quality shipping cases for transporting your displays to trade shows is crucial for protecting your booth and accessories. While less expensive options may seem appealing, they often prove to be unreliable and costly in the long run.


Cases made of low-quality materials such as plastic are prone to breaking easily, especially during transportation. Clients who opt for these less expensive alternatives may find themselves having to replace them after just one shipment, with no warranty to cover the costs. This cycle of constant replacement can quickly add up, particularly if you attend multiple trade shows throughout the year.


On the other hand, investing in a more expensive, higher-quality case offers numerous benefits. These premium cases are constructed from durable materials designed to withstand the rigors of transportation. Additionally, they often come with warranties that provide peace of mind and protection against unforeseen damage. Premium cases may offer additional features such as the ability to convert into a counter, providing added functionality and versatility to your display setup. While the upfront cost may be higher, the long-term benefits far outweigh the initial investment, especially for businesses that frequently participate in trade shows.


While it may be tempting to opt for less expensive display cases, it's essential to consider the long-term implications. Investing in a high-quality case not only protects your displays but also saves you money and hassle in the long run.


Need help finding quality cases for your next tradeshow? Contact us at or at 952-941-4511 to learn more about our products.

Wednesday, January 31, 2024

The Importance of PMS/CYMK Colors in the Trade Show Industry

Colors are the most crucial aspect of printing for your display. Branding colors must remain consistent because they can appear significantly different on various materials. Whether you're printing on vinyl, fabric, paper, or simply viewing it on your screen, the color may vary. When communicating with your trade show designer, be sure to include any PMS/CMYK callouts to ensure your branding colors match throughout your entire booth.

What are PMS colors? PMS (Pantone Matching System) is a numbering system used in graphic design, providing universal color codes to ensure precise color matches for the designing and printing process.

What are CMYK colors? CMYK (Cyan, Magenta, Yellow, and Key) ink colors are within a PMS color. These are used for printing and selecting colors while designing, among other purposes. Printers and creative platforms use these four ink patterns to create the same color throughout the printing and designing process.

Why do colors look different on different materials? Paint dries differently on various fabrics. Banner fabric and vinyl have different textures and weights, causing ink to absorb into the fabric differently. This is why it's crucial to color match when changing fabrics to maintain a consistent color throughout the printing process.

Here are some reasons why Pantones are important for printing:

Consistency: Pantone colors provide a language for communicating and reproducing specific orders, helping maintain consistency across graphic designers, materials, and printing processes.

Branding Identity: Many companies and brands have specific colors associated with their logos and branding materials. Pantone colors help ensure that these brand colors are accurately reproduced across various printed materials, maintaining a consistent and recognizable brand identity.

Color Matching: Pantone colors allow printers to match colors accurately across different printing materials. This is crucial for large-format printing, packaging, and marketing materials.

Versatility: Pantone colors are not limited to a specific printing method. Whether it's offset printing, digital printing, screen printing, or other techniques, Pantone colors can be used across various printing technologies, ensuring consistency in color reproduction.

Wednesday, December 6, 2023

The Power of Experiential Marketing

In the dynamic world of business, trade shows stand out as powerful platforms for networking, showcasing products, and creating brand awareness. However, in an era where competition is fierce and attention spans are short, simply having a booth with brochures may not be enough.
Enter experiential marketing – a game-changing approach that immerses attendees in memorable, interactive brand experiences.

Experiential marketing goes beyond traditional advertising by creating direct and meaningful engagements with the audience. Instead of passively absorbing information, attendees become active participants, forming emotional connections with brands. Tradeshows provide a unique opportunity for companies to leverage this approach and make a lasting impression.

One of the key advantages of experiential marketing at tradeshows is the ability to create memorable experiences. Whether it's through virtual reality demonstrations, live product testing, or interactive displays, giving attendees a hands-on experience can significantly enhance brand recall. Attendees are more likely to remember an engaging activity than a booth filled with promotional materials.

Experiential marketing encourages interaction, turning observers into engaged participants. Activities like games, contests, and live demonstrations not only capture attention but also facilitate meaningful conversations. The more engaged attendees are, the more likely they are to share their experiences on social media, amplifying the reach of your brand beyond the tradeshow floor.

In a crowded marketplace, emotional connections can set your brand apart. Experiential marketing provides a platform to evoke emotions and create a positive association with your products or services. Whether it's through storytelling, immersive environments, or personalized interactions, tapping into emotions can leave a lasting impact and build brand loyalty.

While the initial investment in experiential marketing may seem higher than traditional methods, the potential return on investment (ROI) is significant. The engagement and interactions generated at tradeshows can translate into increased leads, sales, and brand advocacy. By standing out from the competition and creating memorable experiences, your brand is more likely to be top-of-mind when attendees are making purchasing decisions.

In the ever-evolving landscape of tradeshows, experiential marketing is proving to be a powerful tool for companies looking to make a lasting impression. By focusing on creating memorable experiences, fostering engagement, building emotional connections, and ultimately maximizing ROI, businesses can elevate their trade show presence and leave a lasting impact on attendees. As you plan your next tradeshow strategy, consider how experiential marketing can transform your brand's presence and set you apart in a competitive marketplace.

Thursday, October 26, 2023

Your Brand Matters

One of the first steps in establishing a company is to determine your mission and to create a brand that represents and communicates that mission. You can achieve this through engaging designs, which includes a logo, crafting a slogan, and creating a website. Often, this is the most critical aspect of building your brand. There are several main reasons to do this: building growth, fostering customer loyalty, establishing a sense of identity, and clarifying your values.

Creating an identity that sets you apart from the competition and fosters a genuine connection is crucial. Your identity is what makes your business unique. It reflects your beliefs and dictates how you communicate with and assist your clients. This is an integral part of brand creation, and it's essential to convey exactly how you want potential clients and employees to perceive your company.

Effective branding promotes customer loyalty, as clients are more likely to return if they feel a strong connection to your brand. Building a good relationship from the outset is key, this includes creating a booth that helps you build on those relationships. Maintaining your promises throughout the entire process fosters loyalty.

You also want to instill value throughout your company. Branding can help you define principles and core beliefs that enable your employees to work cohesively, demonstrating value to your clients and achieving your goals. Your values can be demonstrated through your website, signage, or a slogan that reflects your principles. These subtle elements can consistently convey value throughout your organization and serve as a reliable foundation.

Total Displays will help you communicate your identity and values by creating a booth design that fosters relationships with current and prospective clients. 

Thursday, September 28, 2023

AI and Trade Shows

Recently, all eyes have been on artificial intelligence (AI) and businesses are trying to figure out how it will affect them. Specifically for Total Displays, we are staying on top of how it will help or hinder trade shows and the companies that create and manage them. 

What are the positives of AI that will help the trade show experience? Some of the biggest ways AI could enhance the trade show experience is through personalized planning and interactive tools. Imagine attendees using AI to guide them through the trade show floor and simply answering questions they may have during their visit. Attendees could personalize their trade show experience making their time and your time more effective and efficient. You may also consider using AI within your booth on tablets and interactive screens so your clients can immerse themselves into your company to learn more about your products or services. 

Will this affect the in-person connection? Trade shows allow for that very important face-to-face connection to build relationships. The concern with AI is the potential reduction of human connection as it slowly evolves in our everyday lives. Even though this up and coming technology that could impact the trade show experience, it could actually enhance a booth as well and should be consider in the future. 

I think that AI could be helpful to get fast results but as humans, we still need connection. I think over the last couple of years, that need has become even more apparent, and AI can never replace those interactions. As a trade show business, this will be a challenge for our team to make sure AI is effectively used in booths and the overall trade show experience.  

Wednesday, August 30, 2023

Handling Sales Objections vs. Harassing a Prospect

 I just received an interesting sales call. It is for a lead generation, database management tool.  Not a CRM. But a place where you can get decision maker contact lists for companies.

I was at least impressed that this person didn't email me but actually called me today saying he found me on LinkedIn.

I have looked at this service before. It is VERY expensive. Right now, it is just not a good fit for us for multiple reasons.

Here is where it got interesting.  I told him why it wasn't a good fit right now. He tried to refute my stance. He then proceeded to tell me about a great new tool that targets people that are searching for our products/services and blindly sends them a series of emails.

If you have followed along at all, you know I am not a fan of the blind pitch.

I proceeded to tell him; I am NOT A FAN of the unsolicited email without any personal interaction. That if I get them, I immediately flag them as junk.  He argued that they were emailing people looking for our products/services so that is ok.

I told him, we build relationships and don't just email prospects.

Understanding in our world, that some companies have been using the same exhibit company for 10, 15 or even 20 years. The chances of them just replying to a blind email and me selling them an exhibit, is pretty slim.

Can it happen?  Of course, but it would be very rare. You have to catch that person at just the right time, in the exact right circumstances to get them to reply to your email, engage and then buy from you. 

He proceeded to argue with me again, saying they have had a lot of success with other companies like us, in our industry.  Ok, maybe the REALLY big companies.

Remember, I told you they were VERY expensive. The most expensive option like this out there on the market. I have researched this previously.

My last objection was that they are by far the most expensive option out there.  Of course, his reply was, "I'm sure as you know, there is good reason for that."

So, this gets even better. Out of curiosity, I went out to their website to see what their pricing is like now.  There is NO pricing on their website.

My phone just rang. It was my persistent sales rep. He got a notice that I was out on their website, and he wanted to know if I wanted pricing.

I know all about handling objections. The best salespeople handle objections without the prospect even knowing they are handling the objection. Arguing with your prospect is not a good look.

Remember, I told him point blank, I would never use a blind, targeted email. That is just not how we do business. I really despise those emails that lack any personal attention and are clearly sent by a bot. 

AND it gets better! I just got another call from someone else at this company. This call came from a local number. I asked to be removed from their list. Her response, "You're not on a list".  Then why did I get 3 calls in less than hour. Clearly, they need some CRM consulting to not call the same prospect multiple times within an hour. 

How do you handle objections, and do you use automated emails?

Monday, August 28, 2023

Are Trade Show Goals Important?


When it comes to building a trade show booth, you might want to set some goals. These goals can be for both your company and your client or individual goals. These can be set by an artwork deadline, ordering your products on time, and getting everything checked off the list to be built at the show. There are a lot of steps to getting everything completed before the show. Goals are a great way to start the process of building your booth and will ensure that both the client and you can stay on schedule, get on the same page, and have good communication. 

Ideally, you want to start the process a few months ahead. Especially if you’re relying on artwork from your client or your designer. This can be the longest part of the process, which involves a lot of going back and forth with the client and production. Key components of the artwork are high-resolution photos, PMS colors, and branding guidelines. When clients are doing their graphics, it's important to identify and communicate these requirements. If not, there could be issues with the design that cannot be fixed, or worst-case scenario, require starting from scratch. Artwork is the most important part of a booth. 

When deadlines are set, both sides are liable for getting everything completed. You must be timely with weekly updates over email or notifications. This will ensure you have enough time for production, shipping, and fixes if necessary. It's important to have some buffer time in the process. These days, we have encountered production and shipment delays that we need to account for in the timeline. Most clients don't understand this long process time, but this is what will save you time and money in the end. Rush fees on shipping and production could almost triple in price, so this is important to stay on your timeline. 

Goals are important to be established to motivate and to hold each other accountable. Creating a trade show booth is a long and stressful process, but setting these goals and deadlines can help make something complicated into a stress-free show.