Can You Differentiate Yourself with Pop Up Displays? Part 1
Several years ago, before I ever entered the display business, I was employed by a major hotel chain in one of their many convention oriented hotels. Each year we would attend, along with the cities convention bureau, the American Society of Association Executives convention and trade show. For me it was a great experience to see and experience a whole new world of creative marketing by cities from around the country.
After walking the ASAE show over the course of several days, I soon realized that this was a show of “haves” and “have nots” when it came to the exhibits themselves. The cities like Miami, Chicago, New York, Los Angeles, Las Vegas, etc. had these huge island booths that for me was something right out of fantasy-land; while others like Knoxville, Oklahoma City, Richmond, all had these little half curved concave shaped displays as I described them, which as I saw it was convincing proof that they did not have the facilities, or budget to play in the big time. I told others that the aisles where these booths were located weren’t worth walking down, because it was a profusion of those concave things everywhere you looked on each side of the aisle. Hey, I did not know any better and what I was referring to was the every day variety of what we call a Pop Up Display.
Fast forward and over 30 years have gone by since that day when I formed my initial opinion about pop up displays and what their ultimate worth would be in the market to the purchasers of the product. Strangely enough, a few years later I even got into the trade show business by founding a decorating company, then began manufacturing trade show exhibits; and yes, after a while even designed a pop up display myself. I have to say that one thing I learned a long time ago was that the market is always right and not having a pop up display to sell would be a big mistake as a display company, but is marketing your company with a pop up a wise decision?
Let me conclude by saying this; Yes, being a trade show display retailer without a pop up to sell would be a big mistake, but businesses are also making a big mistake by relying totally on pop ups to differentiate their businesses in the marketplace when they should eventually be gravitating to other types of trade show exhibits as their businesses mature and/or their businesses are no longer the newcomers in their industry.
Perhaps I will explore that in my next blog!
Lowell Nickens is the owner of Shopforexhibits.com and Shopfordisplays.com; both of which offer perhaps the largest inventory of higher quality trade show displays found anywhere on the internet at very competitive prices.
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