Exhibition printers are experts at producing signage, graphics and other materials for trade show stands. But more and more, exhibition printers are being called on to be events consultants. In addition to producing printed materials, printers are helping customers locate, arrange, set up, and in some cases, completely designing the trade show stands for their clients. Because of this, some printers are labeling themselves as event exhibition specialists, offering a full variety of exhibition services in addition to printing.
Types of Customers
Exhibition printers will encounter a few different type of customers. The first type is the customer that does five or six shows a year. They will want and appreciate input, so consider consultation part of the customer service you will need to offer them. Most of these customers will have some good ideas, but may need a push in the right direction to bring out the true potential of their presentation. The second is the annual exhibitor that does the same show every year. These customers will have a good idea of what they want and how to achieve it. They may need some limited consulting for some projects, but generally they don’t require much additional effort. The third type of exhibitor is frantically calling you a week before the show with an emergency rush job. These customers are in the most need and will need to be coached.
Printers Role Expanding
Printers are skilled in producing high quality signs, banners and displays. But they may not be talented at knowing how to best put their product to use. Depending upon how you offer your service, you may need to bring in new talent to handle the marketing side of trade show exhibitions. If so, you may need to offer consultation as a specific service offering, orr offer trade show printing exhibition printing services that include consultation if the project is received early enough. Also, printers can bring on designers and others specialists on an ad hoc basis to fulfil a project.
Benefits of Expanding Services
Offering consulting for free may pay for itself in repeat work. A client who feels your expertise helped improve their impression at the trade show will often come back for their next show. They may want to expand their presence, so it’s not a bad practice to prepare plans for new features at their booth. This is especially true with the first type of customer, who will look to printers for expertise in how to continually improve and grow their exhibition stands.
Tips for Effective Exhibit Stands
For all exhibits, planning ahead is crucial, as any type of customer may need changes and adjustments that are harder to execute last minute. While exhibits need to have space for visitors to move, some will make the mistake of making their exhibits too empty. Make sure stands and their signs are in proportion, and use lighting to draw in customers while properly illuminating the messages you want to send.
