When Mick Jagger proclaimed that time was on his side, I can’t help but wonder if he was actually talking about timelines. They are a great way to use time to your advantage. At Exhibit Concepts, we believe that creating an inclusive, realistic timeline is critical to a successful project, particularly when it comes to optimizing productivity. Better yet, it makes putting time on your side a real possibility.
When considering the art of productivity, the Japanese serve as a compelling example of successfully changing an industry with a simple philosophy about waste: Muda. Translated, it means “futility; uselessness; wastefulness” also known as lean manufacturing. This approach to eliminating waste has completely transformed the heart of the automotive industry. It has guided many automakers to properly allocate resources in order to find the most effective way to increase profitability.
The elimination of waste is also very important in the trade show industry, and one of the aspects we have focused on is using a timeline to guide us to a path of prosperous productivity. With over 80,000 square feet devoted to manufacturing and prep at our headquarters in Dayton, Ohio and another 10,000 square feet in our Chicago office, efficiency is key. Creating a detailed timeline and sticking to it from concept through all phases of production and shipment is how we get there.
Here are a few ways timelines can benefit your trade show program:
1. Reap the Rewards of Anticipation
While we cannot predict everything, there are many trade shows that our clients attend consistently, year after year. When we know a show is coming, our team can properly allocate resources to deliver the best possible experience for clients.
Better yet, incorporating the trade shows we know will occur gives us flexibility to handle the other shows that appear in the schedule along the way.
2. Time to Take Responsibility
Timelines aren’t just about scheduling; assigning responsible parties to each task along the way is a crucial component. The success of any company lies with good communication, and making individuals responsible for the outcome of important tasks is essential. Likewise, client responsibility should be noted in the document. Ownership and accountability ensures all parties stay on track and sets expectations with great clarity.
You’ve made the decision to attend a trade show and you’ve
You’ve decided that investing in face-to-face marketing will achieve your brand
Recently, over 100 individuals from our industry gathered to speak to our representatives on Capitol Hill during Exhibitions Day. The annual fly-in is led by the International Association of Exhibits and Events (IAEE), and 2017 was the fourth installment, with attendance growing each year. While there are no exhibits, it is the epitome of the time-limited face-to-face marketing influence that is central to our industry.
When you are relatively new to a pre-existing events team or program, it can be overwhelming to get a handle on all the different number of trade shows, show acronyms, venues, assets, internal and external partners, products, brands and sales professionals. Taking a “program approach” and organizing your shows and assets into tiers can help you stay focused, concentrate on your objectives, control spending and will probably help your peace of mind.
So, you want to take your domestic trade show to an international audience. Or perhaps you’re already participating in international trade shows but you want to expand your program to additional cities. Regardless of the stage of your particular program, there is great value in understanding how trade shows operate internationally because it can be very different than in the United States.